Push notifications reduce churn if used strategically

By Karina Arkhangelskaya


Limassol, Cyprus


According to recent statistics, acquiring a new customer can be up to five times more expensive than retaining an existing customer. Plus, existing clients are 50% more likely to try new products and services.

So, the lower your churn rate, the higher your revenues. This same logic can be applied to online users visiting your Web site.

But, is it possible to re-engage the same customers repeatedly? The answer is a resounding yes, specifically when using push notifications.

There are many tactics companies can use to maximise push notifications to assist in churn reduction.
There are many tactics companies can use to maximise push notifications to assist in churn reduction.

Definition and causes of customer churn

Your churn rate is defined as the number of customers who stop using your services or purchasing your products. This concept can also be applied to all your content. For example, your e-mail newsletter churn rate tells you how many users unsubscribed from your regular notification service.

It’s possible to experience active churn, which refers to customers who proactively unsubscribed from your services. At the same time, it’s possible to experience passive churn, which refers to users who simply don’t consume your products or services anymore.

There are various elements that contribute to churn, and not all of them are under your control. That said, you can influence a large number of variables, including:

  • The quality of your Web site and the overall user experience it provides.
  • The changes you make to keep up with competitors and the industry as a whole.
  • The value that your content or offer delivers, which has to be superb to be successful.
  • How memorable your content or offers actually are.

So, how can push notifications address all of these?

Reduce churn rates with push notifications effectively

Push notifications are a versatile tool that can be used to achieve a wide range of goals, including the reduction of churn. A great push notification message should include a short, concise message, a clear call to action, and an overall engaging feel.

Let’s take a look at sound strategies you can implement to reduce churn via push notifications.

Improve customer service

It’s possible to have scenarios where your clients have or will experience a bad reaction to changes you make.

Push notifications are a great way to get ahead of the game and do damage control. Here are a few examples:

  • Shipping is delayed: We’ve had a lot of orders! Your delivery may take a little longer.
  • Your stock is running out: Last call! Only a few special edition shoes left!
  • Your customers are upset, and you want to offer a reward: Sorry for your delayed order. Use promo code SRY for a 5% discount.
  • Your Web site will be down for maintenance: We’re upgrading our site. It will be unavailable from 2:00 p.m.-5:00 p.m.
  • You want to find out why customers are upset: Tell us your thoughts. Rate our performance in a simple survey.

Stand out from the crowd

There’s a large probability that you’re in a crowded industry. Do everything you can to stand out.

  • Boast your updates: We just got an award! Check out our best commerce site award.
  • Hot news publication: BREAKING! Musk to step down as Tesla CEO!

Remind users about your awesomeness

Re-engaging users is essential for reducing passive churn. Here are a couple of great strategies for getting them involved in your product or service.

  • Personalised reminders: Hey Sil, we’ve missed you. Here’s a 10% discount code. (Use the last activity targeting to set the right triggers.)
  • Regular notifications simultaneously: A custom playlist has been made for you. Start your week on the right note.

Engage new customers

Building loyalty is similar to creating a first impression. You don’t have much time to spare. So, don’t be afraid to jump right in and give your audience the option to choose their content.

This can help improve your results and empower your audience. Here are some examples:

  • New Web site opt-in: We’d like to keep you updated. What do you like?
    • Sports
    • Technology
    • Politics
    • Food
  • E-commerce site opt-in: Welcome to your new favorite sit. Tell us what discounts you’d like:
    • Sports accessories
    • Apparel
    • Footwear
    • Sustainable line

Keep in mind

There are dozens of strategies you can customise to achieve your push results, but make sure you remember the cardinal rules of push notifications. These are:

  • Preview every notification: This is the only way to verify that your alert looks good and contains your entire message.
  • Segment and target the audience: This will increase the number of users you engage.
  • Don’t ruin the user experience: Avoid sending too many alerts as this will annoy users, but you should also ensure that you’re sending enough of them. This will vary, but in most cases, you shouldn’t send out more than two notifications per day.

About Karina Arkhangelskaya

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