Team popular service Intercom published an article that shared tips for creating push notifications. The specialists explained what content to use for the mailing list, as it is better to give and when to send.
1. The time and type of device matter
Pay attention to what devices you use most, your customers. These preferences, in this case, determine their behavior. For example, computer users often open the mailing in the course of the working day, but connoisseurs of mobile devices make it late – after 6 PM.
Studies show that most companies send their notices just before 6 p.m., thereby reducing their effectiveness. According to experts of the Intercom, the best time to send from 6 to 8 PM – during this period, the involvement of the user above all.
2. The text should be concise but informative
Mobile operating systems allow you to add mailing pics and gifs, making them more attractive to the user. But they will be useless if the reader is not interested or do not understand what you write.
Therefore, in the Intercom is strongly recommended to think over what you send to the user. The text should not “load” or annoying their persistence. In this case it should contain interesting information that will encourage the reader to study your proposal more deeply.
3. Personification increases the efficiency
First and foremost the user’s attention is attracted to those notifications that are relevant to him personally – messages from relatives, colleagues, notifications from social networks. To successfully compete, companies need to personalize their mailings. For starters, you can enter in the message the recipient’s name. But, according to the team’s Intercom, one of the few. To add to the text and other available data about the user, to make it more personal.
4. Cons reflect the situation better than the pros
Most often when evaluating the effectiveness of push notifications look at the overall indicators, such as percentage of discoveries or CTR. But they reflect only part of the information and are not always able to understand how your mailing lists useful to the user. To get a more accurate picture, in Intercom is advised to pay attention to negative symptoms, not positive. For example, failure of user to notice or immediate removal of the application after reading your posts. All of this is a precise sign that your push notifications are not working.
