Before getting onto browser push
notifications, it is important to understand the term PUSH NOTIFICATIONS. A “push notification” is a message that pops up
on a device (particularly a mobile device). They usually originate from the
user, unlike pull notifications where a client has to request the required
information from the server. It allows notifying the user of new messages or
events even when the user is not engaged in your application.
Website/ Browser Push Notifications are quite similar to mobile app
push notifications, the only difference being that they can be accessed on any
device (tablet, mobile, computer etc.) and particularly work on websites.
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| Push Notifications |
They are real-time instant clickable messages that are sent by the
server (website) to the client (subscriber).
1.
COMMUNICATION
CHANNELS
Websites use a lot of communication channels like SMS, EMAILS, SOCIAL MEDIA, MOBILE APP PUSH NOTIFICATIONS and Web Push Notifications. All of
this is done in order grow and engage their traffic. Every communication
channel has its own benefit. E-mail is one of the most widely used
communication channels. Social media i.e. FACEBOOK, TWITTER has a bigger reach
but its engagement is fairly low when compared to e-mail.
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| Browser Push Notifications |
.
For
instance, Setting up a mail on your iPad
allows you to send and receive mail messages. When an email is received, a
certain number with a red background appears on the mail icon. Through this
number you can see that how many unread messages you have in your inbox
2. SUBSCRIPTION
When a guest lands onto your website, they get a pop up message asking
whether they would like to subscribe to push notifications or not. If the user
subscribes to your notification, they are added to the subscriber’s list within
your CMS.
Once the guest becomes the subscriber, you can send them push
notifications from your website. The user will get the notifications as long as
the browser is running in the background.
Browser Push Notifications Integration Guide
3.
PUSH NOTIFICATION COPY
In strict sense of term, copy refers to the text which is to be set in
type for any form of communication. Copy plays a crucial role in the
implementation and effectiveness of push notifications. The copy should never
be too long or descriptive as it would drive away the visitors. The preferred
word limit for a push notification copy is 40-120 words. It should follow
certain principles:
✓
Simple language
✓
Clarity of expression
✓
Avoid Jargons and Clichés
✓
Use an action oriented message (call now, buy
now etc)
✓
Make use of character limit
✓
Focus on the benefits
✓
Mention the USP
✓
Hit the right target
Example: IBM’s phrase in the
80’s:- “NO one ever got fired for buying
IBM.” It is one of the most powerful marketing phrases. Another powerful
tagline that we get to hear today is by M&M: “Melts in your mouth and not in your hands”
4. TIMING AND FREQUENCY
Timing is obligatory. This is one common mistake that is bound to
commit by a number of websites. Website should keep in mind that each time zone
receives the message at a relevant time. Also, one should never send push
notifications too frequently. As website push notification is a new technology,
the appropriate frequency is not mentioned. For this, one needs to review the
click rates, opt-outs, bounce rates after every push notification and calculate
the frequency accordingly.
