MobilePush Best Practices
Mobile Push is the Salesforce Marketing Cloud product that allows marketers to create, deliver and track the push notifications associated with their mobiles apps on iOS and Android devices. The subscriber has absolute control through app or system settings of whether or not messages are delivered in this manner, so above all other best practices, it’s important to ensure that each push message is relevant and useful.
But why use Mobile Push? The simple reason is that users who opt-in to push messages are retained at approximately double the rate of users who do not (55% opt-in retained vs. 29% opt-out retained). Users are also more likely to allow push notifications (60% of app downloaders) versus subscribe to an SMS campaign (37%). In short, communicating with Mobile Push allows you to connect with a larger percentage of a smaller, but important audience: your super fans.
Mobile Push is best used for the following scenarios:
- Mobile Data Feedback Loop – Looking for responses, taps and swipes to create two-way conversations.
- Rich engagement – In app engagement with HTML rich content drives more interactivity
- Persistent Communication – push allows you to send messages directly, even when your app is closed on the device
Here are some best practices to keep in mind when creating content for push messages:
- Keep it short and sweet. Think of it as a Twitter update for your mobile app. If the push notification comes up while they are using the phone, it will appear as a banner on top of the screen, with only 65 characters showing.
- Make it relevant. The message should always aim to get customers interacting with your app. It could be a discount code, a notification that a popular product is back in stock, or an invitation to view the latest product offerings.
- Tell them what to do. Include a call to action such as ‘view our latest ads’, ‘shop TX products’, or ‘open the app’ for maximum effect. If you don’t do this, your notification is likely to be ignored.
- Quality, not quantity. Too many notifications might annoy your users and make them opt-out, or in a worst-case scenario, delete the app.
- Timing is everything. Consider early morning, around lunchtime, or early evening. Look at when you get the most traffic on your app and you’re your notifications to happen at that time– don’t send at 2 a.m.!
- Push is a privilege. Ask for permission, and simplify the process for opting out, as opposed to forcing the user to delete your app in frustration.