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6 Best Practices for Unifying Email and Push Notifications
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6 Best Practices for Unifying Email and Push Notifications · 6 Best Practices for Unifying Email and Push Notifications 7 You have decisions when it comes to how as a brand you reach

Jul 19, 2020

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Page 1: 6 Best Practices for Unifying Email and Push Notifications · 6 Best Practices for Unifying Email and Push Notifications 7 You have decisions when it comes to how as a brand you reach

6 Best Practices for Unifying Email and Push Notifications 1

6 Best Practices for Unifying Email and Push Notifications

Page 2: 6 Best Practices for Unifying Email and Push Notifications · 6 Best Practices for Unifying Email and Push Notifications 7 You have decisions when it comes to how as a brand you reach

6 Best Practices for Unifying Email and Push Notifications 2

TABLE of CONTENTS

01 Now is the time that brands can finally deliver on personalization.

02 Recognize your users wait for information.

03 Deliver messages across channels in a seamless and engaging way.

04 Use context to service mobile moments.

05 Respect your user.

06 Understand push is a privilege.

07 Respect your user.

08 Next steps.

09 About FollowAnalytics

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6 Best Practices for Unifying Email and Push Notifications 3

While we have more channels and ways to interact with our

customers, we finally have the ability with marketing engage-

ment automation to reach consumers in personal and relevant

ways—in one voice, across every marketing channel they use to

connect with us.

First we must think in terms of experiences instead of cam-

paigns. Previously siloed email or push campaigns can now be

connected using data in our CRM. Using an individual’s past

responses and preferences, we can communicate in a way that

is as relevant as possible to the recipient.

Second we must realize the mobile only user is a misnomer—

Americans switch between devices. When they wake up, they’re

checking a smartphone. At breakfast, they may pick up their

iPad to read the news. Then at work, they switch to a laptop

until they come back to a tablet or smartphone in the evening

while watching TV.

Consumers expect brands to provide an integrated experience

with an integrated communications flow. They want information

without being overloaded. And they have high expectations for

how we use the data we collect from them.

In this eBook, we’ll cover six ways you can use marketing en-

gagement automation to unify email and push notifications for

amazing, seamless customer experiences:

Now is the time that brands can finally deliver on personalization.

1 Recognize your users wait for information.

2 Deliver messages across channels in a seamless and engaging way.

3 Use context to service mobile moments.

4 Respect your user.

5 Understand push is a privilege.

6 Be as succinct as possible.

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Mobile has really become a part of everyone’s lives, and is a touch point across your

customer’s lifecycle. 36% admit to constantly checking and

using their phones.

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6 Best Practices for Unifying Email and Push Notifications 5

Consumers wait for information; seven out of ten consumers still

choose email as a way to communicate with brands and busi-

nesses. When your recipient believes something that has been

sent to him or her is of value, and they’re curious about what

it contains, there’s an opportunity for you to do effective push

notification marketing.

When consumers see push notifications as an experience that’s

good for them, you have the ability to engage and reengage

them. If you’re doing your jobs correctly—providing value—you

aren’t putting your brands at risk of opt outs.

SMS and push have been successful because the consum-

er understands they are in control; they can stop the flow of

information whenever they want to. You need to recognize what

you’re doing is a privilege, and perform to or above the consum-

er’s expectations.

At opt in, tell users why they should opt in. Share the value

they’ll get once they do opt in. With products like FollowAna-

lytics, you have a platform to deliver more relevant and more

personal content than ever before. Rather than aiming for 1 to

3% opt outs, set a higher bar—no opt outs.

Recognize your users wait for information.

Still choose email as a way to communicate with brands

and businesses.

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6 Best Practices for Unifying Email and Push Notifications 6

More than four out of ten customers are more likely to make a purchase when

mobile offers are part of an orchestrated campaign.

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6 Best Practices for Unifying Email and Push Notifications 7

You have decisions when it comes to how as a brand you reach

consumers. You have a number of different channels. Besides

pushing email, you also can deliver optimized messages direct-

ly to one’s pocket or one’s hands. You can do this many ways,

including through push, email, in app messaging and SMS.

Glean from what you’re doing or maybe what you’re not doing

and optimize across channels. Make your information some-

thing that somebody wants to take time to look at. Then provide

that information in a sensible way.

Consumers get a ton of emails; in 2015, the number of business

emails sent and received per user per day totaled 122 emails.

It remains best way to reach people at any given time. On the

other hand, push notifications or text messages are able to

break through, making it a great way to ensure somebody will

see your message in a timely fashion.

Consumers want push notifications that are suitable to when

they’re being sent and that aren’t overwhelming in length or

volume. Remember a push notification asks somebody to take

an action. It needs to be timely to be effective.

According to Forrester, push isn’t a replacement for email, SMS,

or other direct messaging tactics. It needs to be a complemen-

tary channel and should be a core component of any direct

marketing and relationship program.

The challenge to us as marketers is that users expect everything

to be in concert. You cannot repeat information; you must not

fall down and fail to account for information that isn’t relevant to

him or her or that somebody already had.

Deliver messages across channels in a seamless and engaging way.

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6 Best Practices for Unifying Email and Push Notifications 8

Nine out of ten companies with strong omnichannel

engagement retained nine out of ten of their customers.

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Mobile Engagement Automation, or Mobile Marketing Auto-

mation, enables you to deliver messages across channels in a

seamless and engaging way. And when you integrate Mobile

Engagement Automation with the rest of your marketing stack,

the major benefits you’ll see are engagement and retention.

As defined by Forrester, Marketing Engagement Automation

is marketing technology that uses real-time and contextual

insights to proactively engage with known users in the appropri-

ate mobile moment across the customer lifecycle.

A mobile moment is an immediate moment of need as

defined by Forrester for your end user. When you are able

to reach out to your users in that moment, you are servicing

them in their mobile moment.

With push notifications, we get valuable data and insights. We

see what folks react to. We see what is working for them.

Push allows us to bring context into effect, specifically where

somebody is and when they are there. To best leverage this

user information, choose Marketing Engagement Automation

technology that preserves the integrity of your data so that

you can have a unified view and that plays nice with what you

already have in place.

For a 360-degree view of your user, you need a solution that

offers true connectivity. Connectivity refers to the technology’s

ability to easily integrate with your existing marketing stack,

your CRM, and any other customer systems of record. We also

need two-way data sync to trigger mobile messages from CRM

triggers and to use your existing customer profiles along with

mobile data to serve them in their mobile moment.

Use context to service mobile moments.

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Marketing Engagement Automation is about known users; it’s

not focused on customer acquisition. The goal is to help you

interact with your users in a one-on-one way across channels,

especially mobile.

To successfully engage with your users, you need to know

which channel gets the best results and how to keep them hap-

py. You can’t rely solely on studies such as those from Nielsen,

Comscore, or Pew Internet for user information. They’re great

information at the 30,000 foot level, but they don’t supply details

about your users.

Ask your users for details and communicate to them in any

way you can that is as relevant as possible to them. Do your

own testing. Run tests amongst your best user groups. Learn

which channel gives the best results as well as how to keep

them happy.

Marketing Engagement Automation is the catalyst for your

omnichannel experience. Segment users that are more likely

to respond to mobile communication and start your interaction

with them through push. For a different group who prefer a

different touch, start out via email and then move to push based

on the response.

Mobile is the most personal, real time, and contextual channel

available to you. Use the data and insights you get from mobile,

sync that to your existing user profiles, and make your customer

profiles even richer. Start creating robust experiences for your

users. Be sure you can share data among channels and trigger

mobile messages from data coming from anywhere and from

any of your marketing staff.

Respect your user.

For example, somebody on Facebook clicks an ad for a retailer.

Once they’re on your site, as a marketer, you’ll want to nurture

that customer. If the tools are correct and the communica-

tions channel is appropriate, you might want them to opt into

a newsletter.

Later, because you’re getting to know your user—especially if

Facebook is involved—you can provide a personalized email

and possibly include an incentive for an app download. When

the user downloads the app, this might trigger an onboarding

message relevant to that particular individual. We could also

send an email inviting the user to a boutique pop up weekend

event—a message that’s timely and very relevant.

Or, we might send a personalized discount coupon based on

geolocation. The coupon will be used to make the first pur-

chase. We’ll then have the opportunity to engage with him or

her again, sending a personalized email about the purchase.

We can subsequently send a mobile push to check on the qual-

ity of his or her experience. Hopefully the user likes his or her

experience and will do some social evangelizing.

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Users who enabled push notifications launched an app an average of over 14 times a month—almost three times as many as those who didn’t

enable push.

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Push is very personal. Users see it right away—their phone is go-

ing to vibrate. 97% of the time push notifications are read within four

minutes. Keep in mind that most of us sleep with our phones next

to our heads; ask is what you’re about to send something you’d

want to be woken to read. (Or be mindful of the time of day you’re

sending it.)

If you’re an insurance company and there’s something that you

need to let customers know about right away, sending a push

notification at an earlier time may be ok. Customers might even be

grateful that they were disturbed if the nature of what you are trying

to communicate is that important. Using geolocation, Allianz can

send updates about adverse weather conditions to users when they

fall in range of a bad climate. By sending personalized messages

based on certain triggers, Allianz saw a 30% increase in usage.

We really want to be relevant and timely. The last thing you want

to do is send somebody a push notification while they are asleep if

it’s not urgent. Best case your user won’t be able to take advantage

of an offer. Worst case you annoy a previously loyal customer and

they opt out.

We want to take care not to overuse push and feel like we are going

to somebody’s house and putting up our feet on the table or eating

their pizza and we’re going to leave whenever we want to. As ev-

eryone will have a different demographic, a different audience that

uses mobile in different ways, do your own testing.

Renault of Europe wanted to increase test drives. By connecting

into their CRM, we used CRM triggers to send push notifications to

people who had expressed interest in specific cars. Using timing

and geo location triggers, prospective car buyers received a very

customized push reminding them of their interest in a specific car

and that it was ready for a test drive near by where they were. With

the assumption, users have more free time on weekends than

during the week, notifications were only sent on weekends. Using

push, test drives increased by 17%.

With iPhones, we cannot send push notifications without an opt in.

We have to ask people to consent to get a notification push to them.

Our iPhone users are actually raising their hands and saying that

they want to have a conversation with us.

Six out of ten enterprise users opt in to push notifications.

Push gives us an opportunity to raise awareness for an app and the

ability to get a user to open an app that might have fallen out of their

consciousness.

Understand push is a privilege.

Insurance giant, Allianz, partnered with FollowAnalyt-

ics to personalize promotions and increase customer

engagement with more contextual interactions. Fol-

lowAnalytics allowed Allianz to achieve this through

its Contextual Campaigns feature, sending personal-

ized messages to users based on certain triggers.

For example, Allianz can notify a specific user about

a reimbursement or the status of a claim. The trigger

can also be based on geolocation, such as sending

updates about adverse weather conditions to users

when they fall in range of a bad climate.

Allianz Boosts Engagement Through Contextual Push Notifications

Over 40% open rate for out-of-app push notifications

Increase in usage

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6 Best Practices for Unifying Email and Push Notifications 13

Think about how your message will appear to consumers, how

they’ll be reading it. 75% of the 900 million Gmail users access

their accounts on a mobile device. Email is now the primary

mobile channel. Understand that people are potentially reading

emails on a mobile device; ensure your message renders prop-

erly on devices.

Provide snackable information—information that’s avail-

able, that’s quick, that’s timely, and most of all that’s wanted

and effective.

Keep push notifications simple. You aren’t looking to deliver a

book’s worth of information, what you really want to do is to pro-

vide an avenue for somebody to find something around them,

to take a step to potentially make a purchase. But an app alone

won’t get you there, you need to know your user.

Now more than ever, our customers want information from us.

At the same time though, they have high expectations as to

what information we share, how we share it, and when we share

it. Luckily with mobile engagement automation, we have the

power to reach them in a more personal way.

Be as succinct as possible.

Next steps.

Louis Vuitton wanted to offer a curated travel experience

that allows users to feel like they’re part of something

elite. By acting as a mobile CRM, FollowAnalytics lets

Louis Vuitton act as personal tour guide. Through

customer segmentation and profiles with location-aware

maps, they deliver off-the-beaten-trail suggestions to us-

ers in more than two dozen cities and 12,000 locations

across the world.

Contact FollowAnalytics today to start offering your customers

an amazing, seamless customer experience.

FollowAnalytics is an enterprise-class mobile marketing platform

that makes it easy for marketers to boost engagement through

their mobile apps by creating personalized customer journeys.

About FollowAnalytics

They are trusted by brands like Wells Fargo, Cartier, Louis

Vuitton, Allianz, Axa and BnP Paribas; and are headquartered in

San Francisco, with offices in New York, Montréal and Paris.