Push notifications are core to the mobile app experience. Most mobile users have their phone on them at all times, and the ability to get their attention in a meaningful way can make or break your app. A report from Kahuna, a mobile engagement analytics startup, explains why consumers so often turn off push notifications, and how to combat the dreaded opt-out. Read more to see why food and beverage, above other industries, can specifically benefit from this feature.
According to their data, only 39 percent of social media app users opt in to push notifications in at least one category. One industry that seems to fare better is the food and beverage business with 60 percent of users opting in.
A few strategies can help push that opt-in rate up when you’re creating push notifications:
- Make a good first impression: Educate your users on your app’s benefits and note how push notifications will enhance their user experience.
- Know when: Timing is everything when it comes to scheduling push notifications. Statistically, the best time to send push notifications is between 11am and 1pm, between 2pm and 6pm, and from 8pm to 9pm.
- Maintain the customer relationship: Once users have opted in to push notifications, keep the content relevant, personalized and targeted. Sloppy notifications practices can quickly drive users away from your app completely.
When it comes to the food and beverage industry, half of smartphone owners regularly use restaurant loyalty rewards apps. And, according to survey conducted by the National Restaurant Association, building customer loyalty and increasing customer retention through app-based rewards programs is a successful strategy.
Restaurants can ensure continued use of their loyalty app through regular push notifications reminding customers how close they are to earning the next free item or reaching the next tier of the rewards program. These interactions again personalize the experience and encourage repeat app usage.
So, what are the top types of push notification should you use in order to create customer loyalty?
- Location triggered messages
“Our closest restaurant is only 500ft away, open the app and receive a special discount coupon!”
- Gifting messages
“Congratulations! You have been with us for three months already, and as a thank you, we’d like to give you a 20% discount on any item from our bestseller list!”
- Transactional messages
Based on an activity directly related to customer behavior– such as past purchases, reward level advancement, expiring coupons, etc.
Getting your push notifications strategy right requires planning, good copywriting and testing. Do it right, and you will see increased user retention rates, reduced customer churn.
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