Push notifications are a powerful tool for businesses and publishers to engage their audience and drive traffic. These clickable popup messages can be used on browsers or mobile devices and apps, providing instant, real-time, direct communication. In this article, we’ll explore the benefits of push notifications and provide four tips for using them to build repeat traffic to your blog or news site.
Benefits of Push Notifications
Push notifications offer several benefits to publishers, including:
1. Reaching readers where they spend most of their time: on their mobile devices.
2. Adding a new channel that publishers control directly, similar to a newsletter but with higher open and click-through rates.
3. Driving engagement and return visits, helping turn casual visitors into loyal readers and creating habits.
News and content publishers, in particular, stand to benefit from push notifications. They offer an effective way to deliver time-sensitive content, stories, and updates to readers. Push notifications can also fill the same role as a newsletter when it comes to building a base of loyal readers.
Another benefit of push notifications is the simplicity of the opt-in process. First-time visitors to your site or mobile app will only need to select Allow when prompted, and can then be added to your subscriber list. Mobile app push notifications especially have high opt-in rates, with the opt-in rate for mobile app push notifications being 43.9 percent for iOS users and 91.1 percent for Android users.
Tips for Using Push Notifications
Here are four tips for using push notifications to build repeat traffic:
1. Create Clear, Concise Messages and Use Emojis
Push notifications are short, typically only allowing about 40 characters to grab users’ attention and get your message across. Therefore, it’s recommended that you use simple, direct language. Be sure to choose topics that are relevant to your readers and frame your message in a way that instills a sense of urgency and inspires action.
Catchy one-liners and Calls to Action (CTAs) can also be effective, and research has found that using emojis in push notifications can increase engagement significantly. Emojis can help convey a certain emotion or tone in your message and improve the overall appearance of the notification.
2. Segment Your Audience
Segmenting your audience for push notifications can increase click-through rates by 218 percent. By identifying your subscribers based on their interests, you can deliver messages that are personalized to each individual, increasing the chance that they’ll open the messages.
There are several ways you can categorize your subscribers, including by what categories of content the reader is interested in receiving, time zone, location, and device type. Mobile apps also enable content publishers to let their subscribers choose what type of notifications they want to receive and when.
3. Be Mindful of Message Timing and Frequency
Nearly 40 percent of users say they opt out of push notifications because they disturb them at the wrong time, while more than half said they opted out because they found the push notifications irritating. Research has shown that the highest click rates for push notifications occur on Tuesdays and during non-working hours.
Determining the most effective times and frequency for your push notifications may take some experimentation. Segmentation is key; it can help you determine when to send messages to each category of subscribers. For example, e-commerce sites can use push notifications to address shopping cart abandonment.
4. Track the Right Metrics
Tracking the performance of your push notifications is essential if you want to see what does and doesn’t work. There are certain metrics to pay attention to that can help you evaluate push notification performance, including click-through rates, opt-in and opt-out rates, open rates, and retention rates.
How to Send Push Notifications Using WordPress
There are several ways you can send push notifications using WordPress. To send web notifications, you can use a tool such as OneSignal. To install this WordPress plugin, go to your WordPress dashboard and navigate to Plugins > Add New. Search for the OneSignal plugin, and then install and activate it.
If you want to send mobile push notifications, you can create a mobile app version of your website using a service like MobiLoud. Their free plugin helps to simplify the process of turning your WordPress site into an app which you can then use to send notifications. With MobiLoud, you can create and automatically send push notifications directly from your WordPress dashboard. It also provides an option for readers to decide which topics they want to receive push notifications for.
In conclusion, push notifications offer an effective way to engage visitors and persuade them to return. By following these four tips and using tools like OneSignal and MobiLoud, you can create personalized, targeted messages that drive traffic and build loyal readership.