How to Decide Which Push Provider is Right For Your Marketing Strategy?

The Place of Push Notification Across the Mobile Revolution

Mobile Marketing is a multi-channel, digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and/or other mobile devices, via websites, e-mail, SMS, social media, and apps[1]. Especially after 2014, there was a dramatic increase in the revenue from mobile devices and this growth influenced digital marketing to become more direct, highly focused and undoubtedly interactive.

The push notification started to play a major role in this new digital and mobile approach. The very first push notification service called APN Service was launched by Apple in 2009. As the time goes by, countless of start-ups which concentrated on sending push notifications showed up. Besides this, multi-billionaire companies saw the opportunity in push notifications and they began to add this feature on their CRM systems or acquired small push companies.

In this mess of vendors, we tried to find the right partner for us. Furthermore, we wanted to translate this journey to roman characters to “show” you which points you should follow, if you plan to change or implement a push notification service.

Features of a Push Vendor and Why We Need Them?

A Friendly User Interface: Interfaces connect softwares and people and you would like to face with a lean and functional interface 5 days a week. The interface of your vendor should show you or let you to access on this pages easily;

  • Overview: A general dashboard including Monthly Active Users, Total Number of Pushs Sent, Average Open Rate and Number of Clicks with acceptable illustrations.
  • Campaign: A marketer wants to set campaigns quickly and easily. Icons, buttons and funnel should guide the user.
  • Master Data: A page showing the related data with your customers such as total product view events or attributes of user.
  • Reporting: You should show something to your superiors and you really desire to reach them easily.

Push Variety: You desire to send push notifications but your vendor should be supporting you doing it. It may sound no-brainer but you should be sure about technology savvy and capability behind it. We can classify push types as two, visuality and functionality.

  • Visuality
    • Standard: This is the push notification whenever a friend of yours texted you via Telegram. It is simple, it has no images or any rich media. Just a plain text.standard_push_notification
      • Rich: This push type includes images, GIFs, videos and audios directly to your target audience which supplies a strong visual incentive.rich_push_notification
  • Functionality
    • Send Now: This is a set-go kind of campaign. It will reach your customers when you push the send button.
    • Scheduled: As you can guess from the name, this functionality lets you to set your all planned campaigns over the week and go for a holiday to Paris.
    • Recurring: This campaign type allows you to create repeats of notifications at specified intervals.
    • Transactional: This needs a small touch of a software developer. Your backend service sends a request to push vendor to force it to send a push notification to a specific user.

Segmentation: Consumers tend to avoid brands who bombard them with marketing messages. An average user has more than 10 applications in their mobiles. You should contact to the right people with the right content in the right time and your push supplier should support and optimize these conditions. To achieve that, you could;

  1. Add events to your pages and actions.
  2. Label your users with attributes.
  3. Support this information with APIs. (Omni-channel!)

After you gather the data, your setting campaign page should be flexible enough to use all of them collaboratively.

Note: Do not forget the cross-check the numbers via a trusted database.

A/B Testing: The time frame we live made us a subject in different experiments. In digital world, we say it A/B tests. Even Google, Facebook and Instagram use it to not scare people with a new feature or to feel themselves safe. For conducting A/B tests in push notifications, you should first think about all the KPIs of your business and how you define the success of your marketing campaigns. In a notification, you can vary;

  1. Image
  2. Text (Length, Style, Emoji)
  3. Offer
  4. Conversion Funnel (Landing to Product Detail vs. Landing to Brand Page)

 A push vendor should have A/B Test feature by out-of-the-box version. If it doesn’t, you should start worrying about their product management team. Furthermore, you should also be able to see all metrics you need on the dashboard to decide which version is more attractive. What we mean by attractive can differ from your point of view. There are mainly two point of views, click rate or conversion rate. You should choose one, but if you choose conversion rate, your app’s structure should be capable of tracking users or sessions by which deeplink version app has opened.

Support: Your IT team could help you when you try to decide a vendor. They will work behind the scenes to meet your requirements and they will understand the quality of an infrastructure because they see dozens of them on a daily basis. So, you should set at least a call between your IT team, your account manager and your success manager. A support team which are friendly and available 90% of work time will lead you to the success, more than likely.

Cost: We are adding this bullet point for your finance team and your marketing budget. The push tool should create more revenue than it costs. Our suggested Return on Investment should be around 100.

Prioritization Process

Good news! We created an excel table for a v1.0 check-list to compare among your choices. The % values are related with the metrics of our business; it could be a good idea to revise them with your metrics.

Feature MoSCoW Value %
Interface Must Have 15
Push Variety Must Have 20
Segmentation Must Have 20
A/B Testing Should Have 15
Tech. Support Should Have 15
Cost Could Have 15


To wrap up, choosing a push vendor is not complicated as you think. You need to concentrate on your KPIs, industry standards and your way of marketing. Then, you get some help from your IT Team and you decide which partner is effective for you. Do not hesitate to ask every question comes from your mind during the research process! And benchmarking is always good, search what your competitors do.

Writers: Büşra Günaydın & Selçuk Karpuz


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