E-Commerce throughout the world has been extensively benefiting from the Website Notification ever since its introduction by Apple in 1992. Marketers and business across all platforms are using this technology to their benefit. However, lately, many are getting carried away with this technology and forget that notifications are delivered to people on their devices and are not just pop-ups on the device.

Inappropriate use of the Web Push only causes permanent and major damage to brands so much so that a customer from long term can blacklist your company and products completely.

Personalization and Creativity – The most important aspect of web messaging is that it can be used to directly address your customers. 94% of your existing clients respond to message that have their name or are personalized for them.

1. Make use of your backend data and constantly update the same by observing the behavior of your customers shown on the notifications. This allows micro-segmentation of your clients and helps establish business and brand.

2. Make sure that your opt-in window is specific and allows customers to choose what they want to be notified on. Take, for example, a customer who regularly checks up on your lifestyle website for discounts on winter boots, can be sent a notification similar to- “Dia! Exclusive sale on Winter Shoes. Grab your Favourite now!”

3. This will also ensure you a target audience for all your campaigns. In turn, helping you establish a profitable strategy.

4. Be creative in your messages and ensure that it is simple yet clear. Keep it to a maximum of 10 words with the use of words of action like “Check out” “shop now” “review”, etc. Images always give likeability to the content; however, make sure it is suited to your product.

Time– This is where most brands go overboard with Web Push and is a major contributor for un-subscription by clients.

1. Understand that your clients chose to get notifications from you. Remind your visitor or subscriber of your app or website but do not bombard them with all your latest website updates.

2. Sensitivity to time zones. Most often early morning or late night notifications are ignored by a click. While clients do want constant updates they do not want a website or an application to invade their privacy (mostly sleep time).

3. Frequency Capping helps you strategize your notification in a timely manner. This completely removes the notification from the server when its update is over. Thus, your customers will not receive any updates from a sale that got over an hour ago. It also enables content to reach the audience as early as possible.

Enhanced Retention- Web Notifications are an exclusive tool for enhancing one’s’ e-commerce traffic. It directly sends the large scale interested audience to your website or application assuring you of large margins. It also ensures a long-term engagement with the clients. Proper use of Web Push Notifications acts as the biggest direct communication a brand can have with their customers. It establishes more loyal customer feed for brands and companies to depend on.

Web Push Notification is taking over all traditional forms of marketing and is proving itself to be the most effective. Response from customers is largely based on how you choose to represent yourself through this medium. Going overboard with it can and will lead to disinterest from the audience. The trick is not to remind your audience of your app rather, it is to drive them to it and convert them into numbers.