PushPushGo / Blog / 3 smart approaches to web push notification usage in the publishing industries

3 smart approaches to web push notification usage in the publishing industries

01/28/2019
Reading time: 17 min

We live in the information age. Scientists at the University of California-San Diego found out that an average person processes 34 GB of data or 105 000 words per day. And the Internet plays an important role in it. According to Hosting Facts, each day more than 3 million blog posts are published on the Net. As a result of such cut-throat competition for users’ attention, publishers are facing a lot of challenges on how to stand out in the information “noise”. Whether it is a small “one-person” blog or such heavyweights as Wired, Business Insider, Bloomberg and even Forbes - all of them are constantly looking for new possibilities to “get noticed” in the crowded marketplace.

In the time when publishing moved to a desktop, web push notifications can become an out-of-the-box solution for the above problem. Moreover, data shows that media, bloggers and publishers form the second largest group that uses web push notifications after e-commerce (Source: PushPushGo.com).

web push notificaztions industry distribution

Web push notification usage according to the industry. Source: PushPushGo

Table of Contents

How to use web push notifications in the publishing industries

1. Be the first one who keeps your readers in the know

2. Increase subscriber's engagement on your online media website

3. Monetization of web push notifications in the publishing industry

In conclusion…

So, how to use web push notifications in the publishing industries?

1. Be the first one who keeps your readers in the know

Even if a person is signed up for your newsletter, it doesn’t guarantee that he or she will read or even open those emails. Research, made by DMA, shows that 47% of users forget that they actually signed up and 53% claimed they receive too many irrelevant emails. Consequently, 1/5th of consumers have abandoned their email account because of the overwhelming amount of letters they receive.

And even though newsletters still remain a powerful tool to reach your audience, web push notifications can perfectly complement and fill in the gaps of your email marketing strategy.   

Check out below different types of web push notification campaigns that you can implement in your online publishing house already now.

  • Inform about new publications

By sending push notifications with relevant and interesting content, you increase chances the subscriber clicks on it and will not unsubscribe because of unimportant information you might flood him with.

πŸ’‘Useful tip. To be able to send customized web push campaigns you should target it according to his behaviour pattern on your website, for example, sections or topics the subscriber is interested in. Would you agree that the person that reads finance news might not be happy if you start to spam him or her with the latest Hollywood gossipsπŸ˜‰?  

Example:

Below you can find an example of web push campaign (from the point of view of the person that is subscribed to the beauty blog that shares content about cosmetics, makeup, health and exercising).

web push notification example by beaty blog

An example of web push notification campaign „New article on the beauty blog”. View on Windows 10, browser - Google Chrome. Source: PushPushGo

What makes this web push campaign effective?

πŸ‘‰ the content of the web push is the most relevant to the users’ interests (according to his footprint on the website). The content of the message is related to the topic of makeup and NOT, for instance, exercising or a new diet.

  • Create urgency by highlighting the latest news and deliver it directly to users’ desktop in a few minutes

It’s not a secret that Breaking News relevance is very limited in time. For every news media resource, it is vitally important to be the first source of information for its’ readers in order to save their loyalty and trust. After all, who wants to be the last one who reveals the news to their followers?

πŸ’‘Useful tip. If you would like to be 100% sure that the subscriber read your message, you can admit “Require Interaction” while setting up your web push campaign. Such configuration will secure in the certainty that your message was read at the time when the browser was opened but the user wasn’t near his computer when you sent a campaign. Although this possibility is available only for Google Chrome, we can ensure web push notifications will make its’ work, as over than 85% of Internet population use Google Chrome as their main browser (Source: PushPushGo).

Example:

The blog that shares insights about travelling and tourism sends a notification about Big Sales made by airline company within one hour after its announcement.

web push notification example - flight sales

An example of web push notification campaign „Flight sales”. View on Windows 10, browser - Google Chrome. Source: PushPushGo

What makes this web push campaign effective?

πŸ‘‰ subscribers will know about sales within the minimum time period;

πŸ‘‰ web push notification campaign is sent to people that are definitely interested in receiving news from this blog. As a result, this fact strengthened by instant delivery of the front-page news will guarantee for the blog the highest CTR (Click-Through-Rate) and level of engagement;

πŸ‘‰ the cost is much lower than paid advertising while the effect is greater in comparison with a newsletter.

  • Send everyday updates about weather, exchange rate etc.

In case if your online site publishes information that people prefer to monitor on a daily or weekly basis such as weather forecast, stock market quotes etc., web push notification will satisfy needs of your audience in the best way. In consequence, you will be able to build credibility, stay always useful for your subscribers and regularly bring them back to your website.

πŸ’‘ Useful tip. Preference Center can be a great addition to this type of web push campaigns. It allows a person to subscribe only to those notifications topics of which are of the greatest interest, for example, somebody prefers to get pushes with sports news or currency rate but is not interested in a horoscope.

See below how the subscription form to web push notifications with preferences looks like.

preference center - web push notification subscription form

Web push notification subscription form with preferences. Source: PushPushGo

Example 1:

Sports information resource sends a web push campaign with a score result of the last football match.

web push notification example - football score

An example of web push notification campaign “Football match results”. View on Windows 10, browser - Google Chrome. Source: PushPushGo

What makes this web push campaign effective?

πŸ‘‰ the web push contains only necessary information;

πŸ‘‰ banner is customized and demonstrates the result of the game that grabs attention, especially of the football fan.

Example 2:

Below is presented an example of web push campaign sent by weather forecast online resource.

weather forecast - web push notification example

An example of web push notification campaign „Weather forecast”. View on Windows 10, browser - Google Chrome. Source: PushPushGo

What makes this web push campaign effective?

πŸ‘‰ an exact forecast is sent to the user depending on the place he or she lives;

πŸ‘‰ an image that reflects the weather catches attention and increases the CTR.

  • Send notifications about newsletter in the subscribers’ inbox

Sometimes it is very hard to fit in very limited space of web push message all the information you would like to share with your readers. Thus, as I mentioned at the beginning, web push notification is not a competitor for a newsletter, but it is a great addition. Combination of both of these tools can create a synergy that will straighten your marketing position and add your online media site extra points in the fight against rivals.  

πŸ’‘Useful tip. Do not send web push notifications about every newsletter you send to your subscribers especially if you do mass mailing every day or even few times per week. Most probably, they will find it extremely annoying. Therefore, I recommend sending web push notifications only with information that is valuable for your followers or it might directly or indirectly affect them.

Example:  

An industry blog, which the main audience is marketers and business professionals, every month sends a newsletter with unique content for its’ subscribers.

web push notification example - notification about sent newsletter

An example of web push notification campaign „Follow up to the newsletter campaign”.  View on Windows 10, browser - Google Chrome. Source: PushPushGo

What makes this web push campaign effective?

πŸ‘‰ highly engaged audience: in order to be informed about new content user made double opt-in (subscription for the newsletter and expression of consent to receive web push notifications);

πŸ‘‰ a sent newsletter will not go unnoticed in the mailbox;

πŸ‘‰ one button sends the user to the main page, while other - to the featured article. At the same time, in order to see the whole list of the best articles of the month subscriber should open his or her email. This creates a situation when web push notification increases an Open Rate of your email campaign.

2. Increase subscribers engagement on your online media website

Traffic, CTR, a number of the viewed pages, time spent on the website are, of course, important indexes to track. However, an active, engaged audience is valued even more than a number of visitors. Here, web push notifications will help you to involve users in a conversation.

Check out these ideas how with the help of web notifications turn your site guests into committed followers:

  • Send alerts about new comments left by other people to the articles read or commented by a subscriber

It’s already a well-known fact that a lot of people sometimes find comment section more interesting than the content itself. Take an experiment made by NPR in April 2014. It published an article “Why doesn’t America read anymore?” In fact, it wasn’t a real article, an author asked readers to click LIKE and DO NOT COMMENT. Ironically, but such a controversial headline created an active discussion where many hot heads claimed they actually read. This experiment once again proved that sharing own opinion as well as reading somebody’s comments is as much important for people as the text of the publication.

πŸ’‘Useful tip. The more customized and targeted will be your message - the higher retention and engagement you will receive. Hence, while setting up a campaign, use appropriate tags in accordance to user’s behaviour on your site (visited pages/subpages, clicks etc).

Example:

Below Web Push Notification campaign shows an example of how you can encourage people to the discussion on your website.

web push notification example - encourage to write a comment

An example of web push notification campaign „Game of Thrones: question to the audience”. View on Windows 10, browser - Google Chrome. Source: PushPushGo

What makes this web push campaign effective?

πŸ‘‰ the topic of the discussion is placed in the title, so the recipient could catch it immediately;

πŸ‘‰ fetching image that reflects the idea of the question.

  • Get to know your readers closer: ask them questions about their preferences or even involve them in choosing a topic of your next article

The more you know about your audience - the more accurate content you will be able to deliver. On the other hand, asking people about their feedback on an idea can make them feel more important and build trusted relationships with your readers. Robert Cialdini, a social psychologist, says that giving a value to somebody’s opinion by asking them about advice, can affect they like you more. But who said you cannot implement this rule in the communication with your subscribers via web push?

πŸ’‘Useful tip: by using this type of web push notifications, you can send a subscriber to the web page with a survey or, if it is just one questions with few alternatives to choose, you can collect answers directly through the web push.

Example: Content-based website, which specification is mainly lifestyle and life hacks, prepared an online test for its’ followers that will help them to identify what the readers of the blog prefer: cooking at home or eating out in the restaurant.

Option 1. Web push campaign that links to the survey on the separate web page

web push notification example with a survey

An example of web push notification campaign „Users’ survey”. View on Windows 10, browser - Google Chrome. Source: PushPushGo

What makes this web push campaign effective?

πŸ‘‰ collected information can help to optimize content according to the readers’ preferences;

πŸ‘‰ the topic is interesting for subscribers as the survey was sent to those followers who at least once visited the food category on the site. That’s why chances they decide to participate in the survey are much higher;

πŸ‘‰ in the message was mentioned that the survey does not require a lot of time which likely will motivate the subscriber click on the web push;

πŸ‘‰ the message also contains information that can play a role of the award, namely a possibility to see what other subscribers answered. From a psychological point of view,  it can stimulate humans’ curiosity and encourage them to action.

Option 2. Web push campaign with alternative question

web push notification campaign with an alternative question

An example of web push notification campaign „Users’ survey” 2. View on Windows 10, browser - Google Chrome. Source: PushPushGo

What makes this web push campaign effective?

πŸ‘‰ does not require much time to answer in compare with the previous variant;

πŸ‘‰ each button links to the page with a selection of articles according to the chosen topic: Cooking or Eating Out.

  • Re-engage with readers that left your website

According to Blogging Wizard around 75% of blog visitors will never return back to the website. Although the number is quite disappointing, web push notifications can help to improve such results.

πŸ’‘Useful tip. Usually, publishers are busy with a lot of running tasks, therefore in order to save the time, it is possible to set up an automated web push campaign that will be sent to each subscriber that didn’t visit your site for a while (this period can be configured according to your requirements).

Example: An information resource that publishes articles and news about law sent a web push campaign to its’ subscribers that didn’t visit their blog within the last 30 days.

web push notification campaign - how to increase return rate to the website

An example of web push notification campaign „Re-engagement”. View on Windows 10, browser - Google Chrome. Source: PushPushGo

What makes this web push campaign effective?

πŸ‘‰ the campaign targets those who were reading content about Civil Law. It is a highly relevant topic for the subscriber. And, consequently, it will affect higher CTR.

  • Offer downloadable materials such as presentations, eBooks, white papers, checklists etc.

People like to receive something for free. That’s why sending a web push notification with information about a free downloadable piece of content can be highly effective.

πŸ’‘Useful tip. Collect leads by automating such campaign, for example, web push notification with a proposition to get a checklist might be sent to the subscriber after 60 seconds he entered the website. You can set up the delay time of this automation scenario up to your needs.

Example: Travel blog sends an automated web push campaign for those who just entered the website with an offer to download the free ebook.

web push notification campaign example - download free ebook

An example of web push notification campaign „Free eBook”. View on Windows 10, browser - Google Chrome. Source: PushPushGo

What makes this web push campaign effective?

πŸ‘‰ an instant reach of those people who just entered the website;

πŸ‘‰ helps to collect leads: in order to download an eBook, the person should leave his or her email address.

3. Monetization of web push notifications in the publishing industry

“Publishers are traditionally used to selling advertisers space in their publications. But that model is working less and less as major advertisers stop buying publications and start buying audiences.”

American Press Institute

  • Web push notifications as an advertising platform

It is not a secret that the main source of income for media or blog businesses is an advertisement. Therefore, to prosper in the era of digital technologies, publishers are forced to think outside the box, especially when 11% of global Internet population use ad blocking filters which is more than 600 million devices. In such realities, web push notifications could become this innovative solution. It is still a fresh concept that could bring early-adopters to leading edge positions.

πŸ’‘Useful tip. After building a database, you can consider selling space for advertisers. The audience is highly targeted. Hence, the efficiency of such campaigns is huge as well as the received number of authentic interactions. However, it’s advisable to plan everything carefully, choose only relevant brands and do not send notifications with advertisement too often - nobody likes spammers.

Example: online media resource that regularly creates blog posts about news in the global automotive industry sent a web push notification with an advertisement of the International Motor Show.

web push notification example - advertising of Motor Show

An example of web push notification campaign „Show Promo”. View on Windows 10, browser - Google Chrome. Source: PushPushGo

What makes this web push campaign effective?

πŸ‘‰ although it is an advertisement, it is highly relevant to the interests of the target audience;

πŸ‘‰ catchy headline and image will definitely attract users’ attention and increase CTR.

If your online magazine uses paywall method, web push notifications can help to boost the number of paid subscriptions.

πŸ’‘Useful tip. Use web push notifications to send promo-codes to encourage a user to subscribe to the paid content. Look at ecommerce! The industry successfully implemented this scenario with an average CTR about 21% (Source: PushPushGo).

Example: A marketing blog offers a promo-code for its subscribers that gives 1 month of unlimited access to the VIP articles.

web push notification example - promo code for 1 month of Premium subscription

An example of web push notification campaign „Promo-code for paid subscription”. View on Windows 10, browser - Google Chrome. Source: PushPushGo

What makes this web push campaign effective?

πŸ‘‰ web push campaign is personalized as the information about the last read article is used;

πŸ‘‰ the campaign is sent to those who already get familiar with content on the website and, most probably, already have an opinion whether they would like to unblock premium account or not;

πŸ‘‰ an offer is limited in time. As a result, urgency can force the receiver to validate the code until it expires.

In conclusion…

To sum up all the above, I would like to highlight the advantages web push notifications bring to publishers:

  • while popular social media channels change its’ algorithm against branded write-ups, web push notification became irreplaceable content distribution tool that immediately delivers news directly to the subscribers’ desktops;
  • ad blockers and spam filters will not affect your campaign;
  • bring off-site visitors back and increase website traffic;
  • build an engaged community, involve people in the dialogue and discussions;
  • get to know your audience better and, consequently, deliver more relevant content;
  • monetize push-up notifications by selling it as advertising space or use it to boost a number of paid subscriptions;
  • target only the right audience and send customized messages according to users’ behaviour on your site.

Web push notifications open the whole range of new opportunities for the web publishing industry. They are just gaining in popularity, so it’s important to jump on the bandwagon to get all the benefits these technologies offer.

If you did not use web push technologies before, it is a high time to make the first step and to experiment with it. Did you know that the most successful businesses have built a test-for-results culture, where experimentation is an integral part of their marketing budget?  

Start testing web push notification app, collect subscribers and send your campaigns during 14-days absolutely for free. No credit card required, no extra payment.


Olha Lypnytska

Growth Marketing Manager @PushPushGo

Passionate about advertising, digital technologies and marketing itself. Life motto: "Growth starts out of the comfort zone".

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