Transcending Access Restrictions: Web Push Notifications through SendPulse
How to reach customers who do not want to disclose any personal data to the marketers? Some may say this is technically impossible: email requires email addresses, SMS requires telephone numbers, apps require to be installed, website notifications require users to be online etc. No chance to get to the audience when the contact details are unknown.
The marketers who are keeping pace with the contemporary digital development have a different opinion, however. There is a magic marketing tool capable of transcending the limits of the other communication channels, the one which can deliver a content to the customers who remain anonymous for the marketers. Moreover, this tool can access both desktop computers and mobile gadgets where only one condition must be met – the availability of a web browser.
The advanced and trendy marketing channel we are talking about implies sending the so-called browser push notifications or web push notifications. They are the messages coming from websites to the users’ browsers even though the websites are not opened at that moment unlike the ordinary web notifications requiring the websites to be opened. The ability to appear on the desktop and mobile screens with no regard to whatever is opened in the browser is the core feature of the web push notifications. The technology is quite young being well-tested, nevertheless. Despite the relative immaturity, web push notifications provide great potential to the marketers. So, what does this marvelous marketing channel promise?
The king-size outreach
In accordance with the statistics, three major browsers that support web push notifications Safari, Chrome, and Mozilla Firefox together occupy about 75% of the global market share of the web environment. It means that ¾ of all internet users in the world can be potentially covered with the web push notifications. Probably, every marketer dreams about reaching such a tremendous audience. Due to quite a forcible method web push notifications apply to appear on the users’ devices, the click-through rate of this channel exceeds emails 10 times. In addition, the opt-in rate of web push notifications is higher than the ones SMS and emails have due to the simplicity and the instant manner of the unsubscribing procedure. Besides, the fact that users do not need to disclose their personal data facilitates the acceptance of web push notifications significantly.
The apparent paradox
The least personal nature of web push notifications breaks one of the crucial principles of the digital marketing – the customization. Being aware of how effective is to address customers by names, marketers are used to making significant efforts to personalize SMS and email campaigns. From both the marketing practice and the psychological viewpoint It seems controversial when such impersonal messages as web push notifications can reach customers so effectively. The answer, probably, lies in the maximum unobtrusive behavior web push notifications represent. Since they oblige users almost nothing personally, people take web push notifications easy. And just the lighthearted acceptance of web push notifications makes customers not to ignore them in most cases. What a paradox: popping up brutally on the users’ screens the personally irrelevant short messages attract much more attention than thoroughly designed customized emails!
No need to open it
The “open rate” term becomes irrelevant when it comes to web push notifications: users do not “open” them. In contrast to emails, the web push messages do not require a special client and a login procedure to be checked. They belong to a website and appear in a browser. Moreover, their “push” feature makes them untied from a dedicated website: users do not need to open the website to check the messages. The app notifications are booming on both iOS and Android mobile platforms now. Web push notifications act similarly to app notifications with one important exception – users do not need to install any application. Thus, in addition to the technological simplicity, the temporal aspect is a winning move of web push notifications: being sent by the website owner, they reach users instantly.
Marketing messages are rightly considered an inherent part of e-commerce. However, web push notifications can expand the area of users’ engagement far beyond the scope of retailers’ marketing. In addition to alerts of the Black Friday or Christmas discounts, the other various non-commercial but user-related messages can be sent via web push notifications. Stock and crypto traders may appreciate the regular reports regarding the exchange situation coming to their devices every given time-period. Betting platforms can inform their users about sport game scores just after a game is over. The detailed weather reports can be interesting for many people whose professional activities depend on ambient conditions (pilots, truck drivers, etc). Travel agencies can send air-ticket information, entertainment websites can share fresh video or music. That is to say, web push notifications can deliver any kind of content relevant to the users’ interests and attention.
Out-of-the-box solution is available
An average website owner may suppose that such an advanced technology as web push notifications requires a complicated procedure along with engaging rather expensive programmers. But in fact, what is needed to implement the web push functionality in your website implies a professional bulk sending service. SendPulse is just the one who provides every business owner with a ready-to-use web push notification solution for free.
The well-developed approach of SendPulse offers adding only one line of code to your website to integrate web push notifications. Besides the websites, more complicated systems like CRM or CMS can also be complemented by the web push notification feature thanks to the easily graspable REST API along with the complete developer documentation from SendPulse.
Setting up messaging is possible based on various predefined conditions that add flexibility and a certain extent of customization to your marketing campaigns. Isn’t that a good reason for making your website visitors amazed with a new profound messaging functionality?