How Meetup Makes Users Part of the Conversation
When it comes to brand notifications, we know there are a few different types—there’s transactional messages (think purchase confirmations, password reset notifications, etc.), there are marketing emails with brand messaging and promotions, and there are a number of other types of notifications that help with consistent engagement. Activity messages fall squarely into this category, and because they can refer to any kind of triggered messages that give users a heads up about activities in the app, these messages can play out through a variety of campaigns.
Brands use activity messages to let users know if someone responded to their content, if a friend posts something new, or if they have a new message from another user. This can be a win-win for brands and users, especially for brands with social components, since social networking has become the #1 internet activity, even ahead of email. Users want to know what’s going on with their friends and followers, which makes these sorts of push notifications more useful. When users receive push they enjoy, they are less likely to opt out and more likely to become consistently engaged—a key for long-term retention. The first month after download is a critical time for building habits, as those who engage consistently have a 90% retention rate.
Any channel can feature activity messages, but because they are so effective at driving traffic to your website or app, push notifications are ideal for the quick, urgent messages that encourage users to open to see the details.
Not all activity messaging is equal nor will every company see the same result from the same type of campaign. Zeroing-in on the right opportunities for your brand will make all the difference.
How do you find it? Tap into which interactions are most valuable or intriguing for your users. Let’s look to Meetup, which recently found a great way to approach activity messaging for their audience by connecting them with conversations they might want to join:
Meetup Conversation Notifications
Since 2001, Meetup has been all about community—providing a platform for users to join groups of like-minded people to hold and attend events and to participate in conversations about topics that matter to them. In order to create the best space possible, Meetup is always seeking out new ways to connect people.
Meetup recently introduced a new type of notification that would alert users when someone starts a conversation in a group they’ve subscribed to. Once they receive the push, deep-linking brings users directly to the conversation in the app, invite their friends to join (bonus!!), and decide whether or not they want to follow the conversation further, effectively allowing users to decide the types and amount of notifications they receive on a case-by-case basis.
What Makes It So Effective?
- It’s Relevant: Users receive these conversation notifications for groups they have already elected to join, so you know there’s a good chance they’ll be interested in the topic. It also highlights what’s going on, right now, so the timing gives it some urgency.
- It’s Intriguing: The message hints at the nature of the full content but leaves users wanting more. They know the source and some of the details but are encouraged to click to determine whether it’s a conversation they want to join.
- It’s Simple: The button makes it easy for them to engage with the push and follow the conversation in the future.
- It’s Social: Not only is the conversation posted by someone on the network, but there’s an opportunity to invite other like-minded people. Building the following is great for the cause and the user also gets to play a role by involving their friends.
This campaign works well for Meetup because it taps into key functionality and helps users stay connected with their causes and interests on-the-go. The more informed they feel, and the more they use the app to participate in Meetup groups, the better their long-term relationship with Meetup.
While Meetup nailed it in this example, it’s important for them (and for marketers looking to this example) to keep in mind that you still don’t want to overwhelm your users with messages. For example, if a Meetup user is subscribed to several groups and conversations, these notifications could quickly turn from useful and relevant to overwhelming and annoying.
An easy trick to combat this risk? Use frequency capping. With this tool, you’ll be able to limit the number of messages and prioritize message types so that your users still receive notifications that are important to their experience with your brand, while limiting the risk they’ll get annoyed and turn off notifications or delete your app.
Looking to create great activity campaigns like this one? Take some inspiration from our look at five key activity messaging campaigns you can send now.