Apple is now permitting app developers to serve ads via push notification. In an announcement earlier this year, Apple broke with their long standing policy against the push notifications, with some restrictions.
Application developers cannot push ads unless the user has expressly opted in for push notification advertising. But if we know anything about push notification marketing, there will be opportunities for advertisers.
Push Notification Stats
- According to Salesforce, in 2019, 55% of users agreed to push notifications on their cell phone.
- Even more optimistic for advertisers, the open rate for push notifications is 50% higher than the open rate for email advertising.
- The click rate of push notifications is 7X higher than that of email marketing.
- 70% of app users say their push notifications are useful.
- According to a survey by Insights, the most desired push notification content are offers and discounts.
If you search Google for “How to disable push notifications on the iPhone” you’ll get more than 800,000 results. But don’t let that fool you: many users will opt-in for push notifications, and that can be a boon for advertisers.
Push Notification marketing can help you promote new products, locations, and events. Studies show that a consumer is more likely to respond to a message on their phone than those that pop up on a website.
Push Notifications are Standard Practice for Users
Push notifications are the top driver of app engagement. Think about your favorite, most-used apps like Facebook, Instagram, and Pinterest. When you grab your phone you often see their notifications first, and it’s an effective way that those channels attract return traffic and engagement.
With iPhones now enabled to accept push notifications from third-party apps, advertisers will have an opportunity to get their message in front of more people anywhere they are.
App developers are seeing great response to automated notifications that “drip” out. These messages go out to new app subscribers 24 hours after they download the app, or 12 hours after they visit a product page, and so on.
Triggered Notifications based on Website Behavior
Suppose you want to reach app users who visited your website or signed up for your email. This type of automation and segmentation is available. When visitors perform an action on your website, such as downloading a PDF or reading an article, etc., they can be messaged across various apps via push notification, if they are using that app. These ads are often reminders or “nudges” and work effectively, especially with those visitors who have moved their way down your sales funnel.
Universities and colleges are seeing results when they send push notifications to folks who visit their website. Say a high school senior hits the website, makes a profile to apply to the university but leaves some information incomplete. By using tracking technology and push notification advertising, that university can send a message to remind the young person to complete their application.
One survey from Logistica showed that push marketing that reminds people to complete a profile gets an average click-thru rate of 81 percent.
This type of notification is a “conversion driver” and it can be triggered across multiple channels via automation.
What is a conversion driver ad?
An ad that specifically references a conversion and urges the recipient to complete the conversion is a “conversion driver.” Push notifications can be an effective form of conversion driving.
Push notifications perform best when they are folded into a coordinated marketing strategy and performed within an automated system. In this way, the messaging is sent only to those recipients who have pre-qualified themselves, and often only when they are at a critical stage in the relationship with the advertiser. For example, receiving a push notification when you are within five miles of a store location of a brand you are an email subscriber of, or receiving a discount offer after completing your second order.
This Is Not Your Father’s Push Notification
Most of us know push notifications as text messages. But almost anything can now be pushed, including rich media, graphics, emojis, images, and videos. Instead of telling the consumer that you have live music at your event as they approach the venue, you can send them a video of the stage. Or include a product image for people who have placed that item in their cart but not ordered it.
Apple’s decision to allow push notification marketing onto the iPhone may be controversial to some, but it opens a new avenue for automated messaging and marketing.
Contact a Koeppel Direct to learn how push notifications can assist your marketing plan.