Creating timely & relevant messages

Quotes

• “I love customer journey innovations. Prior to OneSignal, I had an A-ha moment with notifications and the power they have with the engagement with an app and they really are part of the experience so I started researching the space.” -Josh“I think there issome debate to be had whether push notifications are something that is or should be owned by the marketing team.” -Ben “It’s all about the right message at the right time, context is king. Let me say one thing upfront, push notifications can be web-based and mobile-based and you use them for different reasons. Mobile ones are a lot more dynamic.” -Josh“It is about what we are trying to accomplish with the message. For media or entertainment companies like a sports league, they are trying to drive engagement.” -Josh“I think it’s interesting that you said context is king and not content is king. That’s an interesting way to think about mobile notifications is that you have all the additional context of location, timing, and proximity.” -Ben“Knowing where you are, knowing these behaviors to the context of the user is crucial to driving higher engagement. So the best practice is to keep it short because these are limited. Notifications do not allow for long-form.” -Josh“The thing that I never expected especially given the current stage of my career in life was how important emojis are. I think it is an extension of the visual and emojis can be powerful. People engage with them and we see it across the range of ages.” -Josh“There is a sense of utility that comes out of good notification.” -Ben “I think you need to react by consumer. There are die-hards out there who want more messages because they are just loyalists. They love the service and maybe it’s only 2 or 3% but they represent a significant portion of the viral-evangelist sort of cohort of users.” -Josh“It is about trial and error which I think marketing is all been about. Everyone talks about being data-driven but the reality is you need to AB tests these things.” -Josh“I think people need to get much more pragmatic. If we want to re-engage them or reward them for being our customers, reward them later for a future event but at the time that is consistent with their typical behavior usage. That’s where the context is strong.” -Josh“There is the notion of disruption where I think of push notifications as sort of being a disruptive vehicle. But sometimes it is important and it needs my attention. So to me, there is a balance of passive vs. active communication email.”-Ben“One of the things that as a marketer always bug me was this myopic focus on clickthrough rate. I don’t care as much about the clickthrough rate as much as I care about the action, the ultimate action I am trying to drive.” -Josh“The metaphor that comes to my mind is if you come at the king, you better not miss. If you are going to send a push notification it better be something that is valuable or you are going to have your customers annoyed and opt-out from receiving future notifications.” -Ben