Web push messaging is one of the best ways to engage with your customers in “real real-time,” and is especially great for announcing flash sales, reminding shoppers of expiring discounts, and driving urgency in cart abandonment – more specifically, when your call-to-action is time-sensitive. Because of web push’s unique benefits, many marketers will prompt new customers to opt-in as soon as they visit their brand’s website for the first time. If this doesn’t work, the more persistent marketers will double-down, asking customers with some frequency if they’re sure they don’t want to opt-in.

It’s understandable that marketers who are using web push will want as many customers as possible to opt-in ASAP. But this is far from the ideal approach and can actually have negative consequences. Specifically:

1. Your brand will be seen as intrusive. If your customer isn’t ready to receive web push messages – whether that’s right now, or at all – each subsequent ask on your end will be seen as more and more irrelevant and intrusive.
2. Your marketing will be siloed and incomplete. The more you prioritize customer acquisition on one specific channel – in this case, web push – the more likely it is that you’ll potentially miss signals of intent and engagement opportunities found on other channels.

The problem is that many marketers aren’t focusing enough on selling the value that web push can deliver to shoppers. If you’re trying to increase your web push opt-in rate, the key is to offer up web push as a solution to a problem, rather than as just another source for notifications without obvious value, so you have a much higher chance of actually getting shoppers to opt-in.

Consider this multi-step process to promoting web push and increasing your opt-in rate:

1. Start at the end: Promote web push at checkout and offer updates on order status

One of the most creative ways to use web push is at checkout, by offering shoppers the option to receive real-time updates when their order has been received, processed, shipped, and delivered. Offering these kinds of real-time updates sets you apart from your competition and makes you continually useful to your shopper, even after they’ve completed their first purchase. Framing your web push opt-in request as a request to deliver real-time updates on the state of a shopper’s order is a highly effective way to get more shoppers interested – provided you’ve been nurturing their journey all the way up to their first purchase. Think about the difference in language between “Click here to enable web push messages” vs. “Click here to receive real-time updates on your order status”!

2. When your customer comes back, offer them a discount on their second purchase

To that previous point, once your customer has made their first purchase, it’s absolutely critical that you encourage them to make a second purchase (assuming customer loyalty is a priority of yours!). Asking your customers if they’d like to receive discounts and special offers as a way of encouraging them to opt-in to web push highlights the quantifiable value they’ll receive from your brand – and not to mention, it drives engagement much more effectively by giving customers an incentive to continue browsing and purchasing.

3. When customers are viewing products, offer real-time product updates

When a shopper is browsing a specific product or a specific category of products, consider reaching out and asking if they’d like to receive real-time alerts on any inventory restocks, product-specific flash sales, or low-stock alerts – and then deliver, in the “real real-time” that web push is known for. And from here, you can use this as an opportunity to reach out with even more relevance during browse abandonment and cart abandonment, to find out what went wrong and re-direct customers back to their abandoned merchandise.

At the end of the day, marketers need to be adjusting the channel they reach out on based on where their shopper is, what they need in-the-moment, and what kind of mode of communication they prefer. Asking shoppers to opt-in to web push is, therefore, only one part of the entire omnichannel journey – the messages you send customers need to reach them at the right place and the right time, and these different moments of peak engagement in the customer lifecycle offer several natural opportunities to promote the benefits of web push in terms of how it can better serve each unique shopper. It’s not about promoting the channel, it’s about delivering value and providing customers with a convenient way of getting information in “real real-time.” By highlighting its benefits and the value it can bring to each customer’s shopping experience, you’ll see more of your shoppers agreeing to give it a try and opting-in. From there, it’s in your hands to keep them happy.

To learn more about how you can integrate web push into your overall marketing strategy, visit zaius.com – or reach out to us directly at insights@zaius.com or at 877-658-2570.

Sruthi Narayanan
Sruthi is the Marketing Associate at Zaius. When she’s not writing and editing marketing content, Sruthi spends her time volunteering for a Cambridge-based arts organization, singing in a post-collegiate a cappella group, and reading novels to her cat, Monty.

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