What you need to know about choosing a web push notification service.

Ever had a message pop up at the top or bottom of your computer screen, reminding you about a shopping item you left in a cart somewhere? What about when you’re scrolling online, only to be interrupted by a pop-up message promoting your favorite brand’s latest sale?

No, it’s not some voodoo magic. Those are web push notification services. And they are changing the way online businesses and e-commerce stores approach their retargeting strategies. Now your business can reach potential customers in real-time and encourage them to revisit your site, increasing your conversions and engagement. 

As web push notification services become more popular in digital marketing strategies, agencies everywhere have added them to their list of services. But what questions do you need to ask to ensure you’re getting the most out of the service? Read on to discover what you need to know about choosing a web push notification service. 

Can you take your subscribers with you?

Let’s say you’ve found a provider you like and have signed up. At first, everything is dandy – the subscribers are rolling in, and you’re crushing your conversions.

Suddenly, something happens – there’s a price increase, or the customer service is sub-par at best. You decide to change providers. But wait, you can’t take your subscribers with you?! What?

No matter what happens, you should be able to switch companies and not lose all the subscribers you’ve worked so hard to convert. So make sure to read the fine print before you sign anything. 

Do they use hyper-personalization?

Hyper-personalization is all the rage right now. Never heard of it? Learn everything you need to know here

The key to an effective web push notification campaign is hyper-personalization. After all, your users want content and experiences tailored specifically to their wants and needs. Pre-made, impersonal messages just don’t cut the mustard anymore.

Ask your potential provider about the level of hyper-personalization they offer and how they obtain the user’s information. Look for a provider that offers dynamic parameters. Dynamic parameters are values, dates, strings, etc that are customized according to the person seeing the notification – making it more relevant to them and more likely that they’ll take action. Not only does this save a lot of time creating the notifications, but it also hyper-personalizes the message for the user.  

Segmentation

What’s the first thing you learn at marketing school? Know your audience. Why? Because the success of any marketing campaign relies on segmenting your target audience and customizing a message just for them.  It’s the same for your web push notifications.

Check what segmentation parameters your new provider offers within their platform. Even the most basic of plans should cover:

But most providers should offer loads more options as well. Consider segmenting your audience by behavior, life cycle, and user actions. You can even include or exclude certain users from different campaigns. 

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