What Marketing Tool Should You be Using: Email V/s Push

The Mobile Behavior Report from Marketing Cloud suggest that 80% users subscribe to email alerts with the sole purpose of receiving alerts for coupons, while only half of these subscribe to push notifications for the reason.

Businesses both big and small function are moving to mobile with one common goal- growth. Be it any industry- fashion retail, mobile app development, real estate, etc.; each business house is setting aside budgets for the marketing of their base product. And for any business, communicating with the audience is absolutely essential.

With multiple digital channels available to date, the one question that, according to most reports, has hit app development companies in UK for higher ROI is-

“What marketing tool should I be using for my business?”

Today we broadly answer this question, applicable to most businesses and not just mobile app development.

Most competition is seen among two channels- email marketing and push notifications. Let’s break this down one by one, using multiple criteria and see which marketing medium is rather preferable for your business?

  1. User Expectancy:

Mobile users usually expect to receive sales and promotional deals over email, while seeing a Push Notification businesses can share time sensitive content that is tailored to receiver’s interests.

  1. Information Delivery:

A promotional email is usually left ignored in the email inbox while push notifications serve the purpose of providing urgent information.

  1. Opt-in Rate:

The Opt-in Rate is one of the most important marketing metrics. The higher the number of users interact and subscribe to your product, the higher is the opt-in rate.

Push Notifications on Mobile have an opt-in rate of 60-70% (according to PushWoosh) which includes 40% of total iOS users and 70% of total android users subscribe to. On the Web, a whooping 90% users subscribe to Push Notifications.

The Opt-in Rate for Email Newsletters is rather sad! ONLY 5% mobile users sign up for email newsletters.

  1. Click-through Rate:

The click-through rate is the ratio between the total number of viewers of the marketing message to total clicks on the link. The CTR reflects at the effectiveness of the channel.

2015 Data from the mobile automation company- Kahuna analysed 10 million Push Notifications to draw a Click-through Rate of 40%.

Currently, Push Notifications ranges from between 17-20% while Emails still struggle at 2-3%.

**The CTR varies from industry to industry.

  1. Response Time:

The Response Time is the time spent from the moment users receive your message to the moment they interact with it.

30-40% of subscribers of Push Notifications interact instantly, with a high potential coverage. Paired with a personalised Push Message, push notifications are considered a highly effective growth hacking tool.

The response time for emails can range up to 6.5 hours.

What should you do?

The concept of Message Mapping via User Persona is a breakthrough osmosis for audiences. While emails are beneficial, varying with the urgency of the message they may not always be the best option to consider.

On the contrary, there are users who prefer traditional marketing  mediums, weighing Emails over Push.

IDENTIFICATION OF USER PERSONA IS THEREFORE CRITICAL IN CHOOSING YOU MARKETING MEDIUM.

Message mapping therefore is an essential to keep the customers happy and increase the customer lifetime value.

How to do message mapping?

  • Identify how urgent the message is
  • Define persona’s tolerance to marketing messages
  • Map persona’s tolerance to message urgency
  • Build and Send Marketing Material via suitable platform
Message Mapping for Digital Marketing
Image Source: Mobify

Once you’ve defined the User Persona and effectively mapped your message, you can easily define what marketing tool should you be using!

Kriti Written by:

Guilty of Gluttony!

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