We know push notifications make some marketers nervous, and it’s true: when done poorly, push can lead users to churn. But before you decide not to use them at all, look what happens when they’re done well: they can increase engagement by more than 88%.
ANNOUNCE EXCLUSIVE SALES.
Hard to resist, amirite? One-day sales create a sense of urgency that makes them especially relevant for push notifications, the most visible app message. Segmentation still comes into effect here, since you should group users based on similar characteristics: lapsed users, travelers who searched tours of Machu Picchu, etc.
PRO TIP: When it comes to push notifications, copy is key--especially when you’re pitching an offer. Relay a sense of urgency with action-oriented text to try and boost swipe-throughs. Drive the one-to-one relationship home by using the user’s name and make it clear that not just anyone’s receiving this offer.
Example: Barry, there’s just one day left to get our special sale fare to Peru!
TAKE ADVANTAGE OF HOLIDAY TRAVEL.
Holidays mean days off for lots of people, which means people are ready to get out of town. For travel and transportation apps in particular, it’s your time to shine. Labor Day isn’t for a few weeks, but travel app HitList knows people are well into planning their long weekends, and capitalizes with a well-timed push notification.
PROMOTE LOYALTY PROGRAMS.
You know engaged users offer more LTV, so you have a loyalty program that rewards them for being such great users. Think of programs like Hilton HHonors, or Southwest’s Rapid Rewards. Push is a great way to target users who aren’t yet part of your loyalty program. Send them a special offer to sign up (this would work well as an in-app campaign, too).
PRO TIP: Try the same campaign in reverse. Reward the members of your loyalty program and drive bookings by offering an exclusive deal to members who haven’t booked a trip recently.