Introduction

Personalized push notifications are an effective way to boost user acquisition, retention, and engagement. It is about sending the right messages at the right time to the right user. Since the introduction of web push notifications in 2009, marketers are using best practices to send push notifications to keep users interested in their products and services.

The standard approach of pushing the same copy text notifications to everyone is out of the way. Users are more excited and interested to see personalized push messages customized for them, which increases the notification’s open rates. A recent survey says that personalized web push notifications have 800 times open rates than generic advertising

What are Personalized Push Notifications?

Personalizing web push notifications means adding relevant and valuable messages according to your user interests. It adds up more value to your notifications and develops a bond on a more personal level.

Businesses need to refer to the key details like user’s website visit behavior, interests, past reviews, age, gender, location, and more to optimize a personalized push notification. For this, marketers need to collect the user’s data for recognizing and sending relevant notifications to reach the user’s touchpoint. So, we need to design more personalized and target push notification campaigns to reach more targeted audiences.

Here are a few reasons why we need to add personalization in web push messages.

  • Evoke emotional response from the users or subscribers
  • Bring back the dormant users
  • Improve brand consistency by staying connected with users
  • Make your target audiences more involved by addressing their needs
  • You can stand out from competitors with a personal touch in notifications
  • Boost conversion rates by sending relevant notifications in precise timings
  • Reduce customer search journey by redirecting them to the product page

Use Cases of Customized Push Notifications

Making the right use of personalized messages is crucial to take the leverage of push notification marketing. Here we have curated a few use cases of sending customized notifications to users.

Send Push Notifications As per User Behavior

The marketing team can track the user behavior in the website and use the data to engage them further with web push messages. You can check their website visits, time spent on web pages, products added to the cart, and more.

For Example, a news website tracks individual user behavior and sends important push notifications according to their most viewed category.

News update push notification
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The above push notification gives generic advertising to the user about the new alert.

personalized push notification
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Whereas this push example notifies the user particularly about the updates from the sports category according to user view rate.

Remind Users About their Cart Abandonment

The major challenge for online shopping websites is cart abandonment. It is estimated that an e-commerce site has about 97% of unattended carts which are not turning into sales. This is because of many reasons like numerous options of brands, price, shipping cost available for the same product. Marketers can use the Shopify web push tool to send notifications about cart abandonments, in-stock alerts to users or visitors and convert them to customers.

For Instance, let us consider a user who has added products to the shopping cart has not made a purchase for a long period of time. In this case, you can send a personalized notification with a discount on the cart only for him.

e-commerce push example
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Here, you can see a customized notification for the user providing discounts on their cart. It has the potential to drag the user and make a purchase.

Another example of push notification conveying the message of back-in-stock from a user wishlist.

push notification marketing
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Send Recommendations Using Transactional Notifications

We know that transactional notifications are responses to the user interaction with the website. These notifications include information about shipping, estimated delivery, account validation, and others. Modern marketers say that we can use these transactional messages to promote the brand, engage users, improve conversions, provide details about products and services, and many others. 

Suppose, when an online retailer sends the transactional message of successful payment, he can add the details of upcoming sales, discounts, or collections on the purchased brand. So, it helps to drag the user interest to re-visit the website and make a purchase.

Example,

An e-commerce website can send recommended products based on the customer’s previous purchase in their order confirmation push notification.

back-in stock push notification
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Awake Inactive Users with Personalized Notifications

Personalized web push notifications are the best way to re-engage inactive users to your websites. To make this work you need to send a conceptual message with the right timing. Digital marketers can perform data analytics to know the user visit frequency and remind them about the brand. So, once the user reaches a certain period of inactivity, you can push personalized notifications to win them back.

You can also add emotional words like “We Miss You”, “Come Back”, “For You Only”, “Exclusively” in the push notification that make your audiences perform the action.

For Example, Instead of creating web push messages like generic advertising

  • Hey, Sammy Check the new collection for this monsoon

Try interactive like

  • Hey, Sammy We Miss You. Come back and check new collection from your favorite brands.

Check out the below push notification sent to target the inactive users of a food-delivery website.

push notification strategy
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In the above push notification, the food delivery website used an interactive sentence addressing the user.

Tips To Execute Personalized Push Notifications Campaign

The key to making personalized messages work is not to make users annoyed with the messages. So, here are a few tricks that help you execute the push notification personalization strategies effectively.

Use Segmentation for Personalizing Messages

Segmentation helps the marketers to get insights into the customers for creating effective one-to-one marketing campaigns. You can segment the subscribers in terms of countries, browser, platform, state, city, subscription date, day of the week, an hour of the day, and last visited date. This helps to reach subscribers’ needs with your products and services at the right time and make more profits.

The push notification segmentation is simple using the push notifications tool and helps you to engage targeted users. When users allow the opt-in for push notification, you can collect the subscriber’s data like country, city, OS, IP address, browser, and subscription date which helps you for segmentation. Markets can select a particular segment while pushing notifications and reach the targeted subscribers.

For Example, let us consider a fashion outlet that has a store at Pitt Street Mall, Sydney. It can segment subscribers in terms of city and web push notifications to target the audiences with promotions and offers.

push notification segmentation
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Let us see another example of targeting new subscribers to an e-commerce website with push notification segmentation. In this, you can segment the subscribers according to their subscription date to push the notifications.

new user push notification
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The above is the push notification example of an e-commerce store with a promotional offer for new users. 

Compose Creative Personalized Push Notifications

A good notification can make users perform actions that can increase your website traffic and conversion rates. After the first step of users segmentation, you can compose prompts based on data and make them sense like customized. Prepare the right push notification template that converts more for your industry.

  • Always address the users with warm words like Friend, Buddy, Hey, Hello that creates attention for notifications.
  • You can add rich content like emojis, images, CTA to convey messages by using minimal text.
  • Make sure you maintain an ideal count of 40 characters in notification to avoid truncation. So, the user can read in one glance and perform the action.

Always consider a test run before you execute the push notification marketing campaign with your users. You can send personalized push notifications templates to a few internal devices and make changes.

Give Privacy To Your Users Personal Information

Digital businesses need to consider their boundaries for collecting users’ data. With the new user privacy regulations like GPDR coming into force, few companies are hesitant to include a personalization strategy. But, there is no need to worry about it as we can collect the data of users from their website activities like clicks, sub-domains visits, cart products, and others.

You can take the consent of users before asking for personal details by explaining how this can help to improve their website experience.

Track Push Notifications

Sometimes, web push notifications do not turn out to work effectively. It may be because of the poor optimization of push notification marketing to target audiences. So, experiment with the first few campaigns to know the timings and open rates of notifications. You can also refine content with emojis, images, text that can resonate with the users. Check out the guide to send push notifications with analysis on different industries and given best frequency, timings, notification content, and more.

Among all push notification types, personalized messages are the best to drive users with high engagement and retention rates. You can try all these personalization best practices while planning push campaigns.

Reach out to Truepush to send unlimited web push notifications to unlimited users for free with unlimited possibilities. Website owners can also add additional revenue with push notification ads using the Truepush monetization plan.