Cold Push Notifications. How Not To Screw Up The New Advertising Format


Push notifications are short messages with the link to the sender. You have definitely seen them before, here’s just an example of what they may look like:

The history of push notifications began in the early 1990s, with the PointCast Company starting its PointCast Network — a free program sending personalized news to the users. In fact, PointCast were the first ones to combine the Internet and push notifications. Back then though, it was a separate network, which means in order to receive notifications you had to download some software to your computer.

Although push notifications have been out there for quite a while, they are currently gaining popularity among marketers as these days nearly everyone owns a smartphone, a tablet or a PC with a browser.

Initially, push notifications had the same purpose as PointCast Network, but they left it far behind from the technical point of view. A user comes to the website, finds the website’s content interesting and allows the website to send them push notifications not to miss any important news.

Brief, simple and bringing only essential information, push notifications have quickly gained popularity.

The emergence of a new communication channel could not remain unnoticed in the market.

Today advertising networks offer advertisers premade databases of users who have subscribed to push notifications.

Let’s say, John allowed to send him push notifications. It is highly possible he will be getting some other advertiser’s notifications along with these ones.

If set properly, push notifications are beneficiary for both advertiser and John:
— Advertiser gets a lead
— John makes a good purchase

But this is only possible in case advertiser’s campaign was set properly and they targeted the right John.

Typically, targeting in push notifications is quite precise. It is usually based on such basics as gender, age, device type and so on but can also include orders history and related requests.

As a matter of fact, advertiser gets a complete virtual profile of a user and all that’s left to be done for them is not to screw up notifications content and frequency.

Brief and personalized message (as we all know, push notifications initially appeared as the ‘individual’ ones) + reasonable, not more than one to three times a day, frequency (you don’t want to become a spammer) are the keys to your advertising campaign’s success.

According to statistics, only 2 users out of 10 agree to receive push notifications. Meanwhile, these two users open up to 90% of notifications, which, in its turn, has a positive effect on conversion.

A strong side of push notifications is that they are still seen as a new channel, thus arousing much more interest in users.

Push notifications are a new and promising format of native advertising that grips users’ attention straight away. Come on, join in while it’s hot!

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