Tag: web push notifications

Web Push Notifications: A Complete Guide for all Levels

SUMMARY

  1. What are web push notifications?
    • Definition (what are they, what are they used for, where are they shown and in which formats)
    • What’s the difference between web push and mobile push notifications?
    • What’s the difference between pop-ups and web push notifications?
    • What elements compose a web push notification?
    • What operating systems do they work on?
    • What browsers support web push notifications?
    • What devices support web push notifications?
  2. How do web push notifications work?
    • Opt-in process
    • Manual web push notifications
    • Automated web push notifications by Frizbit
  3. Why should I use web push notifications on my website?
    • Retention of anonymous users
    • Reach users outside of the website
    • Desktops and mobile reach without having and app 
    • Quick traffic generator
    • Time efficient
  4. Are web push notifications effective?
    • High opt-in rate
    • High CTR
    • Profitable channel
    • How much can you increase revenue?
  5. How do I send web push notifications from my website?
    • How to install web push notifications
  6. What metrics should I track to optimize my web push notification campaign?
    • How to measure web push notifications performance
    • Metrics to keep track of
  7. Are web push notifications GDPR compliant?
  8. What makes a good web push notification?
    • It’s relevant
    • It’s personal
    • It’s specific
  9. How to choose a web push notification service provider?

1. What are Web Push Notifications?

Web push notifications are clickable messages sent by a website and appear on the screen of a user’s device, even if the website is closed and the user hasn’t filled any type of registration form. It is the latest and a very powerful digital channel for websites to re-engage and communicate with subscribers who opt-in to receive them, providing useful/interesting information.

  • What are web push notifications used for?

They’re used as a direct communication channel to keep users informed about news, promotions, abandoned products on their shopping carts or general information and updates. Web push notifications can be installed on any website: e-commerce, newspapers, blogs or magazines and their purpose is to entice users to return to the site and complete an specific action.

  • Where do web push notifications appear?

The format and position of web push notifications changes depending on the operative system, browser and device they appear on. They slide on the top right corner on Mac devices, on the bottom right corner on Windows devices , and on mobile they appear in the same way to a regular push notification from an app.

Windows Chrome Web Push Notification

Windows Desktop Web Push Notification

android-chrome-web-push-notification

Android Mobile Web Push Notification

  • What’s the difference between web and mobile push notifications?

Mobile push notifications are messages sent by an app that is installed on a mobile device or tablet. In order to receive them, users need to give permission and they’re shown on the screen of the device, no matter if the user is actively on that app or not.

Web push notifications are simply the website version of the app push notifications. They are messages sent by a website and delivered through browsers even when the users are not on that website, to both mobile and desktop devices.

The first time a user accesses a notifications-enabled website, users will be asked if they would like to to allow or block them by a browser permission prompt, just like apps would ask their users to allow notifications.

  • What’s the difference between pop-ups and web push notifications?

A pop-up is a message that suddenly shows-up on a website over the content while the user is currently navigating on it. The majority of them show-up as soon as a user lands on the page. In some cases they can be activated based on users’ actions, such as a click, scrolling down, spending a specific time period or closing a window (exit intent pop-ups).

pop up vs web push notification

Web Push Notification

Pop up vs. web push notification

Pop-up

Pop-ups can appear both on desktop and mobile, and are typically used for advertisement with the purpose of directing the user’s attention to a specific message in the site they’re visiting. User experience is usually diminished by these types of messages as they’re considered intrusive and annoying.

Web push notifications differ from pop-ups mainly because they’re shown on the screen of the user not necessarily within the browser window even if the user is not on the website, while pop-ups can only be shown within the browser window when the user is actively browsing on that website. 

  • What elements compose a web push notification?

Web push notifications are composed of various elements that conform their anatomy. They include: icon, headline, description, call to action button, a large image and the page url from where it’s being sent. All the elements are modifiable for each notification, you can change the icon, image, text, CTA for each one if you wish to. 

  • Icon: The icon is usually the logo of the brand. Its position inside the notification varies between different OS and browsers, but is always visible. The icon has to be a square image preferably at least 256 x 256 px.
    • Tips and insights: if you use your logo, you can adapt the design to match the season or a holiday!
  • Headline: The headline is the first text line of the notification. It usually appears in bold letters as an attempt to catch the user’s attention in most of the browsers & OS’s. The length of the visible area varies between 43 to 69 characters depending on different OS and browsers 
    • Tips and insights: use the most appealing words at the first 43 characters of your content to make sure it’s visible regardless of the OS and browser.
  • Description: The description is the textual content that follows the headline and it’s used to offer a more detailed explanation. The length of the visible area varies between 50 to 136 characters depending on the OS and browser. 
    • Tips and insights: use the most appealing words at the first 50 characters of your content to make sure it’s visible in all OS and browsers. Personalise the content using the dynamic parameters in this section as it has more area which can accommodate longer values of parameters
  • Large Image (Optional): An image that complements the message, it should be descriptive and appealing. It’s only visible on Google Chrome, Windows and Android OS.
    • Tips and insights: push notifications with images have a 20% higher CTR, according to A/B testing conducted by several Frizbit clients. The ideal ratio of the image to make it visible on all OS and devices is 2×1 horizontal, minimum size being 512 x 256 px and recommended size being 1024 x 512 px. You can read more about the ideal size and resolution for rich web push notifications here.
  • Page URL: Is the domain of the website that’s sending the notification, the one the user subscribed to. The subscriber can be directed to any destination URL, it doesn’t necessarily have to be the same domain. 
    • Tips and insights: send subscribers to a page as close to the lower end of the shopping funnel as possible. This will increase the possibility of conversion. Don’t forget to add UTM tags to track the traffic coming from each different push notification campaign
  • Action button (Optional): Action buttons (you can have up to two) are optional buttons which can be used as call to action to tell users what you want them to do, what action is expected from them. Its visibility also varies depending on OS and device. It is possible to define a distinct URL to action buttons, other than the main URL of the notification.
    • Tips and insights: be precise on the CTA (Call to Action), tell the subscribers exactly what you want them to do: finish your purchase, book now. Don’t forget to add UTM tags to track the traffic coming from each different push notification campaign.

Elements of a web push notification

Even though all web push notifications include the same elements, how they’re shown will depend on the browser, operating system and device. Some will include the image, some won’t and the visibility of the text and action buttons will vary as well. 

All the elements can be highly customised with personalised text, images and even emojis. If you make use of the dynamic parameters, you can include even more specific information such as category name, product name, product image, product price and user name to make the message as relevant as possible for each user, making them feel that you’re talking directly to them.

  • What operating systems support web push notifications?

Web push notifications are supported by all major operating systems, except iOS. Windows, Android, MacOS work properly with web push while iOS doesn’t support them by default. 

Chrome Android Web Push Notification

Chrome Android Web Push Notification

Chrome Mac Web Push Notification

Chrome MacOS Web Push Notification

Chrome Windows Desktop Web Push Notification

Chrome Windows Web Push Notification

Firexfox Android Web Push Notification

Firefox Android Web Push Notification

Firefox MacOS Web Push Notification

Firefox MacOS Web Push Notification

Firefox Windows Web Push Notification

Firefox Windows Web Push Notification

Safari MacOS Web Push Notification

Safari MacOS Web Push Notification

  • What browsers support web push notifications?

All major browsers, Google Chrome, Safari, Firefox, Opera and Microsoft Edge support web push notifications, except Internet Explorer. 

Which Browsers Support Web Push Notifications

  • What devices support web push notifications?

Web push notifications are shown on desktop, mobile and tablets even if the user has left the website. Their appearance and where they’re shown will vary depending on the operating system of the device. 

2. How do web push notifications work?

  • From the publisher’s perspective

Web push notifications work for any kind of website. Any brand or business that owns a website can configure and send web push notifications very easily. No mobile app is required to do so, and the implementation is fairly simple by adding a small piece of code from a web push notification service platform to their site. We explain the process with more detail ahead in this article. 

  • From the user’s perspective

Web push notifications is a permission based marketing channel, which means that it can be only sent to a user if they allow a website to do so. In order to start receiving web push notifications all a user needs to do is basically to opt-in (give permission to that particular website to send push notifications) and become a subscriber. This can be done by two ways:

  • Native opt-in: is the browsers’ default prompt to ask users their permission to subscribe to the web push notifications channel. It includes a non-customizable text and uses the language settings chosen by the user. It triggers when a user visits a site for the first time and they have to click “allow” or “block”.

Web Push Notification Browser Prompt Opt-in

 

  • Custom opt-in: is a form of opt-in which shows first a pop-up that can be customized with the website’s branding that also appears the first time a user visits the site. It offers the possibility to personalise the message and include the logo of the brand. It can be shown on the top middle of the screen and after clicking “allow” on, it triggers the browsers’ opt-in prompt, in which the user must give permission again to become a subscriber. The downside of using a custom opt-in, is that it requires two clicks from users in order to actually allow the notifications and this results in a 3x decreased opt-in rate.

Web Push Notification Custom Opt-in

  • Opt-out: How to disable web push notifications?

When it comes to this channel, the users have complete control over them. In order to unsubscribe from web push notifications, subscribers just need to access their browser settings panel, look for the notifications option, find the website they would like to opt-out and select “block”. The process may vary a little depending on the browser you use, for details you can check these articles:

  • Types of web push notifications

There are two types of web push notifications: manual and automated. Depending on the service provider you choose, you’ll have more options regarding the type of messages you can send. The difference between them is their triggering mechanism:

  • Manual (bulk) push notifications: manual web push notifications are used to send manually a massive communication to all or a segment of users informing about special discounts, promotions, time sensitive sales or new products. They could be understood as the push notification equivalent to email newsletters. You can send messages regarding:
    • News
    • New blog post
    • Event information
    • Flash sale
    • New products

Manual Web Push Notification

  • Automated (triggered) push notifications: automated notifications are highly personalised messages sent to users based specifically on their individual behaviour on the site. They’re designed and scheduled to be sent automatically in predetermined time frames after a user completes an action. You can define as many scenarios as you wish to trigger an automated web push notification, depending what type of site you have:
    • E-commerce: you can define events that send a message to users for every step of the funnel. Ex. Cart Abandonment, Product Retargeting, Category Retargeting.

Cart abandonment web push notification

    • Travel: you can define events to trigger notifications to recover lost reservations of the users that didn’t complete the booking or to improve the UX of the trip. Ex. Last Seats for a specific destination, last available room, check-in, boarding, luggage reminders.

Travel web push notification

    • B2B/SaaS: you can generate more leads by sending a sequence of web push notifications to nurture leads that visited a page but dind’t complete a sign up.

b2b-web-push-notification

Saas web push notification example

    • Real Estate: you can generate more leads and interactions by  communicating with users about a listing they have viewed but didn’t engage with it or recommending similar properties or announce them about new listings.

Real Estate Web Push Notification

  • Why should I use web push notifications on my website?

Web push notifications present a direct and real-time communication channel with users. Subscribers receive the message when they’re online, which highly increases the chances of interaction within minutes of the notification being sent. There’s no other digital marketing channel that has this inherent power that web push notifications have. 

  • Engage anonymous users 

The main reason web push notifications are becoming so popular amongst marketers, is because it is a unique channel to retain users that didn’t leave any personal information on the website. To become a subscriber, a user has to simply click “allow” on the opt-in prompt without filling any form, sharing their email address or any other type of personal data. This presents a major opportunity for businesses to create a flow of communication with users that might never decide to drop their email. 

  • Reach both desktop and mobile without having an app

One the most attractive features of web push notifications is that they don’t require an app to function. In order to send a push notification, you just need to have a website and you can reach your subscribers on both desktop and mobile devices. This means that you don’t have to wait for users to check their emails to get the message through. Being able to reach people at any time, on any device is a unique advantage of web push notifications.

Mobile and Desktop Web Push Notification

  • Reach users out of the website

What makes web push notifications so special is that they can reach audiences even when they’re not actively browsing your website. If a user subscribes, leaves and starts navigating any other site, they’ll still receive notifications from you. There’s currently no other direct digital marketing channel you can do this with, which adds to the list of reasons why you should use web push notifications on your website. 

  • Generate traffic in seconds

Web push notifications is a real-time communication channel. This means users get the message the moment they’re online which inmensely increases the chances of interaction. On average, most notifications are clicked within the first hour after receiving it. For example, with manual web push notifications, you can direct lots of traffic in a very short period of time. In less than a minute after sending it, you’ll see sessions being generated on your web and users engaging with the site in real-time in your web analytics solution.

  • Time efficient

Digital and online businesses are used to working with multiple marketing tools to get their message across. Most of the time it would seem overwhelming to add one more channel to the mix. However, web push notifications is different. The campaign setup is extremely simple and you don’t have to spend a lot of time creating each message and manually sending it. Using automation you can create templates that will be sent automatically when triggered by an event you define on your site. You’ll only need to invest some time once to configure your campaigns and that’s it!

  • Are web push notifications effective?

The most simple and straightforward answer is YES! But let’s dig a little deeper. If used wisely it can become the most effective retargeting channel for online businesses. 

  • High opt-in rate

Web push notifications have proven to be much more effective than other traditional channels. They have an average 3x higher opt-in rate than emails, which can easily be related to how seamless the process is. With just one click, visitors can become subscribers without handing over their email address or other personal information. Reducing the steps one person has to follow and complete to opt-in to any type of digital communication, will decrease the hesitation and make them more open minded to subscribe. 

  • High CTR

Stats have shown that web push notifications have a 4x times higher click through rate than emails. That’s a 8,5% over in comparison to the 2.4% CTR of emails. The hyper-personalisation capabilities of web push notifications, allow to significantly increase the CTRs. When people feel like you’re really talking specifically to them, it will translate into more clicks and that is one of the biggest benefits of using web push notifications. 

  • Profitable channel

Web push notifications present a very valuable alternative for marketers that allocate a big part of their marketing budget to retargeting ads. Most web push notification services are based on monthly fees that vary on the amount of subscribers or visits to the website. There are no extra fees for the amount of messages sent, implementation nor PPC rates involved. You can send unlimited notifications. 

This makes the cost of retaining a customer very profitable. Consider that returning users that have already converted are the biggest asset to your business. Web push notifications allow you to bring them back without having to spend a large marketing budget chasing them around with expensive retargeting ads. 

  • How much can you increase your revenue with web push notifications?

Web push notifications offer varied results depending on the industry, type of business and amount of traffic of the site. You can access our calculator and introduce a few data to estimate how much you can increase your revenue using web push notifications in just a few clicks: https://get.frizbit.com/revenue-calculator/

  • How do I send web push notifications from my website?

1. Upload Service Worker

The process of implementing web push notifications is very simple and can be done in any website. The first thing you have to do is to upload the Service Worker file of your provider to the root folder of your website’s domain. A Service Worker is a file that allows a browser to run functions that don’t need a web page such as sending push notifications to a user when they are not on your site. 

2. Add JavaScript snippet

The next step is to add the JavaScript snippet of your provider that will help you create a user profile for every person that visits your site, allowing you to to track their behaviour. There are two options to do this:

A) Via Google Tag Manager: most web pages nowadays already use GTM and you can easily add this snippet as a tag on GTM. Besides, a web push notification service provider such as Frizbit can offer all the implementation on GTM in a few moments.

B) Adding directly to the web: if you don’t work with Google Tag Manager, you have the alternative to directly add the JavaScript snippet by copying and pasting it inside the <head></head> section of your website.

Working with a web push provider makes the process very simple, since they can take care of all the configuration, onboarding and then they hand everything over to you. After the setup is complete, you’ll instantly start collecting subscribers when they visit your site and opt-in. All that’s left is to design the notifications. Some providers, like Frizbit, will offer you templates, advice and support for the optimization of your campaigns.

  • How to create a web push notification?

Web push notification service providers usually have a dashboard where you can create the content of push notifications. Frizbit’s dashboard allows you to design your messages personalising with the use of all kinds of dynamic parameters and also see the changes in your design in real time for each browser and operating system. This way you have complete control and awareness of how the notification will be shown to users. 

Frizbit Web Push Notification Dashboard

  • Access the dashboard, select “New” and enter a name for your campaign
  • Fill in the information of the title, and description and include the icon
  • Select the options for Google Chrome and add a large image, write the message for the call to action. You can add a second one if you wish to.
  • Follow the same steps for Safari
  • In the “Advanced Options” tab, you can set a timer and add a tag for your campaign.
  • Proceed to select when and how you want the notification to be delivered: right now, scheduled, recurring or event triggered. 
  • Next, continue with the audience segmentation. Here you can select as many filters as you wish, such as language, country, type of event, browser, device and much more. 

Once you’re done, you can save your design as a draft or publish immediately. The web push notification you created, will be saved on your dashboard and you can edit it later or copy it for new creations. 

Remember you can perform different versions and conduct A/B testing. You can assign percentages of users to each campaign variation and see for yourself which one performs better. Use the results to optimize your notifications as much as possible and get the best results. 

A/B Testing Frizbit web push notifications

  • What metrics should I track to optimize my web push notification campaigns?

Web push notifications significantly increase user engagement and improve retention rates. There are several metrics you should keep an eye on in order to constantly improve your campaigns. 

  • Opt-in rate: is the percentage of the unique users on your site clicking “allow” and becoming subscribers. Keeping track of this information will give you hints on where to ask users if they want to receive notifications from your site and adjust accordingly. You can place the opt-in prompt in any page you want, and trigger it by an action of the user. It’s not necessary to ask permission within the second a visitor enters the site. 
  • Click-through rate: is the percentage of subscribers that click the notification over the total number of subscribers you sent it to. It’s so important to keep close track of this number, because it lets you know what type of notifications your subscribers are responding to. You can test different messages changing the title, image, description and CTA and analyse which ones are resulting in more clicks. 
  • Time spent on a page: when sending a notification, you tell users what to expect when they click on it. Directing them to a good landing page that fulfills their expectations is key. That’s why you should keep track of how much time subscribers spend on a page after they click the notification. This will give you valuable insight on how the messages portrayed in the notification meets the landing’s information. If there’s no connection between the copy of the notification and the content of the page you send users to, bounce rate will increase, letting you know there’s an issue in copywriting.
  • Opt-out rate: shows the number of people that unsubscribed from web push notifications from your site. This is a vital metric to keep track of. Naturally your opt-in numbers should be much higher than opt-outs. If you discover that your opt-out rates are increasing over time, ring your alarm bells and start looking for the problem. In this case it’s usually related to low relevance of your notifications, or maybe you’re sending too many notifications that your subscribers perceive as spam and decide to opt-out. 
  • Conversion rate: this is the ultimate goal of your campaign and the main metric of any type of business. This metric indicates the accomplishment of your goal, whether completed sales, signup or another type of engagement.  All of the improvement efforts for other metrics should be aimed at ultimately increasing conversion rates. You can have great opt-in rate or click-through rates, but if they’re not translating into conversions, it is time to evaluate your web push notifications campaign strategy in place, identify the problem and do whatever it requires to resolve it. 

You can keep track of the majority of these metrics, setting goals on Google Analytics and checking the reports that provide your web push notifications provider. 

  • Are web push notifications GDPR compliant?

Web push notifications are GDPR compliant by nature. They present a direct communication channel with users with no personal data requirements. This means that users have to give  consent to become recipients, but they don’t have to provide their name, email, phone number or any other type of personal information. 

These instant alert messages are device oriented. The user is not targeted based on some personal data they share, but to their device. The subscription information is all stored in the browser, so businesses have no access to it and can’t use it or sell it in any way. 

The user is the one in complete control by having access to the notifications panel, where they can easily decide to opt-out if they wish to. 

  • What makes a good web push notification?

The best web push notifications have three attributes that bring results: they’re relevant, personal and precise. This channel offers many possibilities that can greatly benefit your online business if used correctly. If you exploit all its features with a well-thought strategy and avoid common mistakes, you’ll be a web push notification lover just like us. 

A great web push notification is:

  • Relevant: Tracking the user’s behaviour on your site gives you all that you need in order to make the notification as relevant as possible. Define different scenarios to trigger a specific notification based on each user activity, so that the message they receive is directly linked to what they did on the site. You also want to keep in mind user segmentation. You don’t want to send a special offer on a product today, to a customer that bought it the day before. The same way you should keep in mind to send notifications about sales or special offers during the time they’re active and deactive the campaign the minute the promotion is over. Web push notifications that are highly relevant, have much higher click through rates. 
  • Personal: Make use of all the dynamic parameters available: user name, product name, category name, image or any other available parameter to design a super personalised notification. If a user feels that you’re talking directly to him, the message will present a higher value and the user will be more enticed to engage with it. You should also contemplate language and time zone. Customize the campaign for each language and country you’re sending it to. The content of your web push notification has to appeal to each subscriber as an individual. 
  • Specific: Great web push notifications let the subscriber know exactly what you want them to do and what they can expect when clicking that action button. Make it clear and precise with your title, message and CTA. Write the text keeping in mind how it will display on each OS and browser. Write the most important message in the title to make sure it’s always visible and make sure you link to the right landing page where your subscribers will find all you promised in the notification. 
  • How to choose a web push notification service provider?

There are a list of features and considerations to be made when choosing a web push notification service. It’s important that you do your research and don’t jump ahead and go for the first service you find online. The main aspects you must consider are:

  • Customer data protection

There are many well-known free web push notifications service providers in the market. You might feel enticed to choose one of these instead of a paid one. The thing is, that free web push notifications services might sell your customer’s information, they’re “free” for a reason. When using one of these providers, you allow them to collect and sell your subscribers behavioural data, which can be purchased by your very own competitors. You have to decide which price to pay: a normal service fee or to sell subscribers personal information to third parties. 

  • Subscriber portability

When choosing a web push notification provider, you want to make sure you collect subscribers under your own domain. Some of the providers offer you an alternative way of subscription where the users will be subscribed to a subdomain of the provider rather than the domain of the business itself. If you agree to this, all the subscribers that accept and opt-in to notifications from you, won’t belong to your website, they’ll belong to the website of your service provider. This means that, if one day, you wish to change providers for whatever reason, you’ll lose all your subscriber’s base and will have to start from scratch.

  • Personalisation and automation

Make sure you select a platform that offers the option of hyper-personalisation through dynamic parameters. As we mentioned before, customised notifications that include details like user name, have higher CTRs and lower opt-out rates. The same happens with automation. Notifications triggered by the behaviour of users on the website, have high relevance that translates in better engagement. 

  • Good customer support

Whether you’re new with web push notifications, or have been using them for a while, good customer support is extremely important. You want to choose a provider that’s always going to be present if you have any doubt, concern or issue with your campaigns. Frizbit offers its clients a step by step onboarding, ready-to-send templates for your automated campaigns and consulting of any type. 

When choosing a push notification provider, seek one that offers a trial period. This will help you ensure it ticks all the boxes and put you at ease with your decision. If you want to request a demo from Frizbit, click here and let us know!

This might interest you!

Boost your Valentine’s Day Marketing Strategy with Web Push Notifications

Either you’re a hopeless romantic or a lone wolf, Valentine’s Day is just around the corner and it’s kind of hard to miss it. If you’re planning to stay at home binge-watching Netflix, or having a super romantic dinner, no one says you can’t benefit from amazing deals and offers. 

And if you’re a digital marketing professional, you can’t let the romantic holiday just pass you by, whether or not you like the fuzzy-love scenario, or not. For 2018, Valentine’s day was reported to be the 4th largest shopping day of the year after winter holidays, back to school, & Mother’s Day according to Microsoft Bing. If you add to this the fact that online shopping has exponentially increased the last year due to Covid-19 pandemic, is a date that can’t go unnoticed. 

As professional marketers, we are well aware of the vast extent of Valentine’s Day marketing strategies out there. From boosting loyalty programs, 2×1 sales to social media contests there’s a lot to choose from. But the most important thing is how we communicate those promotions, offers and special sales to our customers. Having amazing Valentine’s Day sales on your online store wont do the trick if no one hears about them. 

How to use Web Push Notifications to boost your Valentine’s Day Marketing Strategy

1. Create a themed landing page to direct your subscribers

We’ve mentioned before how important it is to send subscribers to the right landing page after they click on the notification. When running a Valentine’s Day holiday campaign you can seize the opportunity to theme your landing page according to the season. It’s important that you portray a consistent look and feel throughout the entire Valentine’s Day campaign.  

Make it clear to the subscribers that you’re presenting something special for this date and that they don’t want to miss out what you’ve got to offer. You might want to create a unique Valentine’s Day landing page where you showcase a curated group of products with limited discounts. Remember that a lot of people conduct their shopping online at the last minute and can be very indecisive. Organizing your deals in one page and making it easy for shoppers will be something they appreciate.

2. Create a Valentine’s Day web push notification calendar

Most digital marketing professionals agree that Valentine’s Day marketing communication should start late January or early February. This means, you’ll have around 15 to 20 days before the love holiday to begin communicating with your subscribers.  

You can design a web push notifications communications calendar with different messages and timings to communicate with your subscribers throughout the weeks and days preceding Valentine’s Day. Sending different notifications manually that alert them about the upcoming date and let them know they can start shopping, or at least browsing your site for gift ideas is a great way to increase retention and conversions. 

Here’s an example of web push notifications sequence for the previous weeks, days and hours before February 14th. Each one includes an alert of the time left to make a purchase, suggestions of products the subscriber might like and even a cart abandonment reminder.

Valentine's Day Marketing Strategies

-14 DAYS

Valentine's Day Marketing Strategies

– 7 DAYS

Valentine's Day Marketing Strategies

– 2 DAYS

Valentine's Day Marketing Strategies

LAST HOURS

This way, you’ll have increased traffic to your online store and the opportunity to conduct automated web push notification retargeting campaigns closer to Valentine’s Day to all those subscribers that clicked the alert notification and viewed products on your site or already added them to their shopping carts. 

A notifications calendar it’s also a great strategy to increase brand awareness with subscribers that haven’t visited your e-commerce in some time, and a way to keep in touch with those last minute shoppers. Letting them know you’ll be having special Valentine’s Day sales will keep you on their top of mind and tilt the balance in your favor when it comes to the actual holiday shopping moment. 

3. Retarget subscribers that interacted with the Valentine’s Day landing page

After sending the manual web push notifications according to your communication calendar alerting subscribers about the upcoming love holiday, you’ll get insights on click-through rates and their activity within the landing page you sent them to. Knowing which subscribers clicked on that message and which products caught their attention, will allow you to target them specifically with new automated notifications. They have already expressed their interest in the Valentine’s Day sales you’re having, but maybe they need a little extra incentive.

Valentine's Day Marketing Strategies

Segment your subscribers based on their activity and their interaction in the site. Users that converted the first time, are more likely to complete a transaction if you send them another notification suggesting a product, informing about a sale, applying a general up-sell strategy or reminding them about an abandoned cart. Sometimes people need a reminder or help deciding, especially when dealing with stressful shopping dates like Valentine’s Day.

4. Dress up your notifications

If there’s a moment to use color, lots of emojis and humor, this is it. Customise all the elements of the web push notification to match Valentine’s Day. Make sure subscribers know there’s something different going on by just glancing at it. You can change the icon of your company logo during the first two weeks of February, adding some Valentine’s Day details! Include bright shades of red and pink in your images, heart and love emojis to accompany the text, and even change the tone of your communication a little bit.

Valentine's Day Marketing Strategies

You can use more fun copies and be a little more playful. The perfect way to nail your Valentine’s Day message is to run A/B testing. Platforms like Frizbit allow you to design variations of the same web push notification in order to try them out and see which one works best. Get inspired and bring out the romantic in you!

5. Show your subscribers some love!

Valentine’s Day is the perfect holiday to let your subscribers know how much you appreciate them. Send a special web push notification with a unique offer or discount they can use in their next purchase, even after the holiday has passed. If you’d like, you could segment this for the users who have purchased in the past 2 weeks to award them about being thoughtful on Valentine’s Day, or if you have so much love to share, send it to all your subscribers! 🙂

Valentine's Day Marketing Strategies

This is a very nice gesture that shows customers you value their business. It won’t cost you much and it can have great repercussions for your brand by increasing client’s loyalty, brand awareness and web push notification retention rates, lowering opt-out or churn rates. 

6. Use cross and up-sell techniques

People tend to go all out on Valentine’s Day, so it’s the perfect moment to apply some old, but effective traditional marketing techniques like cross-sell and up-sell. You can send automated web push notifications to all those shoppers that already bought a product from your site with a nice suggestion on another one that complements it. 

Maybe a subscriber left an abandoned cart with a product in it. You can seize the opportunity to send a notification suggesting a different article that another user liked better, instead of the one in his cart. It’s all about helping shoppers to make the best decision possible por this unique and special date. 

Summary

When it comes to important holidays like Valentine’s Days, there are so many digital marketing strategies to choose from that it’s easy to lose focus on simple details like how to effectively communicate them to our audience. 

You only have a few days to get your message across and attract as many people to your site as possible. Manual and automated web push notifications campaigns are the ideal channel to do so:

  • You can highly customise the messages to carry the Valentine’s Day spirit 
  • It’s a direct communication in real time channel based on user’s behaviour
  • You can engage with visitors and turn them into subscribers
  • 4x times higher click-through rates than emails

We hope this inspires you to use web push notifications to boost your Valentine’s Day marketing campaign! If you want to try it out, get in touch with Frizbit for a demo!

You also might be interested in:

Primor Reached a 36x ROAS with Web Push Notifications from Frizbit

Primor partnered with Frizbit to implement automated and manual web push notifications into its digital marketing strategy. By integrating this new channel, the Spanish cosmetics giant managed to bring back 16% of subscribers to their website with a 0,02€ cost per session, reaching a 36x return of advertisement investment (ROAS).

In this success story, you’ll learn how Primor managed to retarget anonymous users, outside of the site, without having an app and generate an additional six figures revenue in just one month by using web push notifications campaigns.

Frizbit’s automated web push notification campaigns present hyper-personalisation features that allow brands to deeply engage with their subscribers. Frizbit is client-oriented and focuses all the efforts on helping online businesses to send the most relevant messages as possible, resulting in high customer retention rates.

The implementation of the new channel is done in just one day. Frizbit’s highly qualified team of experts, take care of the integration process via Google Tag Manager. In a manner of hours, Primor started collecting subscribers and generating an additional database without requesting any type of personal information from users.

If you want to learn with more depth how Primor managed this success using web push notifications campaigns, download the Case Study by clicking on the following link:

https://get.frizbit.com/case-studies/primor/

If you want to request a demo with Frizbit, get in touch!

Guide: How to use Push Notifications for Online Stores

Online retail stores are experiencing a significant growth each year all over the world. According to Statista, in 2019 retail e-commerce sales worldwide amounted to 3.53 trillion US dollars. The numbers for 2020 are not published yet, but due to the global Covid-19 pandemic it’s expected to surpass all the previous estimates for 2020. These stats are projected to keep growing, making retail e-commerce one of the most important sectors in the world

complete web push notifications guide for online stores

As is expected, the amount of competition between online stores is also exponentially growing. Digital marketers are constantly searching for innovative ways to communicate, engage and retain their customers making their brands relevant and present in users’ top of mind. 

Traditional online channels, such as email, display ads, SEM, have always played an important role in digital marketing strategies for e-commerce retailers. They offered great results for brands to communicate with their customers for quite some time.

However, with the growing competition, brands fighting to catch users’ attention and the appearance of social media, the need for a new channel that offered new possibilities was imperative. Especially for one that creates interaction, personalisation and immediacy. 

Web push notifications for online stores make the difference!

Web push notifications present an all-in-one digital marketing solution for e-commerce retail sites. Personalised, short, appealing messages that are delivered directly to users on desktop and mobile devices, even when they have left the retailer’s website. They don’t require any personal data from users allowing businesses to reach out to customers who haven’t registered.

web push notifications guide for online stores

This new channel has everything digital marketers are looking for. Web push notifications fill the gaps left by email marketing and retargeting ads, offering an interactive experience based on each individuals’ behaviour. They’re very cost-effective and yield a high ROAS. The results of web push notification marketing strategies place them on top of the list as the most efficient channel to increase retail e-commerce revenue. 

How to use web push notifications for online stores

A well-thought out web push notification strategy can enhance user experience, increase conversion rate and boost revenue. Here’s a complete guide on how to use web push notifications for your retail marketing online store:

1. Combine automated and manual web push notifications

Platforms such as Frizbit offer the possibility of creating a web push notification strategy that includes both automated and manual notifications. 

  • Automated web push notifications

Automated web push notifications are highly personalised messages delivered to users based on their activities in your site. This format allows you to communicate with customers on every step of their shopping journey. Basically, you set them up in your site and they’re triggered automatically by specific actions taken by users. 

Web push notification automation offers the possibility to schedule messages to be delivered in specific time frames according to the customers behaviour and different scenarios. You can design as many automated campaigns as you wish, but we highly recommend you to implement the following as a must have.

Automated web push notifications retargeting use cases:

  • Welcome notification: say “Hello!” to your new subscribers. Let them know you’re happy to have them and seize the opportunity to share a special discount for their first purchase, news or sale. You can update this notification occasionally to generate more sales.
  • Category retargeting: Once a user has visited a product listing page, usually a category or a brand page, but leaves your site without further action, you can send them a message letting them know all the amazing products you have in that specific section that they would like. You can even recommend the top selling product of that category.

web push notifications guide for online stores

  • Product retargeting: When a user expresses interest in a product, by visiting its page or adding it to their favorites, but exits the site without adding it to their cart, an automated web push notification with a message indicating that you’re saving it for them, can bring them back and ensure a sale!

web push notifications guide for online stores

  • Cart abandonment: When a user adds a product to the cart, but doesn’t complete the purchase, you can remind them what they left behind with an abandoned cart recovery notification. Reach them out appealing to a sense of urgency, offer a special deal if you can and help finish their purchase.

web push notifications guide for online stores

Other automated web push notifications scenarios:

  • Repeat order reminders: If you are a retailer selling products that need to be replenished periodically, such as diapers, pet food or groceries you can set up automated web push notifications to remind users that they’re running out of that item and it’s time to order again.
  • Cross-sell: After a purchase is completed, you can suggest items that are sold together and would complement their most recent purchase.
  • Up-sell: You can suggest an item preferred by other users instead of the item in their cart, to those customers that added a product to their basket, but didn’t finish their purchase.. It’s a similar strategy to cart abandonment campaigns, taken one step further. 
  • Manual web push notifications

Web push notifications sent manually are time sensitive messages similar to email newsletters. This notification format is ideal to communicate special sales, offers or news that interest all customers and won’t be repeated in the future. 

complete web push notifications guide for online stores

Sending manual web push notifications to inform users about limited discounts or sales, increases the chances of the message actually being delivered against other channels, such as e-mail marketing. These notifications are delivered the moment the subscriber is online and directly shown on the screen of its device, meaning that you don’t have to rely on them checking their emails in order to learn about the sale. Manual push notifications are the quickest way to generate massive sessions in seconds on the website.

Manual web push notifications use cases:

  • Time sensitive sales (Black Friday, Cyber Monday, New Years)
  • Season based offers
  • New arrivals and new collections

A mix between automated and manual web push notifications is key into a successful strategy. The objective is to optimize communication with users as much as possible, delivering the correct message at the right time.

2. Create sequences of automated push notifications

One of the many advantages of using web push notifications, is that you can create a flow of communication with your subscribers. Using automation, it’s possible to design a sequence of messages to send a user based on their behaviour on the site. 

Flows can be designed for every step of the funnel, reaching a subscriber with relevant information regarding the actions taken on the site: category retargeting, product retargeting and cart abandonment retargeting. 

These notifications can be programmed with a waiting time feature. It allows the message to be sent after a certain period of time: 1 hour after the event, 1 day after the event, 3 days after the event or the time frames you decided according to your objectives and goals. 

web push notifications guide for online stores

The web push notification sequences allow you to keep the conversation going with your subscribers during longer periods, at the same time that you offer them relevant information, reminding them about articles they can still be interested in.

If you want to make things even more interesting, you can add a special incentive to these messages. Offer the user a discount to complete their order, or maybe let them know you are running out of stock and they have to hurry!

3. Make use of  all the elements of the web push notification to increase CTRs 

Web push notifications have a very specific anatomy. They include:

  • Icon
  • Title or headline
  • Description
  • Action button
  • Image
  • Page URL

It’s important that you fill in all of these fields to make the best notification possible. Exploit all the opportunities offered by this channel to engage with your audience and increase your click-through and conversion rates.

web push notifications for online stores guide

  • The icon you include should clearly represent your business. It’s usually the logo of the brand and it helps subscribers to quickly identify who is sending the message. Tip: You can change your icon to match the look and feel of your website based on the season. For example, you can add a Santa Claus hat to your logo during christmas season.
  • The title is the first message that attempts to grab the subscriber’s attention. Make sure you type here the most important message you want to get across. For example, if you work with stocks you can say something like “Last units available!” appealing to scarcity. 
    • Tip: The length of the visible content changes based on OS, device and browser. So make sure you use the most appealing words at the beginning of the title so that they are visible to all subscribers.
  • The description is the message that follows the title. Here you can be a little more vast and extend what you were saying in the title. Use a lot of action verbs to tell customers exactly what you want them to do. 
    • Tip: Try to use the dynamic parameters, such as product name, product price or category name on this section as it offers more space.
  • The action button is responsible for closing the deal. A clear call to action is key into grabbing the last bit of attention and icinting subscribers to make that clic.
    • Tip: Be precise here, there is no time to get especially creative. Messages in the lines of “Book now!” and “Complete your purchase!” work the best. 
    • Insight: According to the A/B tests that conduct Frizbit customers, push notifications with action buttons have a 12% higher CTR.
  • The large image: Even though not all browsers are capable of showing images of web push notifications, it’s important to always include one. Images make messages more relatable, clear and appealing to users.
    • Tip: You can use product image or category image or brand logo as a dynamic parameter so that users see the image of the product that they were interested in.
    • Insight: According to the A/B tests that conduct Frizbit customers, push notifications with images have a 20% higher CTR.
  • The URL: The visible part of the push notification only shows the domain of the website that the user subscribed to. However, you can decide which page you would like to direct your users to. The more relevant the page you direct them to, the more conversions you generate.
    • Tip: Try to define the URL’s as close to the lower-end of the funnel to increase your conversions. For example in a cart abandonment campaign, define cart URL instead of product URL.

4. Hyper-personalise your messages

Both manual and automated web push notifications allow a great deal of personalisation. When designing and creating templates, make sure your brands’ personality comes across. Once the message is delivered to your subscribers, you want them to feel that this notification is relevant and specific to them. 

web push notifications for online stores complete guide

  • Use the dynamic parameters available. Web push notifications allow you to personalise templates using dynamic parameters such as image, user name, category name, product name or even brand name. These fields will be filled with the respective information taken from the users’ behaviour, making the message extremely relevant which increases the click-through rate. 

web push notifications for online stores guide

  • Engage using appealing messages. Really think about your customer’s profile, what will catch their attention and design your messages accordingly. You have little space to let them know what you want to tell them, so appeal to urgency, be specific and it won’t hurt if you add an emoji or two (it’s proven they increase CTR). 
  • Avoid the use of generic sentences as introduction to what you really want to say. Most likely your customers are also subscribed to many other brand’s web push notifications channels and they won’t grant a lot of time into reading a cryptic message you wrote. Tell them what they want to know and do it clearly, ¨20% off all handbags” will surely have a higher CTR than “If you were looking for a surprise today, we have one for you, 20% off all handbags”.
  • Remember to add your branding visually as well. You want users to start recognizing your notifications with just a glance. Always add your logo and an image of your products. All of these elements in combination will give your messages a special touch that’s only yours. 
  • Multi-language options offer more hyper-personalisation. If you own an online store that sells in different countries, you are used to creating multi-language content to reach all your audience. You should also personalise your notifications using different languages in order to increase CTR significantly. Frizbit has the ability to pick up on the preferred language of the user based on the default language on their device, or the language they choose to use on the website. This way, you can communicate with your subscribers in a way they will understand and appreciate.

5. Proper timing

Timing can make or break your web push notifications strategy. 

Optimize based on geolocation: First of all, you have to think about the geolocation of your subscribers and what time it is where they live. You don’t want to miss the opportunity to communicate a big sale that your user might really be interested in, just because you sent a notification at 3am and they missed it. 

Analyse the best hour for your audience: Some studies have shown that the best time of day to send web push notifications is early  in the morning and some around 16.00h. However, this depends a lot on your audience. Make sure you analyse the CTR’s based on your previous data and send your message at the time most likely your customers are online and have a higher chance to interact. 

Make use of “Time-to-Live” feature not to disappoint your subscribers: A common time-related mistake when sending web push notifications, is to send messages about offers that are no longer running. Time-sensitive flash sales are to be communicated during the hours they’re available. Otherwise, users might find themselves clicking on a discount that they’re super excited about and finding nothing when redirected to the site. 

In order not to disappoint your users, you can define a time-to-live parameter so that your notification will be delivered only to the users who are online until the deadline of that campaign.

Define a “Frequency Cap” not to be abusive: It’s quite obvious that the more bulk notifications, the more traffic and sales. However, its marginal effect decreases if you send too many in a specific period of time. That’s why, it’s so important to send the right amount of messages. If you send too many, your audience can easily decide to opt-out from your channel. 

Use the frequency cap feature to limit how many web push notifications can a single user receive in one day or during a specific time period. There’s not an exact number on how many notifications messages are ideal to send per day. Automated notifications don’t have a negative, as they are highly relevant for users. However, exceeding five bulk or mass notifications campaigns a month, can affect your opt-out rates badly.  

Optimize your campaigns with A/B tests: You have to do what works best for you and your customers. With features like A/B testing you have the possibility to test different combinations of campaigns with different timings and adjust your strategy accordingly to what offers the best results. Remember, it’s all about being relevant. 

6. Bring back dormant users

Users that have already purchased an item, are more likely to repeat. Dormant customers are accountable for more than one third of a sites’ sales. That’s why it’s so important not to neglect them and nurture the relationship with them.

You can design specific templates to send them automated web push notifications after certain periods of time without them visiting your site. You can specify a waiting time for each message, 10 days and 21 days are a nice combination.

Seize this opportunity to let them know about any news, offer or discount. Lure them back to your site with a special offering that catches their attention and make it irresistible to visit again.

You can even personalise those messages with information based on their history back from when they visited your site. This will make it even more relevant and increase the possibility of them coming back. 

Final Tips

The use of web push notifications in  online retail marketing is an indispensible new strategy. This channel provides direct, live communication with customers even when they’re out of the site without requesting any type of personal information from them. 

Hyper-personalisation possibilities are endless and thanks to that, they provide value to users like no other digital marketing channel. If you have been thinking about including web push notification campaigns to your e-commerce online strategy, it’s time to take the step. 

In order to set up the best push notification strategy for your e-commerce, don’t forget to schedule a free consultation session with one of our experts on this link: https://frizbit.com/#section-demo-request

In the meantime, make sure you check out some of our blog post to help you get started:

Top Digital Marketing Trends for 2021

2020 has been an unusual year in many ways, to say the least. Covid-19 pandemic has affected every aspect of our lives. From how we behave socially, to how we work and how companies operate all over the world. Migrating to a digital environment has become the only viable option to stay on the map for many businesses, and this has greatly impacted on digital marketing strategies. 

The forecast for, at least the first quarter of 2021 is not all that different. More and more companies will have to move online and employees to keep working remotely. This “new normal” makes digital marketing the life saver for businesses to stay afloat, gain new customers, retain current ones and generate revenue. 

Here are the top 9 digital marketing trends for 2021:

1. Allocate some budget to cookieless awareness campaigns to reach new audiences

For a big portion of 2020 people all over the world were under mandatory lockdown. This means, not going out, no malls, no stores: no window shopping of any kind for a long time. Customers lost the possibility of looking around stores and discovering products they didn’t even know existed and less that they wanted them. 

digital marketing trends 2021

During lockdowns, shoppers probably received tons of retargeting advertisements showing them offers and deals on products they expressed interest in based on their browsing history. But what about new products? What about those specific articles they don’t get the chance to discover anymore? Additionally, what about those users who never allow cookies?

Personalised ads use cookies to track user behaviour, and based on that, it’s possible to target users. They are great for e-commerce stores that have an existing audience aware of their products. However, targeted advertisement encloses shoppers in a continuous loop of products they already know they like, and have already probably bought. 

With non-personalised ads (NPAs) you have the possibility of creating brand awareness amongst users that didn´t know your business. You can reach new audiences showing customers products they weren’t aware of before, but that could still interest them, thus increasing your potential customer base. Additionally you will have the possibility to reach users who block cookies.

Usually, non-personalised ads have lower conversion rates. But at this era of lockdowns when the digital ad inventory is larger than ever, you might want to allocate some budget on them to test.  In 2021 it will be more important to keep testing  and measuring different types of campaigns and channels. As a digital marketer it is important to keep trying new (and old) alternatives, measure their profitability and find a sweet balance between both.

2. Cutting back on social media platforms in 2021

It seems that a new social media platform is born every other minute. Nobody knows what the next big thing will be, and even when we don’t expect it there’s another channel with millions of users that brands have to be present on. 

Designing and creating fresh, valuable content for each social media platform with a constant publishing flow can be draining and an uphill battle for brands, especially small ones. Digital marketing trends for social channels in 2021 suggests brands stop trying to maintain presence in all platforms and focus their efforts on a more sustainable way. 

social media trends 2021

Businesses need a mindset change and start prioritizing their social media. Dedicating more resources to their strategy, doesn’t necessarily mean hoarding platforms. It means to work more efficiently and intelligently on the specific social media channels where their audience is in. It’s better to have a strong presence on 3 or 4 platforms than a weak one in all of them. 

3. Optimizing social media shopping in 2021

If normally people spend a lot of time of their days on social media, during 2020 that time has exponentially increased. According to Whatagraph:

In 2018, the average time spent on social media in a day by an adult was 142 minutes, which rose to approximately two and a half hours in 2019, followed by 3 hours in 2020. This is bound to increase as more than 3 billion people are expected to access social media sites by 2021.

That means businesses have more chances to make a sale if their product is available on social media platforms. That’s where the users are, and shoppable posts make the process so much easier for them. Facilitating discovery, personalization, payment and delivery is so important for users. Brands need their product to be where the users are. Just having a Shopify, Woocommerce or Prestashop online store is not enough anymore. 

digital marketing trends 2021 social media shopping

Social media platforms are helping marketers make their products more accessible to people. They are including features that make it easy for brands to upload and showcase their goods, and for customers to purchase items without even leaving the app. This is a trend that will keep on growing during 2021 and it’s a wave retailers should ride. 

Creating a store with social media is free and easy. Brands can choose what products they want to showcase, personalise their listings with photos, different colors and fonts. Facebook Shops even includes the Catalog feature where you can group products in different categories making it easier for customers to browse the store. 

New features even make it possible to showcase products during live streamings for viewers to purchase directly on Instagram, and for businesses to connect and keep track of their loyalty programs on the app. 

4. Interactive content in 2021

With users spending more time browsing the internet every day, it’s important to offer them a valuable experience. You want to connect with customers, and the way to do it is with interactive content. It doesn’t just encourage engagement, it offers entertainment. 

interactive content digital marketing trends 2021

Content marketing has been a trend in the digital world for a while. However, for 2021 digital trends, is considered more of a best practice. Providing interactive content is a tendency that moves along personalization. 

Some of most popular interactive content ideas are:

  • Quizzes
  • Polls
  • Surveys
  • Contests
  • Giveaways
  • Interactive videos
  • Calculator widgets
  • Games

Including one, or a mix of these strategies can do wonders for your business. On top of enriching users’ experience with your brand, you’ll increase the time they spend on your site engaging with your content. 

5. Sharp local SEO in 2021

Small business owners must know that it’s extremely important to keep their digital presence strong on SERP (Search Engine Result Pages). If you own a store, you are probably aware that most of your customers are drawn mainly on a local level. The most important thing you can do is to ensure that your store appears on “near me” Google searches. 

digital marketing trends 20210 local SEO

Google constantly updates their local SEO algorithm and you should update your local business information as well. Tools such as Google My Business offer extremely valuable information for customers, but it’s up to you as a local business owner to keep it up to date for them. 

Claim your business property and get verified by Google. Then you can provide information about your business such as: opening hours (that are constantly changing due do Covid restrictions), geographic location and services.

6. The boom of voice Search in 2021

Voice search commands have been around since 2011 with the appearance of Siri. More recently, with the introduction of devices like Google Home and Alexa into our living spaces, users are becoming more accustomed with requesting information using voice search. According to Google’s CEO Sundar Pichai, 20% of search queries are done by voice.

voice serach digital marketing trends 2021

As this tendency grows, businesses need to start considering optimizing their content and including voice search into their digital marketing strategies. The first step is to create content that adopts a more “conversational” and natural style that matches how consumers ask questions. Creating queries into questions and having a mobile friendly site are key as well.  

Voice search optimized content gives businesses the opportunity to reach new audiences, given that the results are often different than if the users typed in a regular text search. 

7. Optimizing Digital Marketing with Artificial intelligence 

Digital marketing strategies can be greatly optimized and improved with the correct use of Artificial Intelligence. AI offers marketers the power to collect valuable insights on user behaviour, campaign performance and analysis they can use to optimize their digital marketing campaigns and overall communication with customers. 

Once all the data is collected by AI, it can react to it. This makes it possible to provide a better customer experience with personalised content. E-commerce sites can benefit from artificial intelligence by showing users products that are relevant for them based on their previous behaviour, such as searches, purchases and views. 
For example Frizbit, provides automated web push notifications, which is quite an interesting and useful form of AI. By collecting and processing data from user’s behaviour while they’re browsing a site, web push notifications are triggered and delivered with hyper-personalised content based on the user’s actions. 

ai digital marketing trends 2021

Once a user accepts to receive them, they’ll get messages specially designed for them based on what they did in the site. If they browsed a category, product or added an article to their shopping cart, a message will be delivered with specific information regarding what they liked. If you’d like to see how automated communication works, click here!

Thanks to AI, marketers can make product recommendations to users, hyper-personalisation of messages, optimization of display and search ads, email marketing and even content marketing by discovering what works better and what type of content is more effective. 

8. Video marketing & Webinars in 2021

Audiovisual content is a powerful tool that easily grabs attention and engages viewers. It offers the possibility to share lots of content in a short amount of time using a very dynamic format. 

digital marketing trends 2021

These inherent qualities of videos make them more relatable for everyone. Most of us prefer to watch a short video than to read long articles or posts. Social media is a great channel to share video content since all platforms have included features to create and share short videos like stories and reels. 

instagram reel digital marketing trends 2021

Covid pandemic has also contributed to the raise of video marketing as a key element on any digital strategy. Webinars, for example, have become necessary to substitute face-to-face events in all industries. 2021 trends aim that this isn’t going to be a temporary thing and marketers should include video content as a regular on their digital marketing mix. 

9. Automated Smart Bidding Strategies in Google Ads

Automatization is the future in many digital marketing strategies. When running a Google Ads campaign, marketers spend lots of time and resources manually optimizing their keywords and bids. On top of being very time consuming, there could be lots of speculation that could be detrimental to your campaign. 

Automated bidding on Google Ads takes away all that guesswork and helps businesses achieve their goals more efficiently. Google takes care of analysing all the data and adjusts the bids accordingly to improve your campaigns performance. 

Even though automated bidding isn’t all that new, Google has improved a lot in the past year, making it essential for digital marketing strategies in 2021. Marketers can rest assured and dedicate their valuable time on optimizing other aspects of their marketing mix. 

In a few words…

The truth is that, even with our best efforts, we can’t really anticipate what the future of digital marketing in 2021 will look like (marketers thought they could earlier this year, and look at what happened). The year 2020 has been a disruptive one in many ways, and that has brought us down to earth and hit us with the reality that we don’t know what’s going to happen. 

Digital marketing trends for 2021 move towards automation and personalization. The tendencies are aiming at offering users super personalised content and to alleviate the pressure on marketers to do so thanks to automation tools powered by artificial intelligence. 

Brands should focus their efforts on creating customer-centered marketing and content strategies that connect with users. This has been a trend in digital communication for a while now and is the trend that won’t die, especially during uncertain times. 

What are your thoughts on digital marketing trends for 2021?

While you think about it, check out:

Are Web Push Notifications GDPR Compliant?

GDPR (General Data Protection Regulation) is the legislation that oversees all practices related to the processing of user data. This  applies to any business and organization that provides services to EU residents. The GDPR basically states that no business can disclose users’ personal information or send any type of communication to them without their consent. 

A lot has been and it’s still being discussed regarding the GDPR. It was enforced in May 2018 but it still raises many questions and doubts regarding its effects on digital marketing and CRM strategies and tools, such as cookies, retargeting, ads and emails. 

These changes in legislation regarding users’ privacy, is forcing digital marketers to step out of the common place and invest in new, more creative channels to get across and engage customers. One of these platforms are web push notifications that every day are becoming an essential part of any digital marketing strategy. 

However, web push notifications is still a pretty new method. A lot of e-commerce businesses and brands aren’t yet familiar with their use and different applications. The advantages they present for digital marketers are vast, and one of the most important one is how web push notifications are GDPR compliant.  

How do web push notifications comply with GDPR?

Web push notifications offer a direct communication channel with users. Their immediacy, personalization features and simplicity make them a must in the digital marketing mix. And one of the great things about web push notifications is how they are GDPR compliant by nature. 

Web Push Notifications don’t require any personal data!

More traditional digital marketing channels such as email and SMS require collection of users’ personal information to function. However, in order to be GDPR compliant for EU residents this is not enough. Visitors must complete an additional action, ticking a box under the form to consent to receive communication from that brand and entrust their data. Only then they are eligible to receive communications from brands. As you can imagine this requirement decreased the opt-in rate for email marketing.

Web push notifications open new opportunities. With just one click users that visit your site can opt-in to subscribe and be recipients of information. There’s no need to fill any form, share their email, phone number or any other kind of personal data. 

The first time users visit a site that uses web push notifications, they get a message asking them if they wish to receive said notifications. All they have to do is give their consent to the notifications service to become a subscriber to the notifications from your website.

gdpr and web push notifications

By clicking “allow” on the opt-in message, users provide their permission, making the platform completely GDPR compliant. They will not receive any type of notification if they choose to click “block”. 

Optionally, you can also show a pre-opt-in pop-up to explain to your users why they should opt-in to the web push notifications from your website. You can let users know exactly what type of notifications you are going to send them with the opt-in text you design. This way, users are completely informed and clear about the type of messages they’ll be receiving if they decided to subscribe. 

Subscription information is stored in servers of browsers

Once users opt-in and consent subscribing to web push notifications from a site, they have complete control over them. All the subscription information is stored in the push notification server of each browser and no one other than the user can manipulate it. It is technically impossible to share the consent of the user to any 3rd party, copy or export in any case. That is simply the technical proof that nobody is capable of sending the users a message without their consent.

The users have complete control in Real-Time

gdpr and web push notifications

By accessing their browser’s notification configuration, users can easily unsubscribe from the service. With just one click, just like they opted in, they can opt-out. Even if the brand tries to send them, it’s technically impossible for them to receive push notifications. Web push notifications offer a very easy and immediate unsubscribe option for users which makes them even more friendly.

Frizbit and GDPR

What you need to keep in mind when designing your web push notifications strategy is to make sure you offer users the best experience they can have. Legislations like GDPR have been created with this sole purpose. 

Users want to feel comfortable, and the sense of security is key to that. When deciding to implement web push notifications to your digital marketing strategy, make sure you choose the right platform. 

Frizbit puts security integrity and user privacy as a priority. We are fully complying to GDPR (General Data Protection Regulation) of the EU (European Union). All the subscriber data is completely owned by our clients and it’s never shared or sold. Our platform is stored in the cloud servers of AWS and Microsoft Azure within European Union with high security measures. 

Since you’re here, make sure you check out:

Web Push Notifications Done Right – 7 Mistakes To Avoid!

Web push notifications are becoming more and more the most effective channel to engage customers. With the power to reach users at any time, at a personal level; web push notifications offer digital marketing strategists a direct communication highway with their customers throughout their entire shopping journey.

Like every great tool, web push notifications need a great master. These instant, spontaneous messages can be an amazing add-up to your marketing strategy when used properly. So if you’re looking to increase your conversion rate and improve your ROI, these are the

Top 7 mistakes to avoid when sending web push notifications:

1. Forgetting User Segmentation

Accurate audience segmentation is key for any marketing action and this includes web push notifications. Forgetting to analyze, group and segment your users in order to design tailored messages that suit their behaviour and needs could mean a disastrous end to your strategy. You would face all your subscribers opting-out after a couple of bulk, not-segmented push notifications.

mistakes to avoid when sending-web-push-notifications

Take your time to know your users. One of the beautiful things about digital marketing is that it offers insights about users that we couldn’t easily get from any other channel. Details about their browsing habits, shopping history, interests and demographics are at the tip of our hands. 

Use this valuable information to segment your customers and customize their experience with your web push notifications. The right message to the right person is the difference between success and failure. 

2. Sending Users to Incorrect Landing Pages

Web push notifications can create interaction in a few seconds. Creating these short, direct messages is fairly simple. So much so, that we could forget a very important step on the journey: where are you sending your customers? 
Let’s say you decide to communicate your shoppers about an amazing discount available on a specific product category on your site. You prepare the message, activate the campaign and when they click on that beautiful CTA you designed, it leads them to the homepage. They can’t easily find the offer on that product you caught their attention with. Result: they leave, you lose a sale.

mistakes to avoid when sending-web-push-notifications

The landing page you send your customer to, has to provide all the information you want them to see. Make sure your users have a rich experience when interacting with your web push notifications. When they decide to click on that message, give them what they expect to get in return. 

3. Failing to Track and Measure

Web push notifications offer you a vast amount of insights on customer interactions. Statistics about clicks, visits and overall engagement are valuable information to use in your favor to make your notifications the best they can be.

A/B testing is a great way to do it. Try different colors, shapes, images and variations of the same message. Even if your web push notifications are doing great, and giving you amazing results, everything can be improved. Small tweaks on the design can mean a world of difference on the outcome and goal achievement of your campaign. 

4. Sending too Many 

With web push notifications it’s definitely not about quantity: it’s about quality. The “less is more” motto applies for this marketing strategy as a golden rule. Sending too many messages to your users has a good chance of irritating them, causing them to unsubscribe and even feel a bit of annoyment towards your brand. 

There’s a big chance that your customers are also subscribed to a lot more brands’ web push notification service. Imagine opening your browser and getting 15-20 notifications on your screen with sales, discounts and purchase reminders (every day, several times a day). 

Restraint is key when planning the timing and frequency of your web push notifications strategy. Send precise notifications only when you have relevant and/or attractive information to tell to your customer about. It’s about building a relationship with them, not about harassing with one-sided communication. 

5. Poor Planning

Lack of planning is one of biggest issues with failed web push notifications campaigns. Being so simple to design and activate, it’s easy to make the huge mistake of skipping the planning step in the excitement to just start sending them.

Common mistakes, like informing about a time sensitive discount when it has already expired are made all the time. Outdated web push notifications are one of the main reasons users unsubscribe. 

Take your time to strategize and plan your campaigns before activating them. Set out timings, objectives and KPIs. Think about what you want to achieve with said campaigns and work around that.

6.Sending Generic Messages

One of the main attractions of web push notifications is their personalization ability. If you have the chance to talk directly with one of your customers, take it and seize it. Sending a generic message won’t have the same impact as a tailored one. 

Platforms like Frizbit offer the power to hyper-personalize the messages and really engage customers. If you know your user’s history, now their likes and preferences, you can create a captivating message with information that suits them specifically. According to the metrics based on millions of push notifications sent by Frizbit, hyper-personalised push notifications have 4 times higher CTRs compared to bulk ones.

mistakes to avoid when sending web push notifications

Get out of the commonplace. Don’t push generic, tiresome messages with every-day discounts and sales. Use the information you have, let your customers know you hear them, you know them and want to give them special treatment. 

7. Forgetting a CTA

Be clear about what you want your customers to do. A good call to action message is crucial for users to know what’s the next step. Let them know what they’ll gain if they click that button, what are they going to find if they engage. Web push notifications already facilitate this by adding an action button where you can utilize as a CTA and to increase your CTRs. According to Frizbit, having at least one call to action increases CTRs by 12% compared to notifications that don’t include one.

Forgetting to add a clear CTA could translate in the loss of interest. You only have a few seconds to catch their attention and urge them to click on your notification. Take your time to think what type of messages and words combination could work better using the knowledge you have on their behaviour and stats from previous campaigns. 

To sum up…

When creating your web push notifications strategy is easy to be blinded by the simplicity of the tool and hit activate with no second thoughts. However, when urgency is not a factor, it’s important you take your time to plan your campaign.

Optimize your messages to the fullest. Personalize the information, take timings into account, test, improve and test again. Avoid these common mistakes when sending web push notifications and you’ll be amazed with the results.

Happy planning!

Make sure you check out:

Why Push Notifications are the best Black Friday Sale Tactic

Black Friday sale ideas are what every business owner and marketing team is thinking about during the last weeks of November (even in previous months). How to plan a successful Black Friday marketing strategy, that’s both attractive and profitable for businesses, could be a challenge.

black friday sale push notifications

The significance of what could easily be the most important shopping holiday of the entire year, can’t go unnoticed. It’s imperative for e-commerce owners to step up their game and maximize revenue. Efficient communication of the Black Friday sale is key to do so, and that’s where web push notifications come in.

5 Reasons why you should use Web Push Notifications for your Black Friday Sale

1. Direct communication (Higher CTR compared to email)

Web push notifications are a direct form to communicate with users. As soon as the Black Friday sale is live on the e-commerce, shoppers will receive the notification instantly on their screen. This creates a big advantage in terms of CTR compared to any other channel, because it just requires one click to generate a session. However, in terms of email they need to first open, and then click, which requires at least two clicks.

No matter if the user is registered or not, if they allow push notifications, the message will be delivered, bringing the customer back even if they’re not navigating through the site at the moment. This tactic guarantees the most effective communication of the sale.

Opt-in Push Notification Example

2. Cut through the noise

The most common channel to get in touch with customers is email. However, during important shopping periods such as Black Friday and Cyber Monday, client’s inboxes are going to be overflowing with emails from hundreds of stores, both e-commerce and physical. Web push notifications offer e-businesses an efficient way to cut through the noise and increase the odds of clients actually receiving their message.

Remember: what’s not shown is not sold. You can have the best product/sale in the market but if your customers don’t know about it, it’s like it doesn’t even exist.

3. Short, appealing and personalized messages

Having a great product and an amazing deal for your Black Friday Sale is not enough (sorry that you have to hear it from us). How you communicate the message to customers is a big part of the issue. Remember that you’re fighting with thousands of brands, asking shoppers to choose your site to spend their money. 

Bottom line: keep the message clear, concise and creative.

black friday pus notification example

4. The quickest way to generate sales

“The early bird catches the worm¨. On average, a web push notification is clicked after a few minutes upon receiving, but an email is opened even after hours. This is a big advantage in terms of offers which have a deadline just like Black Friday. You can generate the sessions from interested shoppers just in seconds.

Besides that, thanks to the “Time to Live” feature of web push notifications you can configure the notifications not to be received after a specific offer deadline, in order not to disturb the shoppers with an offer which is already expired.

5. Create expectation and increase your opt-in rate

If you plan your Black Friday Sale strategy with time in advance, you can start communicating with your audience a lot earlier. Create a hype around the big shopping holiday. Let visitors know in advance that you have something amazing prepared for them in the upcoming days and that you want them to be first to hear about it through web push notification messages.

black friday sale hype

During this time, you can even implement some A/B testing. Evaluate how and which messages perform and engage better with your audience. You’ll gain an amazing understanding and leverage you can use in your business’ favor when planning your final Black Friday Sale messages. 

Remember to  take into consideration the time frames when planning your Black Friday push notifications messages. Users should not receive BF themed shopping reminders after the sale has ended!

We hope these tips will help your Black Friday Sale planning!

For more info on how to create an effective strategy check out:

How to Orchestrate your Marketing Strategy on Multi-Channel

 

Multi-Channel Marketing Strategy Orchestration

A multi-channel marketing strategy is key to success for any digital business nowadays. Many companies opt for managing their communication with their customers over multiple channels, using different teams, third-parties or providers. This can result in customers receiving messages through a variety of channels that can easily overlap each other with repeated, irrelevant information and end up wearing users out. 

Companies should focus on personalisation and start to cater to their customers as individuals with personalised needs and interests, while managing their communications centrally. If you’re not engaging to your user’s preferences, they’re more likely to opt-out from all the channels you use trying to connect with them, due to finding your communication irrelevant and annoying.

Mul Channel Marketing

In today’s day in age, customers have a lot of power over what type of communications they receive from brands by refusing to subscribe, refusing to share personal information and installing browser extensions such as ad blockers.  This leaves sellers constantly trying to find new and effective ways to get the end result necessary, which of course is to bring that customer back to complete a conversion. 

To adapt to this reality, businesses must strive to make it as easy as possible for customers to gain access to their site. This is made possible by the sheer orchestration of an automated, engaging, attractive and relevant communication strategy through different channels. This will allow you to interact with your users in the most effective way possible. 

Why should you use automated multi-channel marketing campaigns?

Value has more to do with being there for people, rather than selling the industry’s best. having this kind of mindset will result in an increase of customer retention. This is vital, because even a five percent increase in customer retention can raise profits by 25-95 percent. If you are not already sold by this statistic, imagine this: It costs from 5 to 25 times more to get a new customer, than it does to keep the one you already have. Therefore, it’s important to keep that user engaged by communicating through multi-channel marketing and a sequence of messages that’s relevant, useful and attractive.

The Performance Comparison of Each Channel (Email, SMS, Web Push, Ads)

Channel Opt-in Rate Deliverability Average CTR
Email 1-3% 98.2% 17.2%
SMS 0.5-1.5% >99% 35.4%
Web Push Notifications 5-10% >98% 10.7%
Retargeting Ads N/A Depends on CPC 0.7%

Multi-Channel Marketing Strategy: Benefits of SMS, Email and Web Push Notifications combined 

Multi Channel Marketing

  • Reach more customers by offering multiple options for them to choose their preferred channel
  • Engage customers through the channel of their preference
  • Drive more traffic to your website/app, therefore generating more revenue
  • Connect with anonymous users who prefer not to share their personal info, via push notifications
  • Create a customer engagement journey through scenarios and templates designed for each channel to be sent at the best time
  • Track performance of your campaigns on each channel through Frizbit user and campaign reports
  • Optimize your communication and discover how to connect better with your customers on a more personal level with A/B testing and machine learning

Multi-Channel Marketing Strategies

1. Email Marketing

Multi Channel Marketing Email Marketing

 

Email marketing has always been one of the most common and preferred channels for online businesses to get in touch with their customers. It’s a tool that offers many possibilities, especially if you use the correct provider platform to plan and send your campaigns:

  • Ongoing communication: Frizbit is able to strategically build a sequence of emails that will grasp your user’s attention, bringing them back to visit your website once again. You can design messages series for cart abandonment recovery, product suggestions based on behaviour and much more to keep in touch with your customers during periods of time you can define yourself.  
  • More leads: when a user decides to share their email address with you, you can easily start building a new leads database through email communication. With this information you have the possibility to get in touch with your customers on a more personal level. You can nurture those leads with inbound and content marketing campaigns that will create a more long-lasting relationship with your clients. 
  • Hyper-personalisation: Customers appreciate and want to learn more about what you have to offer. Especially if you send a message with specific information that’s relevant and useful for them, helping you increase engagement. You can include their names, product name, image, price and more to make the email as personalised as you can, which will highly increase CTRs. ç
  • Automation: Frizbit allows complete automation of the email sequences you create. this means you won’t have to invest lots of time to configure and send a campaign whenever you want, you’ll just have to do it once.

2. SMS Marketing

Multi Channel Marketing SMS Marketi

SMS marketing strategies have been around for a while, just like in the case of email marketing. There are many similar benefits of both channels, however SMS offer some additional ones worth revising that will help you take your multi-channel marketing strategy to the next level: 

  • Immediate communication: SMS marketing provides an immediate channel of communication with your customers. If we keep in mind that most of us don’t separate from our phones for nearly 5 minutes a day, SMS is a great option if you want an almost immediate response from your customers. SMS also highly guarantees the delivery of the message, since you don’t have to wait for users to go online and check their inboxes like in the case of emails. 
  • Closeness: Texts messages are an intimate channel of communication. They relate to close relationships which gives customers a feeling of a more personal and less commercial communication.
  • Automation: As it does in the case of email marketing, Frizbit is able to send out automated and personalized text messages to each customer based on their actions on the site. The SMS can be scheduled to be sent after an exact amount of time after being triggered by an event on the web without adding additional work to your planning and execution.

 3. Web Push Notifications

Hands working with a laptop on the white office desk with a mobile phone, a title online study on the both screens. Education, business concept photo

Hands working with a laptop on the white office desk with a mobile phone, a title online study on the both screens. Education, business concept photo

Web push notifications allow a one click process to redirect customers back to your site. They’re short, direct messages based on users’ behaviour and delivered through their browsers when they go online. This is a very new channel, so its benefits are not so well known like in the case of email and SMS marketing:

  • Reachability: web push notifications are delivered to the subscriber on both desktops and mobile devices, even if they’re not browsing your website. 
  • Connect with anonymous users: in order to send web push notifications, you don’t need to request users to share any type of personal information like email address or phone number. Visitors only need to Allow them via  the opt-in prompt shown when they enter the website for the first time and, with just one click, they become subscribers. This allows you to connect with visitors, giving you the chance to turn them into customers. 
  • Immediate traffic generation: with manual or bulk web push notifications sent to all subscribers, you can send flash sales alerts, out of stock availability, price drop alerts or special offer messages that can generate a lot of traffic to your site very quickly. 
  • Full funnel communication: web push notifications messages can be completely automated and triggered by events for every single step of funnel. They offer a channel through which you can communicate with your subscribers with a specific message throughout the entire shopping process: first visit to the page, category viewed, product viewed and product added to cart. 
  • Deliverability: web push notifications offer guaranteed deliverability. This channel is browser based, meaning that as soon as a subscriber opens up its browser, the message will be delivered.

4. Retargeting Ads

Multi Channel Marketing Retargeting Ads

Retargeting ads are one of the main channels used by online advertisers to try to reconnect and bring back users to their site. By using retargeting ads, brands “follow” users that didn’t convert to show them images and messages inviting them to come back and finish a transaction. The benefits of including them in your digital marketing mix are:

  • Branding: usually, retargeting ads are shown multiple times to the same person. This contributes to increasing brand awareness by displaying the image of the brand, its logo and, maybe the slogan during a period of time making it stick in the users’ mind. 
  • Reach: retargeting ads have great reach, since they allow you to get to almost every user that accepted cookies. This channel allows you to reach people practically anywhere on the internet after they have visited your site only one time. 

Integrating multi-Channel marketing strategies

It can take up to twenty impressions across multiple marketing channels to convince a potential customer to take action. Keep in mind that people are usually not ready to make the purchase the first time they visit a web. Users need to see the message you are trying to convey multiple times before they actually begin paying attention and more so, before converting. You can greatly increase the possibility of that happening by consistent messaging across multiple channels with a well-though digital marketing strategy. 

It’s predicted that people will likely interact with at least two marketing channels out of the many offered. Platforms such as Frizbit ensure that you’re consistent with the information you send across all marketing channels in order to create a great experience for your customers. 

Start marketing your brand with a  multi-channel marketing strategy by signing up for a Frizbit demo! 

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