How to Add Push Notifications to Your Ecommerce Marketing Toolbox
Every day new channels are emerging in the digital sphere, and while push notifications aren’t new per se, they are beginning to catch on for a lot of retailers.
In fact, according to our latest report, this type of message saw a more than 5x yearly growth in conversion rates in 2020–making the channel worth the attention of every marketer looking for new ways to drive sales.
In this article, I’m going to run through a couple of effective tactics to using push notifications for ecommerce, and how you can make the most of this channel.
What Are Push Notifications?
Push notifications are little popup messages that appear typically within a browser or on a mobile phone to give users vital information.
While a lot of push notifications, in the beginning, were about system issues, marketers have begun to use them as another means of contact with their customers.
What’s interesting about push notifications is that a customer doesn’t have to be navigating a brand’s site to receive the notification if they’ve opted into receiving them.
This gives brands uninhibited access to their customers at a moment’s notice.
How Do Push Notifications Work?
Push notifications on ecommerce sites work by expressly asking for permission, aka the opt-in.
When you integrate them on your ecommerce site, as soon as a new customer or visitor lands on your site, a small opt-in box will appear. If the customer opts-in and allows push notifications, they’ll be added to your push subscriber list.
Once a customer has opted in to receiving push notifications from you, you can send them a small text-based message whenever you want.
But keep in mind that push notifications are a lot like email in terms of consent, and with great power comes great responsibility. If you abuse your push notifications, your consent can be revoked as quickly as it was granted.
4 Ways to Use Push Notifications for Ecommerce
There are plenty of interesting ways to use these messages to connect with your online shoppers.
#1. Announcing New Products or Promotions
If you’ve got big news, a push notification is a great way to make sure your customer gets the information quickly. While an email might be read hours after the fact, you can be sure that a push notification will be seen by your customer instantly.
This can be particularly useful for ecommerce stores who have implemented a wishlist system. I typically get emails about my wishlist items going on sale. I usually open the email, check out which item it is, and then I may or may not click through to the site.
However, with a push notification, there’s less content you add to a message, kind of like an SMS message. You have to be very precise about your offer and fit it into a enticing, yet short message.
#2. Abandoned Cart Recovery with Push Notifications
We all know how useful email is with abandoned cart recovery. But we also know that those email series are time sensitive.
Now add an extra kick to your abandoned cart email series by tacking on a handy push notification to remind a customer that they’ve left items in their cart.
As push notifications are instantaneous, you can make sure that they get the message as soon as it’s sent. In Omnisend, you can add push notifications to any of your existing automated workflows.
#3. Useful Information about Orders and Shipping
A push notification is especially useful for time-sensitive information, as I mentioned with cart abandonment. Giving your customers the opportunity to get instant updates as soon as their order is confirmed or when it ships means providing a next-level customer experience.
Also, if you have shipping deadlines before major holidays, this could be a great moment to use a push notification too.
By letting your customer know there’s only three days left to get their order in before the holidays, you’ll make sure your customer won’t end up with a delayed gift on their hands.
#4. Use Segmentation to Send Personalized Offers to Your Customers
Much like with email, customers are going to respond better to personalized push notifications than just general blasts.
Using the segmentation that you already use for email marketing, segment and customize your push messages based on
- Profile data
- Campaign behavior
- Shopping behavior
When you use personalized push notifications for your customers, your instant message will be even more powerful and will create the ultimate customer experience.
How to Connect Push Notifications with Omnisend
Push notifications are currently available through Omnisend for customers with a Pro plan and trial users trying out Pro plans.
Push notifications work with Shopify, BigCommerce and API integrated ecommerce stores, and they will only work if you have an SSL certificate. They’re currently available for Google Chrome, Mozilla Firefox, and Opera.
Note that this kind of message will only be shown to your subscribers who have opted-in to receive them. They won’t just automatically go out to users whose email addresses and phone numbers you’ve captured.
Shopify push notifications
Web push notifications for Shopify stores are incredibly easy to set up, with connection taking all of two clicks from your Connected Apps menu (check the tutorial here). You can add icons or images to your Shopify push notifications and use them in all your Shopify campaigns and automations.
Other push notifications for ecommerce
You can set up ecommerce notifications on BigCommerce and other platforms too. It takes just one extra step, but integrating your store with push notifications is simple nonetheless. You can check out the how-to article and see the video for BigCommerce stores here.
Omnisend is designed for simplicity—small, nimble teams are able to add features like push notifications to their stores easily and effectively, without any coding necessary.
The potential of ecommerce push notifications is quickly being realized by businesses—over 2020 as a whole there was a huge 1098% increase in web push notifications sent from the Omnisend app. Retail brands with great push notification campaigns are seeing incredible results too, with conversion rates rising from 4.86% in 2019 to a staggering 28.10% in 2020.
This means that you shouldn’t wait any longer to adopt push notifications into your strategy if you want to get ahead of your competition. With Shopify push notifications a breeze to set up, and other ecommerce push notifications easily adapted, there’s really no reason why you shouldn’t be trying out this relatively new but very exciting marketing channel!