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Why Web Push Notifications are better than Emails
Better communication platforms are emerging every day to support the state-of-the-art digital marketing.
The biggest hurdle for every business, irrespective of the industry, is to evaluate and determine the best channel of communication for customer engagement. These communication platforms help businesses in converting their prospects into customers.
Internet savvy marketers are experimenting various strategies to come up with a more personalized way to engage with their customers.
One such evergreen strategy used by almost every marketer is Email Marketing.
What exactly is Email Marketing?
Putting it simply, it is the easiest way to reach out to your prospective customers via email (after getting their explicit permission to contact them).
Email marketing has been around for quite a long time now.
Did you know that the first mass Email, sent in 1978 (to 400 people) resulted in an estimated sales of $13 billion dollars?
$13 billion dollars from Emails to 400 people!
Well, we can fairly accept the fact that it will NEVER happen to you.
However, if it helps, his email had the first mover advantage and had an easier time standing out.
Nowadays, more than 100,000,000,000 emails are sent every day. Yes, you heard it right. 100 Billion.
To make things worse, approximately 60% of them are spam. So users have started filtering their inbox.
Even if they do open your email, there is a high chance they just skim through the subject or title and eventually end up deleting it.
The average email open rate is only a small 20% with click through rate being around 5%.
I am not saying that email is not at all an effective marketing strategy but it’s just that it is not as effective today as it used to be.
You don’t have to worry, though. A new player has come onto the arena – Web push Notifications!
Web push notifications are consistently giving far better results than the traditional email marketing.
In this post, I will explain why web push notifications are better than email marketing.
But before that, let’s discuss what they really are.
What is Web Push Notification?
Web push notifications are clickable messages that you can send to your subscriber’s browser.
They work in a similar manner to mobile app push notifications (which you get on your notification bar) except that they work for websites and not apps, and they are accessible on all devices (mobile, tablet, desktop, etc).
Let me tell you how it works. It’s a very easy and straightforward process.
First, when your visitors come to your website they will be presented with a standard small popup window asking if they’d like to receive notifications from your website.
They can click on either “Allow” or “Not Now” (after which the window would disappear) and continue reading the previous content like before.
If the visitor clicks on allow, they are added to your subscriber list.
Now the next time you send a push notification regarding your new blog or product offer, your subscriber will get this notification on their browser. Once they click on this notification they will be redirected to your page.
There are two things which I love about web push notifications:
- The subscribers don’t need to give their Emails Ids or any other contact information. A simple click works.
- The notifications do not require the subscriber to be online. It gets delivered as soon as the person opens their browser.
Why choose Push notifications over Emails?:
- It is easy to get started
As mentioned above, web push notifications are easy to create and set up. Whenever readers come to your website, a little notification window pops up asking them if they would like to get notified of updates from your website.
Unlike Emails, it is a painless process.
The users can simply click on “Allow” and “Not now”, post which the popup would vanish.
Unlike in Email marketing, web push notifications do not require the user to go to multiple pages for signing up or verifying emails in order to complete the subscription process. A simple click does all the work.
Even from the marketer’s point of view, setting up push notifications through automated tools is very easy. One of the best and user-friendly push software that you can use is Notifyfox.
- Better Targeting options
Mass emailing different content to different people can get a little over the top in terms of work.
Through web push notifications, you can choose to send different blog categories to different segments of people, giving you the option to target your audience based on their interests.
Imagine the amount of work that would get piled up if you were to send different emails to different categories of people?
Through web push notifications, you can extensively and easily control what should be sent and to whom.
- Better Opt-in rate
Web push notifications don’t require email Ids or other contact details of subscribers. Which explains their higher opt-in rate.
- Notifications don’t require special designs
Let’s face it, creating an Email newsletter takes time.
To begin with, you need to brainstorm on the message of the Email and then create it. Once the content is sorted, you need to come up with the design. After the design, you need to adjust the content and design in accordance with the Email standards. Once the Email is ready, it now has to be tested across multiple devices and browsers and fix any design/CSS issues that might come up.
All of the above steps demand dedicated time and resources.
On the other hand, Web push notifications are much easier to create.
Since the browser handles the notification display part, you won’t have to work on the design end. Coming to content, all you have to do it create 2-3 lines and add the required link. That’s it. Your work ends there.
- Better Click through rates
If you remember, I mentioned in the beginning of this post that over 100,000,000,000 emails are being sent everyday. I think it’s safe to say that an average user receives around 100 emails each day.
How many Emails do you, as a user, open amongst these 100? I think you have the answer there!
If you talk about Web push notification, I am sure you might not be receiving more than 5 notifications per day.
According to a recent study by Xtify, Click through rates of web push notification go as high as 40% compared to average email click through rate at 5.4%.
- Push Notifications are delivered immediately
Email Marketing cannot be relied upon for time sensitive information. An average person checks their email 1-3 times a day.
A marketer can send his email blast at 9:00 am in the morning and wait for the subscribers from the different time zones to get to work, open their inbox and interact with their Emails.
While this might sometimes work, it’s not always a great option when you want some information to be delivered immediately to the subscriber. This can be informing subscribers about your live webinar that just started or maybe to notify the users of the sale that is just about to end in a few hours.
This is where push notifications perform the best. They can deliver any message at the blink of an eye.
- Push Notifications cannot be purchased, sold or transferred
By opting for web push notifications, subscribers have a complete control.
If you talk about the case of email marketing, once you’ve filled any sort of contact form for the website, there is nothing much that you as a subscriber can do to stop your Email Id from being purchased, sold or transferred (even after unsubscribing with them). Result? More Emails, more spams.
But with push notifications, if the user doesn’t feel like continuing with the website, they can conveniently and simply unsubscribe.
Since the permissions are handled by browsers as a third party in web push notifications, push subscribers cannot be sold, purchased or transferred.
Well, these are 7 reasons suggesting why Web push Notifications are better than Emails.
They are indeed a vibrant and powerful tool to engage with users on a highly personalized level in real time.
I would suggest you to use push notifications to garner maximum engagement of your subscribers along with using your dedicated Email lists.
An optimal combination of both is important for online success.
Are you willing to complement Push Notification with your Email strategy?
I would love to hear your thoughts in the comments below.
Do you want to build a strong subscriber list fast?
Learn how to leverage the full power of web push notifications.