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Pavel Simonov - Executive Director of Geekbrains
Pavel Simonov
CEO of Geekbrains
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Key elements of push notifications:
title;
illustrations;
main text;
links.
The above components are not mandatory. For example, push notifications may not include text or images.
For users, receiving push notifications is less "stressful" compared to advertising windows, which are often difficult to close. A pop-up message displays a preview of the main text and an image. By clicking on it, the user quickly goes to the important information that interests him.
The main characteristic of push notifications is their instantaneous nature. Unlike SMS messages, they are not saved, so they are not suitable for sending access codes.
For what purposes do marketers use push notifications?
increase sales;
reminding an online store visitor about an abandoned cart;
providing information about new entries;
promotion of promotions, notification of discounts;
reminder of an upcoming event, etc.
Pros and cons of such notifications
Advantages:
Push notifications are viewed by users much more often than banners of various services, including contextual advertising . A compact pop-up window contains a minimum amount of text and an eye-catching picture, so the recipient understands the essence of the notification a short time before the window closes.
Push notifications are included in the list of budget promotion channels . After installing the module on the company's website, sending notifications is completely free. When using specialized services, the payment amount will be minimal (depending on the number of subscribers).
Relevant information . Push notifications are only sent to subscribers who have confirmed their consent to receive the newsletter. In other words, your information is sent only to interested audiences.
What is a push notification
What is a push notification
Cons:
Instant opening of a pop-up window when entering a website page, accompanied by a sound signal , as well as not always convenient settings for closing the message are the factors that irritate users.
They can only work directly on web resources where the HTTPS protocol is installed . In other cases, push notifications have to be configured on third-party services that send messages through their own domain.
Push notifications are directly linked to an open browser on a PC or a mobile phone application . In a situation where the web browser is closed or the smartphone is turned off when sending messages, the recipient will not be able to see specific information.
After clearing cookies, updating or reinstalling the operating system, the user stops receiving push notifications until he or she re-subscribes to them .
Push notification texts are limited in the number of characters . They should be as short and catchy as possible so that the user wants to open the message with important information. The maximum text size in such notifications is 125 characters.
Push notifications are shown only for a short time, and then disappear completely and are not saved anywhere . The period of "visibility" of messages ranges from a few seconds to a couple of minutes. If the user accidentally closes a notification that interests him without having time to study it, useful information will be lost forever.
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