Differences between email and web push notifications Email marketing has long been the holy grail for marketers. It has existed since the days of the Internet for making lists and sharing content. However, in today’s crowded digital landscape, it has become increasingly difficult to stand out from the crowd. The key word: visibility. Most email […]
Differences between email and web push notifications
Email marketing has long been the holy grail for marketers. It has existed since the days of the Internet for making lists and sharing content. However, in today’s crowded digital landscape, it has become increasingly difficult to stand out from the crowd.
The key word: visibility. Most email customers who send marketing emails to certain promotional or shopping tabs find it difficult to get noticed.
It is estimated that more than 269 billion emails are sent every day.
With around 3.8 billion registered e-mail users, each user receives an average of more than 70 e-mails per day.
Then there is email spam.
While email marketing is still relevant, it’s just not as effective as it used to be.
This is where web push notifications come in.
So let’s get to the 6 reasons web push notifications are better than email marketing and how you can use this new channel to build your own audience.
Getting a subscriber is easier
It is getting more and more difficult every day to get a user to give their personal email address away. Most savvy users have begun to use a separate email address for personal and online purchases. Even so, they are reluctant to post their real email addresses on a website.
But with Push, all of your users just need to do is:
- Receive the login prompt
- Agree to permission.
That’s it. No personal information required. And the best part is that this works on both desktop and mobile devices. You don’t need to create an app to send notifications on a mobile device.
No fake subscriptions
Unlike email addresses, a web push subscription cannot be faked. This is because the browser itself manages the subscription and does not ask for contact details that may have been spoofed.
With web push notifications, visitors do not choose or provide contact information. This means that each and every one of your subscribers is accurate and reachable.
Higher click-through rates and engagement
Re-marketing through web push notifications has been shown to be three times more effective than email. Given the real-time nature of web push notifications and their high visibility, push notifications have a far greater impact than an email in a crowded inbox.
Average click-through rates of 18% or more for e-commerce are very common. Push notifications can result in an average click-through rate of 30% or more for cellular customers.
Additionally, concise web push messages provide an easier brand recall than a subject line in an email inbox. This visual nature of push notifications, enhanced by large images, increases the click-through rate to double digits.
Similar to the description above, web push notifications have the decisive advantage that they are more visible. There’s no need to sign up for an email service, check an inbox, or check out social media pages. They are displayed right on your desktop or mobile screen, which makes them far more effective.
Push notifications get noticed, and a targeted campaign can result in both conversions and brand recalls. Compared to display advertising, re-targeting using web push notifications results in a 20 to 30 times better click through.
In addition, a push notification has the additional advantage that CTAs are displayed directly in the notification point. You can also use these CTAs (Action Buttons) for upsell or cross-sell campaigns to increase sales. The hero pictures in push notifications further increase engagement.
Web push notifications can be scheduled to expire automatically
Unlike email, which is always in your inbox, you can add a flow to web push notifications. Let’s say you have a limited time offer that runs on your website for 2 hours, and after 2 hours your customer sees the email and comes to the website to see that the offer has expired. How many times has this happened to you?
With web push notifications, you can set an expiration date for the notification, after which it will no longer be delivered. So if the customer was not online within the 2 hours that the offer was posted on your website, no notification will be delivered and your customer would still be happy.
The notification process not only helps with time-bound offers, but also with the serialization of your notifications. In addition, it helps to simplify your marketing efforts. You can also use the notification flow to serialize your notifications. You can let notifications expire one at a time.
Web Push subscribers cannot be sold or transferred without your permission
When a user subscribes to web push notifications, the browser generates a corresponding code. This code is only useful if it is coupled with a private key that is stored on the provider’s server.
Only when you have both, a notification can be sent to a subscriber. This private key is not publicly visible and therefore the unique code generated by the browser is completely useless without it.
Basically nobody can buy, sell, or transfer your web push subscribers without this private key.
We hope that we have been able to help you with these tips and that your success with push notifications will come very soon.
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