Gerrit Rode

With the release of iOS 8 Apple introduces ‘interactive notifications’ following in the steps of Android which introduced ‘jelly bean’ already in 2013. Thanks to the new ‘interactive notifications’ Marketing & CRM managers will have new ways to communicate with their users via push messages and parallel to track and analyse the performance of their campaigns.

How best to use this new possibility will be the topic of today’s post.

With its interactive notifications Apple enables a real dialogue by allowing the user to click on relevant options directly within the push message – see picture – and not by just offering the simple ‘click or wipe out’ option. The new options like, for instance, ‘buy now / not interested’, ‘download /remind me later’, will allow you on the one hand to link your users to a relevant offer and on the other hand to develop a deeper understanding of the acceptance of your push messages campaigns and constantly optimise them.

The following applications seem particularly promising:

1. Opt-in / Opt-out
With this combo you can, for example, test the readiness of your user base to accept future dialogues and campaigns. You can segment your users based on their choice and thus increase the acceptance rate for your next campaigns and dialogues. In the news sector you can ask your users if they want to receive daily news for selected categories.

2. Buy/ Remind or Buy later / not interested
Link directly to an offer or get a feedback that the user wants to be reminded again later, if he is interested in the offer. Among the different push messages options this one will provide particularly e-commerce apps to gain a much more meaningful feedback on their push messages activities, since it will come form users directly.

3. Download / Not Interested
This selection is perfect to deliver coupon-based campaigns such as ‘special offers’. Link your users directly from the push message to a Passbook coupon so that they can immediately store it on their smartphone or tablet.

There are, needless to say, many other use cases for interactive notifications: social integration through ‘Like/Dislike’ or ‘Share/ Don’t share’ for instance. Thanks to the increased depth of the data Marketing and CRM managers will be able to establish more relevant dialogues with their users and to establish and continuously optimise their campaigns.

We look forward to many new exciting uses of the interactive notification from our customers.