Startups often struggle with how to develop their push notification strategy. While email has been around for decades and is fairly mature, push has only been around a few years and people are still trying to get a handle on it. In this post, I’ll cover the basics of how to develop a messaging strategy that applies to both push and email and how to take advantage of some of the unique aspects of push.
Step 1: Define the product’s core value proposition
Push notifications should be an extension of the product’s core value proposition. I can’t emphasize this enough. One of the biggest mistakes I see startups make (and I’ve made myself) is that they send emails/notifications about things that are not strongly tied to the value proposition. The value proposition is the reason people engage with the product and is what sets your product apart. Push notifications should further that engagement and make it easier for them to derive that core value. For users who don’t yet “get” the product, push should help them understand the value. For users who do “get” the product, push notifications should help them engage further engage with it…
