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How to select a push notification service provider?
Are you planning to introduce a new channel for communication with your customers? Don’t you know what functionalities a push web provider should offer? Find out what to consider when starting cooperation with push notification companies.
Push notification companies in the Polish market
Foreign push notification companies have made this channel of customer communications a permanent component of their marketing strategies. The technology hasn’t been available for long in Poland; however, significant interest has contributed to an increase in the number of service providers. What to take into consideration when selecting a web push platform and supplier?
Simplicity and intuitiveness
There are many push notification companies operating in the market at the moment. Offered packages and functionalities may seem similar, but besides effectiveness also intuitiveness is what platform users want to rely on. Marketers and company owners expect quick and effective solutions. Therefore, before they select a service provider, they need to get to know primarily the functioning of a given platform. It is worth checking if there is an option of using a free trial period (though it seems to be a standard now).
The panel should be simple enough to have it configured independently – without webmaster’s or software developer’s support. In addition, intuitive dashboard needs to allow for making a necessary analysis of campaign effectiveness within short time. Support in this respect is usually ensured by clear data presentation in graphs, easily searchable information on subscribers and efficiency indicators for notifications sent. Western push notification companies often create trends worth searching for in the domestic market.
When we are about to start our adventure with push notifications, we don’t need highly advanced functions. What we need at the beginning is definitely time for adaptation into new platform and testing functionalities offered by push notification companies.
Complex and advanced scenario creators will be a good solution when we’re having a team of developers. It is worth paying attention to functionalities available within top platform packages – fast growing undertakings require more advanced solutions. The current standard includes own branding, automatic segmentation, A/B notification testing, tag filtering of recipients, access to API, assigning access levels or sending schedules.
Great opportunities for customer segmentation
Push notifications are a real breakthrough in marketing. They are often compared to newsletters, but they have a key advantage – they offer immediate, real-time contact with a subscriber, without using a mailbox.
Relevant customer segmentation is often a crucial aspect affecting the campaign effectiveness. When selecting a push notification company, it’s worth considering what targeting opportunities it gives. Users can take serious advantage of broad behavioural segmentation relying on both URLs of pages viewed as well as particular text sections, website source code, page view time and all other events on the website that do not result in URL change.
Knowledge base and help desk
Foreign push notification companies offer a well-developed help desk. In Poland the technology is getting stronger, but web push knowledge is still scarce; hence it’s worth having providers sharing their knowledge regarding the service. Naturally, blogs on company websites and all sort of content marketing materials will be useful. Help desks of Polish companies provide for necessary information on platform functionalities and are obviously equal to foreign push notification companies in this respect.