With browser push notifications, you can reach out to a wider audience, attract casual visitors, experience higher conversion rates and CTRs alongside being assured of prompt content delivery. Whilst these advantages are enough to suit the marketing requirements of eLearning businesses today, the marketing strategy must be implemented in a structured and well-defined manner to propel business growth and reduce churn.
Although planning out your push notification marketing strategy is not a cakewalk, using relevant content with perfect timing will help you generate quality leads. Some examples of contextual push notifications which prove to be extremely advantageous for eLearning companies are course updates, price alerts on desired courses, information of any latest webinar, trending topics and courses, and others alike. Read on to formulate a successful push notification marketing strategy for your eLearning business and keep your customers engaged throughout the funnel.
Determine your Who, Why, What, and When
The first step in your plan of action is to determine the who, what, why, and when.
While ‘who’ refers to your target audience, it is highly recommended to have comprehensive knowledge about them before shooting any messages in order to create a valuable experience for yourself and the subscribers. Start with understanding them, dividing them on the basis of demographics, followed by creating buyer personas and then move on to deliver an effective and personalised message. It can be related to any new course your audience might be interested in or as simple as informing them about the next part of the course they had recently undertaken.
With ‘why’, you must be well-aware of your marketing objective which in turn shall shed light on the sort of response you are trying to trigger.
Based on the reaction you’re expecting, you must set the content type and tone accordingly. With ‘what’, make sure you’re not sending the same content to the same person again and again.
Lastly, discover your ‘when’ by figuring out what time and day works well to send across your push notifications. There are no fixed rules for it, as different times and days work differently for industries; therefore, keep experimenting and improving your strategy.
Craft the first message after setting the opt-in trigger
An opt-in trigger is the one which helps you increase your eLearning subscriber base. Additionally, it should communicate your value proposition, and persuade the reader to ‘Allow’ notifications. Once you’re permitted by users to notify them, you get a new subscriber. However, finding the perfect triggers is one of the most crucial parts. You can’t just trigger an opt-in prompt as soon as the visitor lands on your page, as it might frustrate a new user. You must wait for them to browse through your page, but at the same time don’t delay it too much, or else they will close the tab. Some of the best places to trigger an opt-in are blog pages, web pages which get most traffic, checkout page, sign up forms, and others alike.
Grab attention with images
As it is rightly said that the human mind processes image 65,000 times faster than text; hence, it is of utmost importance to include compelling images to attract the attention of your prospects. Be careful while picking an image for your eLearning notification message and make sure they acquire the deserved traction by including attractive colours. Opt for a good colour combination which grabs eyeballs just at a glance!
Boost engagement with crisp notification copy and compelling CTAs
To nudge potential users to engage with your message, writing crisp and to-the-point notifications along with compelling CTAs is a must. Some CTAs which work in elearning business are: ‘Start here’, ‘Sign in to your free course today’, ‘Download your ebook now’, and others alike.
When crafting persuasive notifications, make sure that it is not more than 150 characters You may re-engage with users over a new product or enhance their experience by delivering key experiences, tips, interviews etc.
Marketers must note that two CTAs can be included in a push notification which helps redirect your subscribers to more than one page. These ‘find out more’ and ‘get started’ buttons which boost user engagement must be limited to 12 characters.