3 min read
Transform your app marketing with artificial Intelligence (AI), making your messaging and notification strategy personalized, relevant and customer-centric.
Did you know that around 52 percent of app users find push notifications annoying? An unpleasant experience around app messaging can easily result in a user opting out of notifications they find interruptive. Worse – they could even uninstall your app, especially if they find the notifications completely irrelevant.
The solution does not lie in completely doing away with notifications. When used wisely, these are an important element of your brand’s messaging strategy. Notifications help keep your app top-of-mind; they encourage users to open and re-engage with the app. Ultimately, a well thought through notification strategy encourages app usage, growing the lifetime value of the customer.
Effective Notifications Are Personalized, Relevant and Timely
In a world where 35 percent of notifications are generic broadcasts to all users, useful notifications are those that offer real value to customers, and are personalized, relevant and timely.
Netflix is often cited as an example of a brand that has nailed successful messaging through notifications. It only sends out notifications announcing the launch of a new season of a show that you follow, or recommending a newly available movie that is similar to others you have watched. Evidently, Netflix’ recommendations are personalized to your preferences.
To make notifications relevant, marketers must use the swathes of data that they have around user behavior, interest areas and past purchases to offer information that is actually valuable to the user. AI can enable this kind of insight.
Using AI to Understand Each User at a Granular Level
AI is making it easier than ever for marketers to personalize user experiences, and encourage engagement and retention. It enables proactive recommendations or notifications on products, services or features that are aligned with user interests, pushing up the likelihood that they will engage with the app and complete the conversion KPI.
AI helps personalize messaging through:
Segmentation
Effective personalization starts with accurate user segmentation. AI tools can help you minutely segment your audience by enabling you to:
- Analyze data around in-app user behavior, past purchase history, action on push notifications, etc.
- Learn about individual preferences and interest areas
- Detect patterns, and
- Predict future behavior
Relevance
Use AI to also ensure the relevance of the notifications. AI tools can analyze vast amounts of user data around preferences and interest areas, and use this to recommend content that they would most likely to engage with. Seventy-five percent of what Netflix users consume is a result of recommendations that are triggered in this way, and 35 percent of Amazon’s revenues come from recommended purchases.
Solutions like Appier’s AIQUA, an AI-powered marketing automation tool, allow brands to hyper-personalize their messaging by analyzing the user’s in-app behavior and journey, and mapping this onto their interests outside the brand’s platforms. Insights from onsite-offsite user interest mapping enable a single customer view, facilitating a better user experience through relevant and personalized messaging.
Timeliness and frequency
How many notifications should a brand send out? Studies have shown that 37 percent of respondents would disable push notifications if an app sent between two to five notifications a week, while 22.3 percent of them would stop using the app.
This means that no matter how personalized or relevant your notifications are, if they are too many in number, chances are that your users will perceive them as disruptive and screen them out. Hence alongside relevance, marketers must also consider frequency and timeliness of notifications.
Here again, AI has a role to play – by analyzing data patterns around when users engage with your app, for example. This will help you send out notifications at the optimal time, when users are seen to be most responsive and more likely to take the looked-for action. For instance, marketers who use AIQUA not only use the platform to personalize notifications, but also to identify the right moment and right way of reaching each user.
Thanks to the power of AI, marketers today can ensure that messages and campaigns are based not on guesswork or intuition, but hard data. The kind of proactive personalization described here is just one way in which you can use AI to enhance your messaging strategy. When it comes to leveraging AI in marketing, the possibilities are limitless.
* AIQUA – Our marketing automation platform runs most-advanced AI models to help you understand and predict your customers’ future behavior. Request your free demo now.
