The average click-through rate for push notifications across all devices stands at 7.8%, which is quite impressive. This is one of the many reasons why this ad format is becoming a popular choice for companies in a variety of industries.
Aside from following a set of best practices, you may also want to identify the mistakes you need to avoid at all costs. Below, we’ve put together a list of push notifications blunders that you should prevent in order to guarantee a successful campaign.
As the name suggests, Push Notifications allow you to deliver ads in the form of text and rich media announcements through tablets, smartphones, and similar gadgets. This ad format has become extremely popular as it’s used by almost 44% of all iOS and more than 91% of all Android devices.
Push notifications engagement follow a similar pattern to consumers’ regular browsing habits. During business hours, engagement with these ads a relatively low. As the day gets later and transitions into the evening, engagement indicators skyrocket from close to 6% to a whopping 11.4% close to midnight.
The message in a push notification may very well define the rest of your relationship with a particular user, so you have to take your time and ensure your ads are up to scratch.
Here are 8 push notification mistakes you’ll want to avoid at all cost.
Pushing at Nighttime
Despite the fact that push notification engagement goes up later at night, you need to be very careful about this. You need to avoid sending push notifications while your target audience is sleeping.
Aside from wasting your resources, you may disturb consumers and give off the wrong impression. That said, this will depend heavily on your audience. For instance, if your product caters to young adults, you may want to create late night campaigns and avoid pushing until after midday.
The average consumers receive dozens of notifications every day and most of them contain generic content. If you really want to stand out from the crowd, don’t settle for boring wording or bland images. Instead, you should take the time to craft creative pieces that include fun wording, attractive images, and most important, valuable content.
Setting the Wrong Expectations
Setting the wrong expectations is the best way to create a negative experience. Using “tricky” wording on your ads that simply lures users won’t generate positive results, at least not for long. In order to build a successful push campaign, always deliver a clear and concise message that gives users an accurate representation of what they can expect.
Like most digital ads campaigns, your push notification should be highly targeted. Using broad settings that show your ads to all users can be expensive and inefficient. Instead, you should narrow down who sees your ads based on their location, device, and other targeting settings you have available.
Notifications that Don’t Bring Value
The idea that advertising should focus on your brand is extremely outdated. Today, successful marketing campaign also focuses on delivering valuable content to your audience and push notifications are no exception. Whether it’s a change in pricing, news update, or any other form of value, you need to make sure your audience finds your notifications useful.
Come Off as Offensive or Insensitive
Humor and charisma go a long way, but you need to verify that the wording, images, or ideas used on your ad are not offensive. Modern consumers are very conscious and sensitive when it comes to certain topics, so make sure your ads don’t cross the line.
Use the Same Wording
Using the same wording over and over again may be an old branding trick, but it won’t work on your push campaign. To counter this, take the time to generate a set of different creatives that you can rotate every-so-often or in case one of them starts underperforming.
Failing to Optimize
Push notifications campaigns offer a huge amount of analytic information and not using it to your advantage is a huge mistake. You should start optimizing your campaign as soon as you have enough information. This will help you find the best variations and make adjustments that ultimately stretch your budget.
Push notifications are extremely efficient, but you need to take your time and build a solid campaign in order to be successful. Make sure you steer clear from the list of mistakes above to improve your chances of creating a winning strategy.
If you want to learn more about ActiveRevenue, contact us today and our team will be glad to help.