What Are Push Notifications, and Why Are They Important?
In our current digital age, we understand that mobile devices are for most people their main interface with the outside world. According to Bank My Cell, nearly 50% of the world owns a smartphone, and those number are on the rise. We use our phones to access email, to connect with our friends and family, to play games, to stream music and videos. And, as of 2020, many of us have been using our devices to work remotely as well. It makes sense that if a brand wants to communicate with its users in an immediate, real-time way, their best bet is through a mobile app on a smart device. And this is done through sending push notifications, either through a third-party cloud server such as APNS or Firebase, or by using an independent solution such as OpenBack. But what are push notifications? And why are they important as a next-gen means of communication between apps and users?
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The newly coined term, Smart Push Notifications, has been an area of interest for many mobile apps who ultimately care about their app users and their app users experience with notifications which can be intrusive. Now seemed like a good time to discuss the question: Why Smart Notifications are important?
Today the app world as we know it is changing, mobile push notifications are becoming a primary interface that drive the actions we take on our devices.
Smart Push Notifications are the next leap forward
Push notifications can be a very effective way of sending a once-off message to your users when you need to get a message out immediately, but lack in just about everything else.
Most apps broadcast push notifications from server side, leaving app owners unsure whether or not the user received the message and if they were encouraged to take an action. Smart Notifications are the next leap forward, with the unique ability to be delivered locally to each app install. This is performed by fully managing notifications and using contextual device triggers to tell the app when the user is ready to see your message. The result is a drastic increase in interaction rate with notifications which leads to more clicks into the app and more positive experiences for the user. Smart push notifications are important because they utilize the latest smartphone technology to deliver notifications with the best user experience.
Typically, mobile marketers have a need to send out a notification or “blast” to their users or groups of their users based on what they did inside the app before, but are limited to a rough time where the message can be delivered to all app users.
Now imagine being able to send the same notification to individual app users when they have a higher likelihood of interacting with your message.
For example, targeting mobile app users when they are home, connected to Wi-Fi, at a specific time, having just unlocked their phone, may lead to a much higher chance of users seeing and clicking on your next notification campaign.
With Smart Push Notifications, this is where the triggers become important. Triggers allow your app to determine the ‘right’ time for each user and can be anything from wifi connectivity, battery life, device location, or even custom preferences depending on what your app knows. For example, targeting mobile app users when they are home, connected to wifi, at a specific time, having just unlocked their phone, may lead to a much higher chance of users seeing and clicking on your next notification campaign. Gone are the days of ineffective ‘fire and forget’ push notification campaigns.
Go beyond dumb push notifications and consider using contextual triggers to help create the perfect environment for your users to receive the message. Push notifications can be a great way of interacting with customers and app users if done correctly, but nobody wants to receive a notification in the middle of the night or click through a URL when they are no longer connected to Wi-Fi. Ultimately, the stronger your notification campaigns are, the more impact they will have on user retention and winback goals, in turn, decreasing the opt-outs and uninstalls. We recommend Smart Notifications as the best solution.
Smart Push Notifications, unlike push notifications, can be tracked and reported on…. and your analytics team will thank you. Push notifications are an ineffective method of tracking whether or not the user actually received your message and if the notification lead to an action within your app. Smart Push Notifications are unique as they can show you whether or not the message has been delivered, clicked or swiped away. Now you can view the progress of each campaign and measure how successful the campaign was. Don’t be left in the dark, view overall campaign statistics or drill into individual campaigns and see how well they stack against each other…. who knows, you may learn a thing or two.
Send less notifications but improve the interaction rates with each message using solutions like OpenBack. It’s as easy as creating a campaign within the interactive Campaign Manager Dashboard, the campaign is then cached locally on the user’s device where it sits, checking device triggers, until the perfect time for the user.
OpenBack is a world leading mobile engagement platform and the inventor of the smart push notification.