If your church or ministry is using a mobile app to engage your congregation or an even wider audience, then push notes are a key mobile feature that you want to strategically deploy to communicate your message. A study by Localytics shows that app users who enable push notes engage with apps 3 times more in a month than users without push notes on.
However, the situation is not without some complexity. The same study shows that 52% of app users find push notes to be an “annoying distraction.” This means that your church or ministry must use push notes in a strategic way, in order to drive engagement and prevent them from becoming annoying to the recipients. Here are some strategies for accomplishing this.
If allowing push notes is so important, how do you convince your app users to opt in? Many apps ask users to allow push notes in the very first session. This may not be the best approach, because the user is still exploring the value of the app and the trust needed to allow push notes is not there yet. Users may not allow notifications just because they do not want to receive any more annoying notifications from any apps. The Localytics study shows that opting in increases from 35% to 70% after just four sessions with the app.
As a church or ministry, you can build audience’s trust in your app by a number of means:
Asking your congregation to download the app from the pulpit, explicitly mentioning to them that allowing push notes will enable them to receive valuable communications from your church or ministry.
Teach your congregation how to download and use the app at other meetings and church events.
Continue to remind people that the app is available. For example, if you are making your sermons available on the app, remind the congregation about this during your weekend service.
Have a section in your church bulletin or on your website which features the app and showcases its value.
By being intentional about promoting your app, you can get members of your audience to open it a few times, before asking them to turn push notes on.
Segmentation is the process of creating specific groups of people who use your app. Then, you can tailor push notes to appeal directly to these specific groups. The more targeted a message is, the more likely it is that users will open it.
The first step is to collect data about your audience. You need to know what this particular group of users is interested in. You are going to send different push notes to young single people than to married couples with young children.
Once you segment your users into groups, you can send highly specific, targeted messages, which will engage your users rather than annoy them. It makes no sense to send a push note specifically related to children’s ministry to your entire audience. This is likely to irritate people who are not really interested in this type of ministry. You should send this message only to people with young children, who choose to participate in the children’s ministry. This will generate more engagement, rather than annoyance.
Push notes can be highly effective when engaging your church congregation or ministry audience, but you have to use them in the right way to be effective. Otherwise, you risk annoying people and driving them away. At PocketPew, we can help you design an exciting app and develop a strategy for using it effectively.