5 Easy Ways to Spruce Up Your Push Notifications With Amazing Content
So you’ve launched your mobile app, you have a solid customer base onboarded, and you’re ready to put your mobile marketing campaign into action. You have worked out a comprehensive strategy, and you’re working with a top-tier push notification SDK that allows you to send push notifications with personalized content to segmented demographics of users. What comes next? Kick the quality of your direct-to-device communications up a notch with these tips for producing amazing content.
For a definitive compilation of push notification best practices download the OpenBack Mobile Marketing Playbook 2020 here:
1. Rich Media
In the digital age where we are accustomed to a wide range of multimedia, sending users blocks of straight text just doesn’t cut it anymore. We live in a world of photos, GIFs, videos, audio clips, and filters. And if you’re working with a push notification platform that enables rich content, it will provide you easy and intuitive tools of uploading and embedding rich media in your notifications.
For example, try grabbing your customer’s attention with screenshots of an app function that they would find useful. If you’re a travel app, tempt them with holiday photos of sunny beaches in Barcelona, or luxury hotels that they can book through you. If you’re a gaming app, send them a video of some live gameplay to remind them of what type of entertainment you provide.
(Fun fact: Some of OpenBack’s 40+ custom data signals include whether the device screen is unlocked and whether the headphone jack is in use, so you can gauge the optimal time to send video or audio content.)
And of course, never underestimate the universal power of a humorous GIF or meme to speak volumes.
2. Use Emojis 😄❤️🍔
Sprinkling emojis in your push notifications can give your content some pizzazz. Break up blocks of text, grab users’ attention, and add some color! Emojis have a long and involved history, dating back to the 19th century, when punctuation marks were arranged to look like faces. Take a look at App Institute’s Illustrated History of Emojis to learn more about how these stylized pictographs evolved over the centuries to become the beloved illustrations we use on our smartphones today.
Use emojis sparingly in your notifications, the way you’d use any other form of media. Including two or three can make your message eye-catching, and give it a fun, engaging tone. Obviously, it’s important to consider context here. Emojis would be appropriate in push notifications from, say, an eCommerce app, but perhaps not so much for an app for a law firm specializing in divorces. However, if you stuff your notifications full of emojis, that can overpower your message and come off as spammy.
3. Deep Links
Deep links are exactly what they sound like – they’re the mobile app equivalent of URL links, that can take your user to a page within the app itself. They make for a more engaging and convenient app experience for users, and are the mark of a sophisticated design.
Deep linking can extend your app’s functionality while making the user experience more time-efficient. For example, if your app is a multi-game platform, you can send a user a cheat code to use in a specific game. Follow it up with a deep link so the user can go directly into the game and implement the code. Otherwise, if they have to go search for the specific game from your app’s homepage, they may grow bored and lose interest.
This holds especially true if your app serves multiple functions, or if your brand includes multiple apps. This way, you can showcase the functionalities of your gaming app and your merchandise shop app and your video-streaming app. What’s more, by directing a user directly to a page in your app, you can preserve any personal data they are working with through the transition. This means that if they are making different purchases or booking a ticket for different events using your app, they won’t have to re-enter credit card, address, and date information multiple times.
The digital age has knocked down all sorts of language and nationality barriers. And in the current globalized market, if your app is focusing solely on English-speaking users, you’re selling yourself very short. Localizing your push notifications, that is, translating written content into a user’s preferred language, can open up whole new avenues of revenue and engagement for your app.
Be sure you quality-check in terms of both accuracy of language as well as cultural sensitivity. Many unwitting faux pas have been made due to a brand’s message getting lost in translation!
5. Write Stellar Content
Obviously, these are all just bells and whistles. While rich media, deep links, emojis, and localization can all turn a good push notification campaign into a great one, they’re no substitute for high-quality content. On one hand this refers to the notifications themselves: ensure that they’re clean of all grammatical and spelling errors. If you’re a news app, make sure that you’re always sending out the latest news available (although if you make a mistake, OpenBack offers you the option to amend and even delete previously sent push notifications).
In addition to being grammatically correct, try to include polite, personable, and emotional language. Studies show that addressing your user by name (“Good morning, Liza!”) and using terms that appeal to emotions boost engagement in a large way. So if you’re a travel app, think along the lines of words like “holiday,” “vacation,” “paradise,” and “adventure.” If you’re an eCommerce app, words like “opportunity,” “exclusive,” “last chance,” and “today only” can get users excited about a sale you’re offering.
And of course, the golden rule of digital marketing: make sure your push notifications are personalized and relevant to each user as an individual. Use data metrics to inform customer profiles on a user-by-user basis. Correct personalization can boost user engagement with push notifications by 400%, and thanks to OpenBack’s patent-pending platform that utilizes edge computing and device-side data, personalization is possible to a degree of sophistication that has never before been seen in the mobile engagement industry.
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