Research studies cite that people spend as much as 5 hours a day a day on their smartphones, with an overwhelming 85% of this time within apps. More interesting still, is that a majority of this app usage is coming from a user’s particular five favorite apps.
What this means for digital marketers is that the app space is becoming both an increasingly valuable and competitive space to reach customers – and it’s a tough road for new apps to establish themselves as a ‘must-have’ app within their niche and target demographic.
An app must be enticing enough for users to initially download, valuable enough to keep installed, and most important, addictive enough for users to routinely engage with. (All of which, non-coincidentally, are direct ASO ranking signals.)
One of the best things marketers can do to amplify an app success to get smart about the push notifications that they send out.
Push notification campaigns are notoriously delicate and high stakes. For instance, if you send too few of notifications, users may not realize the full value of your app. If you send too many, users may get annoyed. What one user think is an interesting notification, another may not. The key to success in this department is constantly testing out new campaigns.
Browse my list of six commonly used push notification campaign strategies, and let me know which ones have worked well for your app in the comments!
1) The Time-Sensitive Campaign
Time-sensitive campaigns are when apps aim to keep users apprised of timely information, such a breaking news story.
2) The Reminder Campaign
Reminder campaigns are when apps aim to remind users of something, such as a lunch date with a friend.
3) The Promotional Campaign
Promotional campaigns aim to inform users of special discounts and/or offers, such as an e-commerce business running a flash sale.
4) The Re-Engagement Campaign
Re-engagement campaigns aim to re-capture the attention of users and encourage them to spend time within the app, such as alerting users to a new dating match.
5) The Feature Announcement Campaign
Feature announcement campaigns aim to inform users of new or improved app features.
6) The New Content Campaign
New content campaigns aim to get users to engage with the app, by sharing highly tailored information based on interests – such as an album release on a music app.