The world is quickly moving from web to mobile and this change is becoming more and more evident within the workplace. Employees are now using mobile devices for an array of work activities- whether that is for internal and external communications, sourcing information, or performing certain tasks. What’s more, the mobile world is moving from a pull-driven to a push-driven model, which has opened up a big opportunity for communication via push notifications. On average, app users that have enabled push have 88% higher engagement rates. When used properly, push notifications can become a powerful platform for directly engaging employees.
So, how do push notifications work?
Push notifications are permission-based (meaning users have the ability to opt-in or opt-out from receiving them) and arrive in the form of simple messages from apps that are installed on your device. When sent out, these notifications “wake up” your device in the form of an alert or message on your home or lock screen. Before the existence of push notifications, you had to be directly engaged with an app and have it open in order to access its information or to perform one of its functions. Today, the greatest strength of push notifications is that they allow apps to distribute information to your screen without having a direct request for that information. Essentially, push notifications enable users to engage with an app without having to enter it, and act as a gateway to the app itself.
The average Android and iPhone user over the age of 18 uses over 26 apps per month. The amount of time and apps used per person is showing no sign of decreasing, which means that the business’ behind apps must focus on user retention and maintaining engagement rates. The solution to this is in the use of push notifications, which provide the user with information that is both interactive and delivered in real-time.
Notifications and driving engagement
Apps that notify users at a reasonable frequency are usually rewarded with high engagement rates. Push notifications can be a powerful platform for communication and driving user engagement when users opt-in to receive them. For consumer-based apps, it is not uncommon for users to opt-out from receiving notifications from apps. Consumer-based apps with the highest opt-in rates for notifications are usually related to utility & financial services or taxi & transportation services.
Basically, consumers are interested in receiving notifications for information that they consider to be essential. If your company uses enterprise apps as a piece of your internal communications strategy, chances are that the information being pushed out will be considered essential. Users of enterprise apps are therefore highly encouraged to opt-in for receiving push notifications, as they are often the means of providing information that is essential to one’s workday.
Since the use of enterprise apps in the workplace is increasing, push notifications are becoming an important platform for internal communication. Using push notifications to update employees on information in real-time helps to maximize efficiency and productivity within the workday. Pairing the use of enterprise apps with strategic push notifications allows employees to focus their time on more important tasks and spend time on an app only when needed, as prompted by notifications. This avoids the need for opening apps to check for updates, which can save employees a lot of time. Picture that you are a customer service representative at a local telco retailer- instead of having to find the time to log into a company portal on one of the two computers on site, you instead receive a push notification delivered directly, and conveniently to your smartphone with current updates on new products or promotions.
So, what does this mean? It means that notification-centric apps can provide tremendous value to the enterprise if you ensure that your notifications provide highly relevant and helpful information. Why not use the power of mobile apps and push notifications to deliver compelling, important, and targeted content straight to your employee’s phones? Ultimately, it can help you grow towards having a more engaged, powerful, and profitable workforce.