Surely, surely, it has happened to you . You are working on a document written in Microsoft Word on your laptop and out of nowhere, a small box appears in the upper right corner of the screen indicating that you have a new email, or a new comment on Facebook.
Post Content
What are web pushes?
The voice of Tiendeo
Substitute or complement?
What are web pushes?
This mechanism is called web push, and it was launched only in 2015 by Google Chrome (Google, you're a genius and you know it). It's nothing more than a direct notification to the user, via their browser, that "something is happening," even when the page or application is not currently open.
It wasn't long before several browsers began implementing this technology, and brands began to take notice of its effectiveness.
One sector that has adopted web push well is retail, since their efforts are aimed at getting the user's attention in any way possible.
Previously, the only way for users to receive a message from a brand was via email, if they were not browsing the brand's website or had one of its apps installed.
The voice of Tiendeo
With that in mind, it's interesting to see what an analysis carried out by Tiendeo has to say. In the analysis, web push has proven to be up to 5 times more effective than email marketing or a push app (that's right, 5 times!).
Tiendeo reports that, according to its results, almost the majority of web pushes are actually seen (80 to 90%), compared to the average that we normally consider 'decent', between 10% and 25% as an opening rate.
Similarly, the CTR on web push is, on average, much higher . The vp compliance email lists ratio is almost 30 percentile points (27%), while on average if we get 1 to 10% of clicks on an email marketing campaign we can say that we have done well.
Brand Awareness: What it is and how to use Email marketing to enhance it
Substitute or complement?
There are many reasons why a user may agree to receive web pushes without any problem; perhaps the most important is privacy, since no personal information, phone numbers, name, surname, etc., has to be given, one simply accepts or rejects. However, this does not mean that web pushes are replacing email marketing, but rather that they work together.
A simple example is to take part of your database segment and identify which ones use Google Chrome.
From there, you can establish some creative mechanism, from the subject, to establish the personalization of the message and encourage clicking on the push.
So that you don't get caught, we're leaving you with the infographic that is the result of the Tiendeo study. Click on the image to enlarge it. Then, come and tell us your impressions.
