You created some fabulous content – even if you do say so yourself. But how can you ensure other people see it? Texting your parents and friends can only get you so many views. (Don’t worry, we’ve all done it.)
当然，这是您的分销策略证明其价值的地方。您发送电子邮件，分享社交帖子，也许仍然给您的朋友发短信。您还可以使用另一种策略来扩展内容范围，而无意义的是您每天在智能手机和浏览器上看到的通知和警报。
Formally known as push notifications, these messages can provide an extra nudge, serving as another valuable point of contact with your audience.
Remind me: What are push notifications?
从某种意义上说，推送通知是一种提醒。他们弹出我们的设备，通知我们新闻，更新和其他信息。当他们成功吸引我们的注意力时，我们会关注他们最初来自的应用程序或网站。
While we’re all used to app notifications appearing on our smartphone lock screens, they also come in the form of website push notifications – which is good news for marketers because it saves them from the need to develop an app just to enable a push notifications marketing strategy. Much like email, browser push notifications are a great way to get content in front of readers with little to no barriers. We can attest to this at Brafton, as we use pop-up messages to drive additional traffic to our blog and site.
Now that we’re all envisioning the same notifications, let’s talk about why and how you should work them into your content distribution strategy.
Why use push notifications?
There is one defining reason marketers send push notifications to users:They provide another outlet for brands to have conversations with their target audience.
Push notifications provide another outlet for brands to have conversations with their target audience.
This touchpoint can have a variety of positive outcomes, including an increase in customer engagement. These users are beyond the awareness stage, considering they had to visit your site or app to sign up for notifications in the first place. Research from the Kahuna Mobile Marketing Index proves that response rates are more than promising, with an average opt-in rate for push notifications of62％。
弹出消息提醒用户您的品牌存在，理想情况下使他们有理由返回您的网站或应用程序 - 立即生效。它们是轻推客户回来的理想营销工具，即使他们不在您的网站或应用程序上，也可以联系他们。他们上次浏览您的网站时是否将商品留在购物车中？不用担心，您可以将其引起他们的注意，然后再将它们丢给非常不幸的购物车。
When engaging, timely, relevant and accurate, push notifications can also increase customer retention because you’re reminding them before they drop off and lose interest altogether. The Kahuna report revealed that well-executed messaging campaigns can even triple 90-day retention rates.
如果这还不足以说服您，请考虑一下：您的竞争对手可能正在使用推送通知。如果不是，那么您应该先继续前进。恶劣的现实是，如果您不将推送通知整合到数字营销策略中，您的品牌相关性和竞争优势可能会受到威胁。
When done well, push notifications marketing helps you deliver value to your customers. Your reward? More user engagement, customer loyalty and sales.
How can marketers use push notifications?
在开始发送推送通知之前，请考虑最适合您的听众和产品产品的消息类型。有些要考虑的包括：
- The welcome message:就像您在注册新闻通讯后发送用户发送的第一封电子邮件一样，这些推送通知欢迎用户加入FAM。当您添加附加价值（例如折扣代码或内部秘密）时，这些效果特别好。
- 更新：博客上的新鲜内容，库存的新物品，途中的食物交付，现在可以使用的货运跟踪信息……您就可以看到要点。
- The reminders:鼓励用户拿起他们停止的地方，推动他们查看与之前与之相似的内容类似的内容。
- 时间限制警报：Delivered in real time, push notifications can display more urgency than the average email. Naturally, these work well for flash sales and limited time offers.
It helps to think about how other brands are already finding success with push notifications. Your favorite news outlets, for instance, alert you to breaking news and stories that you’re likely to find interesting. Netflix uses its data on customer viewing history to craft personalized alerts for its users, such as new-content announcements and top-pick recommendations.
Airlines send users push notifications when it’s time to check-in, and updates travelers on flight information through the pop-up messages. While the sale has already been made, this practical content provides incredible value for customers, leaving them with a positive view of the airline. It may even encourage them to book with the airline again.
Think about the push notifications that you appreciate getting on your devices, and fashion your own messages based on what you love about them.
开始之前：了解最佳实践
For optimum results, send push notifications that are timely and relevant. Reading the room is also important, as you don’t want to send messages that are unhelpful, uninteresting or entirely out of context.
Build your push notifications marketing strategy with these best practices in mind:
计划保护选择
The choice to allow or block notifications from a website or app is entirely in users’ hands. You won’t be able to deliver push messages unless you get permission, so be ready to pop the question.
As with any first impression, you want to get it right without overwhelming or irritating users. It’s generally a good idea to give people a chance to interact with your website or app before asking them to commit to push notifications. That way, they have time to interact with your content and see the value in signing up for the messages.
也要注意您的措辞。清楚地表明，允许消息有价值，而不是直接问“您想收到推送通知吗？”相反，将消息自定义给您的品牌。例如，美食博客可能会问用户：“我们很想与您分享更多厨房技巧。准备开始烹饪了吗？”
On the flipside, you also want to make it easy for users to opt out of the notifications. While you certainly don’t want to lose them, it’s still important to keep the power in their hands. No one likes being stuck in an unwanted experience, so the option to back out can actually make people feel more confident about signing up.
让他们值得一会儿
Remember that push notifications should provide value for users – and be anything but an annoying message they immediately ignore. Make it clear that users will get something out of interacting with your push notifications. That something should also be exclusive to those who sign up for the messages, inciting a sense of FOMO if they don’t get the push notifications.
需要即时的满足感是真实的,所以堂’t promise users one thing in the notification and lead them to something else when they click on the message. Push notifications shouldn’t just tease users to visit your site or app, but rather create an engaging, worthwhile experience.
Get personal
使用您的用户数据自定义您的消息。考虑名称，位置，购买历史记录，最喜欢的类别，最近查看内容等。这些用户的偏好和行为对于针对更多个人消息的推送通知至关重要。您甚至可以直接使用它，询问用户他们希望收到什么样的通知。
Trust us, your personalization efforts won’t go to waste. A report from Leanplum revealed that personalized push notifications lead to800 percent higheruser engagement levels. Why such a gargantuan number? Well, according to the study, push notifications with personalized content receive four times the open rate of their generic counterparts.
Segment your audience
您知道演习：通用消息不会产生高水平的参与度。您使用户感到越特别，越好。
除了制作个人信息，用户行为和偏好还可以帮助您将通知定位于受众群体中的不同组。例如，您可以向查看某个产品的人发送特定的推送通知，而其他消息可能会在几周内未访问您的网站或应用程序的人。
时间对了
您不想仅仅为此而发送通知爆炸。仔细计划对于安排在适当时机爆炸的通知很重要。有几个因素需要考虑，包括时区和用户参与模式。
Unless your data shows otherwise, it’s generally best to avoid sending a bunch of notifications at once. You don’t want to be on the fast train to annoying users – especially when trying to re-engage those who have been inactive for a while. To avoid bombarding users with too many notifications, try to limit yourself to sending no more than one per day.
While real-time analytics can help you nail down the ideal time, here’s a pro tip from push notifications software company PushCrew to get you started: After working hours is the best time to get a response, with the peak click-through rate generally landing somewherebetween 5 p.m. to 7 p.m。
用副本变得狡猾
Break out your best writing for push notifications, as catchy titles and messages will get the best response from users. Short, sweet and to the point is always better, especially considering users will likely be in the middle of another task when your notification comes through. As with any marketing copy, keep your tone on brand and use strong words to inspire action.
继续测试选项
尝试各种类型的推送通知s, try different copy and test out varying times to find the optimal ways to reach your audience. Keep an eye on response rates so you know which push notifications perform the best.
Time to start notifying
Ready to add push notifications to your digital marketing campaigns? If you have coding talent in-house, you can recruit them to help you build web push notifications for your site. Otherwise, push notification creation and scheduling tools can make your life a whole lot easier. Popular options include:
Once you start sending push notifications, you can measure their success by tracking important KPIs like subscriber counts, click-through rates, engagement and customer retention. Most push notification tools will generate these analytics for you, making it easy for you to adjust your messages and strategy accordingly.
试一试，让我们知道它的发展！
