One of the most effective ways to reach out to new leads is to use push notifications. Especially with the rise of mobile-first users, marketers have begun to seriously consider the effectiveness of push notifications, and the consensus is that, when used correctly, the push notification can be a very powerful form of marketing, even more so than email, traditionally considered the go-to medium for high conversions.
In a world flooded with content coming at you from all sides, the competition among companies vying for business is tougher than ever. Not only do you have to generate more leads than your direct competitor, but you also have to contend against the various other content out there, be it social media, messaging, or even mobile apps and games.
In such an environment, marketers are constantly looking for ways to grab hold of a user and access their attention in a way that consistently leads to a conversion. This is true for B2B companies pushing marketing content just as much as it is for B2C companies offering deals and promotions on their products. B2B marketers who focus most of their outreach efforts on blog posts and other industry-specific content should take note: push notifications could be the next big step forward in promoting your company’s brand.
Here are four reasons why push notifications generate more leads than email
Emphasis on the “Push”
When it comes to B2B, it’s often the case that customers are coming to your site only for more insight into your product, whether it be customer service help for return users or product research for prospective customers. Such browsing may not go very far when it comes to establishing your brand or getting people to engage with your business beyond the point of sale.
In such an environment, there’s an understanding that “push out” marketing is the way to go. In contrast to “pull in” marketing, which is designed to draw users into a site through advertising, a push out tactic delivers the necessary content, or a link to said content, directly to the consumer, forcing them to interrupt their routine and interact.
As the name would suggest, push notifications abide by the push out model, which more directly engenders user interaction by grabbing attention with compact but enticing messages that encourage a quick response from the user.
Economy of Words
Speaking of those compact messages, it’s no secret these days that people have short attention spans. They’re also rather impatient; nearly 50% of users will leave a website if it doesn’t load in two seconds or less. Therefore, there’s a premium on getting your message across to users as efficiently as possible.
By nature, push notifications work in a tight space—either on a mobile device’s home screen or in a tiny window in the corner of a desktop browser—so they have to get the message across in a quick, effective way. Email, on the other hand, is a medium typically reserved for longer messages that require more focused attention.
Emails also require users to go to their inbox to read the message, whereas push notifications show up directly on the browsing screen. Your B2B customers may not be actively checking their inbox often for blog content or industry thoughts from your company, so why not deliver that content directly to them?
B2B businesses may have trouble getting people involved with their brands beyond the point of sale, but push notifications send users a gentle reminder that you’re out there, offering interesting content that’s relevant to readers who have done business with you.
Less than a quarter of all emails get opened within one hour of the email being delivered to the user. That doesn’t bode well if your marketing strategy hinges a lot on delivering breaking news in a timely manner or offering time-sensitive promos and discounts. Push notifications are great for time-sensitive content because they alert the user as soon as they arrive on the phone or desktop screen—the user immediately gets the message.
Such a system is great for B2C customers who engage in practices like proximity marketing, which relies on notifying the user of a deal when they’re in or near a store, but B2B companies can also benefit from the timeliness of push notifications. Take Chargebee, a billing SaaS, who recently had great success with push notifications. They found that opting for push notifications over email not only saved them time, but also gave their customers ease about not needing to share contact information in order to receive content updates. The results were staggering—a 200% increase in clickthrough rates, all thanks to timely, direct content that didn’t get lost in an email inbox.
Emails are great marketing tools because they’re a relatively inexpensive way to send your message out to a whole lot of people at once. That’s just the thing, though: email is best when sending out a newsletter or message that applies to a great big audience. It’s not so great when it comes to reaching out to individuals, something that B2B companies should be paying attention to if they want to establish a brand that attracts consistent buzz.
For the same reason that people think Twitter direct messages might be more effective than marketing emails, push notifications can offer something emails cannot: a personalized experience. These days, many people receive more spam emails than they do legitimate, relevant ones. There’s no such thing as a spam push notification (although you can overdo how many notifications you send your users) because typically users have to allow the notifications to be enabled, and people can even customize specifically what kind of notifications they want to receive from certain apps and sites, so every push notification feels like a personal interaction with a user.
Do you think push notifications are primed to take over email in the marketing world? Share your thoughts with us in the comments!