The ways in which communication channels are used to connect with people are becoming increasingly complex and changing, but the increase in number is rather small. It’s even rarer to see emerging channels that deliver punchy results right from the start.
Well, this is the case of web push notifications, which appeared in 2015 on Chrome. Although now available on multiple browsers, they continue to impress marketers. Some companies claim to have a 10x registration rate, which is more effective than any other way!
You do not use it? Discover them here, since you should install them quickly.
What is a web push notification?
A web push provides an alert message linked to a browser following the activation of it on the same browser by an individual. You have probably already seen the opt-in alert as shown in the picture below. By clicking on allow, you subscribe to a company’s contact list, and allow it to send you messages.
The main benefit of web push notification is that the recipient does not need to have an open browser page to receive alerts. By remembering that browsers are installed on both mobile and computer, the registrant receives them everywhere!
At the content level, web push notifications adapt to different marketing goals of an organization. They can re-engage a contact, share discounts, share important news, and more (see image below for an example). They also go very well with other ways of distributing the various contents of an organization (e-mails, social media, SMS, etc.).
In short, these small and timely pop-ups are a great way to connect with prospects, subscribers and existing customers!
Is it for B2B or B2C?
I have the impression that web push notifications are perceived as a marketing tactic specific to B2C. However, it is not the case! They can benefit to all organizations, if they identify the when and the what of those alerts.
First of all, I must mention the importance of frequency at the level of web push. Several studies published online show that it is the most important thing to watch for. Indeed, the ” soft spot ” at the sending level is not easy to find. Unlike e-mail or mobile notifications, people are not ready to receive alerts every day. Even less if they are sent more than once a day! However, an alert placed at a convenient time in the customer journey can be very rewarding.
Organizations must also define great content. Information with very small added value for the individual is not worth it in a web push. Keep them for your social media or your newsletter.
Thus, for B2B, information related to webinars, web content, events in person, the arrival of new products (and much more!) can be put forward. They are definitely interesting for the customer. On the other hand, avoid alerts about more general news, such as announcing a new large account or winning an award in your industry. While important to your business, they will not affect the behavior of the person receiving them.
On the B2C side, discount alerts, new products, or the sale of several products are definitely interesting. Here, it’s also important not to abuse the privilege of being in touch with these individuals.
Why use web push notifications?
Easy to program
In fact, they require a small snippet of code that must be connected to the URL of a website. For example, Dialog Insight offers the integration of web push notifications this way. It is possible to test and modify them according to the campaigns and the needs of the organizations.
Beyond that, it’s an easy-to-use tool that works well alongside other marketing tools. For example, you are doing a B2B marketing upselling campaign for one of your high-end packages. You could create an alert on content touting the benefits of the package. It can fit into the automation sequence created for this campaign, which will include e-mail, publications, and your webinar, for example.
Easy management of permissions
We live in an era where people are increasingly reluctant to provide their information. A phone number in store? No. Your email on a web page? Not too often. This is also part of the difficulties of a marketer. How far can we go?
What is interesting about web push notifications is that they are not intrusive with the information request. First, the person can accept or decline directly on the alert. In addition, no email address is required, which makes it possible to contact anonymous visitors who are usually shy about giving this information.
I want to specify that even if they are unknown contacts, they are still advantageous to amass. With a good marketing tool, it is possible to mount acquisition campaigns that can pass them into the marketing and the sales funnel. This is the case of our tool, which could allow you to increase the number of contacts at the top of the funnel.
Web push alerts can be planned strategically for your communications. Once well programmed, they appear according to the navigation behaviors, the location of the visitor, or according to a position in the funnel. This is what makes a tool like Dialog Insight so ingenious in communication planning.
Tips and tricks to use web push notifications effectively
First, segment and personalize your messages according to the needs and behaviors of visitors. Do not waste a web push on something irrelevant or just by pushing any kind of information. Remember that there are different types of web notifications: transactional, educational, promotional and customer-journey related.
As mentioned above, timing is paramount. Keep in mind the routines of your customers. For example, if you target financial professionals, the web pushes sent at the opening of the stock exchange will definitely go unnoticed.
Finally, pay attention to text and images. Most browsers have a character limit on web push that ranges from 41 to 120 characters. That means you have to hit like a jab, with as few words as you can.
In conclusion, it’s true, web push notifications are becoming more and more popular with digital marketers! They are an optimal distribution mechanism for communications.
When used strategically, meaning taking into account internal data, customer behavior, and organizational needs, they can be very positive for all parties.
Dialog Insight manages, since September 18, all that is needed in relation to web push notifications. I invite you to visit our online help to find out how it works ! You can also register to our webinar covering the new September features.