Communication channels are becoming increasingly diverse. Beyond the timeless email or SMS, web notifications are emerging at the intersection of communication and retargeting.
What is a web notification?
Also called a push notification, a web notification is a message sent directly to the browser of a computer or a smartphone (in which case we speak of mobile notifications).
This message, generally short, allows you to inform a visitor who has recently left your website about an event, the publication of new content or a new product, or even to push a promotion to them several hours or days after their visit. In addition to the message, the notification can contain an image and can be clicked directly from a notification in your former visitor’s browser.
How are web notifications sent? It’s close to retargeting!
Web notifications have a real advantage: your website visitor does not need to be on your site when the message is sent, or even on a web browser.
When a visitor browses your website, a message appears next to the URL bar inviting them to accept receiving notifications.
As soon as the visitor authorizes the display of notifications, you can push these notifications to the browser (in the background) without any further interaction required with the former visitor. Just like retargeting, a visitor who has been to your site sees your ad on another site.
The second advantage compared with email is deliverability! Once notifications are accepted, you can be sure that your contact will see your notification, without worrying about the open rate or ending up in spam!
Finally, to set up web notifications you simply need the consent of your prospects or customers. They do not need to provide their contact details such as their email address, for example.
To implement these web notifications, there are many specialized tools such as OneSignal or Batch. At Webmecanik Automation, we chose OneSignal for web or mobile notifications. All of this is managed directly from your favorite campaign editor!
Web notifications and marketing automation
What is the point of combining marketing automation and web notifications?
Push notifications allow you to stay in touch with your leads. The idea is to integrate these web notifications into marketing automation scenarios.
Web notifications will reach your prospects differently, alongside your mailings and other campaigns.
It is therefore important to work on the content of your notifications. Different scenarios lend themselves well to the use of web notifications:
Thanks to nurturing: you increase your prospects’ interest in your products or services by offering them content tailored to their needs (white paper, webinar, event, etc.). Use notifications to approach them differently, to follow up with them if they have not opened or clicked in your emails in order to offer them this or that resource.
By segmenting your database: you can choose to send notifications only to part of your database.
In e-commerce, for example, use web notifications to send a promo code for the product that is of interest to specific prospects.
See our support article to set up web notifications in the Webmecanik Automation software.
