You used to use SMS, but now you've replaced them with push notifications. Why is this better from a marketing point of view? Here are the reasons.

How push notifications appeared

Push notifications are used to notify customers about promotions, discounts and news. They appear on the screen as pop-up text messages on the screen, helping to keep customers up to date and encourage them to take actions, such as purchases.

Push notifications start working after customers download and install the app and subscribe to the newsletter. The mailing server will then start sending notifications to it when an event specified by the administrator in the settings occurs.

How does this happen?

There is also a notification service between the client and the mailing server, which helps save phone resources. However, it is not visible and customers do not know about it. SMS and MMS use much more space on the phone than on Push notifications. The latter appear on the user's smartphone in silent mode in the center of the screen or at the top left if the device is locked. This is a convenient and affordable way to attract customer attention.

Push notifications used to be not so easy and expensive to use. It was possible to use them if you ordered the development of a mobile application from scratch. At that time, only system messages such as “New version available” were used.

Then, mobile application development software appeared, where it was possible to insert push messages when creating a program.

It was expensive for business owners to develop such an application with the ability to send messages, as it required programmers, order services from web studios, or employ a specialist.

Small businesses could not afford this. Soon, solutions for them also appeared, which included a newsletter control panel. They were different:

  1. Universal programs that you can change to suit your business.
  2. A robotic marketer that tracks customer actions in an online store.
  3. A push newsletter builder.
  4. Ready-made loyalty programs that are upgraded to the needs of a particular business.

Why push notifications are better than sms

Modern marketing tools are characterized by personalization, brand proximity and interactivity. Businesses communicate with their customers via messengers and social media.

This style of communication is close to the spirit of the new generation who grew up in the digital age. For them, online consultations, voice assistant, virtual discount cards, contextual advertising, and push notifications are a matter of course. Each of these tools works in conjunction with the others.

When it comes to sms and push notifications, their tasks are similar, but they are delivered in different ways. SMS via a cameraman, and push notifications through a notification service. At the same time, the cost of a Push notification is several times cheaper than an SMS message that everyone who has a smartphone and an active SIM card will receive. The audience for push notifications is much narrower, but it is more targeted, and it is much more valuable for businesses.

The disadvantages of SMS messaging

The main disadvantage of using SMS messaging is its high cost, especially if you send a personalized offer. For example, the cost of one sales offer for mailing can range from 1.5 to 2.5 thousand rubles per month.

When using push messaging programs, it is several times cheaper.

Another drawback of SMS messaging is the negative attitude of customers towards advertising and lack of interactivity.

To organize SMS, you need a customer base with phone numbers, but customers do not always agree to subscribe.