January 05, 2018
Email is the most ubiquitous method of professional communication today; it’s also the most polluted. While spam folders do a decent job of helping people “filter out the noise” of unwanted messages, the sheer volume of daily emails can easily cause important messages to get buried in the pile. To combat this, many companies are using instant messengers like Skype and Slack to meet their instant communicative needs, which is great for one-to-one feedback loops. But what do you do when you want to instantly reach thousands of people with information that is immediately actionable? Smart businesses use push notifications.
Chances are you have a device within arm’s reach at just about every moment of the day. Whether it’s your computer, phone or tablet, various alerts are competing for your attention constantly. But what distinguishes one alert from another? The answer is control. Granted, every communication tool gives users a certain level of control, but it’s often designed for one-off situations. Take email for example. Hundreds if not thousands of people and business entities have your email address. Sure, you can unsubscribe, mark as junk, or outright block individual email addresses, but you’re still going to receive your fair share of unwanted or unsolicited communication. Text messages are limited to people who have your phone number, and sure, you can block individual phone numbers, but text messages aren’t often immediately actionable, causing people to read them at their leisure.
Push notifications, however, are concise and fully controllable by the end user. Don’t want an app to ping you, simply disable notifications from that app. However, if you opt in to pushes, chances are it’s because you have a genuine interest in receiving them, and when you tap them, they instantly drive you to the content they are referencing.
What are some key benefits of push notifications over traditional digital communication methods?
· They are succinct –pushes are generally less than 160 characters, making them easy to read and digest quickly
· They drive action—want someone to engage with your content? Pushes can be deep-linked to any number of content mediums
· They stand out among the crowd—pushes are delivered by a device’s operating system, so end users do not have to open an application to view them; they appear right on the home screen
So why would you entrust your most important mass messages to emails or memos? I certainly wouldn’t. If you’re not utilizing push notifications, you’re just one voice in a large choir. Be a soloist. Get to pushing!