Tag: web push notifications

Remarketing: Everything You Need to Know

As a marketer, when you hear the term “Remarketing”, one of the first things to come to your mind are probably display ads. However, while ads are by far the most well-known and widely-used remarketing method, there is much more to remarketing if you know what you’re doing and have the right tech at your disposal! 

That’s why in today’s post, I will tell you all you need to know about remarketing – what it is, how to set it up, why to use it, and how to do it right.  While I will explain a bit about how web tracking and personalized ads work, I’ll also provide you with a few other strategies you can use and, last but not least, I will compare the different methods for you.

To begin, here’s a brief overview of what I’m covering is this article  in case you want to go straight to a specific section:

  1. What is remarketing?
  2. Is remarketing different from retargeting?
  3. Why should you use remarketing?
  4. What are the different remarketing methods and how do they work? 
    1. Display Ads
    2. Email and SMS Remarketing 
    3. Web Push Notifications
  5. How Web Tracking works
    1. How does the tracking through cookies work?
    2. What is the difference between 1st party cookies and 3rd party cookies?
    3. What is going to happen once cookies are prohibited
  6. Which remarketing method should you use?

1. What is remarketing?

To keep it brief, remarketing refers to all activities aimed at getting a customer who has interacted with your website in the past, to return to the site and, in the best-case scenario, convert. This can be done through a number of different channels such as personalized ads, email messages, or web push notifications, which we will look into in more detail in a bit.

What is Remarketing

2. Is remarketing the same as retargeting?

Even among experienced marketers there is some confusion regarding this question, so let me try to clear it up for you: 

Retargeting and remarketing are almost always used interchangeably, although according to some sources, there is a difference between the two:  

  • Remarketing: includes all channels aimed at retaining customers including ads, emails and other methods
  • Retargeting: originally only used when talking about retargeting ads

So, basically, Retargeting is one out of many ways of doing Remarketing. However, other sources claim the opposite, so don’t stress too much about this difference. 

It is more useful to know is that somehow it has established itself that Google uses the word remarketing, while most other competitors use the term retargeting to refer to all of their remarketing activities. For this article, though, we will keep it simple and only talk about “Remarketing”.

3. Why should you use remarketing?

Let’s face it, the vast majority of website visitors don’t make a purchase on their first visit. In fact, did you know that roughly 98% of these potential customers leave your website without having bought anything? The reason for this is not necessarily a sudden loss of interest in your products. Most of the time, people are simply reluctant to buy the first item they find. They need some time to consider your offer and compare the different options available to them. 

However, while shopping online, they are faced with A LOT of options, so you need to make sure that in the moment they are finally ready to make the purchase, your offer is fresh on their minds. And this is where remarketing activities come into play! They remind web visitors of products they previously showed an interest in and make it easy to complete the purchase with only a few clicks. 

But what makes remarketing so much more efficient than other marketing activities? 

  • Precision: For one, you’re targeting customers who have already shown an intent to buy what you’re selling. Add to that that the messages can be highly personalized as you’ve already collected info on the user, and it doesn’t come as a surprise that with remarketing you can achieve an extremely high CTR and CVR compared to other methods.
  • Cost: No matter which remarketing method you use, the CPC is low compared to other marketing activities.
  • Effort: Most remarketing campaigns are easy to set up yourself. They can be automated so they don’t require too much upkeep.

The result of this is a much higher ROAS compared to other marketing methods!

What are the different remarketing methods, and how do they work?

Remarketing Methods

a) Display Ads

As I already mentioned, this method is the oldest and most commonly-used remarketing channel. 

The way it works is pretty straightforward: A user visits your website and agrees to the storage of cookies on their device. Via these cookies you collect information about that user and their behavior. Once the user leaves your website, you can use the information you gathered in order to track them to other websites where you place tailored ads depending on what the user has shown an interest in.

How do you set up display ad campaigns yourself:

You can set up your own retargeting ads quite easily, all you need is access to your website’s code and an account on a remarketing platform. The most popular platform to use is Google Ads, but there are other providers such as: 

  • Facebook
  • Bing
  • Youtube (video ads)
  • Criteo
  • Adroll
  • Adform

Setting up a GoogleAds campaign only takes you a few minutes, but before you start, make sure you already have a general idea of what your campaign objectives are and which customer segments you want to target: 

  • Do you want to drive conversions, increase your CTR, increase brand awareness, …?
  • Do you want to reach all website users or only those who have bought on your site before, clicked on a certain category page, or fulfilled any other criteria?

Tip: If you are not sure yet, just take a look at the suggestions offered by Google

Strategies for targeting the right people

  • Segment your customers into similar groups! Some examples for segmentation that work well are based on product pages viewed, based on the stage in the funnel, based on how often they visited over the last month,…
  • Target visitors at an advanced stage in the funnel! These already showed the highest intent to buy and thus, are more likely to convert. E.g.: customers with abandoned shopping carts
  • Cross-sell to existing customers! Customers who already bought from you are more likely to do it again.
  • Schedule ads for times when the target audience is likely to see them! E.g. if your audience are teachers, you can assume that they have class in the mornings and can’t see your ads then,…
  • Adjust where necessary! Try different things, with time, you will see on which sites your ads perform best.

Let’s look at the example of user A:

Remarketing Display Ads Example

User A needs new running shoes which you are selling on your website. 

As soon as he opens your site, he is asked whether he agrees to the storage of cookies on his device. Impatient to get to the shoes, he clicks “yes” without giving it another thought.  

After some browsing, user A finds a pair of shoes he likes and puts it into his cart.

However, doubts start creeping in: Is it really a good idea to buy shoes online without trying them on first? And does he even need a new pair at all? And what if he can find a better pair elsewhere?… He just needs some time to think on it, so he leaves your site without finishing the purchase.

Anyways, over the next few days user A probably uses his computer for other things, be it to read the news, to buy a birthday gift for his sister, or to plan his next weekend trip. But surprise! When he opens the online newspaper, he sees an ad of the exact same shoes he looked at. And while he compares flights for his trip, the same thing happens! And again while he is ordering the gift for his sister! 

What happened here is that, since user A agreed to the use of cookies, you as the marketer knew exactly what he wanted and could follow him to other websites to show him highly personal ads.

b) E-Mail and SMS- Remarketing

This method is focused on customers who have already purchased something on your website in the past or subscribed to your newsletter. Once you have their consent to use their personal information you are able to contact them about specific offers relevant to them, such as promotions or offers similar to what they bought in the past.

Email and SMS Remarketing

If you don’t want to reach out to all your customers, but only to specific groups, just segment them. This way you can single out only those customers who meet the criteria you defined, e.g. 

  • customers who bought a similar product in the past
  • customers who abandoned their cart
  • customers who looked at a product that wasn’t in stock at the time, but is now

Tip: There are ways to encourage more visitors to leave behind their contact information, e.g., by offering free gifts or discounts  in return.

Note: It is also considered email retargeting if you add your email subscribers to your ad network and configure targeted display ads specifically for that group.

To set up campaigns on your website, it is easiest to subscribe to an automation platform.

Let’s look at the example of User B:

In the past, User B bought a school bag from your site. You now have his email address. The summer holidays just ended, and you have a promotion for school supplies going on.

Because of his past purchase you know that user B probably has a kid who goes to school and conclude that he is likely to be interested in your promotion. That’s why his email address is added to a database of all customers who will receive this particular promotion. 

User B is feeling stressed since just the other day, his kid had come home from school with a list of materials for the next academic year, needed by next week. When he sees your personalized email about the promotion, he is relieved and heads to your site where he gets all his supplies.

Email Retargeting Example

 

c) Web Push Notifications

A relatively new remarketing method that is quickly gaining traction are push notifications. These messages exist for both mobile and desktop devices and can be sent either manually or automatically to contact website visitors whose personal information you don’t have access to. 

How it works is that first-time website visitors are asked whether they want to block or allow messages in a so-called Native Opt-In:

Web Push Notifications for B2B

If someone who opted in now leaves the site, a message can be sent to his browser encouraging him to return to the site and finish the purchase. The great thing about it is that no matter what the user is doing on his computer, the message will appear on his screen until he either clicks it away or opens it, so there is no ignoring it.

Mobile and Desktop Web Push Notification

Again, if you want to set this channel up for your website, it is best to get a subscription to a marketing automation platform which has the capabilities for web push-notifications such as Frizbit.

Let’s look at the example of User C:

User C opens your site to look for shoes. 

Since you are using web push notifications, she is asked whether she wants to block or allow messages in the Native Opt-In.

She clicks on “allow” and browses your site for a bit. Although there’s a pair of red shoes she likes, she ultimately leaves the site without buying it and without leaving her contact info. After all, the shoes will still be there tomorrow!

Later that day, she notices that she’s running out of dog food. When she opens her laptop to buy some, the following message is waiting for her on the screen: “Hey user C! Hurry! There’s only 2 of these red shoes left. Are you sure you want to miss out on them?”

User C is alarmed and doesn’t want to miss out, so she quickly decides to get the shoes before it’s too late.

Web Push Notification Remarketing

5. How does Web Tracking work?

Since web tracking is the technology behind every remarketing activity, let’s take a closer look at how it works. I already mentioned that cookies make it possible for a site to track a user to other sites he later visits. But what is a cookie and how exactly  is it able to follow you across the web just like that? 

a) How does the tracking through cookies work? 

When you visit a website, your browser sends it a message called an HTTP request. The website then responds to this message – both with the content you ask for, and with small text files, the so-called cookies, that the site wants your browser to save. If your browser does indeed save them, every time you revisit the website a particular cookie was sent from, your browser attaches this cookie to the access request it sends to the website. In this way, the website can identify individual users by their respective cookies and learn about their behavior. 

b) What is the difference between 1st party cookies and 3rd party cookies? 

Usually, websites use external software to handle their cookies, and there are 2 types of providers for this: single website trackers via 1st party cookies  and multi-website trackers via 3rd party cookies. While 1st party cookies keep the info gathered by each of their client websites separate, 3rd party cookies make it possible to share user information collected by multiple individual website’s cookies among all of their client websites. This means that websites can not only track your activity on their own site, but follow you to other sites as well.

c) What is going to happen after cookies are prohibited?

Up until now, remarketing ad providers have been relying on 3rd party cookies. However, Google announced that Google Chrome, the most common browser in the world, will prohibit the use of 3rd party cookies in 2022. This means that the future of remarketing with display ads is in shades, at least until a new alternative is being developed. Other remarketing methods, on the other hand, such as email, SMS, and push notifications, rely on 1st party cookies, which means they won’t be affected by this dramatic change in regulations. Read more on The Future of Digital Marketing Without 3rd Party Cookies.

6. Which remarketing method should you use?

While you ultimately have to make that decision for yourself and it really depends on your goals and your budget, here you’ve got a comparison of the advantages and disadvantages of each channel:

Remarketin Channel Comparisson

To summarize:

Remarketing activities are marketing activities aimed at getting customers to re-engage with a website they had already abandoned. 

Because you’re only targeting visitors who have already shown an interest in your site, this is much more efficient than most other marketing methods.

There are 3 main methods of doing remarketing:

  1. Display Ads
  2. Email and SMS Remarketing 
  3. App and Web Push Notifications

Which one(s) you should choose for your site depends on your objectives and resources. While Display Ads is easiest to set up yourself, Push Notifications achieve the highest CTR and ROI.

No matter which channel you use, keep in mind that…

  • … timing can make a huge difference. CTRs are generally highest in the afternoon
  • … images and emojis make your messages more visually attractive and increase CTRs considerably
  • … there is such a thing as too much! You don’t want to make your customers uncomfortable, so limit the number of messages you send. For web tracking, you have the option to put a cap on the number of times a visitor is shown your ad

If you found this article useful, make sure to also check out:

Natura Reached a 16.8x ROAS Using Behavioural Emails and Web Push Notifications from Frizbit

Natura is a miscellaneous product retailer with 221 stores open between Spain, Portugal, Italy and Andorra. They recently launched their e-commerce site with 5 languages and were looking for a solution to engage, bring back customers and increase their revenue with a hyper pesonalized experience that fits their brand.

They implemented automated web push notifications and emails from Frizbit. 

Natura Success Story by Frizbit

By using behavioural, hyper-personalised emails and web push notifications from Frizbit, Natura managed to bring customers back to finish their transactions with a ROAS of 16.8x, a 0,10€ cost per session and a 4,3% increase sales increase for the month of July.

We have put together a complete Success Story explaining the problem Natura was facing and how Frizbit offered an all-in-one solution. In this study you will find all the information, data and insights about this specific case and understand how Frizbit offers the possibility to retarget completely anonymous users without ads and 3rd party cookies when they have already left your site.

Get the Case Study and Request a demo for your site

If you are interested in learning more about Natura’s success with retargeting email and web push notifications, download the case study by clicking here: https://dmgh2x5m53bk.swipepages.net/natura-success-story-by-frizbit

You can get in touch with Frizbit to request a demo and see the benefits it can present for your online business as well.

More Success Stories!

How to Use Web Push Notifications for B2B

Web push notifications are short, immediate and highly personalised messages delivered to users through their browser after agreeing or subscribing to receive them. This channel is quickly gaining popularity amongst e-commerce sites due to its inherent characteristics and benefits:

  • No 3rd party cookies required
  • No personal data from users required
  • They reach users from desktop and mobile devices
  • Messages get delivered even when users leave the website

Additionally, platforms like Frizbit offer the possibility to reach users through their entire journey by creating automated sequences of messages for each step of the marketing funnel based on individual user behaviour. 

You can easily see why web push notifications are becoming the number one marketing tool preferred by online store owners and digital marketers to engage with their customers and bring them back to the site to finish a transaction. 

Despite being recognized as most effective and profitable for e-commerce, this new channel has applications for all types of websites including B2B. One of the things that make web push notifications so great is that they can be personalised to adapt to any business, from tailoring the message to adjusting timings, languages and sequences, this is the most versatile digital marketing channel you can get. 

How to Use Web Push Notifications for B2B

Digital marketing strategies for B2B don’t usually differ so much from B2C, the main difference is that B2B processes last longer than in B2C businesses. This presents a different challenge for marketers because they need to find ways to keep audiences interested during longer periods of time. 

The traditional way to do so has always been by sending emails with interesting and relevant content with the objective of finally achieving conversion. However, with the saturation of content on the Internet it is getting harder to cut through the noise of thousands of messages daily and actually make an impact. 

Bottom line, customer engagement is key for B2B businesses to succeed and increase their lead conversions and web push notifications are a great channel to interact with customers and create a hyper-personalised experience. 

  • Reach Anonymous Users and Turn Them Into Leads

As we mentioned before, web push notifications don’t require any type of personal data to reach users after they leave the website. When a person visits your site for the first time, if they have enabled the channel, they will be shown a browser based prompt asking them if they wish to allow web push notifications.

Web Push Notifications for B2B

If they leave without taking any further action, you can re-engage them via web push notifications after a certain period of time you decide is best. Since you can customise the notifications as much as you want, you can decide which page you want subscribers to go to when they click on the notification.

This is a great opportunity to redirect them to a page with super useful information you think will tilt the balance in your favor and also peak their interest. For example you can offer them a trial period or present them with a special discount for first time customers as an exchange for them filling in a form and leaving their contact details such as email address or phone number.

How to Use Web Push Notifications for B2B

This is a great strategy to turnt anonymous visitors into leads so you can contact them later and give them your full pitch. This is not possible to do with any other channel. With retargeting ads you won’t know for sure if your message got delivered, maybe you have competitors who are paying more than you so your ad is never shown and you lose that visitor for good. 

  • Re-engage Dormant Users

Through some stages of the marketing funnel, people are browsing around a lot of pages looking for information. They jump from one site to another investigating and searching around and this might go on for some time while they decide to move forward with the process. 

Web push notifications are a great channel to target people during these stages when they think and research and maybe lose the information from your site as they stumble into other similar solutions.

Web Push Notifications for B2B

You can send manual web push notifications campaigns sharing information they might find valuable to bring them back to your site or, at least, maintain your solution on their top of mind so they keep it as a valid option. You can send notifications about:

  • New features
  • Updates about your solution
  • New downloadables such as whitepapers
  • Use Recurring Web Push Notifications

One of the most important stages of the marketing funnel is the “loyalty” and “advocacy” which, sadly, often gets overlooked. B2B businesses should invest time and effort in keeping their customers engaged even after they have converted. 

Since this implies “spending” resources after the goal was achieved and extending the work beyond the main objective, its importance is diminished. But businesses need to understand that the best customers are recurring customers and the way to keep them coming back is to offer them an engaging post-purchase experience. 

If you are a provider, you can do this by sending automated recurring web push notifications alerting them that it is time to repeat their order, for example. These types of messages keep customers engaged and offer the feeling that you care about them and appreciate their business.

Web Push Notifications for B2B

 

  • Sequences for Lead Nurturing

Once you have established the journey your customers go through when visiting your business site, you can create a sequence of automated web push notifications to keep in touch with them after they leave your site without converting. 

You can send them hyper-personalised messages that will show on the screen of their desktop or mobile devices to re-engage them and bring them back to your site. Segmentation and automation will allow you to reach specific audiences based on their individual behaviour, targeting their specific needs.

Web Push Notifications for B2B

You can recommend them services or products that fit their requirements based on their most recently viewed category or products. Remember that the objective is to maintain a flow of communication with regular contact by providing useful information that ultimately leads to a conversion. 

To sum up…

We hope these tips allow you to understand the applications of web push notifications for B2B. This channel offers online businesses a world of opportunities, you just need to strategize and find the right mix that works best for you and your audience.

Sending web push notifications to prospects or customers will increase your return rate and help you grow your business. Remember that the important thing is to keep your solution present in their minds throughout time as a valid option to solve and fulfill their own business needs and requirements. 

If you found this information interesting, you will surely also like: 

Web Push Notifications Performance: Key Metrics to Track!

Defining objectives and KPI’s is essential for all digital marketing efforts, including web push notifications. How else are you going to measure the performance of your campaigns and make sure they are working towards the achievement of your marketing goals? 

Tracking certain metrics to subsequently analyse them, will give you insights on what’s working best with your target audience and to what are they being more responsive. You can later use this data to adjust your web push notifications campaigns and make them the best possible. 

That is why in this blog post we are going to share with you the most important metrics you should be tracking and how to understand your web push notifications campaigns performance.  

Web push notifications are still a fairly new digital marketing channel, which is why it is normal to have questions and doubts about their performance and how to track and measure results. We have summed up the most important metrics for you:

Web push notifications metrics you should be tracking:

1. Opt-in Rate

The opt-in rate makes reference to the number of people who visit the site and click on “Allow” when asked if they want to subscribe to web push notifications. In fewer words, is the number of people who subscribe, versus the total number of people who visit your website. In comparison, web push notifications have a 5 to 10% opt-in rate, while emails have a 1 to 3%.

Web Push Notifications Opt-in rate

The opt-in prompt is the first contact visitors have with this channel and how and where you place it can make a huge difference. There are two types of opt-in request you can use:

  • Native opt-in: this is the browser’s default version of the prompt. It is standard for every website showing a short text asking visitors if they want to allow or block notifications from the site and it is a single-step request. 
  • Custom opt-in: in this version, website owners have the option to completely customize the prompt. You can add your logo and write any text you want to ask users to allow notifications. However, if visitors click on “Allow” the native opt-in will be automatically triggered and for the subscription to be effective, they need to click on “allow” again. This type of prompt requires visitors to make two clicks to subscribe and this tends to decrease opt-in rate by 3x. 

You can also choose which page from your site you want the opt-in prompt to show. The most common practice (and the one we recommend from Frizbit) is to place it in the homepage and show it to visitors as soon as they enter the site for the first time. If they click allow, they will become subscribers, if they click on block you can’t ask them again unless they delete all the browser data, and if they just close it, the prompt will appear again when they come back or visit another page. 

2. Click-through Rate

Click through rate might be the most talked about metric in digital marketing. CTR is the number of clicks a web push notification campaign received, versus the number of total subscribers it was sent to

The reason this metric is so popular (and so important) is because it easily lets you know what type of message and notifications your subscribers are responding better to. If you run different campaigns for different events in your site, by analyzing their CTRs you can create hypotheses, test them and improve the performance of your notifications. 

If, additionally, you decide to run A/B tests, try out variations of the same message and track the CTRs of each one, you can have even deeper insights on the type of message that works best for your business goals. 

There are many factors that can directly affect the click through rate:

  • Image: web push notifications that include an image have a 20% higher click through rate than the ones without one. So make sure every time you can, you add an image. 
  • Required interaction: web push notifications are displayed on the user’s screen only for a few seconds unless you activate the “require interaction” feature that forces the user to click or close the notification. If this box is not checked, you run the risk of the user missing the notification for any reason, thus decreasing the click through rate. 
  • Call to action: we can’t stress enough the importance of including a clear call to action in your notification and how much this can affect CTRs. Call to actions need to tell users what you expect them to do and is much better if you appeal to a certain sense of urgency. 
  • Segmentation: relevancy is a very important factor when it comes to CTRs in web push notifications. That is why, especially with bulk or manual campaigns, the most segmented your audience is, the better. Automated web push notifications usually have very good click through rates because they are highly personalized with messages that click with the recipient. 

3. Conversion Rate

Conversion rate is the metric that indicates if you are reaching your business goals. They vary from industry and objectives, going from filled forms, completed purchases, demo requests or sign ups.

This metric is important because it is the one that really portrays the performance of your web push notifications campaigns. Click through rate offers insights on user behavior you can use to improve your strategy, but conversion rate is the data that really tells if your campaigns are working or not. 

Good CTRs are not a goal, reaching your desired conversion rate is. That is why you should always contrast the information you receive from both metrics so you can analyse it and dig in deeper if you are not getting the results you want. 

4. Time Spent on a Page

At first glance it might seem that this is not a metric directly related to your web push notifications. However, it is and it can provide you with significant insights about the relevancy of the messages you are sending. 

Every notification you send includes a link that redirects the user to a page on your site. It is your job to make sure that the copy from the notification matches what the user finds when he clicks on it and goes to the landing page. If it doesn’t, the time spent on the page will be very short because the user will leave disappointed and confused. 

This metric indicates the accuracy of the message and if it met the expectations you created for the user. For example, if the notification you sent makes reference to a 25% discount and when the user clicks on it, arrives to a regular category landing page with no discounted products, the user will be lost and leave without spending any time on your site. 

Understanding the metrics

Metrics, numbers and analysis might seem very boring and tedious. However, understanding these key metrics is the secret to conduct successful campaigns and reach your business goals. Yes, it takes time to sit down and interpret all the data to then create hypotheses, apply them and analyse again but it is the only way to eliminate the guesswork and and strategize with a plan and clear objectives.

Frizbit Web Push Notifications

With web push notifications, you can combine Google Analytics with Frizbit’s campaign analytics and the detailed reporting we personalise for each of our clients. By comparing and contrasting all this information, you have everything you need to optimize your web push notifications campaigns. 

Make sure you also read:

Frizbit Product Updates of Q2 2021

Here at Frizbit we are always looking for ways to innovate, make our platform better and fulfill our clients need with top notch technology. That’s why we keep improving as we grow so we can offer the best possible service and user experience.

We would like to share with you the latest

Frizbit Product Updates of Q2 2021

1. Launch of Campaign Analytics

Frizbit Web Push Notifications

Frizbit launched its campaign analytics so you can see all the performance metrics of each campaign. Based on the channel (email, sms or push notification) of the campaign, the relevant metrics vary.

2. Multi-product Cart Abandonment Emails

Frizbit Cart Abandonment Email

Frizbit now supports the use of dynamic parameters of multiple product in the same message. It’s very useful for cart abandonment emails or recommended products.

3. Flexibility of Trigger and Exception Events

Now you can select the same trigger and exception events for the same campaign. This allows marketers to decide if they would prefer to trigger based on the first event, or the last event. For example, you can retarget users either the first category or the last one.

4. API for Sending Messages

Frizbit now published its API to send messages via any channel and any content you choose. It’s an alternative method to sending messages via dashboard. Besides Frizbit’s marketing automation engine, if you would like to trigger messages through another system you can implement this API and do so.

5. Email Suppression List Management

Through Frizbit, now you can manage the list of email addresses in your blacklist. You can add email addresses manually or you can upload files with multiple email addresses to add them to your blacklist. Email Unsubscription can be done by users, but for special cases this gives marketers an option to  manage their lists manually.

Get in touch for a one month trial!

7 Tips to Increase Web Push Notifications Click Through Rate

Web push notifications are the new channel every site is eager to use. From retailers online stores, private shopping, travel agencies and real estate, they have proven to be the most efficient way to stay in touch and communicate with customers. 

However, with its rising popularity it’s getting harder for brands to really stand out and deliver notifications that truly connect and engage subscribers. Even though web push notifications have very good opt-in rates compared to other channels (around 16,7%  overall acceptance), the truth is that many users don’t click on them upon delivery.

Given the fact that users receive between 33 to 85 notifications per day, we can’t stress enough the importance of creating excellent notifications to cut through the noise and get that subscriber to click on it. 

With web push notifications is not about using them just for the fun of it: brands need to optimize them in order to provide users with a great experience and get actual good results. So, this time we are going to focus on:

7 Tips to Increase Web Push Notifications Click-through Rates

1. Segment users based on their interests

The more relevant the message, the more likely users are to click on it, and targeting based on their previous behaviour is the best way to increase relevance.

Increase Web Push Notifications Click Through Rate

Regardless of the type of online store you have, most certainly you have different categories and a range of products for different users with varied tastes. Not everyone is into the same things, which means that every sale, special offer or promotion you carry out is not going to be interesting for all of your subscribers.

For example, let’s say you have a sports e-commerce site and there’s a big soccer game between Spain and Italy coming up and you want to launch a special sale on both teams’ apparel. Instead of sending a manual web push notification campaign to ALL of your subscribers, use the segmentation feature and send it only to those that have visited or clicked on Spain or Italy soccer products.

How to Increase Web Push Notifications CTR

Chances are that, if you send a notification like this to all your subscribers base, CTR is going to be very low considering that users from a sports site can be interested in many very different things, like yoga, running or tennis and only a few in something as specific as a soccer game between Spain and Italy. 

In scenarios like this one, segmentation can make a huge difference in the performance of your campaigns and conversion rates. 

2. Include an image

People are very visual. Including an image related to the product you are making reference to in the notification will increase the chances of users clicking on it when they automatically see the article they were interested in.

Tips to Increase Web Push Notifications Click Through Rate

Push notifications that include an image have a 20% higher click through rate compared to those without one. There are a couple of things you should keep in mind when adding images to your web push notifications:

a) Depending on the browser and operating system, the image will be displayed differently. Notifications on Windows and Android devices will always show the image, while notifications on MacOS won’t include one. Some of Fribiz clients have opted for the alternative to include the product image in the place where the brands’ logo will normally appear. This way they guarantee that the product image is always visible regardless of the operating system.

Increase Web Push Notification CTR

b) A 1.5 : 1 width-height ratio is ideal for images. If you use other sizes it will be cropped and won’t be displayed optimally. Sometimes it happens that the product image from the web has a different ratio and it doesn’t display properly in the notification.

3. Use emojis

Frizbit offers its clients ready to use templates for their automated web push notifications campaigns. These templates include two versions so clients can implement A/B testing if they wish to. 

Version A is plain text, while version B includes emojis customised to fit the brand’s industry. In cases where clients run A/B tests to try out which option performs the best, B version with emojis always wins the race.

Web Push Notification Cart Abandonment

Web push notifications that include emojis have a click through rate 15% higher than those with just text. Of course, you should be careful and thoughtful about which emojis you are going to add and make sure they are pertinent with the subject of your notification. 

Using emojis is a very easy way to give your messages a little something extra to help them stand out, catch the users’ attention and increase CTRs. 

 4. Activate the Require Interaction feature for your notifications

By default web push notifications are shown to users for only 10 seconds, and then they disappear. What if the user is super concentrated on a task and doesn’t even notice the notification before it goes away? Or maybe they left the browser open and moved away from the computer. Or in some cases, there’s not even enough time to read the message before it disappears.

Require Interaction Web Push Notification

Taking this into account, the best option is to make sure the notification sticks until the user sees it and decides to click on it, or to close it. This is the best way to guarantee that they will see the notification when it’s delivered. 

Frizbit offers this feature that ensures a higher click through rate on your notifications. 

5. Send automated behaviour-triggered notifications

A triggered notification is sent to users as a response to a specific individual action they completed on the website. For example when a user adds a product to his cart and then leaves the site without completing a purchase, you can set up a notification that gets triggered by this action and delivered to the user after a certain period of time. 

You can set up as many scenarios to trigger notifications as you wish. At Frizbit we recommend 4 different ones that cover the entire shopping journey for a traditional e-commerce site: 

  • Subscription
  • Category Retargeting
  • Product Retargeting
  • Cart Abandonment

Category Retargeting Web Push Notification

Product Retargeting Web Push Notification

Cart Abandonment Web Push Notification

Depending on the industry and type of products you sell, you can also include:

  • Post Purchase
  • Monthly Reminders

Because these triggered notifications are completely based on individual behaviour, they are extremely relevant for the user that receives it. They contain information of interest for them which highly increases click through rate. 

6. Create urgency

Appealing to a sense of urgency is no new trick, but it works. One of the easiest strategies to increase any campaign click through rate is to tell users that they have to act “right now” or they will miss out on something really good.

Increase Web Push Notification CTR

 

The way to do it with web push notifications is by making use of the Title, Description and CTA to add text that emphasizes the fact that the offer is available for limited time or limited stock. You can use words like: now, last minutes, few units or hurry.

You can also include emojis that appeal to that sense of urgency and also make the notifications more visually attractive. 

7. Perform A/B Testing

After some time when you start getting data on the performance of your campaigns, you can go ahead and introduce A/B testing and test different variables through time until you get the perfect combination that works the best for your business and offers your customers the best experience possible.

Web Push Notification A/B Testing

Frizbit’s A/B testing features allows you to try different versions of the same notification and change as many parameters as you wish. You can also segment the audience and send each version to specific percentages.

Doing this will eliminate the guesswork about what type of messages perform the best thanks to the data collected during the time you run the test. Ultimately you will know your audience a lot better and be able to adapt and design messages that truly connect with them. 

Other factors that affect web push notifications click through rates

Even though there are many things that can be directly done to optimize campaigns, there also are a lot of external factors that can affect web push notifications performance like:

  • Type of industry
  • Incentives offered
  • Customer’s relationship with the brand

These are all tips on how to increase web push notifications click through rates but the best advice we can give you is to always test your ideas. Start out with what you think is best and try it out. 

If you want to learn more about web push notifications:

Web Push Notifications for the Travel Industry

Web push notifications are the new retargeting channel any website can benefit from. Maybe you are used to communicating with your customer via emails, social media or even by phone, but have you been introduced to the power of direct, hyper-personalised messaging via web push notifications? Keep reading and let us tell you

Why and how can the travel industry benefit from web push notifications

Web push notifications allow websites to communicate with visitors using behaviour-based messages without requiring any type of personal data, even when they have left the site. Users that visit just need to accept (or opt-in) to become subscribers and start receiving notifications on their browsers or their mobile devices. 

The combination of all these characteristics make web push notifications the best channel to reach subscribers and encourage them to return to the website and complete an action, whether fill out a form or complete a hotel or flight booking. 

Everyone knows that planning a trip can be a bit stressful. There are way too many options regarding airlines, flight schedules and all bookings processes. It takes people a lot of time, research and comparison before making a decision and here’s where web push notifications come in handy for the travel industry. 

This channel has the power to make the entire process a lot easier for people planning a trip and for travel companies to increase customer engagement, satisfaction and boost revenue. 

By using a web push notifications platform that allows automation, the use of dynamic parameters and hyper-personalisation, any website from the travel industry can greatly benefit from this channel.

Web Push Notifications for the Travel Industry

Let’s dive into how to boost your travel site marketing strategy with web push notifications

  • Recover lost reservations

By using automated sequences of web push notifications, you can create campaigns that are triggered by user behaviour on your site. This means that when users search for a trip destination, accommodation or a specific tour booking but leave the site without completing it, a message will be delivered encouraging them to come back and finish the booking.

Web Push Travel Industry

Thanks to dynamic parameters and behavioral recognition, this strategy is great to connect with users with highly relevant information. The notification sent can include details such as name of the destination, price, airline, hotel name, specifics about accommodation and pretty much anything you wish that’s available from your site. As a result of receiving such detailed and personalised information, customers are more likely to engage with the notification, resulting in higher CTRs and conversion rates. 

With this type of notifications, customers will land directly on the booking page, as if it was an abandoned cart from an e-commerce site, making it even easier to push them down the final stage of the marketing funnel. 

  • Itinerary updates and changes

Remember that customers today want personalised experiences and catered services. If you can offer them that, you will be steps ahead of your competitors and one way to do so is to maintain a flow of communication with relevant information.

Web Push Notifications for the Travel Industry

If there are changes on your customer’s travel itinerary you need to use all communication channels available to get that message across, making sure it reaches its destination on time. Web push notifications are the best way to do so.

Email might be the most common channel to communicate with customers, however it is not the fastest or most effective one. Web push notifications can reach them on both mobile and desktop even if they are not visiting your site and they will be grateful that you sent them urgent information.

You can send these types of notifications by using the segmentation feature of the platform. There you can choose exactly which subscribers you want to communicate changes and updates about specific destinations or bookings. 

This strategy is very useful during this pandemic times in which every country constantly changes the entry requirements (PCR tests, vaccines certificates). If a certain destination updated the type of document travelers need to enter, you can send them a web push notification informing them about the changes so they can be prepared. 

  • Advertise travel deals, sales and special offers

We’ve been talking about automated web push notifications as a great strategy to stay in touch with customers. But there also are manual or bulk web push notifications. These types of campaigns are sent to all subscribers’ databases since they are not behavioural-triggered.

Manual web push notifications are great to communicate special deals, offers or promotions that are time sensitive or limited. If you have a special offer coming up with discounted flights, accommodation or tours, you can send a bulk notification to let customers know about it! This is a great strategy to generate lots of traffic very quickly.

Web Push Notifications for the Travel Industry

If you want to be more specific, you can also use segmentation here and target users based on their interests. For example, if you are having a sale on Mediterranean Cruises, you might want to send a notification to users that previously searched for cruise vacations to alert them about the sale. 

It’s a wonderful strategy for users that still are at the first stages of the funnel and still haven’t decided on a specific destination or made any reservation intent. This will not only help you get more bookings, it will help customers benefit from discounted travel plans and they will certainly appreciate it.  

  • Travel plan reminders

Traveling involves a lot of important information. Once a user has already made a reservation, you can use web push notifications to remind them of their travel details, like flight departures, delays or hotel check-in hours.

Web Push for the Travel Industry

These are the types of messages that users appreciate and value the most. Web push notifications have the great quality of immediacy, so you can rely on them to guarantee important information gets delivered. 

By applying these strategies, you enhance user experience. They will feel the process was smooth and safe and will increase the chances of them repeating and booking their next trip with you. 

  • Price drops

You can send and schedule manual web push notifications to alert users about price drops. If a user was browsing your site looking for interesting traveling plans and leaves without completing a booking, a great strategy to bring them back is to communicate price drops on destinations they expressed interest in.

Web Push Notifications for the Travel Industry

Maybe a great hotel announced an offer, or a flight is selling the last seat at a discounted price. Let users interested know about these great deals and leverage that information to close the deal. 

When sending manual notifications about price drops, always remember to include a call to action button with a sense of urgency. Tell users that the offer is for limited time only, or that there are only a few seats left with the special price. 

Web push notifications for all the travel industry are a must!

The travel industry is a universe within itself. There are tons of agencies, airlines, accommodation finders sites, car rentals and more that a user can browse when planning a trip and all of them can benefit from the inclusion of this channel in their marketing strategy.

Web push notifications can help travel websites connect with users by offering a better user experience with hyper-personalisation. If you have been relying on traditional emails to communicate with your customers, you are definitely missing out. 

You can check out Frizbit’s success story with Corendon Airlines as a great example on how to boost your travel website with web push notifications. 

And if you want learn even more about this amazing channel, make sure you read:

Hyper-Personalization: What is it and How it Differs from Personalization

Hyper-personalization has the power to take any business to the next level. It might sound a bit clichè to say that we are currently living in a world with excess information and constant stimulation, but it is the truth. How many notifications, emails, messages and ads have you seen today? Think about it. 

How many of those do you remember the best? Probably the ones you felt were personally addressed to you. The ones that showed you or mentioned something you have been thinking and searching for. 

Customised experiences win the battle when it comes to catching people’s attention in highly competitive environments, like the Internet. That’s why businesses started using personalization techniques to increase the chances of their messages standing out with the hopes of making themselves relevant and memorable. 

However, times keep changing and it turns out that plain personalisation is not enough anymore. Adding the customer’s name on the subject line of an email campaign has always been a nice practice but it doesn’t cut it anymore. The time for hyper-personalization is here

What is the difference between Hyper-personalization and Personalization?

Web Push Notification Personalisation

Personalised Web Push Notification

Hyper-personalized Web Push Notification

Hyper-personalized web push notification

 

Personalization uses basic customer provided data such as user name, gender or location to tailor messages that speak directly to a user as an individual. Hyper-personalization goes much further and includes user’s browsing behavioural information to address specific needs and desires to deliver highly relevant messages. 

This practice can be applied to almost every digital marketing channel:

  • Emails: all types of emails can be highly customised  with very specific user information inviting them to come back to the site and complete an action based on their individual behaviour.

Hyper-personalized Email

  • SMS: the same goes for SMS marketing, with the added value of the immediacy of the channel.

Hyper-personalized SMS

  • Web push notifications: web push notifications by Frizbit can retarget users through every step of the funnel with hyper-personalized messages that make the content extremely relevant. 

 

What is Hyper-personalization

  • Websites: hyper-personalization can even be used on websites. For example, imagine you go on an e-commerce clothing site and search for women’s accessories. Through hyper-personalization, the next time you go to that same site, you will get women’s accessories shown to you by default over the rest of the items. One of the most perfect examples out there is Amazon, the most customer centered shopping site.

Website Hyper Personalization

 

  • Retargeting ads: thanks to this practice, when you visit a site you will then get ads that specifically show you the product you expressed interest in. 
  • Apps: this might be the most relatable example of hyper-personalization. Apps like Netflix or Spotify user AI to learn from your behaviour and suggest similar choices that you might also like. 

 

App Hyper-personalization

What is personalization?

Traditional personalization in digital marketing makes reference to the use of customers’ personal information to increase the relevance of promotional communications suchs as ads or emails. 

The most common data used for personalization are the customer’s name, purchasing history or general demographic details. This is the typical information you see on commercial emails that greet you by your name and recommend products based on your last purchase, for example. 

The objective of personalization is to create tailor made messages that increase the relevance of the content in order to connect with users on a deeper level.

All these years later experience has proven how important it is to offer users a personalized experience in order to engage and truly connect. That’s why, as everything, personalization has evolved throughout the years and now we begin talking about hyper-personalization.

What is Hyper-Personalization?

What is Hyper-Personalization

Hyper-personalization is the customisation of digital content based on individual behaviour. It is personalization taken to the next level by going further than collecting data provided by users, such as name and email address. Hyper-personalization may even use artificial intelligence to gather information about what consumers want and need to offer highly relevant content. 

In an interview back in 2000, Jess Bezos said: “Personalization is when you go into a bar and sit down, and the bartender puts a whiskey in front of you without having to ask what you want”

Data used for hyper-personalization goes from time of day, location, page views and specific details about products browsed, such as name, price, category and brand. By using this technology it is even possible to craft messages that adjust to the stage of the marketing funnel the user currently is. 

Beyond offering a better user experience, the objective of hyper-personalization is to enhance the relevance of the content to increase interaction and, ultimately, conversions. By gathering real-time behavioral data, brands can design custom-made marketing campaigns for each individual. 

How to achieve Hyper-Personalization

If you still haven’t entered the world of hyper-personalization, it’s time to take the step. We will share some insights on how to achieve it and start creating extremely customised digital marketing campaigns to connect, engage and efficiently convert.

  • Data is everything: it is not enough to say that data is the center of everything when it comes to crafting hyper-personalized content. The information you gather from users is what is going to determine the quality of your campaigns. Basically, the more detailed data you collect, the more you can hyper-personalise the messages you send your users. 
  • Use automation: collecting, organizing, interpreting and using behavioral data for each individual manually is just not possible. What you need to do is use an automation platform that automatically gathers data. Platforms like Frizbit collect all behavioural data points available so you only have to set up your multi channel marketing campaigns once. Combining this and the use of dynamic parameters you will be able to send hyper-personalized messages that deliver highly relevant content.  
  • Multi-channel communication: by combining different channels with hyper-personalization, you will take your marketing strategy to a whole new level. Use a mix of web push notifications, emails and SMS to connect with customers with the most useful information through the channel of their choice. 

Benefits of Hyper-Personalization

By now you should be sold on the benefits of hyper-personalization and understand why it is so important for digital marketing strategies nowadays. However, we do have some key points we want to highlight:

  • Highly improve customer experience

People online are saturated with information. Social media ads, display ads, videos, posts, emails and hundreds of other messages every day. Users are eager for personalized treatment and content that speaks directly to them. By using hyper-personalization to design the messages you send, you’re giving them what they want. It’s a win-win situation in which, both you and your customers, benefit: they feel catered and are more likely to engage with your brand, leading to the ultimate goal of conversion.

  • Communicate at the right time

Hyper-personalization allows you to get useful insights about the times users are most active and most likely to engage with your content. Frizbit allows you to schedule campaigns to a specific time and day, configure recurring campaigns that are delivered periodically and triggered messages with custom timings, so that you can reach users at the time they are most likely to be online. 

  • Reduce the gap between you and your customers creating long-term relationships

When you make the effort of catering to individual specific wants and needs, it shows. Your customers will notice it and start feeling more interested and inclined to engage with your content even in the long-term. Remember that more and more each day, people are expecting and demanding customised content and tailored experiences. 

Hyper-Personalization is not the future, is the present

Any digital business should understand by now how extremely important it is to offer customers a highly personalized experience in order to tilt the balance to their favor and reach their business goals. 

Whether talking about email marketing, web push notifications, sms or retargeting ads, hyper-personalization is the single factor that can make a real difference in the performance of your digital marketing campaigns. 

“A total of 86% of marketing professionals consider the effectiveness of an AI-powered hyper-personalization strategy to be changing for the better.” Source

So, if you haven’t tried it yet, what are you waiting for? Get in touch with Frizbit and see the results for yourself. 

You might find interesting:

Real Estate Marketing: Boost your Business with Web Push Notifications

The real estate industry is no stranger to unexpected and intense fluctuations. Ups and downs are very common and especially during the last year with Covid-19 pandemic causing major economic uncertainty. Stay-at-home orders and job losses are a couple of reasons why people stopped looking for new homes. 

Real Estate Marketing

Is no secret that innovation and adoption of new technologies is key to success in any business. But if there has ever been a time when this is essential, it is now for the real estate industry. A seamless digital marketing strategy that integrates the newest channels plays a big role in growing the business and catching the attention of potential clients. 

Keep in mind that 92% of buyers use the internet to begin their house hunting, according to a study from the National Association of Realtors. This means that having a strong online presence that simplifies communication between buyers and sellers can make a huge difference to the success of the business. 

Web Push Notifications for Real Estate Marketing

Web push notifications are the new retargeting without ads channel that allows sites to engage subscribers without any type of personal data through their entire customer journey. With the use of dynamic parameters it’s possible to send hyper-personalised relevant messages based on an individual’s behaviour.

Real Estate Marketing with Web Push Notifications

In this example of a web push notification for real estate using dynamic parameters you can see:

  • Image of the apartment.
  • Specific details about the characteristics of the listing, such as the number of bedrooms and bathroom and size in square meters. 
  • City/Area of the listing

Even though web push notifications are more common for e-commerce sites, the truth is that this is an amazing retargeting channel for any type of industry. Real estate marketing can greatly benefit from the advantages of using them:

  • Generate more leads from anonymous users: web push notifications don’t require any type of personal data such as email addresses from users. They just need to click “Allow” in the opt-in prompt from the browser to become a subscriber and start receiving them. This means that, by collecting subscribers, you’re creating an additional database of users you can contact later without the need of them filling out any form or sharing their information. 
  • Reach users when they’re not on your site: this channel has the power to reach subscribers when they have left the web and are browsing any other site. 
  • Reach through desktop and mobile: web push notifications can reach users on both desktop and mobile without the need of installing an app. 
  • Direct communication: unlike emails, when using web push notifications you can communicate with users in real time. You don’t have to wait for them to check their inboxes in order to get the message across: as soon as they open their browsers the notification will be delivered. 

Now that you know how you can benefit, let’s talk in depth about how to boost your real estate marketing strategy with web push notifications.

First things first: Identify you user’s journey and define events in your site

The success behind any digital marketing strategy is planning. Before you start designing your messages and setting up your web push notifications campaigns, you must have determined different scenarios that trigger the messages based on users’ behaviour on your site. 

In order to do this you must have a very clear understanding of your business marketing funnel. What’s the process users go through from the moment they enter your web for the first time until they reach conversion? What stages do they experience? 

The sequence of messages you create for your automated web push notifications campaign is directly tied to every action and step users take while browsing your website. That’s why it’s so important that you have complete knowledge of how the decision making process goes for your target audience and how you can engage with them in every stage. 

It could look something like this, for example:

  1. Initial visit to the real estate website: user enters the site for the first time
  2. Chooses a location: country, city, neighborhood
  3. Selects a listing category: could be apartments, houses, offices
  4. Applies a series of filters: price, size, number of bedrooms/bathrooms
  5. Viewing of a specific listing page
  6. Finally filling out a contact form requesting more information 

If you determine that these could be the steps users go through when browsing for a listing, you can easily determine that you need to use automated web push notifications campaigns that are triggered by each and one of these events. If a user leaves, before going to the next one, he/she will receive a notification with the objective of pushing them down the funnel. 

Create sequences of messages with automated notifications

Once you’ve defined your triggering scenarios, you can go to the next step and create a sequence of automated web push notifications for each one: homepage visited, category viewed, listing viewed, form filled out. The objective is to keep the communication flowing through a period of time that helps maintain the interest and lead to the conversion. 

With a platform like Frizbit you can define as many scenarios you want with as many sequences as you consider appropriate. A combination of 5 events with 3 sequences each, would be ideal to  show great results. You can schedule them to be delivered after the amount of time you see fit, for example: 1 day, 3 days and 7 days after the event if the user still doesn’t convert. 

In real estate it’s a great strategy to appeal to a sense of urgency that the listing is going to be taken by someone else who is also interested, and sequences of automated web push notifications are a great way to do just that. Let’s jump right into some specific examples for every scenario:

Practical use cases of web push notification for real estate: 

a) Retargeting based on City/Area  

This would be one of the first things a user would do when browsing a real estate site. After entering the web, users will choose a category to start looking for options that interest them. This category could be a location for example, a country, city or more specifically, a neighborhood.

Web Push Notifications for Real Estate

If users browse through a listing category and then leave the site without going any further with their search, you can retarget them via web push notifications reminding them about the listings in that city or area.  A category can also include a type of listing. 

b) Retargeting based on filters

Once users decide the category they want to browse, they’ll start applying filters to get the result that meet their needs the best. Parameters such as:

  • Size
  • Number of bedrooms
  • Number of bathrooms
  • Price

Web Push Notifications for Real Estate

All can be used to later send hyper-personalised messages via web push notifications to inform them about new listings with the same specifics. The main benefit of using these parameters is that they appeal exactly to what users searched for: they have already expressed interest in this information and will be appreciative of getting a reminder suited to their needs. 

c) Retargeting based on listing viewed

Once a user clicks on a listing and visits its page, but then leaves the site without going any further with the process, you can send a web push notification with said information encouraging the user to come back a schedule a visit.

Web Push Notifications for Real Estate

This message can include all the details about the listing the users liked, increasing its relevance and value. 

d) Schedule a visit

This would be the equivalent of a cart abandonment recovery message from an e-commerce site. You can send a web push notification to users that visit a page listing but leave the site without filling in a form to schedule a visit. 

Real Estate Marketing Web Push Notifications

e) Similar Listings Recommendation

Additionally to being able to create scenarios and sequences of messages with automated web push notifications campaigns for every step of the user’s journey, you can also create campaigns with recommendations. 

Once a user has visited and showed interest in a specific listing, adding filters for every characteristic, you can use this information to create an automated campaign that sends  notifications after a period of time you decide if the user doesn’t convert.

Real Estate Marketing Web Push Notifications

When people are looking for a new home, they want to keep posted about new listings that they might like. Going online every single day to check all the sites for new opportunities can be very exhausting. By sending web push notifications with recommendations, you’ll save a lot of time and effort to your subscribers,they will appreciate it and you’ll generate a lot of new visits and leads.

f) Favorites reminders

When people search classified pages, they look at a lot of different options before finding the one they like. That’s why these types of pages always have a “favorite” bookmark option to save the listing in a separate category.

Real Estate Marketing Web Push Notifications

With automated web push notifications campaigns you can use this information to send hyper-personalised reminders to users who have added a listing to their favorites. You can send reminders encouraging them to schedule a visit as soon as possible appealing to a sense of urgency that someone else is going to take it off the market. 

Tips and strategies to improve your campaigns: 

1. Send bulk campaigns to announce new listings and price drops

Manual web push notification campaigns are sent to all the subscribers list, unlike automated ones that are delivered based on individual user behaviour and triggered by events on the site. That’s why they’re the best channel to communicate important information you don’t want anyone to miss out on. 

Bulk campaigns can be sent immediately or scheduled to a specific date and time. This feature comes in hand when you want to plan ahead and make sure you communicate any update in a timely manner, even if you’re out of the office 

Specifically for the real estate industry that’s constantly changing with new listings and price drops that subscribers surely don’t want to miss, manual web push notifications become an invaluable asset. You can send bulk campaigns every week to alert users updating them about all that’s new.

Real Estate Marketing Web Push Notifications

Additionally, these types of campaigns are great quick traffic generators. Even though their objective resembles a lot to the objective of newsletters, in this case you don’t need to rely on users checking their inboxes on time to learn about important and time-sensitive information. 

Massive web push notifications campaigns reach users on time and get them to go back to the website encouraging them to take action immediately. 

2. Use segmentation

If you choose the right web push notifications service provider, you’ll have the chance to use a lot of features that will help you make the best possible campaigns. One of them is segmentation. 

By segmenting users you’ll have the ability to send them super relevant information that specifically suits them, which ultimately will improve the performance of your campaigns and improve overall user experience. You can use segmentation for:

  • Localization: if there’s an industry that revolves around localization is real estate. If you target users by country, city or neighborhood you can send them extremely relevant information about new listings in their area as soon as they become available. 
  • Listing type: you can identify users by the type of listing they want: if they are looking to buy or to rent, for example. Then, you can target them with a notification letting them know about new listings that might interest them that have the same features. This can also be applied with other characteristics like size, number of bedrooms or bathrooms.

3. Choose the right service provider

Keep in mind that before getting into specifics about campaigns, sequences and strategies the first thing you need to do is to choose the right web push notifications provider for your business. This is the most important step because depending on the provider you select, you’ll have more or less features to play with, amongst other things. 

Here’s a list of the most important ones you should keep an eye out for:

  • Ownership and subscriber portability 
  • Campaign automation by triggering events
  • Personalisation capabilities
  • Campaigns tracking and improvement: segmentations, A/B testing, scheduling
  • Pricing plans
  • Customer support and account management

Make sure you’re clear about what type of notifications campaigns you want to send and make a list of which features are the most important for you and your business. Is it important to be able to send automated notifications? Do you want additional features such as A/B testing capabilities?

Ask yourself as many questions as possible,as the type of web push notifications strategy you are looking to implement and then search for the right service provider that offers a solution suitable to your needs.

Real estate marketing, classifieds and web push notifications

Web push notifications are reigning in the e-commerce world bringing customers back, recovering abandoned carts and more. But the potential they have for other industries, like real estate and classified pages, is boundless. 

You can notify subscribers about new listings, price drops, let them know about new opportunities in a specific area they are interested in and include all sorts of details related to their searches. Keep in mind that, since web push notifications are so versatile and adaptable to any type of site, you can use all of these strategies for classified platforms as well.

With platforms like Frizbit this is possible. If you wish to try it out for yourself and unleash the potential of this new channel for your real estate business, get in touch to request a free demo trial

Make sure you check out:

How to choose the right Web Push Notification Service

Web push notifications are quickly changing the way online businesses approach retargeting strategies. This channel allows sites to reach anonymous users in real time encouraging them to visit once more and complete a conversion while engaging with highly relevant content. 

The value they present is undeniable, especially when looking forward to a digital marketing landscape without third-party cookies. Even though web push notifications are a fairly new channel still unknown for many marketers, the ones that have tried them are seeing an exponential increase on their revenue and amazing ROAS results

With the rise of web push notifications as an essential part of digital marketing strategies, hundreds of companies have emerged or added them to their portfolio services. Conducting a quick online search will serve you with many (many) options making it very difficult to choose a provider. We are here to lend a helping hand and let you know:

How to choose the best web push notifications service

If web push notifications have piqued your interest but you’re not quite sure where to start, we have put together a list of the most important features you should focus on when looking for a web push notification service:

  1. Subscriber ownership & portability
  2. Data Security and GDPR compliance
  3. Automated triggered-events
  4. Hyper-personalisation
  5. Segmentation
  6. Scheduling
  7. A/B testing
  8. Customer support
  9. Pricing plans

Let’s dive a little deeper on each of these features. 

1. Subscriber portability and subscriber ownership

Subscriber portability is something that gets overseen a lot. Once you sign with a web push notification provider and implement, you’ll start collecting subscribers every day. What happens, if for whatever reason, maybe a price increase or a lack of needed features you decide you want to change provider and you can’t take with you all of your subscribers with you?

No matter what happens you should be able to switch providers and not lose all the subscribers you’ve gathered and nurtured from day one. You need to discuss this, read the small letters and make sure your subscribers belong to you and not to your service provider.

What happens in many cases is that a lot of web push notifications service providers use a subdomain of their property to collect the subscribers. This means that every time users enter your site and click on “allow” to opt-in to your web push notifications, they get redirected to a subdomain that belongs to the provider who becomes the owner of the data when they accept.

If you don’t carefully read the Terms and Conditions of your provider, you might end up in this position. All the subscribers you asked permission to send web push notifications, won´t belong to your website, they’ll belong to your service provider website

So if in the future you wish to change platforms, you will lose all your subscribers and have to start from scratch, asking already subscribed users to opt-in again which could very easily damage your opt-in rates and your overall web push notifications campaign performance.

Custom Subdomain Opt-in Web Push Notification

Custom Subdomain Opt-in Web Push Notification

Native Opt-in Web Push Notification

Native Opt-in Web Push Notification Example

The easiest way to make sure this is not happening to you is to check you’re collecting subscribers via native opt-in. This is the browser prompt used to ask users to allow web push notifications. If your provider installed a custom opt-in prompt the chances of them registering subscribers under a subdomain of their ownership is higher. Take into consideration that native opt-ins have 3 times higher opt-in rates than custom ones. This is extremely important for the success of your web push notifications strategy. 

2. Data Security and GDPR compliance

Even though web push notifications are GDPR compliant by nature, you still need to make sure that your service provider aligns with all regulations and keeps the data of your subscribers safe. This includes, not only abiying to the General Data Protection Regulation, but also storing the data in highly secure servers. 

Check that your provider complies with GDPR even for subscribers who are outside the European Union and that you are the owner of all the data. This protects, not only your subscribers, but you as well ensuring that no one can share or sell your information to a third party that could even be your direct competitor. 

3. Automated web push notifications by triggered-events

Automated web push notifications are the ones sent automatically. They’re triggered by a specific action from users on the site based on predefined events. You can create as many events as you wish but here are the most common and important ones that you should always include in your sequences:

  • Category retargeting: a push notification sent to users that visit a Category Page but leave the website without taking any further action. 
  • Product retargeting: a push notification that’s sent to users that visit a Product Page and exit the web without continuing forward. 
  • Cart abandonment recovery: a web push notification sent to subscribers who add a product to their virtual shopping cart and abandon the site without completing a purchase.
Automated Web Push Notification

Category Retargeting

Automated Web Push Notification

Product Retargeting

Automated Cart Abandonment recovery web push notification

Cart Abandonment

This is the basic sequence you should implement when using web push notifications. You can personalise it as much as you want depending on your type of business and industry and create additional ones that fit your specific marketing funnel and help users convert. 

It’s important that you check what type of scenarios, triggered events and sequence automation personalisation each web push notification vendor provides before choosing one. 

4. Hyper-personalisation

The next feature you want to keep an eye out for is the level of personalisation offered by the provider. Today’s users are looking for content and experience tailored to their wants and needs. Sending impersonal, pre-made messages just won’t cut it.

Hyper-personalisation is key when it comes to creating effective web push notification campaigns. Besides customising the messages with emojis and an appealing text make sure your provider offers the use of dynamic parameters.

Web Push Notification Dynamic Parameters

By using dynamic parameters your web push notifications can include very specific and relevant information such as product image, product name, user name, price and even brand.  Dynamic parameters pull the information directly from the site and include it in the message of the notifications which, not only saves a lot of time and effort on campaign creation but also makes the notification hyper-personalised for the user. 

5. Segmentation

Segmentation is essential to any marketing effort. The success of any campaign can rely on  knowing who the target audience is and addressing the message properly to them. Is the same case when it comes to web push notifications. 

Before deciding on a provider check what segmentation parameters they offer within the platform. The most basic ones should cover:

  • Location
  • Gender
  • Language
  • Browser
  • Age
Web Push Notification Segmentation

Frizbit Segmentation

Web Push Notification Segmentation

Frizbit Segmentation

Of course, depending on the web push notification service there are many more possibilities. In addition to all the mentioned above, Frizbit allows to target users by behaviour, life cycle and user actions and the possibility to include them or exclude them of a specific campaign.

6. Scheduling

Scheduling is a basic feature any provider must offer. It allows you to design and create a web push notification campaign and choose a date and time to send it automatically for you at a later time.

Web Push Notification Service Provider

By scheduling a campaign you make sure to always stay in touch with your subscribers even if you’re out of the office or maybe too busy to send it manually. A great strategy is to check the calendar, plan ahead and schedule your web push notifications campaigns with enough time. This will help you be super time efficient and to make sure you don’t miss communicating any important sales or events from your site. 

That’s why it’s so important to make sure the provider you choose offers scheduling features within the platform. 

7. A/B Testing

When it comes to any digital marketing effort it’s not easy to get right with the first attempt. Even though you might have a lot of insight about your target audience and have crafted and designed a web push notification campaign based on that information, it’s possible you don’t get the results you were expecting.

ab-testing-web-push-notifications

Frizbit A/B Testing

That’s why A/B testing is so important and you need to make sure your service provider includes this feature. By gathering information on the performance of previous campaigns, you can make small changes and try-out different versions of the same notifications to test which one does better and, little by little, improve your campaigns to make them the best they can be. 

8. Customer support

Whether you’re familiar or not with web push notifications, is of utmost importance that your provider offers you impeccable customer support before and during your contract with them. During the decision making process you´re surely to have a lot of questions you need to clarify and this gives you the perfect opportunity to measure providers by requesting all types of information from them and evaluating their response. 

The most common doubts that your provider should solve at first are:

  • What’s the implementation and integration process like
  • How do I install web push notifications?
  • How long does it take to start sending web push notifications
  • What’s the average opt-in rate for web push notifications

Asking these questions and listening to how the provider answers them will give you important information about the type of service they offer. The best advice we can offer is that you choose a provider that offers a trial period.

This way you can both test the performance of the platform, how it works, what kind of results you can expect long term and the type of support you get during said period: are they solving your issues properly?. Familiarizing with the tool and the provider is key to the success of your web push notifications campaigns. 

Frizbit offers all new clients a trial period of one month with all features available for testing while providing customised support during the entire journey. 

9. Pricing plans

There are as many pricing plan models available, as web push notifications providers. This is where you have to do your homework and research the option that really suits your business needs, size, industry and growth prevision. 

Most providers offer subscriber-based pricing. This translates to you paying for the amount of opt-ins you get. These plans seem very appealing because they start with very low costs and seem very profitable. However, you have to think long term, taking into consideration that you cannot migrate all of your push notification subscribers.

In a subscriber-based pricing you could start paying 100€ for 5,000 subscribers, which seems nice. But as you continue to grow your database, each time you’ll pay more and more: if you reach 50,000 you’ll pay 250€, then 5,000€ for 150,000 and so on and on. The price is always going to scale through time becoming more and more expensive as you grow. 

Other options offer to pay per click, or amount of notifications sent. But what makes the most sense is that you go for a provider that offers you peace of mind with a pricing plan based on your monthly web traffic with unlimited subscribers and unlimited notifications. This is the best way to have your costs fixed for the future, instead of always inflating prices.

When choosing a web push notifications service provider…

If you’re considering adding web push notifications as a new retargeting channel to engage with your customers, you’re already on the right path to improving user experience with amazing results. We hope this guide on how to choose the right web push notification service helps you make the right decision and select the provider that suits all of your needs. 

If you are looking for the only provider which complies with all these above-mentioned criteria, contact Frizbit right away!

If you have any more doubts or just want to learn more about web push notifications, make sure you check out: