Insight

Emotions Are Next, So Why Not Use Rich Push?

With companies using individually tailored communications as the norm, emotions have become the next big differentiator.

June 09 2017

Your user is king. The sheer fact that the “daily active user" or DAU has become the go-to metric when measuring an app’s worth on the open market should make that perfectly clear.

DAU is used to gauge the success of an internet product by measuring the "stickiness" of that product by answering a simple question, "How many unique product users visit the product daily?" To be considered active, the user has to engage with the product i.e. use it in some way. Businesses have come to terms with this fact, but the ones that are embracing it are the ones thriving.

DAU and today’s reality

It’s one thing to recognize user needs, it’s quite another to cater to those needs in the most optimal way. This is what we mean by thriving.

With a crowded ecosystem that exists today, the endless sea of apps and web services, along with tons of daily notifications, alerts and messages, new companies are already competing for a limited amount of available user attention which puts them at a disadvantage from point A.

Since DAU became king via proxy, the crucial engagement function just might be to keep your user consistently engaged with your app, products and services. Three years ago, about half the customers already shifted a portion of their spend from existing to new providers, because they simply weren’t engaged enough. Today, this number has risen exponentially.

If you build it, they will come. But if you don’t engage, they’ll leave.

Chances are you already have a great product or service. That’s why you have users. What you might be lacking is the communications options to make it stick. Today, solutions like OMNI help personalize communication towards users, offer actionable data to build brand awareness and deliver actionable content.

However, when everyone starts using individually tailored communications, it solves the “mind” part in the big battle for the hearts and minds of consumers. That leaves the heart as the next big differentiator.

Why emotions matter

The most successful consumer web companies cater to our most basic and powerful emotions. People may feel emotions differently, but we all feel the same spectrum in varying degrees. The most valuable services create internal triggers in the user, activating desire to use the site whenever experiencing a particular sensation. These cues prompt users to come back to the site unaided by external messages.

Nir EyalAuthor of Hooked: How to Build Habit-Forming Products

But it’s about more than that. Ad men have figured it out long ago. Do you associate Coca-Cola with Santa? Is Nike a synonym for exciting basketball? Why? Airs have you imagining you’re Michael Jordan (if you’re an older dude) while Coca-Cola ads have you feeling that summer breeze while enjoying that first sip since 1922.

Feels nice, doesn’t it?

Coca-Cola in the summer

Source: Pinterest

Put a product into people’s hearts and your consumers will love just thinking about it. It’s a long process, but one that can be boosted by visual appeal and yes, even emojis.

Take push notifications, for example. A study done by Leanplum and App Annie says that standard push notifications are opened 2.44% of the time. On the other hand, rich push notifications that contain emojis have a much higher open rate at 4.51%. According to Swyft Media, around 41.5BN messages containing 6BN emoticons or stickers are sent around the world every day over mobile messaging apps.

The report also analyzes the psychology behind it, claiming that human brains react to an emoji inside a rich push notification the same way they would to people’s faces, tapping into an emotional state to make a longer-lasting impact than the message content itself.

A happy emoji

Oh that visual appeal

For notifications that are not time-critical, the goal is always to minimize disruption and maximize delight. They say that an image speaks a thousand words, so it actually invokes that delight much more effectively. According to Hubspot, 37% of marketers say visual marketing was the most important form of content for their business. Various eye-tracking studies done on Internet readers show that they put much attention to images carrying information. When relevant, they actually spend more time looking at the images than reading the text itself. It’s no different when it comes to SMS and rich push notifications.

Remember that rich push delivers your brand identity along with useful information. Whatever the media you end up sending, be it product images or other media, it highly influences how the users see your brand.

Coffee powered push notification

Also, people really like pictures. It’s the best thing next to actually trying the product or service. Same as with us not owning the thing if it’s not physically there, seeing the thing before buying the thing increases the chances of sale.

The 20-year-old model Bella Hadid is the face of the Nike Cortez relaunch. During a recent shoes-promoting Q&A sessions she was quoted saying:

Everybody that comes to these Nike events are so dope — they just like the culture and the sports and cool s**t. [At these events], I get to be myself and be free.

Bella Hadid

That’s the emotion around it. And if you’re wearing the new Cortez, chances are you bought them because you a) saw them before and b) they looked dope. But they looked dope partially because Tom Hanks wore them as Forrest Gump and because Farrah Fawcett was keeping her sneaker game strong while helping to get mainstream into skateboarding.

Indeed, emotions are big business. But beyond that, emotions are what your brand is all about. For banks, it’s conveying security and trust. For Coca-Cola, it’s about fun in the sun. Transferring that feeling to your consumers just might be the key to making an actual connection. And it’s easier than ever.

The technology for tapping into the hearts of your users is at your fingertips. Use it.

Bring emotions into play with Infobip push notifications

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