Push notifications are short messages that the web resource sends to its subscribers to computers and mobile devices. Such notifications return the user to the site, which he already visited (and do it much more efficiently than contextual advertising or any other type of mass distribution). The technical capabilities of PUSH-mailings allow you to develop more productive and "sensitive" to the behavior of the user marketing strategy.
Push notification appears on top of all opened windows and is delayed on the desktop screen, a certain amount of time. For Windows 10 and MacOS push notifications, after displaying on the screen, you go to the center of notifications where they can be viewed later. On mobile devices (for example, on Android OS) Web Push come even with a closed browser.
The user independently subscribes to the Push-newsletter. The subscription procedure is simplified as much as possible: it is carried out in one click on the "Allow" button in the browser service window (on HTTPS sites), or two clicks (on http sites).
The subscription window in the browser appears automatically when visiting the PUSH-service client's website. The user selects the option you need in the window: Allow or block the display of notifications. If he presses "Allow", then becomes a subscriber on push notifications from the site.
Subscriber No need to inform your personal data (phone number, email address and other information required, for example, when you subscribe to email, SMS or Viber newsletter).
A simple procedure and the absence of the need to provide data about yourself (and many users are in no hurry to share "personal" information) become the first step towards the formation of positive interaction with the subscriber. Often the user agrees to a subscription in the native browser window impulsively. If in the future the Puffs received by them will be interesting and relevant - it will not give up the subscription.
Push notification structure:
- Title (basic message subject) - up to 65 characters;
- Message text - up to 240 characters;
- Link to the web resource specified by the sender;
- Picture.
The Structure of Push Notifications may vary, depending on the browser. Consider more.
What do Push notifications in the browser look like?
Below are the options for displaying Push messages on the desktop of the subscriber when using the Chrome browser in the Windows operating system.
Read about innovations in the display of the Push in Google Chrome for Windows 10.
Normal Push Notification:
"Push" with a long title:
Push-message with long body (text):
"Push" with a big picture:
Push-notification with a large picture and buttons:
Such variability opens a lot of opportunities to report information to the client. Large pictures involve for image campaigns, because graphic information attracts attention faster than the text. The buttons are used to segmented subscribers, most often - to go to different site pages (for example, on the sales page for smartphones or iPhones, separately). Also, the buttons are suitable for the distribution of visitors on various features.
For example, for segmentation by interests, the first button will be the transition to a page with male goods, and the second - with female. It is important to diversify messages for recipients, use various reasons for mailing and form of notifications. So "Puffs" will not "come", make communication interactive and interesting.
Push notifications on mobile devices
Below are examples of the "Push" in Android OS for different browsers: Chrome, Opera, Yandex, Firefox.
Push notifications in Chrome on Android:
Simple
With big picture
As can be seen from the above examples, Mobile "Puffs" have no less opportunities than push notifications sent to PCs.
How do push-mailing: principle of action
We dealt with the basic concepts about Push-notifications. Let us dwell on more on the principles of building communication with users using push technology.
Base collection
First stage - the database collection of subscribers. Thanks to the simplicity of the subscription (in one click), the collection occurs, as a rule, very quickly. For comparison, Push-notification subscribers become three times more often than email mailing. Visitors subscribe to Push messages are much more accurate, because the technology does not provide for personal data collection (postal address, telephone, full name, etc.).
Planning
The second stage is the scheduling planning. It is important to constantly maintain the interest of the client to site information. To do this, it is necessary to take into account such factors:
- Mailing frequency;
- Time and duration of sending notifications;
- Display time on the recipient screen;
- The relevance of the subject.
At the planning stage, the goals of the campaign are set, which will largely depend on the format, appearance, distribution duration, and so on. So, the goal may be segmentation of subscribers (notifications with buttons), informing about the new service, reminder of the payment, congratulation, invitation, etc.
