Push up messages. How to use push notifications wisely. How push notifications are used in marketing

The Savings Bank is committed to improving its service so that its customers can use banking products with maximum convenience. With the help of alerts, users instantly learn about the movement of funds in their accounts and login Personal Area. However, push notifications to Sberbank Online were not appreciated by all clients of the credit institution; some of them want to disable a function that they consider unnecessary.

Push notifications are short messages that appear at the top of your monitor. The sender is a credit institution, or rather its mobile app. Information in this way is available to owners of smartphones on Android based, IOS, Windows. The user does not need to install additional applications, you don’t need to visit the Sber office to start working with this service.

All operations are carried out using a smartphone, tablet or smart watch. Even if the device is locked, you can still read the message from the bank. To cancel or confirm a completed action, simply click on the notification.

This type of information is much more profitable than SMS notification, since subscription fee There is no charge from the client; it is enough to pay for Internet traffic. According to experts, Push notifications in the Sberbank Online service will in the near future replace standard communication options between consumers and credit institutions.

How to turn off notifications

However, not all users liked this service, so they would like to remove or disable instant notifications from the bank. This is easy to do:

If notifications come to a smartphone running Android, go to “Settings”;
Select the "Devices" tab;
Scroll down and find the line “Notification blocking mode”.

If your phone is in Do Not Disturb mode, Push notifications are automatically turned off. You can also find this mode in “Settings”; just change the position of the slider. Just take into account the fact that incoming calls will also be blocked. If you are afraid of missing an important call, use the “Start Calls” service and enter the numbers of those people who can reach you.

To deactivate notifications, iPhone owners need to find the “Notifications” category in the “Settings” menu. A window will appear with a list installed applications. Select “Sberbank” in it and click on it. The line “allow notifications” will appear; move the slider and they will be disabled.

Conclusion

Push notifications from Sberbank are additional protection for your finances. If the service is disabled, you will not be able to track the movement of funds in your account. It's worth remembering that this function was introduced by the credit institution in order to maximize the security of all transactions related to the transfer of funds.

Therefore, take your time and think carefully before deactivating the program. It's better to turn off instant notifications from non-essential apps. This way you will save yourself from a lot of unnecessary information, but at the same time keep your savings intact.

One of newest types attracting the attention of a wide audience to goods and services is the technology of push notifications (English push - pushing), arriving at mobile gadgets users or appearing in the browser. Compared to traditional information options, this method is faster and more widespread. What nuances do website owners need to know if they are planning to use such a promising notification tool?

Push notifications - what they are and what they are for

Push notifications are windows small size with advertising information that appears on top of all other open tabs on your device. Any gadget connected to the Internet is capable of receiving advertisements of this kind.

The American company HubSpot found out which first sentences do not inspire the reader, but, on the contrary, force them to delete the letter.

In our article we have collected 5 such phrases and ways to correct mistakes.

Popping up in the background open window, a push notification definitely grabs the user's attention. Since the size of the message is minimal, even during the time required to close it, a person willy-nilly manages to familiarize himself with the contents of the notification. If you are interested, a hyperlink is provided for more detailed information.

Currently, marketers face an even greater challenge. It is due to the fact that it is becoming more and more difficult to promote goods and services every day. Information space oversaturated with advertising, competition is constantly growing, especially in global network, which is more actively used than ever to use unusual forms of promotion. Push notifications are one of the the latest ways conveying information to potential consumers.

The specificity of push notifications is the targeted nature of receiving information, since each subscriber registered on the network has a unique encrypted token.

When a user subscribes to web push messages, they will be sent directly to their PC. Sending the same push notification to a mobile phone or another user is excluded, since each site has its own token.

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Who is suitable for sending push notifications?

Online stores

Push notifications are used to increase online sales. Messages may contain information about discounts on specific types of goods. In order to increase the effectiveness of push notifications, a preliminary division of the audience into segments is required.

News portals and blogs

This technology has long been adopted by the media. Their subscribers are already accustomed to reading notifications about the latest news on a topic that interests them. Push notifications for a site that specializes in publishing cutting-edge articles are reliable and convenient way maintain the attention of your audience.

Online events

It often happens that, having become interested in the topic of an upcoming webinar, a user registers to participate in it, but then forgets about it in the hustle and bustle of daily affairs. Missing an online lecture can be frustrating and deprive you of essential knowledge. Push notifications in the browser will help you avoid these annoying mistakes by reminding you of the date and time of your online conference.

Statistics and numbers

There are portals that are a source of extremely necessary information for business people about exchange rates, the rise and fall of stocks, etc. Push notifications containing such information will be appreciated.

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Push Notifications: Advantages and Disadvantages of Use

First of all, it is necessary to emphasize the crucial role of push technology in raising advertising and the entire process of promoting goods and services to new level. The consumer can finally stop being the recipient of numerous spam messages.

There are many similarities between SMS messages, email newsletters and push notifications. At the same time, the new technology has a number of advantages:

Easy to subscribe. To express consent to receive notifications, the user only needs to check one box.
Good visibility of notifications. An ad that appears on top of running applications, according to the Jeapie service, is read almost 100% of the time. The number of subsequent clicks on the links it contains is also much higher than in the case of advertising banners.
It's easy to install services on your website. The installation procedure for the push mailing module is simple and only requires entering a code.
Price. Bulk mailing SMS messages are not covered. unlimited tariffs operators mobile communications. Therefore, the cost of sending is directly dependent on the volume of text sent. Unlike SMS, the price of push notifications is calculated based on the number of subscribers. In addition, there are services that do not charge any fees for their services.
No spam. A user who receives too many untargeted notifications can easily unsubscribe and rid himself of the flow unnecessary information. Unlike push technology, email or number cellular communications messages can be sent by numerous spam services, for which it is not a problem to obtain such data.
Relevance of information. Recipients of the disseminated information are only those users who have confirmed their interest in it.

All these factors contribute to the fact that push notifications are rapidly spreading as a unique advertising tool. Their efficiency and relevance allows users to keep abreast of all updates.

The disadvantage of using push notifications is the low percentage of Runet users who are aware of the existence of this technology. Therefore, consumers often do not agree to receive these messages because they do not understand its essence.

In addition, there are still too few sites that use the capabilities of push notifications with maximum efficiency. So global growth in this segment of the advertising market is still ahead.

The limited volume of notifications should also be taken into account, which cannot exceed 125 characters. This encourages creators of advertising texts to formulate information briefly and succinctly. Push technology is another tool in the marketer’s arsenal that requires skills to master. Only then can it be guaranteed that the use of such messages will give the expected result.

Types of push notifications

Browser (web) push notifications

They can be received by the user’s computer or his Android device on which the Google Chrome, from the site where you subscribed. iOS devices do not have the ability to receive web-push notifications.

GCM: Google, absolutely free, you just need to create a key in the developer console.
APNS: Apple, you need a developer with a certificate, or you can purchase it yourself for $100 per year.
MSP: Mozilla Push Service, requires no payment or registration.

There is no need to spend thousands of rubles for the number of notifications or subscribers. The service itself costs nothing, while the operator will have to pay for sending SMS. Remuneration may be charged for intermediary services, comfort level, and calculation of statistics. But the cost of such a package will be insignificant, and with the increase in the number of subscribers it will constantly decrease. If we are talking about a million notifications per hour, of course, it may require several thousand rubles, but it’s worth it. When it is necessary to send out 100 thousand notifications per day, this is a very small load on the server. GCM allows you to send 5-7 thousand push notifications per second. Although there are a large number of services that want 1 thousand rubles for this service. per month.

PushAll provides the ability to send all types of notifications completely free of charge, without setting any restrictions.

Mobile push notifications

Mobile push notifications are frames with messages that appear at the top of the screen, in the so-called “curtain”, on the lock screen.

The very concept of push notifications gained popularity shortly after its introduction Apple service Push Notification Service (APNS), which allows you to send notifications to devices running iOS 3. Moreover, with the introduction of this technology, Google was significantly ahead of Apple, making it possible to send such messages to Android a year earlier.

Whoever owns the palm, at the moment it does not matter much, since today there are many different services based on push notifications under the brands of various companies:

Apple, having added the push system (APNS) for iPhones, introduced their use for iOS and Safari.
Google introduced Android Cloud to Device Messaging (C2DM) back in 2008, replacing it in 2012 with Google Cloud Messaging (GCM). Of course, this service allows you to send notifications to Chrome-based applications as well.
Microsoft, according to tradition, is trying to catch up with the leaders by creating MPNS. This made it possible to send push notifications to Windows Phone from its seventh version.

There are three types of push notifications in iOS:

Audio - the user is notified of an incoming message using a sound signal.
Audio/Banners - an audio notification sounds and a banner appears on the screen. The contents of both types of messages can be viewed by lowering the “curtain”, i.e. in Notification Center.
Badges (Russian icon, symbol) - a number or a corresponding picture appears near the application icon.

Windows Phone 8 also has three types of push notifications:

Toast (Russian toast) - a notification appears and remains for 10 seconds at the top of the screen. Of course, if desired, the user can go to the application by clicking on it.
Tile (Russian tile) - appear as numbers on a tile (Live Tile) superimposed on the application icon.
Raw (Russian rough) - used to transfer some information inside an application, most often intended for a game.

The Android OS does not provide a special system that allows you to display incoming push notifications. They arrive in the application and can be transmitted in any form, just like raw notifications in WP8. Having received the data, the application either issues a standard notification in the “curtain” and at the top of the screen, or a banner appears, as in iOS.

But, based on Android's exceptional ability to respond sensitively to all innovations and adapt to any requirements, push notifications can appear in any form. Let's say an application window may open, which contains all the advertising information.

How push notifications are used in marketing

Marketers have appreciated the capabilities of push notifications and began to widely use them for promotional purposes. However, it is very important not to cross the barely visible line between the desire to help the consumer and intrusiveness. The purpose of notifications should be to create a long-term cooperative relationship between the seller and the consumer. That is why they must meet the requirements of relevance and relevance.

For example, if a developer of educational applications for children sells space for push notifications to a company that specializes in the wholesale trade of coffee, the messages will not find the desired response and will be considered spam by recipients. This may provoke a mass unsubscribe from such an application. There is an option for marketers to use GPS technology to send push notifications to the phone of consumers who are currently in close proximity to stores or cafes. This way of establishing collaboration seems more logical, since users receive information at the right time and in the right place.

Another useful use of push notifications is to notify the user about the activities of their friends on social networks. For example, informing Facebook about new comments on their posts using push notifications in the browser.

When planning to use mobile or browser push notifications as part of your marketing strategy, check your actions against the following points:

The content of notifications must be designed for the target group of recipients and meet the requirements of relevance.
Ability to discuss message content with friends in in social networks increases their efficiency.
The mailing must include the possibility of cancellation at any time.
Use moderation when sending push notifications. If their daily number exceeds 5-6, there is a high probability of losing subscribers.

Positive results come with experience. It's okay if your first attempt at sending push notifications doesn't bring the expected profit. By analyzing errors, you can improve the effectiveness of your actions in this direction.

2 ways to send push notifications

Method 1. Independent installation on your website

The first method makes it possible to be independent from specialized services and is absolutely free, but will require some effort. The main requirement is that your site supports a secure connection using the https protocol, that is, it has an SSL certificate. If you don't have one, you'll have to worry about purchasing one. The cheapest certificate will cost 500 rubles. in year.

Following the purchase of a certificate, an API must be created. The usual is enough for this Google account. All you need to do is go to console.developers.google.com and create a new project based on Google Cloud Messaging.

Method 2. Using third-party services

Another option would be to turn to specialized services that allow you to connect push notifications to your website, which requires purchasing an SSL certificate. In addition, you can create motivating widgets to more actively attract users. To the disadvantages this method This includes a two-stage subscription system and the need to pay for the services of intermediaries as the number of users increases. But despite this, working with services makes setting up push notifications much easier.

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10 Ways to Make Push Notifications More Effective

1. Notification text

The text of the message, without a doubt, can be called the most important condition on which the effectiveness of your push notifications depends. After all, in an extremely limited volume (no more than 120 characters) it is necessary to fit text that fully reflects the essence of the proposal or advertisement. On at this stage The work of a copywriter, who is required to solve this difficult problem, is of particular importance.

If you don't want your message to be read by the user and forgotten a minute later, do not lose sight of the following: it must contain a clear message to action and indicate the benefits that the consumer will gain by taking advantage of the offer. Push notifications are not enough to be effective. general information about a sale going on in the store. It is much better if it contains the advantages that will be received by the user to whom it is addressed.

3. Alert time

The specificity of push notifications for websites is such that the user is expected to respond immediately. Therefore, we must not forget that subscribers may be in different time zones. Therefore, it is very important to respect the time frame. Notifications should be sent to subscribers at a time during the day that is convenient for them, regardless of their location in any part of the world. This will require additional effort on your part, but will be appreciated by users.

4. Mailing frequency

Often, website owners deprive themselves of subscribers by not following the precautions when sending push notifications. Even if at first this tactic gives positive results, over time, excessively frequent messages begin to cause irritation and lead to unsubscribe.

5. Segmentation

In order for push notifications to work as efficiently as possible, it is impossible not to take into account that each group of subscribers has its own prevailing interests, messages on the topic of which will be more in demand than other information. Therefore, at the subscription stage, it is necessary to receive answers to several questions that will help determine the main directions. Another basis for segmentation may be the degree of activity of your site users who are subscribed to notifications, as well as the content of the pages they view.

6. Offer to enable push notifications

Many users, when installing the application, immediately refuse to receive notifications. Work with them to offer their consent to the subscription, taking into account the benefits they will receive as a result. For this purpose, you can use the application's internal notification system.

7. A/B testing of mailings

Messages also have the ability to perform A/B testing. This tool helps you rank the effectiveness of push notifications. Submit checks Various types messages, types of wording, motivational slogans.

8. Trigger messages

Effective point - setting and regular measurement automatic mailing based on the results of steps taken by subscribers. The same types of push notifications that are used in online trading work in mobile applications of retail outlets:

reminder about the product in the cart;
message about a new product;
personal offer for a product marked with the “like” icon;
selection of additional, related products to the purchased one.

9. Feedback

A mobile application allows you to receive user feedback, so do not neglect the opportunity to learn directly from consumers about their wishes and needs, without involving expensive marketing research. Create feedback forms, fields for product impressions, ask questions about new services, and the like.

10. It’s important to track more than just the number of conversions

When assessing the effectiveness of push notifications, many take into account solely the number of clicks on them that are made as a result of the mailing. However, this indicator is not true enough, because it is necessary to subtract purchases, downloads trial version, ad clicks and many other factors. It is worth marking links with UTM tags in order to more accurately track the actions of subscribers who clicked on them. This is the only way to know how effective notifications are.

Which push notification service to choose: overview of popular options

Push.world

Service features:

Availability of push notification templates.
There are our own unique formats that allow you to include buttons and emoji in the content of push notifications.
Works in Opera, Chrome, Yandex Browser, Amigo, Firefox.
The number of newsletters and subscribers is unlimited.
There is a free tariff plan.
Price paid subscription– from $29 monthly.

add a platform;
indicate the type of request;
place the code on the site.

SendPulse

This platform has long been known to marketers who use its capabilities to conduct various campaigns. Provides the ability to produce all types of mailings, both SMS and e-mail, and push notifications.

Service specifics:

There are no restrictions on the number of mailings and subscribers.
Possibility of serial push mailing (creating a cycle of interconnected notifications).
Automatic distribution of news from RSS using push messages.
Support Safari, Chrome, Firefox.
Advanced settings for message output (delay time, imitation of the appearance of a Chrome system notification, and others).
It is possible to use without paying a fee.
Cost of paid tariff plan– 4 thousand rubles. monthly.

The first step, similar for all services, is registration. After this, the mailing type (PUSH) is selected and the site is added. Then the code obtained as a result of generation is placed in the site header.

PUSHEXPERT

This platform has several advantages:

Free API access.
Collection of analytics.
Extended pricing (six use cases).
Availability of a free tariff plan limited to 500 notifications.

Supported: IE, Chrome, Yandex Browser, Safari, Firefox.

Integration of the insert into the site is possible after receiving the code in the “Installation” section.

Pushcrew

This service is distinguished by the absence of a Russian-language interface, therefore it is suitable only for users who are fluent in English.

Advantages:

Wider notification template settings.
RSS distribution is automatically configured.
Plugins for common CMS (Joomla and WordPress).
A rich collection of controls available for use in messages (buttons, links and widgets).
An impressive number of additional functions (geotargeting, testing and others).
Compatible with Chrome and Firefox.
There is a possibility of free use if the number of subscribers does not exceed 500.
Tariffs starting from $25 per month (the cost is calculated based on the number of subscribers).
You can test the service for two weeks.

During registration, the URL of the site and the possible number of users must be indicated.

The code to embed on the site is in the “Setting” section. To create and configure notifications, you must use the green “Send Push Notification” button.

Push4site

Main characteristics of Push4site:

API available.
Works in all major browsers.
The free version does not provide restrictions on the number of newsletters and subscribers.
The cost of the paid tariff plan is 990 rubles. monthly.

To organize push mailing, you first need to add a platform. Click the “Create website” button, enter the address and name of your resource. After this, specify the type of message (request) and paste the generated code into the site markup.

OneSignal

This service does not require payment. Payment only provides access to premium features.

OneSignal is a completely cross-platform solution. It supports all common browsers, including Chinese UC Browser.

Platform features:

Open API.
Integration with multiple development environments.
Audience segmentation.
Possibility of testing.
Mailing personalization.
Setting up automatic mailing.

Working with this platform has some peculiarities. To create a push notification mailing, you first need to enter all the site indicators, after which an identifier for installing the SDK will be issued.

The next step is to go to the site and insert the identifier into its markup. And only then the push notification itself is created. It is worth noting that the Russian language is not provided for users of the service.

PushAll

A service that has a number of characteristic features:

Interface in Russian.
Does not require payment.
Financial support for the platform comes from voluntary contributions from users and the opportunity to purchase paid functions (disable advertising, get a “personalized” address, higher sending priority, etc.).
Works with Safari, browsers from Yandex, Chrome and Firefox.

Additionally, PushAll has a mobile application and an extension for Chrome. Thanks to them, users can become subscribers of individual channels with the ability to receive newsletters.

To create your own push channel, you need to go to the administrative panel and select “Administration” in the side menu. At the top left, click on the red plus.

After this, fill out the fields of a specially designed form, and click the “Create channel” button at the bottom.

This serves as a command for this service to generate an API access key. In the “Distribution + Widget” section, an instant subscription link and widgets that are designed to be placed on your site will be available.

The use of PushAll is limited to certain points. The main one is the inability to directly integrate push mailing into the website and authorization of subscribers exclusively through a Google account.

Pushover

A service for organizing the delivery of push notifications that does not have an interface for Russian-speaking users. Distribution is organized exclusively through the API.

Pushover client applications are designed for the following platforms:

desktop;
Android.

You can use the service for free for 7 days - this is the duration of the test period. After this, you should decide to purchase a license for software for each platform that costs $5.

The limit for creating and sending push notifications is 7,500 messages per month. When it is exhausted, you need to purchase additional packages.

To access the API, a token is required. You can get it by filling out the form in the “Your Applications” section.

Amazon Simple Notification Service (SNS)

Up to 1 million push messages are sent free of charge.
When the limit is reached, the fee is $1 per 1 million messages.
Supports platforms: all Google devices and Apple, Windows, Fire OS.
You can forward messages to Chinese users via Baidu Cloud Push.

7 practical ideas for using push notifications

Idea 1. Send out messages about seasonal flash sales. Sample push notification from the fur store “Polar Night”: A snowstorm is approaching. Sale of suitable clothes - fur coats, hats, mittens.

Idea 2. The notification should be of interest: reverse messages work well to attract attention. An example of a push notification from the culinary site “Let’s cook”: It’s a pity that you don’t come to us... Without you, we have mastered so many interesting dishes.

Idea 3. Follow the news and regularly send out something fun and interesting - contacts will be more frequent. Sample push notification from the Posidelki anti-cafe: Hockey. Russia – Sweden 0 – 1. Take revenge on PlayStation!

Idea 4. Send push messages with random questions to motivate subscribers to visit. Sample push notification from the Grand Cafe coffee shop: Good morning! Are you as usual?

Idea 5. Send out information that is useful for your clients and users. An example of a push notification from the hobby goods store “Marya the Artisan”: British scientists have come to the conclusion that embroidery contributes to the harmonious development of personality. We invite you to a master class.

Idea 6. Drive sales by encouraging users to support you on Twitter. Improve your social media experience with push notifications. Example of a push notification from the online store “GP”: Tweet # GPLastCall and get a 10% discount + free shipping orders from 2000 rub. for 3 days!

Idea 7. Try organizing a contest or lottery that motivates subscribers to definitely participate. Sample push notification from the travel agency “Beyond the Seven Seas”: Today is the last day of the drawing for a trip to Thailand. Tell everyone about your travel adventures with our agency.

How to deal with negative user reactions to push notifications

The main problem today remains the lack of familiarity of the wider audience with this communication channel. When most users see a request to send messages, they ignore it.

According to Google surveys, only 35% of English-speaking Internet users agree to push notifications in Chrome. In RuNet, things are even worse with subscriptions to such messages. There are two ways to correct the situation.

Program the appearance of a window with a subscription request not immediately as soon as the user enters the site, but when he clicks on one of the buttons. This way, the person will have time to think: is there a need to receive notifications from this resource, and will he be able to glean something useful from the messages sent.
Describe the benefits of subscribing to push notifications from your site. When receiving messages by e-mail, the user is always informed in advance about the subject of the subscription. This rule should also work for. It is necessary to place a description of the mailing opportunities in the subscription window. As a result, this will help reverse the negative attitude of users.

Help your potential subscribers by educating them on the benefits of the latest communication tool, push notifications.

Hi all. After a long break, I'm returning to writing useful content. I will continue the topic of the relationship between the site administrator and visitors. The following topic is on the agenda: push notifications, what they are, what advantages push notifications have. This is another way.

What are push notifications and what are the benefits?

I can say with a 100% guarantee that you have seen push notifications on the site, even if you don’t know what they are. When visiting websites, more and more often you can see a pop-up window asking you to subscribe to news.

If you give your consent and subscribe, you will receive short messages. Messages are usually displayed in the lower right corner of the monitor. So, these short pop-up notifications on the computer screen or mobile phone and there are push notifications. The window contains brief information in one sentence, an announcement of something, an image and a link to the site.

Push translated from in English means "push, push". On the Internet, this is one of the ways to deliver information from the service provider to the user. This is a very effective marketing tool.

How push notifications work in the browser

Not all browsers support push notification technology. At the moment these are: Chrome, Safari, Opera, Firefox.

To send a push message to users, you must first obtain their consent. There is no other way. The site administrator sets special program, or uses a special one that provides all the functionality.

Benefits of browser push messages

Convenience for users. Whether or not to subscribe to push notifications is a personal matter. But …

By subscribing, you will quickly learn about new information if it is a news site; about a promotion in the store - this can be a win, in the case of a temporary promotion, or a limit on the quantity of goods.
Time. No need to check Mailbox waiting for a letter. As soon as the admin deems it necessary, he will send a push message.
An important convenience is that the notification will be sent to your desktop even when the browser is turned off. You work in WORD and still won’t miss a message.

Convenience for webmasters. What the main task and the problem of webmasters. Traffic.

Through push notifications you can communicate with your subscribers and thus attract additional traffic to the website.
Push notifications are an alternative way to collect a subscription base. Much fewer website visitors subscribe to email newsletters. This is what I judge from my blog. From the moment you installed a subscription form on the site and configured push notifications, the results are as follows. 11 people signed up for the e-mail database (which is very few), and 861 for push notifications! The difference is felt. By the way, I installed a subscription form on the site.

Why is this happening? Subscribing is much easier. The visitor does not need to enter contact information About Me. Some people are probably afraid. Subscription happens in one! cry.

The email open rate is also high. I can compare statistics using the e-mail database. There was also a subscriber base on Smartresponder.
Easy installation. Activating the push notification function will take you about 15 minutes. You need to install the code in the root of the site.
Preparation for sending a message is also minimal. No need to write letters, just one, but attractive offer. After all, after reading it, the user decides to follow the link, or “not notice.”
Using specialized services you can. For example, .

Push notifications: to use or not

The benefits of push notifications for website owners are obvious. There should be no doubt about using this type of communication with site visitors. We must take advantage of new opportunities. Currently, push messaging technology has broken through into the field of Internet marketing.

The main thing is not to bore your subscribers. I see, push notifications are what they are effective method attract visitors, but don’t bombard them with messages. It is worth providing information on the topic of the site. Push notifications should ultimately contain relevant content. you can always.

All that remains is to decide on how to implement the function on the site. I prefer to use ready-made solutions. There are many services, both paid and free, that provide this opportunity. My choice - . This is a service e-mail newsletters, push notifications, sms and viber. Using push notifications and 2500 email newsletter subscribers is free.

The article turned out to be quite big. Therefore, I’ll tell you in the next one.

Subscribe to updates to be the first to receive new information.

Good luck!

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Push notification is a pop-up window on a mobile phone screen or in a browser window.

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Regular users can subscribe to topics and resources that interest them. Every time an update is downloaded to the server, it is automatically delivered to all recipients.

How push messages work for a website

There are several ways to ensure that a person returns to the site: automated sending of emails, SMS messaging, retargeting and push notifications. People have different attitudes towards the latter instrument. Some consider it useful, others do not see any practical meaning in it. From a user point of view, the operating principle here is as follows:

When entering the site, a person receives a notification.

If you block a pop-up window, it will no longer appear on subsequent visits to the web resource.
If enabled, you will be automatically subscribed to notifications.
Next, a message will pop up on the device screen informing you about important events: holding promotions, publishing new material, etc.

Today, most websites use this tool. It is convenient and works much more effectively than email newsletters or retargeting: firstly, notifications are shown immediately after going to the site, and secondly, you can subscribe in just one click.

Push messaging services

To find out how users perceive pop-ups and track how effective this decision, it is recommended to use . They transmit information about traffic characteristics to the web analytics system used. There are a huge number of services offering notification sending services. The most famous of them:

SendPulse is a multidisciplinary platform for email marketing, SMS, push notifications and transactional letters with a Russian interface and free traffic.
PushCrew is an English-language project for beginners whose total number of subscribers does not exceed 500 people.
WonderPush is an English-language project with free traffic. It is perfect for beginners who independently promote and advertise a project.
Letreach is a large project used by large corporations like Facebook and eBay.

When using the service, it is necessary to monitor the intensity of sending messages, since an overly intrusive offer of services pushes away users, as a result of which the project loses subscribers.

Who uses the utility

Today, almost every website has built-in push notification functionality. This allows you not only to create convenient channels of communication with customers, but also, in a sense, to manage the behavior of a large audience. In practice, the tool is relevant for the following business categories:

Online store and advertising. Here you can encourage potential customers to make purchases by sending them information about product discounts, sales, or new arrivals.
Online cinemas, webinars. They usually send subscribers announcements of new films, remind them about payment, or inform them about the start of the broadcast.
Information and news web resources. To keep a visitor on the site, he needs to subscribe and receive notifications when new content, feature articles or news blocks are added.
Statistics and Technical information. Many users use notifications at work to receive the latest information about exchange rates, stock exchanges, etc.

In omnichannel communication, push notifications play a huge role, promptly offering a person information that very quickly loses its relevance. If other notification tools are effective over the long term, here the result should reach the subscriber in the shortest possible time.

Push Notifications for Internet Marketers

As noted above, alternative ways Forming a client base, be it email newsletters or SMS, is inferior to this tool in the effectiveness of communicating with a large audience. Specifically, subscribers can subscribe with the click of a button, without having to enter email details or register.

There is also a high percentage of information delivery to the addressee. With the right approach, the return can be up to 90%. This ensures that interested people go to the site, view the information offered and take the necessary actions. To activate this service, you need to install a short code that allows you to set up automatic sending of news feed descriptions, article announcements, blog changes, etc. to subscribers.

Push notification settings

First of all, you should work with your audience to determine which hyperlinks to include in the body of the message to increase traffic, and how to configure the utility itself. The information must not contain errors or inaccurate data. You can check the effectiveness and correctness of the settings using response statistics.

The body of the message must consist of a title and text (an average of 125 characters).
A notification about content should be sent to a person immediately after publication (taking into account his time zone).
The notification must contain a link to which the subscriber must be redirected.

When introducing technology into the operation of the server, it is important to ensure that the notification does not repel the visitor:

Each notification must be relevant and contain only useful information.
Need to create social contacts between subscribers, giving them the opportunity to discuss content. This is done by linking to social networks.
The person must have the choice to refuse or accept the notifications.
The intensity of messages should be adjusted correctly so that the user does not “drown” in the flow of information, does not get annoyed due to excessive spam and, as a result, does not unsubscribe.

The technology of short pop-up notifications allows website owners to attract a large audience to their services, popularizing the brand and increasing the likelihood of success in further promotion.

The dangers of push notifications

These utilities are an effective tool for communicating with a diverse audience. However, in some cases, apparent simplicity can result in many problems for the user.

Sending notifications too often irritates your visitors. Will you be pleased to be on the site when you receive a notification every 10 minutes with a link to some uninteresting article? No. Do not overuse such notifications.

Another danger is direct links that cannot be cleared from a mobile or computer screen. When you click on them, a website opens, which is what attackers take advantage of by creating malicious web pages. Therefore, users should be notified simple messages that people will trust.

The push service site supports five browsers on desktop platforms (Chrome, Opera, Firefox, Safari, Yandex) and four on the Android platform (Firefox, Chrome, Opera, Yandex). This diversity allows us to reach more than 85% of the entire audience of Internet users.

The simple procedure and the absence of the need to provide personal information (and many users are in no hurry to share “personal” information) become the first step towards creating a positive interaction with the subscriber. Often, the user agrees to subscribe in the native browser window impulsively. If in the future the push notifications he receives are interesting and relevant, he will not refuse to subscribe.

Push notification structure:

Heading (main subject of the message) - up to 65 characters;
Message text – up to 240 characters;
Link to the web resource page specified by the sender;
Picture.

The push notification structure may vary depending on the browser. Let's take a closer look.

What do push notifications look like in a browser?

Each browser and device type may display the push message differently. In addition to the basic structural elements of web push, additional functions are also available for push service clients:

Large images – 360x240 pixels, instead of the standard 192x192;
Buttons to go to different pages, or to select an action in one message.

Web push in Windows 10

Below are options for displaying push messages on the subscriber's desktop when using the Chrome browser on a Windows operating system.

Regular push notification:

Push with a long title:

Push message with long body (text):

Push notification with long title and body:

“Push” with a big picture:

Push message with buttons:

Push notification with a large image and buttons:

This variability opens up a lot of opportunities for conveying information to the client. Large pictures are used for image campaigns, because graphic information attracts attention faster than text. Buttons are used to segment subscribers, most often to go to different pages of the site (for example, to a page selling cases for smartphones or iPhones, separately). Buttons are also suitable for distributing visitors according to various characteristics.

For example, for segmentation by interests, the first button will go to a page with men's products, and the second will go to a page with women's products. It is important to diversify messages for recipients, use different reasons for mailings and forms of notifications. This way, push notifications will not become boring and will make communication interactive and interesting.

Push in other browsers

Similar opportunities are available for mailings via the Yandex browser.

Simple push:

Push notification with buttons:

Push message with buttons and a large image:

Opera browsers provide fewer options today:

However, even with limited variability, it is necessary to create different images and text for each new mailing. According to statistics from a real case study of a news site, just by changing pictures and headlines for each notification, the click-through rate (CTR) increased from 3-4% to 12-18%.

Indicators with identical images and titles:

CTR growth after strategy change:

Push notifications on mobile devices

Below are examples of push notifications in Android OS for different browsers: Chrome, Opera, Yandex, Firefox.

Push notifications in Chrome on Android:

Simple

With a big picture

With a large picture and buttons

"Push" in Opera:

Push message in Yandex browser (Android):

Push message to Firefox browser(Android):

As can be seen from the above examples, mobile push notifications have no less capabilities than push notifications sent to a PC. In addition, the company website offers implementation latest technology For quick access to the site via mobile devices – .

How push mailings work: principle of operation

We've covered the basic concepts of push notifications. Let’s take a closer look at the principles of building communication between a website and users using push technology.

Collecting the base

The first stage is collecting a subscriber base. Due to the simplicity of subscription (one click), collection usually occurs very quickly. For comparison, push notifications become subscribers three times more often than email newsletters. Visitors subscribe to push messages much more willingly, because the technology does not provide for the collection of personal data (mailing address, phone number, full name, etc.).

It should also be noted that subscription to push notifications is voluntary. Therefore, when using this tool, there is no uncontrolled imposition of goods and services. Sending spam is not possible here, because such actions will result in immediate unsubscription from the site’s push notifications. And you can unsubscribe at any time if messages have become irrelevant, intrusive, or frequent.

Planning

The second stage is planning mailings. It is important to constantly maintain the client’s interest in the site’s information. To do this, it is necessary to take into account the following factors:

Mailing frequency;
Time and duration of sending notifications;
The time the message is displayed on the recipient's screen;
Relevance of the topic.

At the planning stage, campaign goals are set, on which the format will largely depend. appearance, duration of mailing, etc. So, the goal may be to segment subscribers (notifications with buttons), inform about new service, payment reminder, congratulations, invitation, etc.

To calculate what is convenient for the client, it is important to take into account the specifics of the business area when planning. For example, for an accounting services website best time sending notifications is on weekdays during business hours, and for reminders about utility bills, the best period is weekends or evening hours on weekdays. The logic here is simple - you need to select the time period during which the user is ready to receive (is on the Internet) and perceive information.

You also need to think carefully about the choice and duration of sending notifications (TTL). The frequency must be supported by an informational reason. That is, it would hardly be justified to send out five notifications with the same offers (for example, “20% discount on jeans”) within a week. It is important to follow the interests of the subscriber and not overload him with an excessive number of similar messages.

Send duration (TTL) allows you to set the time period during which one message will be delivered to the recipient. For example, when sending a push notification about a webinar on the day of its holding (assuming the sending time is 10 am, and the webinar starts at 20.00), the optimal TTL value will be 10 hours. That is, from 10.00 to 20.00, the “push” will be sent until it reaches the recipient’s device. After 20.00, sending it will no longer be relevant.

The time at which a message is displayed on the screen is currently regulated by the browsers themselves and operating systems. So, for example, if a push notification arrives via , then it is displayed on the device screen for 5 seconds. If the recipient has not clicked on the push during this time, the notification is transferred to the Windows Notification Center, where it can be viewed later.

The relevance of the topic when sending push notifications is determined using website and service tools that are unique to the market. We'll talk about them in more detail below. But the main thing that these tools provide is the ability to analyze the behavior of subscribers. This analysis allows you to draw conclusions about the interests and preferences of your loyal audience and create a newsletter according to the data received for each target group.

Analysis

The third stage – mailingpush-notifications and subsequent analysis of results. At this stage, it is important to evaluate the reaction of subscribers to the message received. It is the results of the campaign (extended statistics available to the sender) that will show how correct the preliminary calculation was. In addition, the data obtained will become a springboard for future mailings. Each new campaign provides invaluable insights and experience that can be used to improve conversions in the future.

Features of sending push notifications to PCs and mobile devices in the website service

The company's success is ensured by:

Easy to connect to the service (10 minutes);
Supports all major browsers;
Constant improvement of the service;
Competent support and support of marketing campaigns;

Security for clients;
Openness, including for large companies ().

Functional developments from the site:

Additional notification elements – buttons with different url and utm tags; large pictures (360x240 px);

Welcome message is the first message that the user receives after subscribing;
Advanced statistics;
Ability to work via ;
Segmentation by tags, personal identifiers (alias), filtering by metadata;
Logical operators for working with tags.

Statistics are available in the user control panel after . In the form of graphs, changes in the number of subscribers by day, the history of mailings over the entire period of operation, and reports for each campaign are displayed.

Segmentation is the distribution of subscribers into groups. Unique Feature The service site here is an unlimited number of tags to assign to users. Depending on the given tag, the site visitor will be assigned to one category or another. Groups can be determined by topic, visitor actions on the site, etc.

Thanks to the segmentation tool from the website service, push notification technology has become more effective and accessible. Unique capabilities for analyzing client requests and expectations help make push mailing the most convenient and profitable marketing channel and formulate a budget-friendly and at the same time successful strategy.

How to connect a push service to a website: 5 steps

Connecting the push notification service to a web resource will take no more than ten minutes.

The first step is registration on the website.

Second step - activate account via email (following the link from the received letter).
The third step is to add a site profile (http or https) in the control panel.

The fourth step is integration with the site. We add system-generated code to the resource pages. For sites with the http protocol, installation ends at this stage. WITH at this moment visitors will begin to receive offers to subscribe to push notifications.
The fifth step is only relevant for https sites. You need to download the SDK files and unpack them into the root folder of your site.

This completes the integration of push notifications. If you have questions about installation, see.

Conclusions: push messages as a success factor

push notifications are easy to install on the site,
It's very easy to subscribe to them,
the appearance of notifications does not repel recipients,
the message sending strategy can be quickly adjusted (change time, duration, etc.),
design development does not require intensive preparation (as is the case with banners for contextual advertising),
the results of push mailings are objectively assessed using statistical data,
Each subsequent mailing is planned based on the experience of previous ones.

All these factors make push notifications an indispensable tool in a marketing strategy, both when used multichannel (in conjunction with others) and separately. In every area of business, push notifications find their application and become a reliable support for long-term and reliable contact with the client.

What are push notifications: how they work and what they look like

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