There is no denying that email marketing has taken a different turn in the past few years.
According to campaign monitor the average click-through rates on email are anywhere from 1-5% with 2.5% being the benchmark.
According to an Ontraport article, one study done of Gmail users showed that of all 6 billion messages sent to Gmail users, only 2.41% of mail landed in the Primary tab while over 90% was classified as either promotions or updates (transactional mail).
Now while that doesn’t mean you should give up on email marketing, it does show that there is a lot about sending emails that you have little control of.
While you are trying to focus on hacking the Gmail algorithm, we suggest a multi-channel approach.
The Current Facts About Digital Marketing Tactics
With messages taking at least 6-8 touch points before a user standardly buys a product, creating a multi-channel approach will allow your company and product to stay top of mind.
While emails have struggled to get out of the spam and promotions tab, another tool has emerged to support in increasing click-through rates and re-engaging your website traffic.
Before we dive in, a few more fun facts.
According to Forbes, a study by Borrell Associates predicts that SEO will be an 80 billion dollar industry by 2020.
With that much money being spent on SEO, the next question is what are you currently doing to take the expensive traffic you are getting and convert it into leads and sales?
According to an article in INC 98% of your visitors won't buy on their first visit and 55% of website visitors leave your website within the first 15 seconds of their visit.
If you ask us, that is a lot of wasted traffic! I’m sure you would agree.
Digital marketers tend to focus so much on new traffic that they forget about re-engaging that very expensive traffic that came to their website in the first place.
So how do you re-engage that traffic?
That is where Web Push Notifications come in.
What Are Web Push Notifications
Web Push Notifications are a little notification that appears in a users browser with a quick message.
If the user isn’t on their browser at the time, the minute they open the browser, the web push notification will be right there waiting for them.
They currently work with Firefox, Chrome, Safari & Android.
Once someone hits the “allow” button, you are now authorized to send them Web Push Notifications.
How Are Web Push Notifications Being Used In Your Overall Marketing Strategy?
Pushing Out Content. Many marketers use Web Push Notifications to push out blog posts and content that are a part of their ongoing SEO & Marketing strategy.
Promote Sales & Discounts: Do you have a special offer or promotion? Using Web Push Notifications to push out limited time deals and promotions is a great approach to create urgency right to users desktops.
Welcome Drips: Just like email, welcome drip campaigns with Web Push Notifications are crucial. They are an introduction to your brand and company and the perfect way to warm up your community and let them know what to expect.
Sending Visitors To A Landing Page To Sign Up For Your Email List: One great way to ensure you are in front of your visitors consistently is to send a push notification to a landing page for a downloadable. This is a great way to make sure your Subsribers are on your email & subscriber list.
Why Are Web Push Notifications Seeing Better Results Than Email?
On average we are seeing click-through rates between 4-16% on Web Push Notifications.
Remember the range for email click-through rates earlier in the article? Standardly they are anywhere from 1-5%.
One of the biggest indicators of success in email marketing and Web Push Notifications is the click-through rate.
So why are Web Push Notifications seeing better results?
First, according to Invesp website visitors that are re-marketed are 70% more likely to convert.
Re-engaging traffic is a lot more cost effective than buying new traffic!
With Web Push Notifications you don’t have to worry about tricky algorithms or email delivery that is out of your control.
In fact, one of our newest features of staggered sending ensures that you don’t overload browsers so your messages can be delivered to users.
They have shorter text. There is no denying that users are looking for short and quick messaging.
One main reason click-through rates are low on email is because often times they are getting buried in between a ton of lengthy text.
With only 48 characters for headlines and 100 characters for text, Web Push Notifications force you to be short and to the point.
So are you wasting money on your email and SEO efforts?
If you aren't paying attention to getting more than 2% of your website traffic to convert on your website, then YES, you are.
However, if you are taking the time to have a multi-channel approach and focus on traffic and conversion, then you are on the right track!
What is key is having a touch point at every part of the website user funnel.
Having a software like Subscribers is important to ensure you aren't wasting any of those SEO and email efforts.