Do push notifications work better for products with higher lifetime value?

Push notifications can be a powerful tool for e-commerce brands to engage and convert customers. When used effectively, these notifications can increase user retention, drive app launches, and boost sales.

However, it's important to tailor push notification nudges to the specific needs and preferences of your target audience. In this article, we will explore how well-tailored push notification nudges can help convert customers in the e-commerce space, with examples of brands that offer free trial periods and charge later.

The Power of Push Notifications in E-commerce

Push notifications are a popular engagement and retention tool for e-commerce marketers, with 78% of businesses adopting this channel

These notifications have a 97% higher response rate compared to emails, making them an effective way to reach and engage users

When done right, push notifications can increase app open rates by almost 26% and boost retention rates by almost 92%

Tailoring Push Notifications for Maximum Impact

To ensure the success of your push notification strategy, it's crucial to personalize your messages and deliver value to your customers

One effective approach to personalization is to serve recommendations based on the products the user has shown an affinity for in their browsing and buying history

This can result in a 4x lift in open rates for push notifications

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"Push notifications can help to communicate and explain the value of the subscription. It can influence up to 20% of incremental subscriptions and this is not all. Another push notification campaign that requires some real-time basis, actually the functionality that we are releasing in the recent updates. So real-time push notification can be helpful leveraging paywall pricing experiments." - Marat, CTO, ngrow.ai

Examples of Brands Offering Free Trials and Charging Later

In the e-commerce space, some brands allow customers to try a free period of time and then charge them later. This approach can be effective in converting customers who are hesitant to make a purchase upfront. Here are some examples of brands that have successfully implemented this strategy:

• 8tracks: This music streaming app offers a free trial period for new users, allowing them to explore the app's features and content before deciding whether to subscribe. This approach can help convert users who are unsure about the value of the app and its content.
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• Pull&Bear: This fashion retailer uses push notifications to promote its limited-period offers, including free shipping. By offering a time-limited incentive, the brand creates a sense of urgency and encourages users to make a purchase.
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• Fancy Dogs: This mobile game sends push notifications to its users, informing them about new features and in-app purchases at special discounts. By personalizing the messages and offering relevant discounts, the brand can increase user engagement and drive sales.

Conclusion

Well-tailored push notification nudges can be a valuable tool for e-commerce brands looking to engage and convert customers. By personalizing your messages, delivering value to your customers, and offering time-limited incentives, you can increase user retention, drive app launches, and boost sales. Take inspiration from the examples provided and experiment with different approaches to find what works best for your brand and audience.

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