Push notifications have allowed us to stay constantly in the loop with the latest tweet and breaking news filling our phone screens. Some social media platforms and publishers even have teams dedicated to crafting the messages that are shown in push notifications. With 77% of Americans owning smartphones and 51% using them to make online purchases, brands are taking advantage of push notifications with their mobile apps.
This is not sudden, but rather understandable. Email marketing is becoming increasingly difficult for retail brands as promotional emails get cluttered and Google even separates them into their own category. Push notifications have an increased visibility since it’s readily available on a lock screen. According to IBM, marketers sent 2.7 times as many sales alert push notifications on Black Friday and consumers interact with them 2.6 times more than a typical push notification. They create a custom and unique experience for the consumer. For example, Cubbies rolled out push notifications from their mobile app that included dad jokes. Mobile apps that have access to your contacts can create even more personal messaging by including the names of people in your contacts list.
Push notifications will not take away the relevance of email marketing, but in a world of cluttered inboxes, this may not be a bad way to stand out from the crowd.