Mobile Messaging for Lifetime Relationships
First, it ran a "pilot" campaign that featured a few humorous tweets to its more than 68,000 followers. This went over well, so 8tracks included a funny message in its push notification. The message with humor only went to about a quarter of the campaign audience, while the other two were more straightforward. The message with humor achieved a higher engagement rate and goal uplifts, which emboldened 8tracks to use more humor in future campaigns.
This ultimately paid off: 8tracks was able to reduce churn by 8 percent because it connected with users in a personal, data-driven way.
In addition, many media outlets are intelligently leveraging push notifications to send breaking news alerts. In the breakneck world of media, this provides a significant edge on capturing readers' attention. However, smart news organizations know that blasting push messages to their entire audience for every story is a quick ticket to getting your app uninstalled. Combining the immediacy of push with relevancy, timeliness and great copy is the only way to go from noisily yelling at your users to communicating with them in a delightful manner.
Remember, push notification can help you build a strong relationship with your customers because of its intimate, powerful nature, but it's just one tool in your marketing toolkit. If you're not aiming to delight your users through all the channels you reach them, you're in for a messy breakup.
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