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What are Push Notifications?
This webinar discusses push notifications, which are messages that appear on smartphones from apps. The presenter will cover the basics of push notifications, how they work, advanced features like rich content and personalization, and provide a demo. The webinar aims to explain what push notifications are, how developers can leverage them to engage users outside of apps, and examples of how push notifications compare to other channels like in-app messages and email.
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What are Push Notifications?
- 1. Webinar What Are PushNotifications? 07/26/17
- 2. Meet Your Host AaronSawitsky Localytics Head of Product Marketing
- 3. Agenda The Basics How DoesPush Work? Advanced Features Examples Push vs. Other Channels Demo Q&A
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- 5. What Are PushNotifications? • A push notification is a message that appears on a smartphone • Similar to a text message • Are sent from an app • Can only be received by people who have the app installed on their phone • Users must have push enabled in order to receive notifications
- 6. What do PushNotifications Look Like? • The appearance of push notifications can change slightly depending on the following: • Whether they are being shown on an Apple or Android device • The operating system version • Where the notification is being shown • Additional message content like images and action buttons (more on this in a bit) Notification on iOS Notification on Android
- 7. Where do PushNotifications Appear? • Push notifications are shown several places on a phone: • The lock screen • The notification center • At the top of the screen (when a push is received while using the device) • The menu bar (Android only)
- 8. Why Use PushNotifications? • Push notifications allow you to engage users outside your app • If used correctly, push notifications can create a far more loyal and active customer base • The key is to not over-message and only deliver relevant content
- 9. Push vs. OtherChannels
- 10. Push vs. In-AppMessages vs. Email Push In-App Email Can be viewed at any time? Yes No, your app must be open No, email app must be open Customized look & feel? Limited Yes Yes Requires opt-in? Yes No Sort of (unsubscribe)
- 11. Which Channel ShouldYou Use? • It depends on the goal of your message • Push notifications & email great for getting users to open your app • In-app messages getting users to perform specific actions inside your app
- 12. How Does PushWork?
- 13. How It Works •Apple and Google provide their own push notification services • When you want to send a push notification, you tell the notification service the message you want to send and who should receive it • Each device has a unique identifier called a token. This lets the notification service target individual devices • The notification service delivers the message to the right devices Push Notification Service Device
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- 15. Rich Push • Arich push is a push notification that includes “rich content” (a picture, GIF, video, or audio file) • With rich pushes, you can bring content outside your app, removing a barrier to consumption • Adding rich content improves message performance: Increase in Open Rate 30% Source: Localytics, 2017
- 16. Personalization • Personalization isthe process of customizing a message for each recipient • Good personalization combines strong audience targeting with dynamic content • Common dynamic elements: name, favorite category, last purchase, etc. • Personalization can dramatically increase open rates: Source: Localytics, 2017 Average Open Rate 4.1% Open Rate w/ Personalization 6.6%
- 17. Location-Based Messaging • Pushnotifications are sent when a user enters/exits a specific location • Generally uses geofences or beacons • Provides some of the most timely messages possible
- 18. Categories/Actions • iOS Categoriesand Android Actions allow you to include buttons in your push notifications • Great way to make messages more interactive • Buttons must be configured inside the app’s code ahead of time
- 19. Transactional Push • Transactionalpush notifications are a form of automated notification • Allows any software to send a push notification • Great for order updates, friend updates, breaking news, etc.
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