Types of Notifications and When to Use Them
Understanding the types of notifications is key to crafting an effective strategy. Each has its own context and impact:
1. Push Notifications
Sent from apps, these are opt-in messages that appear on a user’s lock screen or notification center. Retail apps like Target or Nike use them to announce flash sales or restocked items, often tailored by user location or browsing history.
2. In-App Notifications
These pop up while users are inside the app. Streaming platforms like Hulu use in-app notifications to recommend shows based on viewing history or inform users about new releases.
3. SMS Notifications
Still relevant in industries like banking and travel, SMS is direct and doesn’t require an app. Airlines like Delta use it to send gate updates, delays, and boarding reminders.
4. Web Push Notifications
Sites like Etsy and The New York Times leverage web push alerts to bring back browsers with relevant alerts about abandoned carts or breaking news.
Each of these methods plays a role in building a mobile marketing notifications strategy tailored to consumer behavior.
Best Practices for Crafting High-Impact Notifications
Not every ping is welcome. The difference between a helpful reminder and a digital nuisance lies in the execution. Here are some best practices:
Personalization is Power
Generic doesn’t cut it. Netflix uses algorithms to personalize movie recommendations—and then notifies users when those are newly available. This personalization keeps open rates high and uninstalls low.
Timing Matters
Ever gotten a lunch coupon at 10 PM? Timing can make or break engagement. Food delivery apps like DoorDash or Grubhub time their notifications based on user patterns and local mealtimes.
Less is More
Too many notifications can trigger app uninstalls. That’s why fitness apps like Fitbit give users the option to customize frequency and types of alerts.
A/B Testing
Companies like Amazon constantly A/B test their messages—trying different copy, emojis, call-to-action placements, or send times to see what performs best.
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Up next: How to measure success and what metrics tell you if your mobile marketing notifications are actually working.
