6 most common mistakes when sending push messages

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In the world, marketers are forced to start quite a struggle for the attention of customers. And although push notifications are an effective tool for attracting and retaining users, it is first important that they reach and be read by the addressees.

In the article, we will analyze the main mistakes that marketers make when planning advertising campaigns with the participation of push.

Mistake #1: Lack of customer segmentation

Customer segmentation is an action that precedes any marketing activities. Start with a precise definition of the target audience, scale it and divide all potential customers into groups: depending on demographic factors, territorial inclination, tastes and preferences. Behavioral segmentation works well – dividing consumers based on their actions on your site. Someone only got acquainted with general information about the company, someone “stuck” on the description of a specific product, and another – added goods to the cart, but then abandoned it.

Each action corresponds to a certain stage of the sales surge. Segmentation will allow you to create relevant personalized offers and carry out the most effective mailing. This is especially important when using mobile push notifications to minimize the possibility of a user blocking your messages.

Importantly: use the advancements in push marketing to collect and drill down on user data. You can use tracking tools, filters, tags to attract certain categories of customers with the most suitable pushes. The more holistically you present customer interactions with your brand, the more effectively you can launch push strategies.

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Mistake #2: uniformity of mailing

If you’re sending a million identical impersonal emails, it means you haven’t studied your audience well enough and aren’t paying enough attention to them. With this approach, clickability and engagement will remain at a naturally low level. Personalized messages, which are much more pleasant for users to receive, will be able to correct the situation. Information collected about users, their behavior, needs and preferences will allow such messages to be created.

Lifehack: use placeholder tags. With their help, you can replace placeholders with personal user data for each push notification without unnecessary waste of time. Message tags are needed to fill messages with exactly the information that is important to a particular recipient.

Mistake #3: lack of automation and scheduling

It is far from the best decision to leave the mailing list alone. Not only the content of the mailing is important, but also the time of delivery to the recipient. When using any of the existing marketing channels, your actions will not have the proper effect if you do not follow a certain schedule. It is designed to ensure the regularity, systematicity and appropriateness of the mailing. There is no point in a mobile push message sent to a customer in the middle of the night – modern tools allow you to set up a flexible schedule and work effectively with customers from different time zones.

Collect analytical data about your customers, perform segmentation and schedule automated mailings. Automation will save you a lot of time, so feel free to choose the software that is right for you from the existing variety.

Mistake #4: CTA issues

The recipient will focus on your message for only a few seconds – this time should be used to hook them with a clear, noticeable STA. The call-to-action button should not just be present among the limited text description, but also stand out intensively. Think in advance what you want to motivate your customers and formulate a clear CTA with a clear message.

Advice: use time-tested words and expressions in push messages. Avoid profanity and profanity. On a psychological level, the illusion of urgency and visualization work well.

Mistake #5: Inefficient landing page

Let’s say that your customer was interested in the push notification, he clicked on the link and went to the landing page. The quality of this page should be at least better than the entire advertising campaign. Undoubtedly, the information presented on it should be a logical continuation of the push. At the same time, the landing page should not be loaded with extra materials: let it contain exactly what the user needs to see now.

A bad example: a user was attracted by a message about discounts on a certain category of your products, clicked on the CTA and was taken to the company’s homepage, not to a specific product. Most likely, after that, the client will not waste his time on additional actions, but will immediately leave. High-quality landing pages with relevant information will help increase the percentage of customer retention, traffic and sales.

Mistake #6: lack of KPI work

Once an advertising campaign has been created, launched and executed, it is important to evaluate its effectiveness in order to be able to adjust future actions. Key performance indicators are intended to give an objective assessment of the results obtained, to indicate possible errors and points of growth. There is no universal list of KPIs – make a list that most fully reflects the state of affairs in your company: use indicators of clickability, percentage of customer retention and outflow, conversion rate of sales surge.

A/B testing works well: experiment with the combination of different factors, test different text wording and visual elements.

Resume

As a marketing tool, push notifications work well to attract and retain customers. In the article, we considered the main mistakes that can nullify the entire positive effect of advertising strategies built on fluff.

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