How to master insurance push notifications
Push notifications are not new. They have been around since 2008, though insurance companies are only just beginning to realise their potential. Imagine being able to send highly personalised messages directly to customers on their smartphone, tablet or PC anytime and anywhere.
Used wisely, the offer a tremendous opportunity to drive customer engagement though the roof.
What are Push Notifications & how are they used in insurance?
Push notifications are the instant popup messages that appear on your mobile, tablet or desktop sent from the websites or apps you subscribe to.
Push messages are usually written and sent out by marketing departments aiming to increase user engagement or sell a product. A typical push message contains a small image or logo, a short title and description. As a rule of thumb, shorter messages have a higher open rates.
A message could be about any subject at all, though the best messages are highly personalized and relevant to the client. Some examples on insurance push notifications are:
- News of a special offer or promotion
- A reminder to finish a complete an online signup they already started
- A reminder of an upcoming event to which the user subscribed
- A link to a new blog post they may be interested in
- Or just a reminder to the user that you are still there (useful if they have not opened your website or app for a long time)
Used strategically they are an excellent way to remind your users about your website or app and have been shown to improve engagement by up to 88%. Push notifications should be used in the right dosage: too many or irrelevant notifications can irritate users. Not enough messages can fail to engage. In both cases, users could mute notifications or end up deleting your app.
Push notifications are very effective in insurance
A study by marketing automation platform Kahuna, shows the financial services sector (55%) has among the highest Push opt-in rates.
Furthermore the same study showed that financial services also have the highest engagement rates across all major sectors.
For many Insurtech, the question is how to use push notifications the right way. How do you strike that right balance between driving users to your website/app, and turning users off?
Below I have shared a few of my push strategy secrets to help you get your clients opening your apps and interacting with your brand.
1. Encurage opt-in
Before thinking about your push notification content, you first need to get clients to opt-in.
Most apps use a standard prompt at the top of the screen (which many users instinctively close down), or the bell icon usually in the bottom right. Both offer convenient ways to sign up.
An effective way to increase opt-ins is to create a splash screen or banner that explains the benefits of push in a few carefully chosen words. Carefully point out the benefits that subscribing will bring the user. Although they can’t sign-up through the splash screen, you have planted the thought in their mind, so they are more likely to sign-up later.
2. Personalise messages a better open rate
In a data science report, Leanplum found that push notifications containing personalized content see four times the open rate of generic messages. So how can you do that when you don’t even know the user’s name?
When we integrated push into a French financial planner website, we created a notifications page allowing users to subscribe to specific topics (this is the best way to increase relevance). At the same time we offered an optional name and email field which most users filled in. This allowed us to personalise their push notifications.
3. Segment your user base as much as possible
Segmenting your subscribers allows you to send more relevant messages. For example, suppose you are sending a push about an upcoming broker conference. As you really don’t want to send that to customers, as an absolute minimum you need a separate customer and broker opt-in so that you can segment into separate pots and message them separately.
Now suppose you want to cross-sell a new dental insurance product to your health insurance clients. Segmenting allows you to specifically target your health insurance base with a customized message and special offer.
Push notifications almost seem made for the industry industry. The key to any successful push strategy is dividing your base in to smaller groups and hitting them with highly relevant messages, and with the right frequency – not too many but not too few. This will ensure quality communication and high engagement.
Get push notifications set up on your site or app today – contact us here.