Web Push Notifications for Bloggers: A Starter Kit
You have a blog. And, like all the best blogs you follow in your industry, you publish great content – content that is relevant, actionable, and provides real value to the readers. But what if it gets read only by a handful of people?
Sure, you may have an email subscriber list. However, have you looked at the click rates for your emails recently? The average click through rates across industries hover between 2 and 4%, according to a report by MailChimp. So, what do we do to turn the whole picture around?
In this post, I’m going to talk about how you can work with the new kid on the block- website push notifications – to fix your content promotion (if you don’t know about website push notifications, they are instant, clickable messages which appear directly on your desktop/mobile device. Websites can send push notifications directly to people who’ve subscribed to notifications from their web browsers. The subscriber does not need to be on your site to receive the notification).
We conducted a study which showed that CTR from web push notifications are 4X-8X times the CTR for email.
And, here are 4 use cases if you want to try out this new communication channel and see the results for yourself.
1. Promote your latest content to interested readers
This is a no-brainer. One of the most obvious use cases for website push notifications if you’re a blogger is to promote your latest article through a push notification to your subscribers. Also, if you find that your blog is getting a lot of new visitors but very few repeat visitors, website push notifications is a great channel to convert those ‘new visitors’ into ‘subscribers’.
Unlike email, web push notifications do not require any personal information or even email id from the subscriber. Once they opt in, you can send them a notification whenever something new gets published on your blog.
2. Promote your old but awesome articles
All websites offering great content have faced the problem of visitors not reading their old posts. With website push notifications, you can resurface your old content and make it available to current readers. One of the easiest ways to do this is to send an “Article of the Day” notification. Pick an article from your archive which you think your current readers might enjoy, and send it across. A music blog called K2N blog used a similar tactic to get 18.5% click rate on their push notifications. Read about how they did it, here.
3. Direct people to related content
Suggesting additional articles and content on your blog based on a reader’s current read is a great way to showcase your blog’s range and acquire loyal readers. This can be done through targeted push notifications. Segment your subscribers into various buckets based on the articles they’ve read on your blog and send them very relevant, very targeted recommendations through notifications. The narrower your segments are, the more targeted stuff you can send. It’s a great way to increase the relevance of your blog in the reader’s mind.
4. Get feedback about your blog
A great use case for website push notifications is to get feedback from your readers regarding content quality, readers’ expectations etc. Website push notifications have certain unique capabilities which distinguish them from email and on-site feedback methods. Firstly, web push notifications have a great opt-in rate compared to email (the opt-in rate for push notifications have been observed to be close to 40%, which is 10X the rate at which an average email rate builds). This makes your notification subscribers a much better representation of your overall audience compared to email subscribers. In addition, one of the great advantages of website push notifications is that they work even if the website is closed. Thus, you can get feedback from your visitors when they have spent some time away from your website, which will make their responses much more balanced and objective.
That was it! Hope you now have a good idea of how to start using web push notifications for your blog.