In e-commerce where personalized customer experiences are paramount to retaining and engaging shoppers. Drip push notifications, a form of automated messaging, have emerged as a powerful tool to enhance customer journeys. According to a recent study by Business Insider, push notifications can boost app retention rates by 3 to 10 times. Moreover, data from Leanplum reveals that personalized push notifications see a 9.3% click-through rate, significantly higher than the 3.1% for generic messages.
In this article, we will explore how e-commerce businesses can leverage drip push notifications to automate and optimize customer journeys.
Table of Contents
I. What is a Drip push notification? What is its purpose in e-commerce?
Drip push notifications in e-commerce are like having a personal shopping assistant who keeps you engaged and informed without being intrusive. These automated messages are strategically sent to customers’ devices over time, guiding them through their shopping journey and helping them make the most of their experience with your online store.
Imagine you’ve just signed up for an e-commerce site. Instead of overwhelming you with everything at once, the store sends you a series of notifications to ease you in. First, you might get a welcome message with a special discount for your first purchase. A few days later, if you haven’t made a purchase yet, you might receive a notification showcasing popular products or highlighting items based on your browsing history.
Drip push notifications can do wonders for keeping customers engaged. If someone adds items to their cart but doesn’t check out, a friendly reminder can nudge them to complete their purchase. If a customer buys a product, follow-up notifications can suggest complementary items, share care tips, or invite them to review their purchase.
Drip notifications are also highly personalized, ensuring each customer receives messages that are relevant to their behavior and preferences which not only enhances their shopping experience but also increases the likelihood of repeat purchases and builds loyalty.
Here is a comparison that highlights why drip push notifications are often more beneficial compared to standard push notifications:
Drip Push Notifications Vs. Standard Push Notifications
| Feature | Drip Push Notifications | Standard Push Notifications |
| Timing | Automated sequence based on user behavior | One-time or recurring at set intervals |
| Personalization | Tailored messages based on browsing/purchase history | Generic messages for all users |
| Purpose | Guide users through the buying journey & drive conversions | Promote specific offers or announcements |
| Examples | Welcome messages, abandoned cart reminders, personalized recommendations | Sales alerts, flash sales, back-in-stock alerts |
| Complexity | Requires advanced analytics and automation | Relatively easier to set up and manage |
| Examples | Welcome series, abandoned cart reminders, post-purchase follow-ups, personalized recommendations | Flash sales, new product launches, limited-time offers, back-in-stock alerts |
| Benefits | Improved customer engagement, higher conversion rates, increased customer loyalty, better ROI | Increased sales, improved brand awareness, potential for urgency-driven purchases |
II. How to use Drip Push Notifications to Automate Customer Journey?
Drip push notifications can be a powerful tool to automate customer journeys and enhance user engagement but you must know how to use them effectively. Here’s a guide on how to effectively use drip push notifications for this purpose:
1. Define Your Customer Journeys
To effectively use drip push notifications for automating customer journeys, begin by defining the various stages of your customer’s interactions with your brand. Understanding their paths from initial engagement to conversion will help you identify key moments where push notifications can enhance their experience, such as during onboarding, product usage, or re-engagement. Segmenting your audience based on behavior and preferences is crucial, allowing you to tailor notifications for different groups, such as new users, active users, and those who have become inactive.
2. Set Up Drip Push Notification Campaigns
Once you have a clear strategy, design your notification sequences to align with your goals and campaigns. For example, a welcome series can introduce new users to your app, while an engagement series can encourage users to take specific actions or explore new features.
For inactive users, a re-engagement series can offer incentives or updates to rekindle their interest. Personalize your notifications campaigns using user data to make them more relevant, such as addressing users by name or referencing their past actions.
3. Automate Delivery
Implement automation tools that support drip campaigns to streamline the delivery of notifications. Set up triggers based on user actions or specific time intervals to ensure timely and relevant communication. Carefully consider the timing and frequency of your notifications to avoid overwhelming users and to optimize engagement.
4. Monitor and Optimize
Monitoring the performance of your push notifications is essential for ongoing success. Track metrics like open rates, click-through rates, and conversions to evaluate effectiveness. Use A/B testing to experiment with different messages and delivery strategies, making data-driven adjustments to improve results.
5. Ensure Compliance and User Preference
Always respect user preferences by allowing customization or opt-out options and ensure compliance with regulations such as GDPR or CCPA. By providing valuable and relevant notifications, you can create a more engaging customer journey and achieve better business outcomes.
III. Examples of how to use Drip push notifications in e-commerce
For further reference, let’s go through the detailed examples of using drip push notification to enhance your online business performance.
Scenario 1. Welcome Series
Sarah is a vintage fashion enthusiast who recently subscribed to your email list.
After subscribing, you can send the following welcome notifications:
Day 1:
“Welcome to StyleHaven, Sarah! Enjoy 20% off your first order with code NEW20. Discover the latest trends and elevate your style.”
After two days, send a notification encouraging her to check out the new wardrobe collection:
Day 3:
“Looking to spice up your wardrobe, Sarah? Our floral dresses are a must-have this season. Check them out!”
Two days later, encourage her to make a final decision with an offer:
Day 5:
“Free shipping on your first order, Sarah! No code needed. Explore our collection and treat yourself.”
Scenario 2. Cart Abandonment
Mark, a tech enthusiast, added a gaming laptop to his cart but didn’t complete the checkout. You can send reminder notifications like:
Hour 1:
“Hey Mark, that gaming laptop is still waiting for you! Don’t miss out on this incredible machine. Checkout now.”
If he still doesn’t take any action, try offering a discount code:
Day 2:
“Mark, we know you’re excited about that gaming laptop. Enjoy 15% off with code GAMER15. Your dream setup is closer than ever!”
If he still hasn’t been convinced, show him some top reviews about the product:
Day 3:
“Still considering that gaming laptop, Mark? Check out these amazing reviews from fellow gamers. You won’t be disappointed!”
Scenario 3. Post-purchase
Emily, a 28-year-old skincare lover, purchased a new moisturizer. To add value, send the following notifications:
Day 1:
“Thank you for your order, Emily! Your moisturizer is on its way. We can’t wait for you to experience glowing skin.”
To nurture her experience, offer resources and guidance on how to use the product effectively:
Day 3:
“Maximize the benefits of your new moisturizer, Emily! Check out our skincare routine guide for optimal results.”
After a few days, request a review to understand customer satisfaction and gather feedback:
Day 7:
“Are you loving your new moisturizer, Emily? Share your experience and help others find their perfect skincare match. Leave a review for a chance to win a free product!”
Scenario 4. Product Recommendations
David, a fitness enthusiast, purchased a pair of running shoes. You can send the following notifications based on his purchase history:
Day 1:
“Hit the ground running, David! Complete your workout outfit with our performance apparel collection.”
To provide more information or context about the purchased product, offer a blog, tips, or helpful resources:
Day 3:
“Looking for new running challenges, David? Check out our latest blog post on the best running routes in your city.”
To encourage further purchases, offer a discount based on his previous purchase:
Day 5:
“Fuel your performance, David! Bundle your running shoes with our protein supplements and get 20% off.”
Scenario 5. Re-engagement
Olivia, a college student, hasn’t made a purchase in a while. Send the following notifications to re-engage her:
Week 1:
“Hey Olivia, miss us? We’ve got new arrivals perfect for your on-the-go lifestyle. Check them out now!”
If she still doesn’t make a purchase, offer a discount to entice her:
Week 2:
“Exclusive offer for you, Olivia! Enjoy 30% off your next purchase with code WELCOMEBACK.”
If she remains unresponsive, provide social proof to build trust:
Week 3:
“See why Olivia and thousands of others love us! Check out our customer reviews.”
Scenario Scenario 6: Loyalty Program
Michael, a loyal customer, recently joined the loyalty program. Send the following notifications to engage him:
Week 1:
“Welcome to the [Brand Name] loyalty family, Michael! Start earning points on every purchase and enjoy exclusive rewards.”
To encourage him to reach the next reward tier:
Week 2:
“You’re almost there, Michael! Earn 50 more points to reach your next reward tier. Keep shopping!”
Once he’s accumulated enough points for redemption, offer a discount:
Week 4:
“Exclusive for our loyal customers, Michael! Enjoy 25% off your next purchase with code VIP25.”
Scenario 7. Event-based
SARA has her birthday today, so to make her day special, wish her with some exclusive discounts:
Birthday: “Happy Birthday, Sarah! Treat yourself to something special with 20% off your entire order. Use code BIRTHDAY20.”
Laura is enjoying the Christmas holiday season and wants to give presents to everyone on that day. You can send a notification:
Holiday: “Tis the season for gifting, Sarah! Find the perfect presents for everyone on your list. Enjoy free gift wrapping on all orders.”
Lya is celebrating her 1-year wedding anniversary, and she has been a loyal customer for a while. To make this occasion more special and valuable, send her:
Anniversary: “Happy 1-year anniversary with us, Sarah! Thank you for being a loyal customer. Enjoy a special gift with your next purchase.”
IV. What are the main challenges in drip push notifications, and how can they be overcome?
Drip push notifications can be highly effective for engaging users and driving conversions, but they come with their own set of challenges. Here are some of the main challenges and ways to overcome them:
Challenge 1: User Engagement
Imagine a news app that blasts you with 10 notifications every hour. You’ll quickly become overwhelmed and tune out. Instead, a well-designed app might send you breaking news alerts immediately but only send you updates about your favorite topics once a day. By understanding your preferences based on your reading history, the app delivers notifications that matter, keeping you engaged.
Challenge 2: Notification Fatigue
Picture getting a barrage of irrelevant emails. You’re likely to mark them as spam and unsubscribe. Similarly, excessive app notifications can irritate users. Allowing users to customize their notification settings, like turning off sound or limiting notifications to specific times, prevents overwhelm and maintains a positive user experience.
Challenge 3: Irrelevant Content
Receiving notifications about products you have no interest in is frustrating. If you primarily buy running shoes, notifications about new fishing gear are unhelpful. By analyzing your purchase history and browsing behavior, a retailer can send targeted notifications about new running shoe models or sales, increasing the likelihood of engagement.
Challenge 4: Technical Issues
A notification system that frequently fails to deliver messages or displays errors is unreliable. Imagine trying to book a flight and never receiving confirmation. A robust notification system ensures timely delivery and accurate information, building trust with users.
Challenge 5: Privacy Concerns
Sharing personal information can make users uneasy. If an app collects data without a clear explanation or consent, it can erode trust. Being transparent about data usage and providing options for users to control their data helps build confidence and loyalty.
Challenge 6: User Preferences
Everyone has different notification preferences. Some people like silent notifications, while others prefer alerts with sound. By offering customization options, users can tailor the notification experience to their liking, increasing satisfaction.
Challenge 7: Measuring Effectiveness
It’s essential to understand if notifications are driving desired actions. For example, if a clothing retailer sends a notification about a sale, tracking the number of clicks and purchases made after the notification helps determine its effectiveness. By analyzing these metrics, businesses can optimize their notification strategies for better results.
Conclusion
To sum up it all, Leveraging drip push notifications is not merely a tactical decision; it’s a strategic investment in the future of your business. By understanding and leveraging this powerful tool, you can create exceptional customer experiences, foster brand loyalty, and achieve sustainable growth in the competitive e-commerce market.
So, why are you waiting? Are you ready to unlock the full potential of your customer journeys with drip push notifications?
