Brands should add web push notifications to their marketing strategy

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 04, 2019, 5:27 PM UTC

Marketers can grow their web push notification list significantly quicker than email address lists.

This piece recommends marketers should capitalise on web push notification feature to re-engage users on the web. A user doesn’t need to be engaged in the brand’s website or application to receive a notification. Moreover, push notifications are much easier to create than “lengthy emails that users are likely to skim over.”

The content of the notification should be short and easily digestible. It must also have a compelling call-to-action (CTA) button to drive CTR. However, marketers should use an audience filter to send notifications to consumers based on their interests and behaviour.

The author suggests brands should ask for user consent after the user has expressed an active interest in the company’s website. But they should also avoid sending excessive notifications to avoid annoying consumers. 

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