What is Web Push?

And why should marketers use it in their channel mix?

In the 90s, email became a huge new opportunity for brands to communicate with their customer base. Fast-forward to today, and email marketing is long tenured as a table stakes channel in every digital marketers toolkit. In some cases, is it the top revenue-generating traffic source for Fortune 500 behemoths and fast-growing startups alike.

Yet, as with any gold rush, opportunity attracts company. As brands jostle for a position in consumers’ inboxes, it’s becoming increasingly difficult to stand out. That is why more and more companies are beginning to look beyond just email for an additional, cost-effective way to reach their customer base.

Over the past couple years, web push (sometimes known as browser push), has gained the attention of marketers as a real contender. And today, more and more people are buying into the hype.

Not to be confused with app push notifications, web push gets consumer opt-ins at the browser level on both desktop and mobile web. Instead of being restricted to shoppers who have downloaded a retailer’s app, web push allows brands to send alerts to their website traffic without requiring a download.

As such, web push is truly the new marketing frontier—what will quickly become an efficient lever to pull to drive additional conversions. It generates an entirely new way to converse with consumers and offers retailers the key to unlocking major revenue growth.

Push provides many of the same benefits that make email so effective for marketing while also adding its own unique advantages, including:

1. Push eliminates drop off from “opens”

According to Mailchimp, the average eCommerce email receives only a 15.66% open rate, a drop-off point that contributes to a click rate of just over 2%. On average, for every 5 emails sent, close to 4 recipients never get as far as seeing the content inside.

Web push, by nature of not requiring an open before a click, increases the likelihood of engagement with each message. In fact, Wunderkind data shows that across a sample of over 800,000 notifications, web push recorded a 5.66% click rate. Pound for pound with email, web push can bring 2.7x more visitors per send to your website.

2. They’re easier to create than emails

Push notifications are incredibly easy to send, and can be produced in a fraction of the time an email can. All you need is a single, small image and a 54-character message. They can then be sent either on demand, at the will of the retailer, or be triggered by a user’s action on site.

For instance, if a brand is having a flash sale, they can send an on-demand push to notify users that the sale has begun. Further, they can offer their best customers early access to the sale in exchange for opting in to these notifications. Behaviorally triggered push notifications are a great way to remind shoppers of something they’ve done onsite, like that they’ve left something in their cart.

3. There’s less competition in the space (literally and figuratively)

A powerful channel, push is still also burgeoning. And that actually means two additional strong advantages for retailers who choose to get into the game early. First, as push is newer, not that many brands are sending these notifications yet. So, shoppers are receiving less pushes in general, making the ones they do get stand out, as compared to email, which is utilized by essentially ever retailer. It also means that retailers have a chance to get ahead of the game and perfect their push program even before their competitors start searching for a push vendor.

The Gist?

Capitalizing on the human tendency to react to notifications like text messages and alerts, push notifications put a brand’s messaging directly in front of shoppers at the right time, driving them back to site and commanding higher conversion rates. They’re easy to send, less cluttered and promote engagement from shoppers. For retailers who want to build a stronger brand and drive more revenue, push is the clear next step in the digital game plan.


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Lucy Leonard

Lucy is Wunderkind’s Content Marketing Manager. She is a fan of the em dash, a connoisseur of 140 characters, a creator of content and a lover of words. She also hates the Oxford Comma… a lot.