The Web Push channel, which allows you to show visitors online messages from your website, is not nearly as well utilized by marketers as email, social media, apps and landing pages. While Web Push precisely offers the website as an (inbound) channel the advantage of active (outbound) messaging without having to collect personal data. It is also a proprietary, owned marketing channel with surprisingly good results and easy to set up. Also within Ternair Campaign you activate the channel easily, a godsend for busy marketers.
In addition to being a simple and effective channel to deploy, it forces you to communicate in a relevant way. A content and testing plan is therefore recommended, although it does not have to be very extensive.
Quick subscriber growth
What are the results? Let's start with the opt-in. Once you activate Web Push, visitors are presented with a one-time "opt-in prompt": http://www.url.nl would like to: ... Allow or Block?"
The results of our extensive test were beyond expectations. Of gross 246,000 visitors in two months, 26,500 registered to receive Web Push messages. Net, the response rate is still much higher than that 11% because, for relevance reasons, only visitors who visited more than 3 pages saw the opt-in. Also, not all users saw the opt-in because not all browsers support the functionality in all operating systems. So in 2 months you have an outbound channel with 26,500 subscribers added based on a thoughtful strategy, but without extensive recruitment activities. A dream for marketers.
"In two months, an outbound channel with 26,500 subscribers added. That's a dream for marketers."
Better reponse than in other channels
Looking at the response rate to Web Push messages, we again see excellent numbers. We know Click Trough Rates (ctr) from ads, including targeted ones, from social media posts and from email. Except for e-mail, two decimal places are often needed to interpret results. When we start comparing at the item level with an emailing-after all, a Web Push message contains only one item-it turns out that the ctr on Web Push messages is more than 10x (!) higher than that on the same message in email! Voila, a great complementary channel for breaking news, unique offers and special services.
Integrated into Ternair
As a Ternair customer, the Web Push channel is integrated on your platform in Campaign. You set it up easily via the tutorial (also as a video) and you can get started right away. Don't miss the opportunity for better ROI and customer retention! We will of course continue to develop Web Push for optimal combinations in your customer data and channel mix.
