Leverage Event-based Marketing with Push Notifications

For brands
Loyalty & Marketing • Jan 26, 2023 • 8 min read

Event-based marketing can be highly-effective once applied correctly. App push notifications help reach the full potential of this method. Find out how.

Table of contents

  • ☑️What is event-based marketing?

  • ​​☑️Event-based marketing and push notifications

  • ☑️Successful event-based marketing

  • ☑️Customer lifecycles and event-based marketing

  • ☑️Best practices of event-based push notifications

  • ☑️How you can start a successful strategy

What is event-based marketing?

Event-based marketing is a strategy that focuses on leveraging specific events to engage with customers and drive conversions. These events can be anything from a customer's birthday, to the launch of a new product, to a change in weather. This form of marketing also has some similarities to another marketing method we recently discussed, called relationship marketing. It can include a variety of tactics, such as email marketing campaigns, social media posts, and in-app notifications. The key is to anticipate and respond to specific events in a customer's journey. This form of marketing can be applied throughout the entire customer lifecycle. 

Event-based marketing and push notifications

So several tactics can be used for event-based marketing. Of these tactics, we find push notifications to be the most interesting. Businesses can anticipate and respond to events by sending targeted, personalized messages with near-perfect timing. By distributing the message with targeted push notifications, businesses can create a sense of urgency and relevance leading to higher engagement and conversions. One of the key examples of event-based marketing to anticipate with push notifications is specific holidays or seasons. For example, retailers can send push notifications to customers promoting holiday sales, while restaurants can remind customers to make reservations for Valentine's Day. Besides the useful purposes for marketing, event-based push notifications can also be used to drastically improve loyalty and retention. Just think of the many ways how businesses could capitalize on the opportunities of a mobile-first loyalty program that leverages events by distributing their message with an incentive! The possibilities are exciting for many different businesses. By tracking customer behavior, businesses can identify at-risk customers and send targeted, personalized messages to try to retain them. This can help reduce customer churn and improve customer retention

Mobile push triggers are 1490% more effective than batch push notifications - Source

Customer lifecycles and event-based marketing

Event-based marketing can be used throughout the customer lifecycle, from acquisition to loyalty. For example, businesses can use event-based marketing to acquire new customers by sending targeted messages to individuals who have shown interest in their products or services. They can also use event-based marketing to retain current customers by sending personalized messages and offers. The value of event-based marketing lies in its ability to highly personalize the customer experience and therefore increase the chances of conversion. By creating a sense of urgency and relevance with the timing of messaging, higher open and click-through rates on push notifications can be achieved. One of the most common examples is that businesses can send push notifications to customers who have abandoned their shopping carts, reminding them to complete their purchase. These notifications can be tailored to the customer's previous browsing behavior, and can include personalized product recommendations or special offers. This can help increase the chances of a conversion and boost sales.

Best practices of event-based push notifications

There are several best practices for event-based marketing with push notifications. They can be categorized as follows:

  • Segmentation and frequency

  • Mobile app personalization

  • Timing of distributing the message

  • Omnichannel communication

  • High-quality customer engagement platform

Segmentation and frequency

One important strategy is to segment your audience and only send push notifications to customers who are most likely to be interested in the event or promotion. Additionally, businesses should also be mindful of sending too many notifications in a short period of time. Businesses that use the Crowny App are in luck. Users are asked to determine their main content preferences, opting into either their most relevant interests or specific brands. App users can also determine accurately how many notifications they’d like to receive, so they can tailor it to their preferences. This way there’s no spam, and users are not forced to completely unsubscribe from notifications once they want to receive them less frequently.

67% of consumers reported unsubscribing from company mailing lists because they received too many irrelevant messages - Source

Mobile app personalization

Personalization is key. It’s important to tailor your messages based on customer behavior, preferences, and demographics. This will help increase engagement and conversions. Within an app, there are many more opportunities to personalize the experience for users. Mobile apps allow businesses to send in-app messages to users, which can be used to provide personalized messaging and recommendations based on the user's browsing history and behavior within the app. With the Crowny app, we put the user’s best interest before anyone else’s. We protect customer data and only track anonymous statistical data for marketers to use to improve the experience app users have.

72% of consumers say they only engage with personalized messaging - Source

Timing of distributing the message

Mobile apps allow businesses to send push notifications to users in real time, which means they can be delivered to users instantly as events occur. This allows businesses to create a sense of urgency and relevance, leading to higher engagement and conversions. Crowny adds another factor to this principle. Within the app, content distribution through push notifications is combined with a revolutionary loyalty program element. Users are able to earn rewards when performing the desired interaction of the message. This could be clicking a link, watching a video, giving feedback, sharing something on social media etcetera. With Crowny’s unique interact-to-earn model businesses can be the most confident that their messaging is received and opened with the perfect timing still in place. 

Omnichannel communication

Another important aspect of event-based marketing is the use of an omnichannel communication strategy. This means using multiple channels to reach customers, such as email marketing, social media, and in-store promotions. This allows businesses to reach customers on multiple platforms and increase the chances of conversions. With Crowny’s features, businesses can implement omnichannel marketing strategies of the highest level. Incentivized social sharing, as mentioned, is one of the main topics. With this way of providing incentives for engaged customers, the channels in your strategy do not only work well together, they improve each other’s performance. As long as Crowny is one of the channels you’re using, that is. 

High-quality customer engagement platform

So in conclusion, there are many advantages and benefits to using push notifications for your event-based marketing. Many of these revolve around data, it’s a key element that is conditional to most of the key aspects. This data needs to be gathered, processed, clear and most of all very accessible and readable. You need to be able to transform data into action. The Crowny Portal is the perfect environment to get the data and make it work to your benefit. The app and portal combined ensure that Crowny will be able to offer a customer engagement platform of the highest quality. 

How you can start a successful strategy

Finally, businesses should also consider using a customer engagement platform that can help them track the customer lifecycle and anticipate events. This platform can help businesses segment their audience and send targeted, personalized messages to customers at the right time, boosting their lifecycle marketing efforts. Event-based marketing is a powerful strategy that can help businesses increase customer engagement and drive conversions. By anticipating and responding to specific events with push notifications, businesses can create a sense of urgency and relevance that leads to higher open and click-through rates. Additionally, an omnichannel communication strategy and a customer engagement platform can help businesses track the customer lifecycle and anticipate events. By following these best practices, businesses can start a successful event-based marketing strategy.

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