Newsletter VS Push notifications: reach and encourage your consumers
The ringing of a notification and the icon of a new message follow us throughout the day.
How many times do we check our devices to make sure that someone has written us a message and has not forgotten us? According to a Deloitte research, about 20% of smartphone owners check their phone over 50 times a day, one every 20 minutes for each hour they are awake.
Because of this, it is clear that the focus on the form and presentation of any message has been progressively reduced, in order to allow space for a rapid and targeted communication in which, more than the content, it is particularly important for users to belong to an active community.
This phenomenon necessarily affects marketing and corporate communication strategies, and if you own an e-commerce, you can certainly not ignore it. In this article we will compare the effectiveness of a push notification with the one of a more traditional newsletter in one-to-one communication between marketer and user, emphasizing the different aspects to take into account in the era of “everything and immediately”.
In a chaotic and dynamic society like the current one, to spare even one second can be precious. For this reason, a user who is in front of a long and articulated text will be inclined to ignore the message, discouraged by the amount of information proposed and by the little effort willing to devote. A push notification, appearing instantly on its lock screen, will attract its attention and allow it to receive the message in a few seconds, thanks to the use of a more limited number of informal words. This is enough to create curiosity in the user and encourage him to know an issue that appeared to his eyes quickly without expecting it.
Also from the point of view of the creator, programming the sending of a push message can be a valid alternative to the design and writing of a long, complete and articulated message as that contained in a newsletter.
Having an email address or an app used to read and write them does not always correspond to the ability to receive communications made through these channels in a timely manner. Little used by the very young people and progressively replaced by IM (Instant Messaging), emails are now an increasingly less effective means of communicating an event or soliciting consumers to a cta (call-to-action), thanks to the main feature of not being fully readable through a preview.
Instead, push notifications give you the guarantee of being immediately delivered to all users selected as recipients, since they are structured in such a way as to be contained in a limited screen space, often even when the latter is blocked. For this reason it is possible to read them without necessarily having to open them.
If users don’t want to hear from you, they have several alternatives to stop listening to you.
When communication is a result of their spontaneous subscription to your mailing list, the only way they can stop the conversation is to unsubscribe from your newsletter services. This, however, is characterized as a definitive action and hardly convertible into a new registration afterwards.
Thanks to the ability to turn them off only temporarily and reactivate them later, communication based on the sending of notifications is more easily manageable by the user. Aware of his greater degree of control and decision-making power, he will indeed be less inclined to make strongly decisive decisions, as in the previous case.
A good method to put in place to ensure greater loyalty and increased interaction can be, for example, sending a notification after installation or a message to the user when using the app for the first time, to ask if you want to activate notifications.
Finally, let me ask you a question:
The higher your level of engagement is with users, the more attention and interest they will devote to your business! It’s important to remind them that you’re there, through a notification that invites them to visit you from time to time, explore new products, take advantage of special occasions or to take control of the situation and make that purchase that postpone for a long time and that is now too long in the shopping cart…
If you have an e-commerce on Shopify and want to do all this quickly, easily and intuitively, and effectively reach your users, here is a proposal that could do it for you find out more about Shoppy!