Effective web push marketing

What is web push?

Without a doubt, you are familiar with the short messages that some websites send to your device. They display for a certain period of time, regardless of whether you are currently browsing the site. They look like typical ad pop-ups, but they aren’t considered spam.

These are web push notifications, i.e. messages that you have agreed to when visiting a particular site. These often come in the form of standard notifications and could include things like:

• headline,
• message text;
• graphics,
• link,
• buttons.

Web push marketing has proven to often be far more effective than conventional newsletters or contextual advertising. Why?

Web push marketing – advantages

Compared to other forms of advertising, web push messages in marketing are less obtrusive and require your consent to be sent. What else? Here are other key positive features of web push messages:

Web push notifications vs. paperwork

A user who wants to receive web pushes doesn't have to register in any database, provide their name, phone number or even e-mail address. All it takes is one click of a button on the consent box. 

Instead, they can cancel their subscription at any time via their browser. However, PushPushGo reports that in reality, only 0.1% of subscribers actually do so. Such a simple procedure inspires more trust and causes no fear of spam attacks.

Compatibility with various devices

Web push notifications work:

• on computers and mobile devices;
• on any operating system, i.e. iOS, Android, Windows or Fire OS;
• with various browsers, i.e. Google Chrome, Firefox, Safari, Opera, or Internet Explorer.

Simple format and personalization

A short message with a simple structured scheme is quick to design and implement. Web push message formats can also be personalized by adding a company logo or self-prepared consent request.

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High delivery rate

The notifications are delivered to the subscriber whether or not they access a given website. Once displayed, the notifications are still available to the user in specific locations on the devices they use, such as the Notification Center (Windows 10 and macOS).

It is estimated that the deliverability of web push messages is as high as 80%, and the average CTR is at 30%. What's more, since such messages are typically only a few dozen characters long, the user will read them even before they have a chance to consider if they actually intend to do so.

Resistance to ad blockers and filters

Web push notifications can’t be blocked by any anti-spam filters or ad-blocking plug-ins. Clearing cookies won't help either. It's all due to the fact that users themselves choose to subscribe to the messages and there is no unwanted content.

Ongoing evaluation and specific statistics

The analytical data obtained in real time allows updating messages and planning the next dispatches based on the results of previous ones.

Web push and integration with other marketing automation tools

When you combine multiple elements into a single whole, you can really make the most of your marketing efforts. Notifications can be an important part of an extensive marketing automation system.

How can web push be used in marketing? Types of content

It's hard to think of a goal that web push marketing isn't useful for. These include:

• acquiring leads;
• collecting product reviews;
• increasing web traffic;
• offering discount codes or a promotional message;
• notifying about the stage of order processing;
• informing about a new service or product availability, a blog post or an article on a news site;
• reminding of an abandoned shopping cart or an incomplete payment;
• segmenting subscribers by using different buttons;
• inviting to an event or to participate in a contest;
• conducting surveys.

What is the process of sending web push notifications?

Whether you already have a subscriber base or are just planning to implement web push marketing, you need to determine the goal of your campaign first and foremost. It will determine the format, design, dispatch frequency, display time, and duration of the whole activity.

In practice, here's how sending notifications works:

• the user agrees to receive notifications by clicking the button in the subscription box;
• depending on the configuration, your web push tool sends a welcome message to the new subscriber;
• once you set the delivery time and frequency, the recipient receives automated messages that are adapted to the type of their device;
• the way the message is shown depends on the system and the browser. For example, a user using Chrome on a Windows 10 computer will see the notification until it is closed or moved to the Notification Center. On the other hand, if you have an Android phone, the display of the web push window is unrelated to the launch of the browser.

Web push marketing – best practices

Is it possible to ruin web push marketing? Unfortunately, yes. Just using the tool doesn't mean you'll be successful. We have 8 important tips for you that will help you design your notifications in such a way that they are audience-friendly and effective.

1. Speak of the benefits – tell the user why they should let you send them notifications.
2. Be specific – don't waste your customers' and potential customers' time; write messages that are clear and to the point.
3. Use social proof – in the content of the web push, put data that proves the validity of the option being offered.
4. Make sure your graphics are good – it's usually the image that gets people's attention first and makes them decide whether or not to click on the link. Ensure that it is of high quality and consistent with the overall message.
5. Don't be intrusive – excessive messaging can annoy and daunt users.
6. Analyze and make adjustments – improve your messages and tailor them to users' preferences instead of sending everything to everyone.
7. Take care of technical issues – check whether the message displays correctly on different types of devices, whether the photo has the right resolution, or whether the text is readable, etc.
8. Create a sense of urgency – try to make your recipient aware of how much they will lose if they don't take advantage of the offer.

Web push marketing vs. GDPR

The advantage of web push marketing over other forms of communication is that it doesn’t involve the gathering and processing of personal data. As a result, it is not subject to GDPR. The only exceptions are when you have web pushes integrated with your CRM for profiling purposes or when the service provider uses it to gather user data.

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Web push marketing – where should it be used?

Although web push notifications are particularly effective for news portals or other media-related sites, their value is also recognized by owners of other businesses. We recommend using web pushes also in such industries and business as:

• B2B trading and e-commerce, e.g. for e-wholesalers, online stores with any kind of products or sales platforms;
• B2B and B2C services, e.g. for a travel website, a beauty salon website, a consulting company, or a platform offering online training;
• blogging – web push marketing as notifications of new posts, increasing reach or a content recycling tool.

How to choose a web push marketing provider?

If you already know that notifications can be your way to achieve your marketing and business goals, all that remains is to choose how to implement them. You can create web push integrations yourself, in cooperation with an agency, or with the help of professionals working on demand.

The first option will work well for those who already have both the know-how and financial resources to maintain and develop their own web push platform. However, you may find that the total costs will be higher than hiring a developer.

The second option gives you the guarantee that you'll get a tool that's been set up correctly, ensuring security and reliability. You also get access to technical support and custom web push features.

Whereas the Human Intelligence on Demand model combines the expertise of outstanding professionals with what we value most when working with freelancers – freedom, minimum paperwork and readiness to start right away. Top HI experts handle your project and we take care of all the bureaucracy and equipment issues. Human Intelligence on Demand is the perfect compromise at your fingertips. Say HI!