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Do you want to communicate with your audiences at the right time and place at all times? Web push notifications might just have you covered.
Web push notifications build on the experience of existing marketing communication services such as SMS, email, and application push notifications—but better (at least from a user’s point of view).
With these notifications, visitors can subscribe to getting communications from your business without having to provide their personal details. You, on the other hand, get a new avenue to reach your audience even while they’re looking at your competitors, and drive 20% to 30% higher engagement on your site on both mobile devices and desktops.
Web push notifications, also called browser notifications, give marketers an instant mode of automated and direct communication with your visitors. You can directly reach out to your customers who have abandoned their cart or added to their wishlist, and nudge them to finally convert through strategic alerts.
These messages come in the form of notifications sent to a user’s desktop screen or mobile device. These can be triggered through open browsers on any device at any time they are connected to the internet so long as they opt-in to receive push notifications from your website.
To keep up with the emergence of push notifications over the last couple of years, more and more companies have started offering both their free and paid push notification technology services for business owners and marketers alike.
Web push notifications may seem just like any other marketing channel at first glance, or maybe even like a throwaway channel that’s “not right” for you. Although if you look closer, you might realize that these notifications also provide considerable advantages.
Web push notifications also have some limitations you need to be wary of, specifically if you’re just about to jump-ship from another marketing channel or if you’re just about to try to implement web push notifications for your website.
Browser notifications do not have a way for you to add your subscribers by yourself. In simple terms, you will not be able to carry over your existing email list to get started. You will really need each of your customers to opt-in.
You should send the notifications when your customers are most likely to read and engage with you. This means when they are actually online and not too busy to be bothered. This seems relatively easy to deal with before you need to start thinking about timezones, morning and afternoon activities, meal times, sleeping times…and that’s when the whole thing gets tough and testing comes into play.
Probably the biggest downside to any type of push notification—unlike emails, these notifications cannot be accessed by the user later on. If the user missed out on, or ignored, any of your messages the minute it was sent, chances are your notification will never be opened by them.
You will not be able to use it to send web push notifications if your website is not secure with an SSL certificate. Getting your site as secure as possible isn’t too complicated, but you have to brace yourself with the costs and processes involved.
What do you think about sending marketing web push notifications? Let us know!