Push notifications and email marketing, two complementary channels of the mobile and cross-channel marketing strategy

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One of the most talked about marketing tactics is Mobile Push Notifications . This involves sending communications to users who have a particular app with the aim of maintaining a relationship with them. Let's look at it in more detail. We can consider mobile apps as a pull strategy in which the user searches and decides what and what content to interact with. The user may have downloaded our app, but this is no guarantee that they will interact regularly with the brand (via the app, website, physical namibia business email list store, email, etc.). This is where notifications emerge as a push tactic, aimed at communicating a specific message to the user and eliciting a response. It should be noted that for the user to receive a push notification, they must have the option enabled in the app.



According to Localytics , 52% of users who have an app have the push notifications feature enabled. According to the same source, the open rate of these notifications is 7% for segmented campaigns and 3% for generic ones. Where push notifications really stand out is in the conversion rate: 54% for the target of segmented campaigns and 15% for generic ones.
It is still early to gauge the journey and impact of push notifications, however, it is interesting to ask about their strengths and how to combine them with email marketing in the context of a successful cross-channel strategy . These are some of the ideas we share here: Image source
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A 7% opening rate for push notifications is, roughly speaking, 3 times lower than that for email. However, we are talking about 7% of users who are very loyal to the brand: they have decided to incorporate the app into their mobile, a clear indicator of their affinity . Here the “intrusive” element of the notification can penalize the user experience. However, for those who do open it…
Conversion rates are currently very high, at 54% - 15%. In email marketing, conversion rates from click to sale can range from 0.5% to 2%. Let's take into account the user profile (brand-related) and the fact that, unlike emails, which can remain in the inbox without being opened, in this case the user is compelled to act immediately.
In retail, for example, push notifications can be used to send messages to users who are close to our store. Keep in mind that geolocation is one of the main advantages of mobile marketing.
Just like in email marketing, it is key to regulate the frequency of communications. Let's consider that the user may have our application and some others. It is easy to imagine the inconvenience that would be caused by having different notifications constantly appearing on the mobile phone.
We still lack success stories and experiences that illustrate the strategies that can give the best results in a cross-channel strategy that combines push notifications and email marketing.