Winning Duo of Multi-Channel Marketing: Email and Push Notification
Multi-channel marketing is when you use multiple channels for marketing, like web push, mobile push, SMS, email, and others. The requirement is simple: grab the user's attention and keep them engaged. However, if you rely on one channel, you may be forgotten easily. But using multiple channels, such as email and push notifications, together makes the recipe tastier. It helps overcome the limitations of another channel and creates a 360-degree communication environment. So, today, we will discuss how to use email and push notifications together and why, with an example.
Why is Relying Only on Email Not a Good Option?
There is surprising data that tells us that every day, 333 billion emails are sent and received around the world. This makes email a popular channel of communication; however, if you see the market, relying only on one channel is not wise. Hence, marketers also leverage push notifications, especially to connect with Gen Z.
The most common challenges are:
- Falling into the spam trap: The spam trap is being marked as spam by the ISP (internet service provider) or the ESP (email service provider). There are several conditions for it.
Once the email address is spammed, it adversely affects the open rate, deliverability rate, and especially the sender’s reputation.
- Failed emails: Email bounce is a common problem that marketers face. Now, identifying what would have caused the bounce is really tough.
Whether it’s a soft bounce that occurs when the user’s inbox is full or a hard bounce, which means the email is returned by the recipient’s server due to any error (incorrect domain name, email address, etc.)
- Getting lost in the inbox: Almost every marketer practices email marketing. Thus, the user's inbox has a fair chance of being full or filled with these emails. Further, not every user will spare time reading the content of every email unless it catches their attention.
Why Choose Push Notifications When Practicing Email Marketing?
The above-mentioned reasons are strong enough to support push notification usage in communication. Further, the market is volatile, users' interests and demands also change; thus, catering to their needs in an evolving world is crucial for continuous user engagement.
Here, using these channels in harmony can overcome each other’s limitations. Plus, it can create well-rounded communication, which will also improve the user experience with your business.
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Where and How Can Email and Push Notification Work Together?
Here are the major events when you can utilise the email + push notification most:
Onboarding and Activation
Smooth and uninterrupted onboarding of users is critical in every business. It is a major event where the churn rate is high. So, use this combination wisely.
For example, you have a diet and health management app. In this case, when the user downloads and installs your app:
Email:
- Send them an email that contains essential details about your app and its features.
- You can also include a CTA to encourage and ensure users complete their profile and activate the account.
Push notification:
- Use push notifications to remind users (after a few hours) to complete the profile.
- Once they are complete, send another push to set their goal. Remember, the message should be short and catchy.
- Similarly, you can use push notifications every day to keep users engaged with the app by showcasing features and relevant updates.
Promotions and reminders
Considering the same example, let’s say it’s winter and you have a sale on specific diet food items. Then:
- Send users alert/announcement over emails concerning to their subscription plan.
- Provide details such as discounts and benefits, and, not to forget, use a CTA.
- Next, you can use push notifications for different segments of users and personalize them.
- Again, use push messages as a reminder to engage users. Here, you can use a countdown or show urgency for users to act.
- Always send users a post-sale follow-up where push notification works better.
Cart abandoned recovery
Cart abandonment is a popular issue among businesses, and marketers try hard to resolve it. However, depending solely on email or push notifications may not help. Hence, try to stimulate user emotions with both channels.
Email:
- Send an email for follow-up on the abandoned cart, including the list of items and images for better understanding.
- Use a CTA to make it quick and easy to complete their order via email itself.
Push notification:
- Send a gentle reminder to go through their cart again.
- Use encouraging messages that make the user click on the notification.
Repeat the email and push notifications on different days, but don't overwhelm the user. You can use tactics like highlight deals, best deals, or final-day reminders.
What Not to Do When Using Both Communication Channels?
Use these channels wisely and strategically. Repeat the messages, discounts, and offers, but do not overload the user with email or notifications. This may annoy users and force them to either block email or uninstall the app.
However, if you use them at the right time with the right intention, this can work out as expected. From improving user engagement to increasing revenue, the combination can do wonders.
Also, do not opt for different service providers. This can be troublesome for you. Instead, choose a service provider such as Notifly, which gives you access to multiple channels of communication under one roof. It will save you time and be cost-effective as well.
Why wait? Start sending emails and push notifications today!