Mar 29

The Power of Push

Push marketing is one of those secret methods of connecting with customers that most businesses overlook. What about you?

A little history: remember when emails were new and people ran to their computers when they saw “You’ve got mail!” on their screens? An email was new and exciting and everyone loved getting them. But like all good things, too much of it takes the luster off. And online marketers really grabbed onto the email phenomenon and here we are today with spam filters, virus checkers and inboxes horribly full of what used to be cool.

But at first, open rates were in the high 90%s and people actually read the mails and often acted on them. But today, email open rates are below 20% unless you are really good at what you write or you have a subscriber base to your newsletter that loves to get your messages.

Enter the smartphone. Emails are still emails and mobile users hate them as much as desktop users. But just like the email subscription where you give the sender the OK to email you, smartphone users do the same when they download an application. This is called permission-based marketing.

When someone with a smartphone or pad or tablet downloads the app from a business they are interested in, they give the business owner the right to “push” out messages to them whenever they want. Push messaging is so effective because by downloading the app and accepting push notifications, the customer has given the app owner (business) the permission to “interrupt” their day, unlike marketing phone calls or emails.

Push is a new channel for brands or businesses to socialize with their best customers – anytime, anywhere. Push allows the business to have a voice with their customer even when they are not actively engaged with the app. Push notifications are opened at rates in the 95-99% range as opposed to emails which are significantly lower.

The big caveat is that it has to be “good” push. It has to be information that the customer wants and adds value to their day. Good push can reach out to deliver value at the right time and right place, but the frequency must also be right. The business has to find the right mix of informing, educating, entertaining and selling when they start the push marketing campaign.

One final point is that effective use of push can drive sales for your business. A recent Forrester report, “US Mobile Phone and Tablet Forecast, 2013 to 2018,” estimates that smartphone-enabled retail sales will total $26 billion this year, or 9 percent of total eCommerce sales. By 2016, smartphone retail sales will reach $37 billion, or 11 percent of total eCommerce sales, with smartphone retail sales remaining at 11 percent of total eCommerce sales in 2017 and 2018.”

Use push technology wisely and some of this can be yours!


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