“Good mobile messaging is the intersection of brand and user goals,” said Alyssa Meritt, Urban Airship’s head of strategic consulting, during our recent webinar, Mobile Notification Best Practices (now available to watch on demand here).
Alyssa and co-presenter Diana Laboy-Rush shared what most successful mobile notifications have in common. Here are five of their insights:
1) They Find the Sweet Spot Between Meeting Brand Goals and User Goals
In all aspects of your mobile messaging and mobile engagement efforts — where, when, what and how you send your mobile notifications — your mission is to find the sweet spot between user needs and your brand’s goals. And then stay in the zone.
To do this, it helps to have a clear sense of your mobile strategy — especially your app’s value proposition.
2) They Make it Easy for Mobile Users to Take Action
Identify clearly and specifically what the action is you want them to take — and make it easy for them to take that action. Use deep links that take them precisely where they would expect to land to complete the action.
3) They Meet a Need
Make sure you’re not overdoing it across all your messaging channels. Think about your user’s expectations: Is this notification something your they asked for? Is it an expected communication? Is it useful? (See our blog post How Often Should I Send Push Notifications? for more tips.)
4) They’re Relevant and Useful
Use our mobile messaging cheat sheet to consider all your message channel options, and determine which channels are the best fit for the different kinds of messages you have to send.
5) They’re Targeted
There are dozens of ways to segment messages — from more sophisticated segmentation that needs to be set up on the back end of your app with tags, to time-based automated triggers that are relatively easy to implement. (See number eight on our list of 10 fundamentals for a successful app for more on this.)
“Time-based rules help make mobile notifications feel very personalized,” says Diana Laboy-Rush. For example, a triggered confirmation notification that comes immediately after a user makes an in-app purchase, or a flight-check-in reminder.
Whatever your approach, our data shows that personalizing your notifications in any way you can results in a major improvement in engagement.
P.S. Don’t forget to share your mobile notification tips and tricks in the comments below, or over on Twitter!
Mobile Notification Best Practices from Urban Airship