Push notifications for apps are a fundamental digital marketing tool to complete the strategy of an application and achieve better results over time. For example, it can help us improve loyalty, conversion rate, get an effective remarketing, recover inactive users, etc.We could say that push notifications are the evolution of SMS (SMS 2.0). Its use is growing exponentially due to the high profitability it offers. #President and Chief Executive Officer Email List
Like everything in marketing, it requires prior planning, aligned with the business strategy. In this article we will see what they are, what types there are, what formats they offer and most interestingly, their potential at the level of digital marketing.
What are push notifications?
Push notifications in apps are a direct and instant communication tool with the user. For example, the notification of a WhatsApp message is a push notification, but also a Pull and Bear message with “40% discount on your orders this week”.
They are widely customizable, they can be manual or automatic, with sound or without sound, with image or without image, with deep link or without it, etc.
It is important to bear in mind that an incorrect or excessive use can generate the disabling of the notification permission (if we have that option) or even the uninstallation of the app.
Here we can see the evolution of push notifications in recent years:Types of push notifications In my opinion there are two types of push notifications depending on your objective:
“Business” push notifications
Are those notifications that arrive automatically based on the actions we perform within an app. Receiving a chat message, accepting a work request, reminding a flight, ending a service, etc.
Generally these automatic notifications are configured from Google’s Firebase.”Marketing” push notifications
They are sent by the marketing team of a company depending on the needs of the moment or as part of a strategy of loyalty, recruitment, retention, etc.
They are used to achieve specific actions in previously segmented users; An abandoned shopping cart, temporary discounts or special offers, reminders to use the app, etc.
In most cases, an external provider is used for shipments. These offer a simple shipping panel that does not require technical knowledge to schedule shipments, as if it happens in Firebase.