What is a Push notification? How to Build Your Push Notification Strategy?
You must have seen those little pop-up messages on your phone daily, right? Maybe it is an alert about breaking news or the latest article you have been following from that series. But what kind of notifications grab your attention and make you tap?
That is where a solid push notification strategy comes into play. As a content creator, you aim to craft irresistible notifications that your readers can't help but click. It is all about capturing their curiosity from the get-go.
What is a Push Notification?
Push notifications are pop-up messages on your browser and mobile screen, ready to grab your attention with just a click. Companies use push notifications to send customers updates, special offers, or important information.
When users enable push notifications, they say, "Hey, keep me in the loop." This makes push notifications a key tool for increasing communication and increasing engagement.
For newsrooms, it is a traffic booster and community-extending catalyst. Each time the news app sends a notification, you remind your readers about what is happening in the world and your effort to make it reach them.
Components of a Push Notification
Push notifications consist of choosing an image that adds context and using emojis or pictures to communicate the message in fewer words.
It includes a title restricted to 25-50 characters, and iOS also supports a subtitle.
Push notification also includes a short message restricted to 140-150 characters.
Action buttons support up to 4 buttons.
The URL to the story with a CTA
Rich media can include images, GIFs, emojis, and videos.
Types of Push Notifications
Push notifications differ across user segments based on device, purpose, and brand. You must have come across mobile and web push notifications. However, we can have various push notifications based on the notification behavior. Let us understand some of them quickly.
Web Push Notifications
Web push notifications are messages sent to users through desktop or mobile web. These notifications appear on a user's desktop or mobile screen, increasing website engagement and encouraging visitors to return.
It can bring back visitors to your site, keep them informed, and ask them to take action. Whether a special offer or a timely update, web push notifications are a powerful way to re-engage users and help drive conversions.
Characteristics:
Delivered directly to a user's desktop or mobile browser, even if they are not actively on your website.
Lightweight, can be sent in real-time without needing an app.
Situations digital publishers can use it:
Ideal for breaking news, live event updates, or new article announcements.
It helps reach users who have visited your site but have not subscribed to or downloaded your app.
Technicality:
A service worker must be in the background for web browsers.
Works across major browsers (Chrome, Firefox, Safari).
No app is required, so the entry barrier is lower than mobile.
Example:
A reader visits your site to check out the latest headlines but doesn't subscribe. Later, you send a web push notification like, "Breaking news! Stay updated on the latest political developments. Subscribe now for full access!"
This notification appears on their desktop or mobile device, even when browsing other sites. The timely alert reminds them of the value your platform offers and may encourage them to subscribe to get in-depth coverage of the news they care about
Mobile App Push Notifications
Mobile push notifications are triggered by an existing/downloaded application on a device. These notifications can appear on a user's mobile device in the notification center, banner, and lock screen. Mobile push notifications can increase conversions and re-engage users.
Characteristics:
Sent to smartphones via your app.
It is often more personal as users have selected to download the app and accept notifications.
Situations digital publishers can use it:
Perfect for breaking news, exclusive stories, and personalized content based on user preferences.
Useful for re-targeting inactive app users or promoting new app features.
Technicality:
The brand's app has to be installed on the user's phone.
Android and iOS platforms have different APIs (Firebase Cloud Messaging for Android, Apple Push Notification Service for iOS).
Example:
Let us say a user frequently reads political news on your app. You might send them:
"New Political Report Just Released: How the Elections Will Impact Global Markets. Read Now" This drives personalized engagement while keeping them informed on the topics they care about most.
In-App Notifications
These alerts are ideal for retaining readers interested in your platform because they appear while users actively use your mobile app. These can be used to raise attention to the media, exclusive stories, or new features.
Characteristics:
Delivered when your app gets used by the user.
It is non-intrusive and an inevitable part of the app's user experience.
Situations it can be used:
Great for highlighting new content, features, or events while the user explores your app.
It is frequently used to direct consumers to more in-depth content or other app sections.
Technicality:
Embedded within the app's UI/UX framework.
Requires app developers to integrate these notifications into specific user actions or triggers.
Example:
Enjoying our economic reports? Check out our latest deep dive into inflation trends in Europe – Just Published!"
It encourages users to explore further content while they are already engaged.
Rich Push Notifications
Rich push notifications are an advanced form of web or mobile push notifications. Rich notifications incorporate visuals, audio, or interactive components to further augment the message's appeal.
Characteristics:
Includes media like images, videos, or interactive elements.
It is visually appealing and more likely to grab attention.
Situations it can be used:
Great for visually-driven stories, live event coverage, or special reports where images and media enhance storytelling.
Technicality:
Requires support for rich media within the push notification payload.
It is more data-heavy, so bandwidth consideration is important, especially on mobile devices.
Example:
Suppose a major climate summit is underway, and your media outlet has exclusive photos. You could send:
"Live From the Climate Summit: View Our Exclusive Photo Gallery and Get Real-Time Updates!
Triggered Push Notifications
These automated notifications are triggered by a user's behavior or preferences. They are a fantastic way to personalize content, which is vital in digital media publishing as it ensures relevance.
Characteristics:
Automatically sent based on user behavior, such as visiting a specific page, abandoning an article, or after a particular time of inactivity.
Highly personalized and relevant, increasing click-through rates.
Situations it can be used:
Perfect for re-engagement, reminding users of partially read articles, or encouraging them to return to a developing story.
Technicality:
Requires integration with analytics and user behavior tracking systems.
Automated workflows can be built using services like Firebase or marketing automation tools.
Example: Let's say a reader has been following the tech section but has not visited it in a few days. You might send a notification like:
"Haven't Read Our Latest Tech News Yet? AI is Changing the Face of Healthcare – Read Our Latest Analysis!" It's based on their past behavior and entices them to return for more relevant content.
Geolocation-Based Push Notifications
These alerts provide hyper-relevant news, including local events or updates specific to a region, according to the user's location. Large events or regional news outlets might discover this type of targeting beneficial.
Characteristics:
It uses the user's location to deliver hyper-relevant content, such as local news or regional events.
offers instant benefits according to the user's present environment.
Situations it can be used:
Best for local news, weather alerts, event updates, or geographically relevant content like natural disasters or nearby protests.
Technicality:
Requires permission for location access, GPS, or Wi-Fi triangulation.
Android and iOS platforms have different location permission rules and settings.
Example: If a natural disaster, like a storm, is approaching a specific area, you can alert users with:
"Severe Weather Alert: Hurricane Expected to Make Landfall in [Location]. Stay Informed with Our Live Updates.". It shows the value of your news platform during critical times, and users in that location will appreciate the timely heads-up.
Scheduled Push Notifications
These are notifications sent at specific times to inform users of regular content, such as a daily briefing, newsletter, or scheduled event updates. They help establish a routine for readers and ensure they stay connected to your platform.
Characteristics:
These alerts, which are sent at preset periods, are ideal for daily digests or newsletters that include frequent updates.
Establishes a routine with readers, building habits around your content.
Situations it can be used:
Perfect for delivering a morning briefing, a midday update, or a weekend roundup of stories.
Helps readers stay consistent in checking out your latest headlines.
Technicality:
Simple to implement using scheduling algorithms or automation services like OneSignal.
It can be combined with personalized elements to make the content more relevant to the user.
Example:
You might send a morning notification like: "Good Morning! Here's Your Daily Briefing: Top Headlines in Politics, Business, and Culture – Read Now!". This helps users start their day informed and engaged with your content.
Promotional Push Notifications
These alerts advertise sales, subscriptions, or sponsored material, increasing earnings while providing users with helpful information.
Characteristics:
Sent to promote specific offers, subscription deals, or sponsored content.
Supports monetization while delivering value to readers.
Situations it can be used:
Perfect for driving users towards premium content, subscription plans, or sponsored partnerships.
Technicality:
Often combined with user segmentation to target specific audiences (e.g., loyal readers vs. casual visitors).
It can be set up through automation tools with tracking for conversion rates.
Example:
"Unlock Unlimited Access! Subscribe Today and Get Exclusive Reports on Global Financial Markets for Just $1/Month.". It is a call to action that is tempting and relevant for a regular reader of financial news.
Sending Push Notifications with Quintype CMS
If you are using Quintype's CMS, it allows seamless integration of push notifications with published articles. Editors can trigger notifications right from the CMS dashboard, ensuring that content reaches users as soon as it is live.
If clients are building their own Fast Ethernet applications, they will need to handle the development themselves. However, if they are using Ahead/PB (Quintype's page builder) or Quintype’s React Native mobile apps, no additional development is required. They simply need to set up an account with a Push Notification Provider and add the credentials in BOLD. From there, the Quintype CMS will automatically trigger Push Notifications on behalf of the publisher.
You can set the title and the message on BOLD. You can send it when your article goes live or schedule them at your convenience.
Push notifications services like Google's Firebase Cloud Messaging (FCM) and Apple's Push Notification Service enable apps and websites to send push notifications on various platforms, including Safari and Windows Notification Service for Microsoft Edge.
Users can receive push notifications by opting in to receive messages from a particular app or website, ensuring they stay updated with real-time information and updates.
Different Types of Push notification for the News Industry
1. Breaking News Notifications
These are the bread and butter for news outlets. These notifications are sent to inform the audience immediately when something big happens. Speed is everything here, and the content needs to grab attention quickly.
Example: Imagine a sudden political upheaval, like a prime minister announcing a surprise resignation. Your notification might read:
"Breaking: Prime Minister Steps Down in Surprise Announcement. Follow Live Updates!". This prompts readers to open your app or website instantly to dive into the developing story.
2. Personalized Content Notifications
These alerts are personalized to certain readers' hobbies according to their reading preferences or chosen subjects. This method of delivering customized material keeps the interaction relevant.
Example: Let's say a user consistently reads stories on tech startups. You could push out a notification like:
"New Feature on Silicon Valley's Hottest Startups Just Published – Check it Out Now!". This type of message feels personal and increases the likelihood of interaction.
3. Engagement Reminders
By reminding users of continuing stories, live events, or partially consumed material, these notifications attract readers to revisit your site. It aids in restoring users who may have become distracted.
Example: If a user started reading an investigative piece but didn't finish, you can nudge them with:
"Still Curious About How the Recent Oil Crisis Unfolded? Finish the Full Report Here!". It is a gentle reminder that there is still more content waiting for them.
4. Push for Live Events
Notifications can be sent in real-time during press conferences, interviews, or updates. These notifications are delivered just before the event to ensure maximum attendance and participation.
Example: If a major sports event is about to start, you can send something like:
"Catch the Live Coverage of the World Cup Final, Starting in 10 Minutes – Don't Miss It!". This ensures readers tune in to your live feed just in time for the action.
5. Re-engagement or Win-back Notifications
Sometimes, readers go dormant, and win-back notifications are a way to re-engage them by delivering something fresh or interesting.
Example: Let uss say a reader hasn't opened your app for weeks. You could re-engage them with a notification like:
"We Miss You! Here's a Special Report on Climate Change Impact You'll Love to Read!". It is about reigniting their interest in your content.
Technical Requirements for Implementing Push Notifications
Implementing push notifications requires a combination of technical expertise and infrastructure. Here are some of the key technical requirements:
Push Notification Service: Newsrooms must choose a reliable push notification service that supports their mobile platform.
Mobile App Development: Newsrooms must develop a mobile app compatible with their chosen push notification service. The app must be able to register with the push notification service and receive notifications.
Server-Side Infrastructure: Newsrooms need to set up a server-side infrastructure to handle push notification requests. This includes setting up a notification server, configuring notification settings, and integrating with the push notification service.
User Authentication: Newsrooms need to implement user authentication mechanisms to ensure that notifications are sent to the correct users. This includes implementing token-based authentication and handling user opt-in and opt-out requests.
Content Creation: Newsrooms need to create engaging and relevant content for their push notifications. This includes crafting compelling messages, adding images and videos, and personalizing notifications based on user behavior and preferences.
Don't Make this Mistakes with Your Push Notifications
Even if you have the best infrastructure and everything set up for push notifications, certain brands make the biggest mistakes with sending push notifications. Eliminate these mistakes from your push notification strategy.
Sending Too Many Notifications
Bombarding users with frequent notifications can lead to "notification fatigue," causing users to disable them or even uninstall the app. Imagine a news website sends push notifications every hour, even for less important updates, resulting in users turning off notifications.
Balance frequency by sending only important or time-sensitive updates. Consider allowing users to customize how often they receive notifications, like choosing daily digests instead of real-time updates.
Sending Irrelevant Notifications
Notifications not aligning with user preferences or interests can annoy recipients, reducing engagement. Imagine a user subscribing to tech news but getting sports and entertainment news notifications from the same publisher.
Use audience segmentation tools to tailor notifications based on user preferences. Allow users to choose what kind of updates they want to receive.
Vague or Misleading Messages
Notifications that don't convey value or are misleading can confuse users, making them less likely to engage. A notification reads, "Check out what's happening," without providing specific context or reason for the user to click through.
Make your notification messages clear, concise, and value-driven. Use actionable language highlighting why users should care, such as "Breaking: Major update in the tech industry – Click to learn more."
Lack of Personalization
Sending generic notifications to all users without considering their unique preferences or past interactions can feel impersonal and irrelevant. Every user receives the same notification about a new feature, regardless of whether it applies to their interests or usage habits.
Leverage user data to personalize notifications. Use their search information or send updates based on recent activities, such as "You recently read about nutrition; here's more on healthy eating."
Overlooking User Feedback
Ignoring negative feedback or not adjusting your notification strategy based on analytics can result in poor user retention. Users repeatedly leave negative reviews about excessive push notifications, but the publisher doesn't adjust the settings.
Continuously analyze engagement data (like open rates and unsubscribes) and user feedback. Don't assume that the user will read every notification. Be flexible in your approach and adjust your notification strategy appropriately.
Failure to Provide Opt-Out Options
Making it difficult for users to manage or opt out of push notifications can frustrate them, leading to uninstalls or lost subscribers.
Users must dig through multiple menu layers to turn off notifications or customize their preferences.
Make it easy for users to manage their notification preferences or opt out. Transparency builds trust, and offering control stops users from feeling overwhelmed.
Ignoring Context
Recognizing a user's environment context, such as whether they are on a mobile device or a desktop, is important to avoid inappropriate notifications.
Sending a large promotional offer requires detailed reading while the user is likely on the go with a mobile device, making it hard for them to engage fully.
Optimize notifications for the device, ensuring the content is easily digestible and relevant to the platform.
Keep these points in mind when creating your next push notifications
Craft compelling content that resonates with your target audience.
Leverage your existing subscriber base to increase engagement.
Send the right kind of notifications that are informative, time-bound, or simply a reminder.
Segment and customize your notifications to increase engagement.
Offer easy opt-in and opt-out options to empower users.
Legal and Ethical Considerations
Push notifications are subject to various legal and ethical considerations. Here are some of the key considerations:
User Consent: Businesses must obtain explicit user consent before sending push notifications. This includes providing clear and transparent information about the types of notifications that will be sent and how users can opt-out.
Data Protection: Newsrooms must comply with data protection regulations like the General Data Protection Regulation (GDPR). This includes protecting user data, implementing data encryption, and providing users with control over their data.
Spam and Abuse: Newsrooms must avoid sending spam or abusive notifications that can harm users or damage their reputations. This includes implementing anti-spam measures, such as filtering and blocking suspicious notifications.
Accessibility: Newsrooms must ensure that their push notifications are accessible to users with disabilities. This includes providing alternative formats, such as text-to-speech, and ensuring that notifications are compatible with assistive technologies.
Measuring the Effectiveness of Push Notifications
Measuring your push notifications' performance is like checking your social game—you want to know who is paying attention and who is ghosting. So, let's break down the key metrics you need to track to see if your notifications are hitting the mark or getting left on read.
Metrics to Track
1.Click-Through Rate (CTR)
Click through rate measures the percentage of users, clicked on the notification compared to the total notifications sent. High CTR indicates that users found the content relevant and engaging.
A news app sends a push notification about a major breaking story. Out of 10,000 recipients, 2,000 click on the notification. This results in a CTR of 20%, which is good engagement.
2.Open Rate
Open rate refers to the percentage of users who opened the notification. This highlights the effectiveness of the notification's content and timing.
Imagine a news website sends a breaking news alert about a major story to 5,000 subscribers. If 1,500 subscribers open the alert, the open rate would be 30%.
3.Conversion Rate
Conversation rate is a measure of the percentage of users completed a desired action such as a purchase or a sign up after engaging with the notification.
A news app sends a notification promoting a special investigative report. Of the 3,000 users who clicked on the notification, 300 read the full article, resulting in a 10% conversion rate. This conversion rate helps the newsroom understand how engaging the content was for readers. It is because the reader clicked and engaged.
4.Delivery Rate
Shows the percentage of notifications successfully delivered to users' devices. A low delivery rate may indicate technical issues.
A fitness app sends 50,000 push notifications for a new feature update. Among which 45,000 are successfully delivered. The delivery rate is 90%, which is generally considered good.
5.Opt-Out Rate
Measures the percentage of users who turn off push notifications after receiving them. A high opt-out rate suggests that notifications may be too frequent or irrelevant.
A travel app sends daily notifications about deals. After a week, 5% of users opt-out. This indicates that the frequency may be too high or that the content is not engaging.
6.Retention Rate
This metric tracks how effectively push notifications keep users engaged with the app over time.
A meditation app sends personalized notifications to remind the users to complete daily sessions. Over a month, the app sees a 15% improvement in user retention among those receiving notifications compared to those who don't.
7.Time to Action
Measures the time users take to engage with the notification after it's sent. Shorter times indicate the message's urgency and relevance.
A food delivery app sends notifications for lunch deals at 11:30 AM. If users begin engaging with the notification within 5 minutes, it shows that the timing was appropriate and the content relevant.
Methods for Segmentation in Push Notifications
Page visits to categorize users based on various actions performed during a page visit.
Element clicked to categorize users based on different click events.
Subscriber properties to target users based on their Operating System, Platform, Browser, or User-Agent.
Geo-location to segment users based on specific countries or regions.
JavaScript/API and Cookie to segment users based on customized segmentation.
Future Trends in Push Notifications
Here are some future trends in push notifications:
Artificial Intelligence: Artificial intelligence (AI) in push notifications will become more prevalent, enabling businesses to personalize notifications based on user behavior and preferences.
Rich Media: Rich media notifications will become more popular, enabling businesses to send interactive and engaging content to users.
Web Push Notifications: Web push notifications will become more widely adopted, enabling businesses to reach users across multiple platforms, including desktop and mobile devices.
Voice-Activated Notifications: Voice-activated notifications will become more popular, enabling users to interact with notifications using voice commands.
Conclusion
Push notifications are a powerful channel of communication that can be used to increase return traffic, capture good quality leads, and improve outreach campaigns. By understanding how push notifications work and following best practices, you can create successful push notification campaigns that drive user engagement and conversion.
If you are looking for an outstanding CMS choice that makes your push notification strategy a breeze, schedule a demo with Quintype and understand how the CMS, Pagebuilder and mobile application help you grow.