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Push messages - A real game changer for your marketing!
Katharina Rösner
Push messages have been known for a long time from native apps which are used for authentication for example to your online banking or from Messenger Services. They are now also widely used for web apps or PWAs. Read in this article why you can revolutionize your marketing game with the small, short messages on your screen.
Push notifications have been available since 2009 on Android and Apple devices. They ask Opt-in notifications, to which users must give their consent. They are always displayed on the home screen, even when the app or web app isn't open. In the settings, you can choose which apps or pages can send you notifications. On mobile devices, the push messages are indistinguishable from native apps and web apps. On desktops, the appearance may be different.
Users or the user agents must agree to push messages . If you click on 'Permit' at the top of a website, the service worker recognises this and registers the user as a recipient of future push messages. The service worker sends this information to the push service. The company creating the content via the app servers by using the service worker, requests the push service to send content to user agents as a push message. The service worker is also the interface for communication between the push message service and the user agents' web browser. The service worker is Javascript protocol running in the background.
In the communication web push logs are involved, namely HTTP and VAPID.
This HTTP web push protocol functions as a communication protocol: It manages how senders and receivers communicate or manages the delivery of real-time messages. The administration works by having information about the user agent, the app server, and the push service. In addition, there also is the voluntary application server identification protocol (VAPID) included in the web push logs that serves the Encryption.
When a user agent has subscribed push messages, a subscription object is created, a JSON object that contains the encryption key And the endpoint URL. The push service provides the application server key pair of a public and a private key. Encryption is important so that messages are also sent to the right user agent. The server creates a JSON Web Token (JWT) with a private key and sends it along with the content. The push message service checks the message with a public key.
Before users can subscribe to push messages, you'll need to set them up in the first place. To do this, you first have to register the PWA with a push notification service to get the keys, too.
You then configurate the service worker, which should respond to 'push' and 'push notifications'. The service worker file does two things: it waits for notifications that the server sends, using the self.addEventListener (' push ',...) function. Second, it processes the request using the self.addEventListener ('notificationclick',...) function to send it to the user agent.
Only then can a visitor subscribe to the push service for the PWA or the service worker file, which works with subscribe (). This method swaps out the required login features and triggers a subscription object. This JSON object contains all information for being able to send push messages.
The server requests push messages from the push service using the JSON object. The Code also contains the message text and, optionally, emojis and the company icon. Icons and emojis are important because they increase user engagement. Push messages are generated in the Application Dashboard. In this way, the message is processed as code in the backend, is sent to the push message service and is finally displayed on the user's screen.
Push messages are app or web-based. For example, they are used for Authentication , but also for communication. For example, it is also popular to use push messages for or from authorities to receive official warnings or other information.
They are frequently used for occurrences and news. They are often used in marketing for reminders or as Call-to-actions, in order to remind you of orders or of subscriptions and special offers.
With native apps users must have the app dowlnoaded and push notifications activated. The notifications usually contain information about updates, tidings, transactions or even call-to-actions in marketing. Users must also agree to the notifications in the PWA, but they do not download an app and do not enter any personal data. PWA's primarily display personalized content, so that the messages are primarily used for marketing.
You can personalize the content. Personalization is based on the user behavior of consumers. Depending on which products they buy, or which images, videos or texts they consume, you can suggest your customers appropriate content via push message. By personalizing, you can improve relationships with customers. A classic example of personalization would be apps like YouTube, which use push messages to suggest videos from channels you've visited in the past or watch frequently.
Of course, you also analyze usage, which in turn can be incorporated into the marketing or content strategy. For example, push messages serve different purposes. Even when you use it for reminding your customers to order something before the weekend it can increase your sales.
With push messages, you can automate your communications furthermore. This more dynamic and interactice user experience Is also available through push messages. The interaction leads to customer being stronger involved and to a better customer loyalty.
Because the protocol runs in the background, users are also available offline. The notification is sent in real time which users can therefore also open in real time. This type of ads makes it more likely that your customers will also open the notification. The opening rate, for example, is significantly higher than for emails. This is also how you increase the conversion rate.
However, you should plan push messages in a similar way to other content, as the timing Is just as important as the frequency. If you use them too often, it can lead to notification fatigue. As a result, your customers may turn off notifications.
It's worth sending push messages for communication or for your marketing because they improve loyalty with your customers and make the customer experience more dynamic and interactive. You automate and personalize your communication which increases your turnover. Even with FrachtPilot you can use push messages for your marketing. So also in the regional direct marketing they bring you huge benefits! If you are still looking for a suitable ERP software, have a look at our website, test FrachtPilot for free or book a free webinar to get to know us. We're looking forward to seeing you!
