Push notifications are something that every smartphone user is familiar with. When you turn them on, these little messages can notify you about almost anything, from letting you know about special offers you can use in nearby shops, to telling you that new levels of your favourite game are available.
Recent research by Localytics has shown that more people than ever are enabling push notifications on their mobile devices (52%), and Kahuna found that their click through rate can be as high as 40%. But, do push notifications really represent the future of mobile marketing, and can they ever replace marketing emails?
On the face of it, push notifications offer a number of benefits over email marketing. They enable companies to send their customers personalised and relevant messages at exactly the right time. Also, at the moment, push notifications are seen as more trustworthy than other marketing methods: customers have to choose to download a mobile app, then choose to enable push notifications.
Currently, push notifications are effective because they are almost impossible for a customer to ignore. However, the reason why push notifications seem to be extremely successful at the moment is likely to be because they are still in their infancy. As more and more companies adopt push notifications, their effectiveness will be diluted: no one wants to feel like they are being bombarded with messages. Also, if a customer doesn’t look at their phone at the right time, the marketing opportunity is lost.
Email marketing is a tried and tested method of promotion. It allows customers to read their messages at a time and a place to suit them, and on whatever device they wish. As long as companies continue to send interesting and relevant messages, email will remain an effective marketing method.
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