Push notifications are one the easiest and most efficient ways for customers to interact with your brand. These bite-sized communications are easy to digest and click through to get customers on their way towards taking action upon your message. Triggers of all kinds can help increase the likelihood that customers will respond well and convert. In this installment of our triggered marketing series, we’ll explore how you can optimize your push notification strategies to improve overall conversions for your brand.
The evidence behind triggering push messages
In our 2020 Trigger-Based Marketing Benchmark Report, we examine the positive relationship between trigger-based marketing automation with push notifications and how it increases conversions and click-thru rates. On average, triggering push messages results in a 279% higher click rate and a 2700% higher conversion rate than traditional, batch-and-blast messages.
The benefits of triggers extend far beyond just push messages, so if you’d like to learn more; check out the full report here. If you’re just starting out with behavior-triggered messaging, we’ve put together a few suggestions to help make your triggered push campaigns a success.
Before getting started: Complete a tech stack checkup
Before setting up triggered messages, your team needs to perform a “check-up” on your tech stack. Do you have the best possible solution for each area of your martech stack? With over 7,000 martech platforms available, chances are there are plenty of gems to be found. But, they’re deemed virtually ineffective if these platforms can’t properly integrate together.
Many organizations have fundamentally flawed tech stacks. How do we know this? 61% of marketers have reported that their current tech stacks aren’t able to make full use of their existing first-party data. But with an accurate and accessible record of your customers in-hand, you’re now able to give your customers what they want: triggered messages.
Once your catalog and customer data are connected through a solution like Blueshift’s SmartHub CDP, your catalog can be a fantastic source of triggered messaging inspiration. The routine changes (like price drops, recently added items, new offers, etc.) you make to your catalog can be routed into the Blueshift platform to trigger messages to customers that drive engagement. Below are a few examples of triggered campaigns with both email and push that have sparked growth for Blueshift clients.
1. PRICE ADJUSTMENT OR PRICE DROP ALERTS
Anytime a given product in your catalog drops in price or adjusted in price, customers can automatically be notified. For our users, we recommend that these notifications or emails automatically be sent out within minutes of the price change, to ensure there’s still stock.
Not every one of your customers will find this information valuable though, so be sure to only target customers who have expressed interest in an item, abandoned their cart, or have product affinity for similar items.
2. CUSTOM ALERTS FOR HOT ITEMS BACK IN STOCK
We’ve all been in the same frustrating situation when online shopping. You find exactly what you were looking for but, alas, it’s out of stock or your size isn’t available. Set up alerts for items/ variations that have been viewed/favorited in the last 7 days when they come back in stock, for those customers eager to buy.
In addition, create alerts for your most viewed, purchased, or frequently sold-out items for all high-intent customers. This can be done by routing product availability data into your marketing platform, or dates of availability for certain items.
3. HELPFUL SUBSCRIPTION REMINDERS TO PROMOTE RENEWALS
By ingesting transactional and demographic data into Blueshift, it’s easy to create an anniversary reminder leading up to the big day. This could include an exclusive anniversary offer, or serve as a gentle reminder that their subscription is soon up for renewal.
To make your renewal reminder more engaging, include recommended content or special offers based on real-time behaviors and past purchases to your most triggered messages.
4. PROMOTE CX EFFORTS WITH TRIGGERED MESSAGING
lign customer service with marketing by doubling down on how your customers feel about their experiences. After a customer makes a purchase, send automated reminder emails, or push notifications to fill out feedback surveys.
If the feedback returns issues, a flag can be sent to service software, or if it’s overwhelmingly positive — give customers the option to leave a public review.