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Using Web Push Notifications & Email To Boost Engagement And Conversions

April 6, 2021 Briana Barkett

With the number of ways consumers can engage with brands continuing to rapidly increase, digital advertisers must create comprehensive strategies to reach consumers in unique ways. A multichannel marketing approach provides advertisers with enhanced opportunities to connect with their audience. When used in tandem, web push notifications and email can create opportunities for improving audience engagement, website traffic, customer loyalty and overall conversions. The unique nuances of web push notifications and email empower brands to connect with their audiences in distinct ways.

Use Web Push Notifications To Communicate Urgency & Relevancy

Push notifications are best utilized for content that requires immediate attention because it enables advertisers to instantly connect with consumers. Push notifications are immediately delivered to subscribers’ desktop or mobile devices, providing elevated levels of visibility for messages that are designed to be seen right away. Deploying urgent or timely information via push notifications can increase a brand’s propensity to experience an immediate bump in website traffic. 

Messages deployed via web push notifications will display on subscriber’s devices no matter what they are doing, even if they are not visiting websites or using a browser. Advertisers can take advantage of this level of visibility for time-sensitive messages like breaking news alerts or flash sale reminders, and utilizing web push will ensure the right consumers are given the right messages at the right time. 

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Advertisers have an opportunity to maximize results by delivering content to high-intent consumers. Utilizing a push marketing provider that tracks on-site user behavior empowers advertisers to leverage this data to create segments of consumers. Publishers, for example, could segment their audience into groups based on the types of content they engage with to send notifications that match consumer interest.  

Web push notifications help consumers easily find the products or services most relevant to them on a brand’s website, which can improve the user experience and boost customer satisfaction, two factors increasingly tied to higher customer retention. Brands looking to enhance customer engagement, loyalty and satisfaction should consider incorporating push marketing into their over digital marketing strategy. 

Engage Consumers Via Email To Share Detail-Rich Content And Transaction-Oriented Information

Consumers still turn to their email inboxes for information from brands that pique their interest. In fact, a report from email optimization company Litmus found that 53% of marketers expected to send more emails in 2020 than the year prior, a number that is likely to continue growing throughout 2021.  

Ecommerce advertisers should leverage email campaigns to display new products and share corresponding information. Additionally, to continue meeting increasing consumer expectations, brands should deploy email messages that keep their customers informed about important information relating to their orders, such as order numbers, tracking information and delivery timelines. By delivering this content via email, consumers will have a copy of this information to reference as needed.

For non-transactional emails, quality visuals can help advertisers capture consumer attention. Visually appealing campaigns can help improve consumer engagement. Stock photos can be used when needed, but original graphics provide the best results, according to a study from Venngage. 

Web Push Notifications And Email Can Be Used Together To Amplify Brand Messages And Maximize Retargeting Potential

Advertisers should rely on both web push notifications and email to maximize reach and improve consumer engagement opportunities. Messaging consistency is crucial in helping brands form lasting connections. A multichannel approach may also lead to enhanced revenue, as 2020 research from Omnisend reveals that marketers that utilized three or more channels to promote a single campaign had a purchase rate that was 287% higher compared to those that only employed one channel. Marketers can leverage the advantages and effectiveness of web push to enhance the performance of their drip campaigns, retargeting efforts for cart abandonment and drive web traffic via content marketing. 

Web Push Notifications Can Make Drip Campaigns More Effective

Using a combination of web push and email marketing, advertisers can create drip campaigns to increase brand awareness and connect with consumers. Push marketing drip campaigns keep brands top of mind for shoppers at all intent levels. Push marketing can be easily integrated into a holistic digital marketing strategy to attract and engage new subscribers. Email drip campaigns serve similar purposes, but the additional space allows for more detailed campaigns that create a narrative. 

Marketers Can Retarget Cart Abandonment With Push Notifications

Advertisers can increase revenue by retargeting consumers who started filling online shopping carts but left the site before completing a transaction. Both web push and email are effective avenues for retargeting consumers who abandoned their carts. With timely messages and personalization, email and web push can encourage consumers to return and to complete their purchases. For a cohesive strategy, brands can stagger the times for web push and email retargeting campaigns with consistent messaging that encourages the desired action: making purchases. By utilizing more than one platform, advertisers increase their chances to engage consumers effectively. 

Web Notifications Can Entice Consumers With Content Marketing

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Brands can leverage both push notifications and email to engage consumers higher up the sales funnel, encouraging interaction with content such as blog posts, videos or webinars. RSS feed campaigns, for example, can be quickly established on web push platforms for nearly any RSS feed to automatically send to an entire audience, or preferably, to segmented audiences that are more likely to engage with targeted content.   

A/B testing and analytics monitoring will provide insights into what messaging and channel performs best and will provide ideas for improvement. Advertisers can use this data to adjust their strategy accordingly to continue to effectively engage their target markets.  

Email & Push Are Most Effective With Messaging That Relates To Unique Audience Needs, Motivators And Values 

Advertisers looking to maximize meaningful audience interaction should leverage the combined and complementary strengths of push notifications and email campaigns. Push campaigns are useful for capturing the attention of target audiences with time-sensitive content that requires immediate attention quickly. Email marketing remains an effective platform for engaging consumers with more detailed content, including visuals and transaction-related information. Across both email and push, advertisers should focus on creating cohesive messaging based on the needs, values and influencing factors of their core audiences. Deployed correctly, these channels can help advertisers take advantage of audience segmentation to deliver the right messages to the right audiences. By leveraging a multichannel strategy, advertisers can effectively engage prospective and active customers with both web push notifications and email to maximize results.

Are You Looking For Innovative Ways To Retarget Your Audience?

Digital Media Solutions® (DMS) offers a variety of advertising solutions to help brands achieve their marketing objectives. Engage and retarget your audience while building lasting connections with highly targeted push notifications, in-app messages, and email enhancements with our self-managed and fully managed push marketing solutions. With optimized messaging campaigns sending to segmented lists of consumers, you can reach the right person at the right time.  

Digital Media Solutions recently announced the addition of mobile and web push notification technology and solutions with the acquisition of Aimtell/PushPros. The addition of the Aimtell/PushPros technology and AI infrastructure within the DMS proprietary advertising technology stack enhances the ability of both companies to connect consumers and advertisers with relevant ads delivered to the right people at the right times. Click here to request a demo of Aimell, the self-managed, push messaging SaaS technology that helps you re-engage website visitors with highly targeted push notifications.

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