Here are 25 creative ways for restaurants to leverage personalized push messaging:

1. Announce limited-time offers. Notify of new limited-time drink or food offerings to create urgency to purchase.
2. Provide order status updates. Give real-time updates on Mobile Order & Pay purchases to improve service.
3. Promote new menu items. Build excitement and awareness for new menu item launches.
4. Offer personalized deals. Use customer data like order history to provide personalized offers.
5. Announce order pickup readiness. Let customers know when mobile orders are ready for pickup.
6. Reward loyalty members. Surprise loyal customers with free items or special discounts.
7. Send reservation reminders. Remind customers of upcoming reservations and notify if tables are ready.
8. Announce secret menu items. Provide access to secret menu options only available through the app.
9. Poll customers for feedback. Seek input on new products, menu items, or features.
10. Offer time-limited happy hour deals. Drive engagement with urgent happy hour or flash sale promotions.
11. Send birthday or anniversary specials. Delight customers on special occasions with personalized offers.
12. Provide weather-related promotions. Incentivize purchases based on weather data like extreme heat or rain.
13. Announce app upgrades. Share new features to educate and excite customers.
14. Preview new menu launches. Give sneak peeks at upcoming menu changes or additions.
15. Notify when items are back in stock. Inform customers when popular limited items are available again.
16. Announce flash sales on overstocked items. Drive urgency with last-minute deals on excess inventory.
17. Provide delivery ETAs. Share delivery estimates and updates to provide transparency.
18. Send dynamic offers based on context. Personalize messages with time or weather-based promotions.
19. Reward high-value customers. Surprise your VIPs with free perks to build loyalty.
20. Poll for new product feedback. Seek input on potential new offerings with quick polls.
21. Announce late-night offers. Drive late-night demand with timed night owl deals.
22. Share insider info on secret menus. Build excitement by revealing secret menu items. 
23. Notify mobile order pickup readiness. Alert customers precisely when their orders are ready.
24. Send appreciation offers to engaged users. Reward highly active customers with free perks and offers.
25. Notify of expiring rewards. Remind customers to use expiring points or credits.

Push notifications allow for timely and hyper-personalized messaging at scale. When done creatively, mobile app messages are a powerful way for restaurants to boost engagement and sales through personalization and relevance. If you’re interested in learning more about how Cordial can help you improve your mobile app messaging strategy, talk with us today.

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Launched in 2007, the iPhone is a teenager now, and the overall smartphone marketplace is beginning to show signs of age. The modest growth in app downloads follows a jump during the height of the pandemic, with the current rate reflective of the space’s maturation, coupled with recession fears, changes to Apple’s privacy policy and a broader digital retraction. 

After dropping precipitously in 2021 as app developers adjusted to Apple’s App Tracing Transparency (ATT) framework, iOS installs grew 16% last year. The ATT framework, however, has hit one of the most profitable and largest categories — gaming — the hardest. After dropping 10% year-over-year in 2021, gaming installations bounced back in 2022, rising 4%. 

On the other side, Android installs grew 9% year-over-year, thanks in large part to the platform’s growth in India and developing markets. India’s 18% surge in downloads, however, was offset by a download decline of 18% in Russia, a result of the war in Ukraine.

The challenges in tracking and remarketing in iOS have also led to a surge in owned media marketing from app developers. Consumer messaging, such as push notifications, email and in-app messaging, has jumped 45% on Apple’s platform since April compared to only a 17% gain in those tactics on Android. It helps that owned media is a low-cost channel for developers to build a brand image, AppsFlyer explained.

Meanwhile, ID matching rates increased 10% as app marketers discover that having users provide consent to advertising and tracking delivers a better overall ad experience. This past year’s 26% IDFA, however, is down significantly from the pre-ATT days, when ID matching rates were above 80%. 

At the same time, many users may be seeing more irrelevant ads. Social networks like Instagram, YouTube and TikTok have introduced new ad units across their inventory. The increasing ad load is leading to more irrelevant ads per user and will eventually impact the overall user experience, according to AppsFlyer. 

The ATT is also affecting revenues from in-app purchases (IAP), particularly for gaming apps. Gaming apps saw a 16% drop in IAP, largely because they are more affected by privacy restrictions. Non-gaming apps saw a 20% jump in IAP revenue.

This article was written by Aaron Baar from Marketing Dive and was legally licensed through the Industry Dive Content Marketplace. Please direct all licensing questions to legal@industrydive.com.

The post App installs continue to grow despite digital slowdown, report finds appeared first on Cordial.

As you’re prioritizing your SEO strategy, it is vital that you reconsider your advertising strategies. Here are five ways to leverage social media beyond engagement and on-platform objectives to integrate your various marketing touch points for your campaigns.

1. Stay updated with your Meta pixel and Meta’s API conversion requirements.

Before diving into this, let’s address the elephant in the room. You may ask, “What is the difference between a Meta Pixel and Meta API conversion?” I’m glad you asked! Facebook Conversions API (also called CAPI) was formally known as Facebook Server-Side API. CAPI is designed to help businesses maintain data privacy while simultaneously delivering personalized advertising experiences to customers and audiences without browser cookies.

A Facebook Pixel is one component of the CAPI. It’s a piece of coding for your website that allows you to measure, optimize, and build audiences for your ad campaigns. Facebook Pixels alone may rely on browsing cookies, but by pairing it with CAPI, you will have a full-funnel conversion experience with no browser cookies necessary.

Meta technologies are constantly changing and evolving. It’s crucial to stay current with these changes and keep your features up to date. An outdated feature can cause errors within your campaign or even cause your campaign to be rejected due to CAPI errors.

To ensure everything is updated, go to your Meta Business Suite settings, check the websites associated with your account are verified, review the status of your Pixels (located within Events Manager), and check Business Suite notifications for anything that needs immediate attention. Meta is excellent at providing updates when things occur with targeting parameters, and they often appear at the very top of your menu. Please read them before you close them to remove them from your dashboard. They will most likely answer the questions you have that involve those massive updates that happen often.

2. Integrate your email marketing campaigns with social media.

Sometimes your social media audience differs from those that engage with you through email marketing campaigns, but powerful conversion magic happens when the two intertwine. The average American uses social media for approximately 2.5 hours a day and checks their emails an average of 20 times a day! Integrating these two significant consumer behaviors will have a very positive impact on conversion rates.

Consider marketing synchronicities with social media and email marketing, including cross-promotion. Are you inviting your social media fans to join your email list? Are your social media channels connected to your email templates with a clear call to action? If not, do these things immediately while being mindful of platform nuances.

For example, Instagram allows four bio links, but links within posts or comments are not clickable. Add an opt-in landing page to your bio links and build evergreen posts throughout the year to remind fans to join the email list for exclusive deals.

3. Utilize social media advertising to build your email list.

Of all the social media advertising objectives, this conversion objective is by far my personal favorite. Although all are great objectives for various desired outcomes, the lead generation objective allows advertisers to run campaigns that integrate with your chosen CRM. You can gain more email subscribers through this objective with an easy opt-in process.

As an advertiser, you can choose to have them opt-in on the platform or direct them to a landing page. The on-platform experience allows users to click the opt-in button, and it auto-populates all information required for completion. It’s so simplistic that it removes all barriers of doubt for the audience.

This ad objective allows you to use your advertising dollars to gain email subscribers for your lists. When the ad is complete, you have something tangible that belongs to your brand: consumers that happily opted into your email list. Consider this a total win-win on the investment return for your advertising spend.

4. Personalize the incentives for your audience.

Personalization is an essential piece to the successful integration of any of your marketing efforts. Still, it can significantly impact your goals when you create unique offerings for engaged fans through social media.

Now that we know that we can build your email lists through social media advertising. Let’s take that a step further and incentivize your engaged audience. You can create retargeting campaigns within advertising parameters that remind customers to purchase items in abandoned carts or increase the frequency of ads they linger on to increase the chances of purchasing through repetition.

If you’re looking for ways to incentivize your organic social media audience, start with exclusive deals for your advocates. Platforms like Facebook and Instagram now offer a marketplace for users to purchase directly from the platform. With Facebook Shop and Instagram Shop (remember that these are two different features), retailers can have product sales directed to their website or have direct sales through the shop, which improves conversion rates. Additionally, within Shops for both Facebook and Instagram, you can create special offers and promo codes exclusively for the fans on that platform. By personalizing offers based on the platform, customers will have a bonus reason to follow you on various platforms and engage with your content to seek out new deals and offers.

For example, the women’s clothing brand, The Deep Pout South, rewards its email subscribers with special exclusive offers that can only be used on their Instagram account and Instagram shop during what they call “Social Saturdays.” During these promotional events, email subscribers are notified of highly discounted products through Instagram, and the deals are only available during a specific time period. This is a phenomenal way to engage your audience via email, rewards the action of following on social media, and can likely impact your open rate due to high customer anticipation.

5. Don’t forget to read your data.

The best synergy for marketing success requires your data and the story behind it. Data alone could tell you that you had a massive amount of engagement on one post, and the story behind the data will tell you why people were so inspired to react or comment. As you’re integrating marketing channels, remember to connect your data points for a full view of what your data is telling you. For example, if you have something similar to a “Social Saturday” experience within your loyalty program, remember to review how many people clicked to your social media platform(s) during your promotional period and then review their behavioral journey afterward. All of that data matters, along with the why behind it.

A marketer’s goal is to create as much synergy as possible to cultivate a consistent presence and message to one’s audience. Leveraging social media into the mix is a positive and powerful integration for maximizing community engagement and conversion.

As you learn more about your customers through data, personalization, and segmentation, remember to maintain a heart of curiosity toward all your learnings. It will be the guiding light of fulfillment in your marketing journey.

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1. Use of custom keys

BuzzFeed, an online publishing company, sends push notifications that take users to a specific content page in the app. Once the user is on the page and hits the back button, BuzzFeed leverages custom keys to take them to a relevant content category page versus back to the homepage. This is meant to keep the user engaged in the relevant content they were looking for versus having to restart their journey on the homepage.

What are custom keys? Custom keys are additional data points that you can include within a mobile app message that allow you to trigger a wide range of unique app experiences and give you more ways to personalize your message. These keys will be specifically designed by your app development team to enable specific functionality in your app.

2. Use of targeting

The Mighty, an online health community, sends push notifications with daily article recommendations that are tailored to the member’s identified preferences. The Mighty also uses push notifications to ask community members to engage with posts that have little to no engagement. Overall, these targeted messages boost engagement and foster a greater sense of support and connectedness by connecting the right people to relevant, timely content. The Mighty has an average tap through rate of 3.78%, and is looking to test mobile inbox as a place to store these push notifications for additional engagement at a later date. 

3. Use of sound

Wines ‘Til Sold Out (WTSO), an online wine retailer, uses a custom sound of wine glasses clinking when sending a push notification. This sound builds incredible brand recognition and is a fun way for a customer to know exactly when they receive a message from WTSO. Their avid customers love being in the know and getting alerted that it’s time to shop for wine. 

4. Use of urgency

SNIPES, one of the largest global sneaker and streetwear retailers, uses push notifications to give their customers exclusive access to enter raffles for a new sneaker release or limited edition product. The push notification announces the start of each raffle and users can tap the message to easily enter for a chance to purchase the high demand item at their closest SNIPES location. The sense of urgency and exclusivity drives significant engagement with SNIPES customers garnering an average tap through rate of 20% resulting in a significant increase in AOV. 

5. Unified service

AdoreMe, a women’s underwear company, sends push notifications with shipment updates to customers who’ve made a purchase on their app. AdoreMe provides connectivity on the same channel from purchase to fulfillment. They also customize the message with their logo for brand recognition and the customer’s first name for an added touch of polish.

Learn more about mobile app messaging with Cordial. Connect with us!

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Live Activities launched in late October and allows third-party apps that track real-time activities to be pinned to the lock screen for eight hours of live tracking and four hours of inactive use. The new feature has the potential to offer brands a major boost in terms of visibility and ease of access, said Mike Herrick, senior vice president of technology for software company Airship in an email to Marketing Dive. Whether it be food delivery apps updating consumers on their order status, fitness apps highlighting live workout stats, ridesharing platforms sharing precise location information of drivers or even news sites sharing election results — all before consumers even unlock their iPhones. 

“Live Activities arguably offers third-party apps the most visible user experience ever on iPhones. That’s especially true considering the minimal — sometimes zero — effort required from app-toting customers to benefit from them,” Herrick wrote in a blog post.

The feature seems to be the marriage of push notifications and the Widgets feature, a tool that offers a continuous presence on consumers’ home and lock screens. Live Activities feed on push notifications in order to stay updated, and while they live on the lock screen, the tool will only last for a limited time after its allotted window of use. Perhaps a welcomed upgrade from push notifications themselves, which create a new slot on the lock screen per update, Live Activities will maintain all updates through one pin. 

The Live Activities addition follows other announcements by Apple that show similar investment in ease of visibility, for example, the tech giant in September unveiled its latest generation of iPhones that are equipped with options for an always-on display as well as a Dynamic Island, an interactive notification and activities tab situated near the phone’s front-facing camera which also can integrate Live Activities. 

The new features may help increase positive sentiment felt by brands during a time when many are attempting to recoup losses stemming from Apple’s App Tracking Transparency integration last year that gave iPhone users the ability to deny certain data-gathering measures. Live Activities could give brands another opportunity to make consumers swoon, which could in return lead to increased access. An Airship global survey of 9,000 consumers found that 36% are willing to allow cross-app and website tracking in the chase for personalized interactions, despite the data-gathering method being one type of information they are least likely to want to share, Herrick told Marketing Dive.

“The more useful an app is to a user, the more likely they can be convinced with proper onboarding to grant tracking permissions,” he said. Since the launch of Live Activities, Apple has already reportedly made plans to enhance the tool with its next update to allow for shorter intervals of time in between updates to keep consumers engaged.

Some mobile marketers have already explored Live Activities for themselves, including Airship client Fotmob, a sports-focused app delivering live scores and stats for soccer games globally. Sports has the potential to be among the most loyal to the new feature, especially with the rise of legalized sports betting, offering fans a chance to see live score updates spanning multiple games that could be happening simultaneously. 

It seems there is no max number of apps that can be pinned to the lock screen with Live Activities, though each app can only have five concurrent Live Activities running at a time, Herrick said. For brands utilizing the tool, Apple urges them to avoid displaying ads or promotions and only show information related to the Live Activity’s function. There hasn’t yet been a clearly defined line of what promotional efforts would be seen as too much, Herrick said, though, the determining factor is likely not in the hands of Apple but instead in those of consumers. 

“Brands need to ensure customers find these new front-and-center experiences rewarding and valuable,” he said. “Without that respectful focus, brands risk low usage and perhaps even deletion as customers seek out apps that focus on better serving their needs.

This article was written by Jessica Deyo from Marketing Dive and was legally licensed through the Industry Dive Content Marketplace. Please direct all licensing questions to legal@industrydive.com.

The post How brands can leverage Apple’s Live Activities feature appeared first on Cordial.

For example, users could select if they’d like to get notified when sales happen, when new products arrive, when something is back in stock, and more. Asking for user preferences lowers the risk of users disabling notifications and takes the guesswork out of knowing what messages to send. The more customized and personalized companies can get in their messaging to customers, the stronger the engagement will be.

Recent Cordial research uncovered that many consumers are willing to give up even more personal information if marketers can figure out how to use it to offer them something of value in exchange.

In addition to or in lieu of getting information on customer preferences, understanding the pros and cons of the different message types can help you send a better message.

Main types of mobile messages

There are three main types of mobile app messages and each serves a different purpose.

1. Push notifications are small, pop-up alerts that appear on the home or lock screen of a mobile device. The message goes away once dismissed or clicked.
2. In-app messages are pop-up alerts that companues can send to users when they open the app or go to a certain page within the app. The message goes away once closed.
3. Inbox messages are persistent messages that companies can send to an inbox or message center within the app for users to keep track of company information or promotions.

Push notifications spark urgency and action.

Push notifications are the best way for companies to deliver important and time-sensitive information because they are sent directly to the home screen.

Push notifications are sent to users who’ve downloaded a company’s mobile app, so they’re already engaged with or expressed interest in a company. These alerts are the best way for companies to deliver important and time-sensitive information because they’re sent directly to the home screen of the mobile device.

Push notifications are often automatically triggered based on a customer’s product preferences, orders, or browsing behaviors to meet the individual’s needs at precise moments. Cordial clients commonly use push notifications for order updates, abandoned cart reminders, last minute sales, back-in-stock alerts, low inventory alerts, or subscription reminders. The beauty of these messages is that when users click, they’re brought straight to the app for quicker conversion.

Overall, companies use push notifications to get users in the app, increase engagement, and enhance the customer experience. When users download an app, they’ll usually opt-in to these notifications by default. But be careful not to send too many push notifications as users can easily opt-out.

Push messages have, in the past, had a character limit, forcing marketers to be succinct. However, things are starting to shift with recent creative enhancements, such as carousel units, that help companies extend their messaging and promote more than one item. Carousel push notifications get users to scroll through personalized content like items left in cart, new sale promotions, or limited time offers all in one push message. Each content block can be deep-linked to the right area of the app for quick access and conversion. This is a huge step up in personalization and bringing even more timely content to customers via push.

When to send push notifications

Does the user need to know this info right now? Opt for push notifications to deliver important and time-sensitive information:

• Order updates
• Abandoned cart reminders
• Last-minute sales
• Back-in-stock alerts
• Low-inventory alerts
• Subscription reminders

In-app messages give users something valuable.

Tailor in-app messages based on what you know about your customers — their behaviors, interests, and intent — and their needs in that moment.

In-app messages are sent to users when they’re actively using the app — and are messages that have to be deployed thoughtfully. The customer is likely using the app for a specific purpose, so companies have to be mindful to not disrupt them, but rather provide something valuable to engage them. One way to ensure relevance in the moment is to tailor messages based on what you know about them — their behaviors, interests and intent — and their needs in that moment. Companies should always focus on providing content that is relevant and ensures a positive customer experience.

Cordial clients commonly use in-app messages to welcome new users, communicate new products, send targeted promotions or one-time offers, update users on loyalty status, or speak to new app enhancements. These messages get the user’s attention because they’re integrated into the app experience. Additionally, companies have more real estate on the screen to convey their message compared to push notifications.

A great example of an in-app message that drives engagement is a congratulations message for reaching a new loyalty tier. The user doesn’t need to be interrupted by a push notification and can read more about their new loyalty tier benefits given the space provided in an in-app message. Similar to push, in-app messages can deep-link to anywhere a company wants to direct customers in the app. In this case, the user could be linked to their loyalty account to explore new options.

Overall, companies use in-app messages to keep users engaged, build loyalty, and enhance the customer experience. Maintaining a positive experience with your loyal customers is so important. There may even be certain instances, such as during checkout or when viewing a video clip, when companies want to block in-app messages from being shown to avoid interrupting their customers and disrupting their experience

When to send in-app messages

Do you need to send a lot of info, but it’s nothing the user would need to read again later? Send in-app messages to users when they’re actively using the app and tailor the content to what you know about users and their needs in the moment:

• Welcome new users
• New product alerts
• Targeted promotions
• Loyalty status updates
• New app features
• Re-engagement

Inbox messages provide a reference to go back to.

Consider inbox messages when you are sending important information that a user might want to refer back to later — similar to an email — or that might not be as time-sensitive.

Mobile inbox is the least prominent of the three mobile message types. It serves as a message center to keep track of information (i.e., order or message history) and as a way to reach users who have notifications turned off. Cordial clients use mobile inbox messages in several thoughtful ways.

JOANN, a leading fabric and craft retailer, uses mobile inbox to refer users back to prior push notifications. Although inbox messaging isn’t intended for urgent messages, it can be used as a place for users to refer back to a push notification at a later date. For example, the company sends a coupon code via a push notification and an inbox message. The inbox message is a way for their customers to easily retrieve and use the coupon code at a later time when they’re ready to start shopping

REVOLVE, a next-generation fashion retailer, also saw incredible success with their first mobile inbox message announcing a one-day only secret sale. When users opened the app, they could see an unread notification icon indicating there was a message waiting for them. Although the message was time-sensitive, it gave customers a feeling of being a “VIP” by essentially rewarding them for engaging with their app. Using an inbox message also allowed them to reach a wider audience because they were able to reach customers who had push notifications disabled.

Overall, companies use mobile inbox messages to keep users engaged and enhance the customer experience.

When to send mobile inbox messages

Do you want the user to be able to refer back to this info later? Think of the mobile inbox as a message center where users can refer back to important information:

• Saved push notifications
• Ongoing sales and coupons
• Longer messages
• Onboarding tips
• Order confirmations

How to integrate mobile app with other messaging channels, like email and SMS

Not only do you need to be considerate of how the different mobile app messaging types work, but you also need to ensure your mobile app messaging complements your other messaging channels. As a cross-channel marketing partner, Cordial consults with marketers on channel strategy and use-case journeys. We’ll help make a channel priority list based on the use cases and set up messaging activation tools to make the implementation easy for the marketer.

The Cordial approach involves:

• Setting up templates in the Cordial Sculpt message builder tool for more holistic email and mobile app messages.
• Establishing priority rules in the Cordial Podium orchestration builder to ensure proper channel sequencing. For example, companies can set up a push notification to send first, and if the contact can’t receive push notifications, then they will be sent an email.

One marketer that Cordial partners with has rules for not sending similar messaging across SMS and push to the same users. Some marketers, like this one, prioritize sending via their mobile app because the app experience drives better engagement from their most valued customers. To ensure users engage more fully in the app, some marketers can exclude customers from receiving SMS messages, if the contact was already reached via the app. However, if a contact is reacting more to SMS or if that’s an identified preference, marketers can send in SMS and exclude that individual from receiving a message in the app.

Another Cordial client determines their cross-channel approach based on the type of campaign they’re running. When triggering an immediate message based on real-time behaviors, the marketer prioritizes email and push notifications. The email can contain multiple items with more information and personalized modules, while the push notification focuses on providing item-specific reminders. Alternatively, when supporting top merchandising and promotional themes, the company’s messages are typically sent via email and SMS, again with a multi-item vs. single item focus respectively. Regardless of channel, the marketer always deep links customers to the mobile app to create a consistent shopping journey, resulting in higher conversion.

When to send a combination of messages

Are you sending a timely message but you need to send some extra information? Use a combo of push, in-app, and inbox message types that can work in concert together to accomplish specific company use cases:

• Increase app usage
• Promote app features or functionality
• Order confirmations 
• Exclusive sales or promotions
• Reach a wider audience

How to measure and evaluate success of your messaging strategies

Start by experimenting to see what works and then optimize campaigns from there.

Cordial helps our clients simultaneously test multiple variants, campaigns, and automations by using A|B testing and machine learning to select the best-performing option. Cordial’s machine learning rapidly identifies and automatically shifts traffic to the best-performing content, driving more revenue for our clients, and delivering a better experience for their customers. There are a variety of things you could test in your mobile app messages.

We rounded up a quick list here:

• Image/no image
• Type of imagery and colors
• Time of day/week/month
• Frequency of sends
• Tone of message
• Length of message
• CTAs
• Different audience segments
• Different personalization triggers

The common performance metrics many companies use in testing or in their evaluation of mobile app messaging performance include: clicks/opens/taps, revenue, average order value, app uninstall, or opt-out.

Ultimately, all marketers want to attribute the success of their communications, understanding how each message performed and what actions users took after clicking on a message. Mobile apps are no different! To help marketers achieve this goal, Cordial provides built-in capabilities to track event and revenue attribution across channels. Cordial’s revenue attribution insights are designed to help our clients demystify the attribution process and determine which campaigns — and channels — are driving the most revenue.

Giving the right messages proper credit and focusing on campaigns that drive the most revenue is a top priority. There’s real value in having a partner who can provide a holistic view of cross-channel attribution, which Cordial does out of the box across all channels.

Ready to see how partnering with an industry leader like Cordial will help you optimize your cross-channel marketing approach? Speak with a Cordial expert today.

The post When to use different mobile app messaging types: push, in-app, or inbox appeared first on Cordial.

So, what’s the perfect strategy? Use real-time data to create personalized messages that the user actually wants to read and open. Jump to any section to dive in:

• What are push notifications?
• Push notifications and privacy laws
• How first party-data fuels push notifications
• 10 top push notification stats
• 9 common push notification use cases
• 10 push notification best practices
• 5 times when NOT to use push notifications
• What to look for in a push notification service

What are push notifications?

Push notifications are automated messages that a website or application “pushes” through to a user. They may inform users of news, sales, event updates, or new merchandise. These notifications are distinct from in-app and text messages, as they typically drive users back to the application and encourage increased engagement. 

Push notifications vs. in-app messages

Push notifications appear when people are not using the application. They provide a way for the app to continue interacting with the user even when it is not open. In-app messages occur within the application and may display more private information like transaction details. 

Push notifications vs. SMS/MMS

Push notifications are alerts that come from an application. SMS/MMS send text or media messages to users using their phone numbers. People can often respond to SMS and MMS messages, while push notifications are simply alerts from an app. 

Web vs. mobile push notifications

Web push notifications are messages that pop up while someone has a web browser open, either on a desktop or a mobile phone. The person does not need to have a specific page open to receive web push notifications. Mobile push notifications occur only on smartphones and come only from applications. 

Push notifications and privacy laws

Privacy laws have significantly impacted how companies and marketers reach their customers. These laws are constantly evolving and becoming more stringent to protect users’ information. 

Until recently, iOS required apps to first ask users if they would like to opt-in to push notifications, while Android made the opt-in automatic. However, Google’s recent Android 13 requires apps to request permission before sending push notifications. 

Apple’s iOS 15 came out in 2021 with strict privacy policies, holding apps to a higher level of accountability regarding how they use first-party data. Similar privacy laws include the California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR) in the European Union. Both give users more rights to the user to keep their information private. If your business or organization serves individuals in California or Europe, it’s wise to review the specific laws and ensure you are compliant. 

Although these extensive privacy laws may seem detrimental to push notifications, they are not. In fact, they have created a surge in using first-party data, which is the backbone of push notifications.

Related resources on Cordial:

• Article: What are the differences between zero-, first-, second-, and third-party data?
• Article: How top data privacy trends will impact marketing by 2025
• Ebook: Mobile app messaging that drives loyalty

How first-party data fuels push notification marketing

First-party data refers to the information your company collects directly from the users. Examples could include demographics, purchase history, brand interactions, interests, etc. Under the privacy laws mentioned, apps can collect first-party data with the users’ consent — which is why Google Play and the Apple App Store both require apps to be transparent about data collection. 

Interestingly, users are willing to share their first-party data with apps, as long as it’s not sold to other brands. Segment’s The State of Personalization 2021 reports that 70% of customers are comfortable with businesses using first-party data for personalization over information bought from other brands. 

With an overwhelming majority vote for first-party data, the shift has fueled push notification marketing and given companies increased access to real-time data about what users like and how they interact with their brand. That information becomes invaluable when developing personalized marketing strategies and push notifications. 

Source: OneSignal

Push notification marketing stats

Explore these statistics to see just how effective push notifications can be. And for more research on consumer preferences when it comes to messages they receive from brands, please read Cordial’s New Era of Customer Engagement report.

1. When users receive too many app notifications, 39% of users turn them off.

This data comes from a 2021 Statista report that explores user behavior when they receive too many mobile app notifications. While almost 40% turn off all notifications, another 42% adjust the settings to limit notifications. 

That means over 80% of users opt to limit or remove notifications entirely if they feel bombarded by messages. Of course, if they turn off or limit notifications, your push notifications will no longer reach them. 

Another 8% of people will delete the app entirely. While this is a much lower percentage, it is still a possibility that you want to avoid. Since the vast majority of users react negatively to excess notifications, you must find out how many messages your audience wants to receive before you launch your campaigns.

2. The definition of “too many notifications” depends on the type, and only 23% of users agree multiple reminders per day are acceptable.

Thankfully, another 2021 Statista survey provides insight into what users deem to be too many. About 40% of people agree that news, information, and social media apps can send multiple push notifications daily. 

Companies sending out reminders might limit their messages to one per day, as 32% agree that was an appropriate frequency. Only 23% believed that several reminders per day were acceptable. 

The survey respondents were divided about the appropriate frequency of brand promotions. However, they leaned towards a less-is-better mentality. Over 20% said they would never like to receive brand promotion notifications, and another 18% said weekly messages were appropriate. 

3. Applications send an average of 8 to 9 push notifications per month.

Even though users are open to receiving multiple informational notifications daily, most apps don’t need to send such frequent messages. The 2021 Airship report shows that apps send an average of 8.4 monthly notifications to Android users and 8.8 to iOS users. 

Media and sports apps had the highest monthly volume for Android users, averaging 114.8 and 25.3, respectively. The monthly averages were only slightly lower for iOS media and sports apps. 

The other application verticals averaged under 10 monthly notifications for both Android and iOS users. For example, food and drink applications sent about 4.6 monthly push notifications, while medical, health, and fitness apps sent an average of three. 

When deciding how many push notifications to send, consider not only the type of message but also what is standard for your industry vertical. 

4. A substantial 44% of companies receive higher re-engagement with mobile push notifications.

According to a 2022 OneSignal report, 44% of companies saw the most re-engagement with mobile push notifications ⁠— over 2.5 times more engagement than the second-most effective channel, email. Over 60% of the companies ranked mobile push notifications as the most critical customer communication channel. 

While mobile push notifications have bounded ahead of other communication channels, web push notifications are not far behind. Companies ranked them the third most effective re-engagement channel and the third most essential communication channel. 

The survey also showed that businesses believe mobile and web push notifications will be the top two most critical communication methods in the next two years. 

5. Using web push segmentation can increase CTR by 1.5-2 times.

While many studies focus on mobile push notifications from applications, web push notifications are still important and effective. Remember, web push notifications can occur on mobile devices and desktop computers. 

Gravitec published a 2019 report on web push notifications showing that they are still effective, especially on mobile devices. One tactic that increased overall click-through-rate (CTR) was using web push segmentation. By grouping contacts based on demographics, interests, or brand interaction, companies can see 1.5-2 times higher CTRs.

6. Including images in mobile push notifications can increase CTR by over 1,600%.

The previously mentioned OneSignal survey also reports how much images can increase push notification CTR across diverse verticals. While all industries reported an impressive increase in CTR when they added pictures to their push notifications, medical apps saw a 1,634% average increase. Social applications reported a 1,147% increase, house and home apps a 322% jump, and business a 128% growth. Event apps saw the smallest increase at only 23%.

No matter your business vertical, using visuals can help increase overall engagement. Even gifs, videos, and emojis can help capture people’s attention and boost CTR or open rate. 

7. The median opt-in rate for Android users is 29.8% higher than for iOS users.

The Airship report highlighted the difference between the opt-in rate for Android and iOS users, noting that it is almost 30% higher for Android users. Considering the privacy policies for iOS users, this makes sense. Android — except the new Android 13 — automatically opts users in to push notifications, while iOS users must manually agree. 

As you track your CTR and opt-in rates, it’s important to remember the difference between iOS and Android so you do not attribute the resulting difference to other causes. You can expect opt-in rates to be slightly lower for iOS users, no matter your campaigning tactics.

8. The education vertical has the highest direct open rates.

Interestingly, each vertical has unique open rates for Android and iOS users. For example, social apps have a 10.8% median direct open rate with Android users, but that number drops to 2.8% for iOS users. Yet the education vertical has some of the most impressive open rates for both users. The high-performing (in the 90th percentile) Android education apps report a direct open rate of over 31%. The high-performing iOS education apps have over an 18% direct open rate. 

Both of these rates are significantly higher than for other verticals. Keep this in mind when analyzing your open rates. Make sure to consider what is ‘normal’ for your vertical and what type of users you serve.

9. Sending push notifications at optimal times can improve open rates by 40%.

According to data compiled by Swrve, choosing the right time of day to send push notifications is critical. By choosing optimal times, like during lunchtime and before going to sleep, companies can see an increase in CTR by up to 40%. 

Of course, optimal time may vary for different audiences, so keep track of what time of day your users are opening more push notifications. If you serve customers in different time zones, consider that their optimal time likely differs from that of your local customers.

10. Personalizing push notifications more than triples the engagement rate.

A 2022 PwC study determined that brand loyalty intertwines with personalization. Customers want a personalized experience, and that is especially evident with push notifications. The OneSignal survey also reports an almost 260% engagement increase for personalized push notifications compared to general ones.

This increased focus on personalization has recently skyrocketed. According to a 2021 report on The State of Personalization, the percentage of people who would buy from a company again after a personalized buying journey increased from 44% in 2017 to 60% in 2021. 

Since push notifications have become a crucial part of the customer’s journey with a brand, you should personalize the messages to improve brand loyalty and customer satisfaction. 

Common push notification use cases

1. Send traffic and driving updates.

Apps like Waze, Uber, and Google Maps provide regular traffic updates to help people avoid slow-downs and reach their destination quickly. These messages typically don’t require user interaction so they may receive low open rates. However, that doesn’t mean they aren’t effective. Quite to the contrary, these informational messages are useful, direct, and often essential. 

To provide accurate updates, the app must collect first-party data like the user’s current location and their past interactions with the app. For example, the message shown likely resulted from the person using Waze to get directions to Jackson Street. Since they never started the journey, Waze used the person’s app interaction to create this push notification.

2. Introduce your brand.

This web push notification from Backpacker Magazine welcomes new visitors to a site and offers them an overview of the brand. It’s personal, fun, and descriptive, which catches the viewer’s attention. Since this is an introductory message, the purpose leans more towards earning peoples’ trust rather than promoting a product. 

Welcome messages and brand introductions like these do not use many first-party data points since they target new website visitors or customers. Still, they rely on some information, like how many times a user has visited the site and what items or pages they browsed. 

3. Add some fun and humor.

Making push notifications fun with jokes or emojis can boost engagement and put a smile on your customers’ faces. This approach can be a game-changer when people receive so many notifications each day. Like the example from Domino’s, make yours stand out with a touch of humor that both aligns with your brand and fits your user demographic. 

One option is to segment your contacts and try different jokes for diverse locations or age groups, which would require the application to collect that first-party data. The app can also track the user’s interactions with push notifications and record which messages were more effective. Users who typically respond to funny notifications can then receive more. 

4. Remind users about items left in their cart.

Users often start shopping, get interrupted, and forget about the items left in their cart. An abandoned cart can trigger a push notification, like the example from Boxed, reminding the user that they forgot to finalize the purchase. These messages are essential for e-commerce apps. Paired with a specific discount code, abandoned cart push notifications can draw users back into the app to make the final purchase.

Of course, to create these abandoned cart notifications, the app must collect information about the person’s interaction with the platform. It tracks the purchase history, or in this case, the lack thereof. The app collects data about how many items — and often which specific products — the user left in their cart. With more specific data comes a more personalized abandoned cart notification. 

5. Notify users about price changes.

Similar to an abandoned cart notification, messages about lowered prices result from a user’s search history on a website or within an application. Take, for example, the message from Kayak about reduced airfare. The notification includes specific dates and locations, which the app collected during the person’s prior flight searches.

These push notifications use this first-party data to draw people back to the application. Since apps like Kayak do not have a typical virtual cart given they sell flights, they rely on these messages to remind people of their search.  

6. Offer personalized recommendations and support.

Personalized push notifications can take many forms, depending on your particular vertical. Here are two examples, one from a clothing company and another from a financial application. They offer completely different viewpoints, but each message targets the user’s interests and habits. 

The H&M app used data about the person’s latest purchase to suggest a new item, while Mint created a weekly financial summary based on the user’s spending habits.

7. Advertise sales or coupons.

Another superbly popular use for push notifications is advertising sales. E-commerce companies, like PLNDR, can quickly spread the word about upcoming discounts or holiday price cuts. For more general sales advertisements, the app may not use much first-party data.

However, apps can send user-specific coupons. They may collect data about the last time the user made a purchase and what they bought. Coupon notifications can draw people back to the e-commerce app after a period away, or they might reward loyal customers.  

8. Get feedback on preferences.

Some push notifications request feedback so the app can further personalize notifications. Netflix offers a prime example with a simple “like or dislike” question regarding recently viewed movies and TV shows. These notifications directly collect first-party data for future messages offering viewing recommendations.

The simplicity and personalization of these feedback notifications make them successful. However, do not confuse them with push notifications asking for app ratings, as those typically push people away. 

9. Push notifications for events, news, or updates.

These push notifications give users real-time updates about events, whether they are national sporting events or local store sales, like the example from ESPN. The purpose is to promote that event, keep people informed, and encourage them to visit the app or website for more live details. 

Apps may use first-party data points like location, interests, or past interaction to promote events that the user will like and interact with.

Push notification best practices

1. Personalize push notifications.

As previously discussed, personalization is critical to the customer experience and brand loyalty. Consumers want an experience tailored to their interests, needs, budget, and preferences. So, collect first-party data and use that to personalize push notifications. Use their name, reference previous purchases, and offer suggestions based on browsing and buying history. 

Hey [Name]! Are you enjoying your leather-bound notebook? We found a few fine-point colored journaling pens that you might like. Don’t miss out!

2. Make them useful, informative, and valuable.

Promoting your brand can be exciting, and you may want to share everything with your customers and clients. However, less is often more — especially with push notifications. Before sending out a notification, ask yourself these questions:

• Is this information useful to my audience?
• Does it provide critical information that my audience needs or wants?
• Would users find this valuable and want more?

If any of those answers are no, then reconsider sending the push notification. And remember, what’s useful, informative, and valuable for one vertical may not be so for another. It all depends on your target audience.

3. Focus on the user, not the company.

There’s nothing that piques our interest more than something that we can relate to or that interests us. People want to know what they can get out of something, so keep that in mind when sending push notifications. Try something like the following: 

Hi [Name]! Congratulations! You spent 15% less this week. View your spending summary and learn how you can save even more.  

4. Don’t measure push notification success only by open rate.

Many of the statistics previously noted measured the success of push rates by CTR or open rate. While definitely helpful, this measurement is not always an accurate representation of push notification success. Consider it more of a suggestive success rate.

Push notifications often receive engagement, even just at a glance — and that counts. For example, notifications encouraging people to return to their abandoned carts are likely to get much higher open rates than push notifications about traffic updates. Yet traffic updates are just as valuable, if not more so, to many users. Consider your company’s vertical, typical open rates for notifications from similar apps, and what type of information your users value before putting too much emphasis on open rates.

5. Run A/B test campaigns.

One of the best ways to test which phrasing, words, CTAs, and media work best with your audience is to run A/B tests before sending out an entire campaign. Take two versions of the same push notification and send one to group A and the other to group B. Record the results and see which one had a higher CTR, as that should be the one you send out in the main campaign.

Make sure to change only one factor at a time to truly see the effect. For example:

• Message A: Exclusive deal alert! Valued customers get 15% off this week only. Shop now!
• Message B: Exclusive deal alert! Valued customers get 15% off this week only. Browse our selection!

In the example only the CTA changed, so you can truly see the effect of which phrasing connects more with your audience. 

6. Include engaging CTAs.

The end goal for (most) push notifications is for users to click through to the application or website, so you need to make the CTA as convincing as possible. The first step is to use verbs that inspire action like watch, explore, buy, browse, listen, and review. Avoid words like be, continue, click, or open, since people may subconsciously associate them more with spam or ads.

You want people to feel compelled to act when they read the notification, and it all comes down to the CTA. Examples:

• Escape your routine with these new book releases. 
• Browse our newest products. 
• Listen to the latest podcast. 

7. Use power words.

The rest of your message must be just as powerful as your CTA. Push notifications are short, so every word counts. Use power words to ensure that your message stands out to the user. These can include eye-catching terms like:

• Cashback
• Express
• Reminder
• Exclusive
• Alert
• Invitation-only
• Endorsed
• Authentic
• Trending

8. Create rich media content.

Rich media content refers to images, videos, gifs, and emojis — anything that makes the content pop. This approach helps increase your engagement rate and makes your brand more memorable. Just be careful not to go overboard with the images or emojis. Find a careful balance that reflects your brand and resonates with your audience. 

Today through Sunday, all our merchandise is 30% off!   Take advantage of the savings before time runs out!  

9. Communicate urgency.

People have dozens of things fighting for their attention all day. If you want your message to stand out and produce engagement, create some urgency. Consider terms like:

• Don’t miss out
• While supplies last
• Hurry!
• Order now!
• Limited-time offer
• Last chance
• Ends soon
• Deadline

10. Track your results.

Keeping track of your metrics is critical to a successful push notification strategy. Record all your metrics, when doing A/B testing and managing push notification campaigns. Examine your engagement rate, keeping in mind that clicks aren’t the only thing that matters. Compare the results of each campaign to determine whether images or emojis work well, which words resound more with your audience, and how often they want to receive push notifications. Make sure you also track retention rate, traffic, purchases, etc. to see the overall effect of your push notifications.

When NOT to use push notifications

1. When you want subscribers to rate your app

Push notifications should only include information valuable to the user ⁠— and messages requesting ratings or reviews are not worthwhile. Instead of driving people to the app or reminding them of your services, these messages may prompt users to turn off all notifications or even delete the application. 

If a user wants to rate your app, they will. Don’t push them too much, or you’ll risk a negative customer experience. Avoid sending messages like this:

Hey [Name]! Love using [app name]? Let us know by leaving a review! 

2. When you want new clients or customers

By definition, push notifications target your current subscribers. While they may help increase traffic to your website, that boost comes from current users, not new ones. Be careful with wording in your push notifications to ensure you are not targeting potential subscribers because your message will never reach them.

For example, this message would not work as a push notification:

Looking for an app that can save you time? Download [app name] today! 

Whether you’re trying to promote your current app or a new one, these messages can push people away. 

3. When users are likely working or sleeping

Timing can be a game-changer for push notifications. Be aware of your target audience’s time zone, and avoid late-night or midday push notifications.

Timing is especially critical when you have customers nationwide⁠ — or worldwide. Segmenting your contacts by time zones can help you avoid any mishaps.

4. When you have already sent out notifications that day ⁠— or even that same week

Frequency is a fine line to balance, and it may take some time for you to learn how many notifications your audience considers to be too many. If you have already sent out a push notification that day or week, ensure the subsequent messages are helpful, necessary, and relevant before sending them.

You want to avoid people opening their phones to see this:

[app name]                                    9:45 am

Check out our new line of shoes! Half off until Thursday!

[app name]                                    11:30 am

Need new running shoes? All pairs are on sale now!

[app name]                                    1:05 pm

Make sure your kids have the best kicks to start the school year right. Shop online today!

[app name]                                   3:20 pm

Hurry! Supplies are limited. Take advantage of our half-off sale now!

If you need to provide sports, news, or traffic updates, this many notifications may be perfectly fine because each one offers new and vital information. However, in this example, all the messages essentially say the same thing, which could bother the user.

5. When you need to share transaction or shipping information

Any information specific to a client’s account or a customer’s purchase should be shared via email, text, or in-app messaging. 

You don’t want to accidentally send private information to multiple users. Plus, people should be able to access transaction information several times, so emails or in-app messages are a better option than a one-time notification. 

Avoid sending the following as a push notification:

Hey [Name]! Thanks so much for your purchase! Your package has been sent and will arrive by 6:00 pm on Thursday. Here is a link to your tracking information. [link]

What to look for in a push notification service?

Push notifications have taken digital marketing by storm. If you haven’t already started using them for your business, consider finding a push notification service to help you manage the channel more effectively. Here are some things to look for when choosing the right tool:

• Customer support that goes above and beyond
• User-friendly format
• Both automated and customized message options
• Solutions across multiple channels
• Access to engagement, opt-in, and subscriber analytics
• Scalability to grow with your business

Luckily, you don’t have to look far. Here at Cordial we can help you increase customer engagement by 250%. Schedule your demo today to learn just what makes our approach so special. 

The post Intro to push notifications appeared first on Cordial.

What are SMS long codes?

Long codes, which are standard 10-digit phone numbers, can make messages feel like they are coming from a person rather than a bot. However, this level of personalization comes with a price tag along with reduced throughput. 

• Timing: Messages sent from a long code can be processed at a rate of only one message per second. In addition, you cannot send MMS messages via a long code. 
• Best use: Long codes work best when your business strategy is focused on customer service, communicating one-to-one with your customers, or if you prefer to have a consistent phone number displayed to recipients across channels. 

What are SMS short codes?

We recommend short codes, which are short 5- or 6-digit telephone numbers, as the preferred method of sending marketing messages to your subscribers. 

They have greater message throughput than long codes and take about 8-12 weeks to acquire (before your brand can start sending from that code). So they take a greater time to secure the send codes up front, however this effort is sure to payoff in the long run due to the higher throughput and ability to send various message types. 

When you register a short code, a random 5- or 6-digit number is assigned to your business that you can then use to begin sending. Remember, it takes anywhere from 8-12 weeks to register your short code. If you want to start sending SMS messages, start planning a few months in advance. 

• Timing: Messages sent from a short code can be processed at rates of 100 to 400+  messages per second or more.
• Best use: Short codes work best when you’re sending high-volume marketing messages to larger segments of your audience.

Dedicated or vanity short codes

If you would like to choose your short code, you can acquire a vanity short code — aka a dedicated short code — that is a number that might be easier for your audience to remember, such as 12345. Dedicated short codes can only be used by one business. For example, Chipotle uses the dedicated short code 888222, which means that no other business can send SMS messages from that number. 

Most large organizations have a dedicated short code, but keep in mind that vanity codes generally cost twice as much as a normal short code and take about the same amount of time to acquire as a short code. 

When choosing a vanity code, you can use the U.S. Short Code Directory as a resource. There, you can find which codes are being used by which companies and which codes are available for purchase or registration. 

Shared short codes

Another type of SMS short code is called a shared short code, which is used by multiple businesses. Sounds confusing, but to keep everything segmented each company is assigned a unique keyword. For example, if two businesses are sharing the same short code, one might be assigned the keyword “PIZZA” and the other might be assigned “BOOKS.”

Shared short codes are less expensive and easier to acquire, but are less customized, which may be less attractive to some businesses. Remember that it’s important to identify your SMS strategy before submitting your short code submission to the carriers. If your messages deviate from what is in your application, the carrier can block you from sending SMS.

Maximize conversions with your SMS marketing platform

Nowadays, most consumers have their phones at hand day and night. When smartphone users hear their phone beep, they tend to check for messages within minutes instead of days or hours. SMS marketing offers businesses a powerful and cost-effective way to reach consumers rapidly.

Even better, a platform like Cordial can your brand lift customer engagement with real-time personalization more than 250% by sending personal, relevant, and intelligent messages across email, SMS, and mobile apps.
Learn more about best SMS practices in our SMS Marketing Guide.

The post What’s the difference between SMS long codes and short codes? appeared first on Cordial.

Some marketers enjoy good results and don’t seek to understand SMS platform features that optimize conversions. While high response rates are important, they don’t guarantee conversions or engagement: If text recipients don’t find these messages valuable and timely, they won’t convert into customers. In time, they may tune out the messages, even consider them spam, and either ignore them or unsubscribe.

SMS marketing may seem like marketing on easy mode, but it’s important to use available tools to send each recipient the right message at the best time. Even businesses that currently find SMS marketing profitable can always find ways to improve their messaging and bottom line.

How does SMS marketing work to maximize engagement and conversions?

This Cordial SMS overview video clearly explains many helpful features that keep prospects engaged with timely, targeted, and valuable messages. Plus, marketers find the user interface intuitive, so they can create sophisticated, multi-layered marketing campaigns without needing assistance from IT.

Highlights for users include:

• The internal editor simplifies creating, scheduling, previewing, and testing messages.
• Users can add personalized messages to a multi-step, multi-layer, triggered campaign via Podium, a visual layering tool.

The SMS marketing platform allows relevant, instant communication with customers and prospects. Instead of sending general messages randomly, the SMS marketing platform makes it possible to customize and personalize messages for real-time situations.

For instance, the software can send personalized SMS marketing messages when recipients initially enroll in a website account or a loyalty program, when they fail to respond to other marketing channels, or at the exact moment they’re browsing products on a website. Options like sending a unique discount code will help engage an audience and incentivize purchases. Since recipients can use the code immediately, it offers them value and an additional reason to buy.

SMS messaging can also help deliver customer service. For example, customers will appreciate a prompt text with tracking information for shipping after they’ve made a purchase. Suppose a prospective customer abandons a shopping cart without following through on the sale. In that case, a text message could provide a direct line to customer service or offer a shipping discount to overcome objections the customer may have had.

The platform enables marketers to deliver custom experiences at the perfect time to motivate a purchase. While businesses may choose to send general texts to promote an event, like a holiday sale or new release, SMS messages based on consumer behavior ensure value and relevance, focusing on the customer’s needs rather than those of the company. 

Maximize conversions with your SMS marketing platform.

Nowadays, most consumers have their phones at hand day and night. When smartphone users hear their phone beep, they tend to check for messages within minutes instead of days or hours. SMS marketing offers businesses a powerful and cost-effective way to reach consumers rapidly.

Even better, a platform like Cordial will make it easy for marketers to ensure the software hits the “Send” button at the perfect time and with the best message. The intelligence behind this platform makes it almost as good as sending a full-time salesperson to accompany customers during their buying journey, ensuring a good experience.

Lift customer engagement with real-time personalization more than 250% by sending personal, relevant, and intelligent messages across email, SMS, and mobile apps. Request a demo today.

The post Understanding your SMS marketing platform: What happens after you hit “Send”? appeared first on Cordial.