How Has Browser Push Notification Grown As Channel, And How To Make The Most Of It? INDUSTRY STATS TRENDS BEST PRACTICES Gaurav Shitak Associate VP – Digital Marketing Sharekhan Atul Shinde Sr. Customer Success Manager & Marketing Technologist, Netcore Solutions @gauravshitak @atul_shinde27

Gaurav Shitak Associate VP – Digital Marketing Sharekhan Speakers Atul Shinde Sr. Customer Success Manager & Marketing Technologist, Netcore Solutions Gaurav Shitak Associate VP – Digital Marketing Sharekhan Gaurav is an experienced Digital Marketing and e-commerce professional with over 12 years’ experience in data-driven and ROI-oriented Digital Marketing. He has been instrumental in developing e-commerce websites and shaping UI/UX for superior customer experience; formulating actionable digital and social media analytics; building strategic alliances; executing Omni channel and digital transformation strategies; encouraging Programmatic marketing and Marketing automation for customer acquisition and brand building in diverse sectors. With 7+yrs of experience, Atul is a Sr. Customer Success Manager at Netcore consulting Brands & helping them overcome their Digital Marketing challenges. In his free time, he can be found trekking, watching Sci-fi Movies & TV series & reading books. Copyright 2018 Netcore Solutions.

Things To Remember Tweet Question Slides & Recording Use below hashtags and handle to tweet during the webinar @netcoresolution #NetcoreWebinar Tweet Please use the chat window to ask questions during the webinar Question You will get an email with slides and recording post webinar Slides & Recording Copyright 2018. Netcore Solutions.

Agenda Browser Push Notifications: Industry Adoption 2017-18 Paradigm Shift in Subscription Numbers Industry Wise Performance Metrics (Impressions, Clicks & Conversions) Best Practices for Browser Push Notifications Copyright 2018 Netcore Solutions.

History Google introduced push notification for browsers with Google Cloud Messaging 2013 Mozilla released Firefox 44 by adding web push support to the browser 2016 2009 Apple launched the push service named Apple Push Service (APS) 2015 Chrome launched Chrome 42 for Android & then Chrome 48 with custom Call to Action (CTA) button 2017 Chrome 56 rolled in with Rich push notifications Copyright 2018 Netcore Solutions.

Copyright 2018 Netcore Solutions.

Browser Push Notifications: Industry Adoption 2017-18 In last one year, Travel industry has shown a quick adoption while BFSI is yet to catch up on it. Here is how each industry’s adoption trend looks like: 70% 51.61% 47% 42.11% 36% 31% 27% 22.22% 23% 10% 2017-18 2016 MEDIA COMPANIES 2017-18 2016 ONLINE AGGREGATORS /E-COMMERCE 2017-18 2016 BFSI 2017-18 2016 TRAVEL AGGREGATORS & AIRLINES 2017-18 2016 RETAIL Copyright 2018 Netcore Solutions.

Browser Push Notifications: Industry Adoption 2017-18 Campaign Frequency Distribution Out of every 100 campaigns sent, e-commerce vertical has the highest share. 0.53% | ISP 2.26% | Media 22.79% | Travel 23.56% | BFSI Campaign Frequency Distribution BFSI eComm & Online Aggregators Travel ISP Media OTT 0.12% | OTT 50.74% | eComm & Online Aggregators Copyright 2018 Netcore Solutions.

Browser Push Notifications: Industry Adoption 2017-18 Browser Token Distribution From every 100 subscriptions, the following chart shows the share of each vertical. BFSI industry gathered the highest number of browser tokens. 6.97% | Media 0.71% | OTT 19.15% | ISP 33.05% | BFSI Browser Token Distribution BFSI eComm & Online Aggregators Travel ISP Media OTT 23.07% | Travel 17.04% | eComm & Online Aggregators Copyright 2018 Netcore Solutions.

Paradigm Shift in Subscription Numbers Single Opt-in vs. Double Opt-in Direct ‘Opt-in’ pop-up Double Opt-in - Display Permission Pop-up before moving to different page where we can see Single Opt-in Pop-up Copyright 2018 Netcore Solutions.

Paradigm Shift in Subscription Numbers Single Opt-in vs. Double Opt-in Single opt-in is dominant across all industries except for Retail, due to absence of https websites in it. Single opt-in increases token subscriptions by 4X as compared to double opt-in process. 88.89% 88% 75% 68.75% 31.25% 25% 20% Single vs Double Opt-ins Single Opt-in Double Opt-in 11.11% E-COMMERCE BFSI RETAIL TRAVEL & AIRLINES Copyright 2018 Netcore Solutions.

Paradigm Shift in Subscription Numbers Desktop vs. Mobile device Mobile opt-ins are higher than desktop for Online Portals & Travel Sector, which is an ooutcome of surge in Mobile Internet Adoption in India. Brands who do not have their mobile app on the subscribers’ device, can look towards Browser Push Notification as an effective channel to communicate via mobile browsers. (For Android Devices only) Copyright 2018 Netcore Solutions.

Desktop vs Mobile View Notifications are similar to Mobile App Push. Serves as an important & alternate channel for Brands who do not find space on customer’s Device (creating an Mobile Application).

Some examples…. Copyright 2018 Netcore Solutions.

Paradigm Shift in Subscription Numbers Subscription Rate (Opt-in) 2016 vs. Subscription Rate (Opt-in) 2017 Broadcast & non-personalised messages sent by brands have led to a drop in opt-in rates by 40% across industries, with a major impact on e-commerce. Its important that brands control frequency of broadcast campaigns, & send only triggered data-driven Browser Push Notifications. Copyright 2018 Netcore Solutions.

Personalized Browser Push Notification Policy Reminder notifications 1 TLI Hi Sanjay, your Growth Plus Insurance Policy is due for renewal! Insurance TRU-LIFE Due Date Complete your Credit Card Application and win 2 Movie tickets every month ! www.creditcards.com CC RENEW NOW TS Market Updates! Kunal, Here are some finest recommendations www.thesecurities.com for you COMPLETE NOW 2 Completing Credit Card Application READ NOW 3 Based on browsing history, sending him relevant market updates Copyright 2018 Netcore Solutions.

Paradigm Shift in Subscription Numbers Subscription: Chrome vs. Firefox Google Chrome has the maximum share, and is also the one to support rich and innovative content 97.02% 94.03% 93.95% Browser Distribution Chrome Users Firefox Users 4.53% 2.65% 2.56% E-COMMERCE & ONLINE GGREGATORS BFSI TRAVEL & AIRLINES

( Impressions, Clicks & Conversions ) Performance Metrics ( Impressions, Clicks & Conversions ) Browser Push Notifications | insights by

Performance Metrics (Impressions, Clicks & Conversions) Industry wise Performance While Travel Industry has the highest impressions, E-commerce enjoys the highest interaction (click rate) 60.25% 51.69% 52.32% Average Conversion 7-8% of Clicks Industry wise Performance Impression % Clicks % 6.47% 5.21% 3.57% E-COMMERCE & ONLINE AGGREGATORS BFSI TRAVEL & AIRLINES

Performance Metrics (Impressions, Clicks & Conversions) TimeToLive (TTL) vs. Click Rates A very high TimeToLive (TTL)* may not be a good idea since the notification might lose its relevance. Reports suggest that across industries, delivery and click rates are directly proportional to TTL. TimeToLive (TTL)* is the number of hours that defines the lifetime of a Browser Push Notification 61.96% 60.08% 61.57% 55.43% 53.9% 46.44% TTL vs Deliverability & Clicks Delivery % Clicks % 2.95% 4.23% 2.39% 2.32% 4.63% 4.79% 0-10 hours 10-20 hours 20-30 hours 30-40 hours 40-50 hours 50+ hours Copyright 2018 Netcore Solutions.

Performance Metrics (Impressions, Clicks & Conversions) Best Click Time Across verticals, the time window 04:00 PM – 05:00 PM is the best time when the notifications receive the maximum number of clicks. 04:00 - 05:00 PM 13.62% 11.54% 10.35% 9.31% 8.33% 8.58% 6.92% 5.58% 5.09% 4.59% 2.69% 2.31% 2.65% 0.95% 1.25% 1.13% 1.22% 1.14% 0.64% 0.73% 0.39% 0.29% 0.26% 0.43% 01 - 02 01 - 02 02 - 03 02 - 03 03 - 04 03 - 04 04 - 05 04 - 05 05 - 06 05 - 06 06 - 07 06 - 07 07 - 08 07 - 08 AM PM AM PM AM PM AM PM AM PM AM PM AM PM 08 - 09 08 - 09 09 - 10 AM PM AM 09 - 10 10 - 11 10 - 11 11 AM PM AM PM 12 PM PM 12 AM 12 PM AM 01 AM 01 PM

Anatomy of Browser Push Notifications Copyright 2018 Netcore Solutions.

Best Practices - Content Industrywise Title Length Ideal Title Length across Industries is around 20-30 characters 5.9% 4.49% 2.98% 10-20 characters 10-20 characters 40-50 characters 6.14% 5.27% 4.50% 10-20 characters 10-20 characters 30-40 characters 6.18% 7.78% 4.78% 20-30 characters 10-20 characters 20-30 characters 6.33% 13.03% 5.70% 20-30 characters 10-20 characters 10-20 characters BFSI E-COMMERCE & ONLINE AGGREGATORS TRAVEL Title Length Best Click Rate 20-30 characters 6.33% Title Length Best Click Rate 30-40 characters 13.03% Title Length Best Click Rate 10-20 characters 5.70% Copyright 2018 Netcore Solutions.

Best Practices - Content Large Image vs. Small Image The richer the content, the better the performance. 6.37% 5.92% Click % (With Large Image) Click % (Without Large Image) BFSI E-COMMERCE & ONLINE AGGREGATOR Click % (With Large Image) Click % (Without Large Image) 7.10% 4.54% Click % (With Large Image) Click % (Without Large Image) 5.99% TRAVEL 4.68% Copyright 2018 Netcore Solutions.

Best Practices - Autohide Click Rate: With & Without Autohide You certainly do not want to annoy your subscribers by blocking their screen space with your notifications. Enabling Autohide* may not guarantee a higher click rate right away, but it can work favourably in ensuring a longer and healthier relationship with your subscribers. Autohide* is an option to automatically hide your notification within defined time. Click % (With Autohide) Click % (Without Autohide) 4.46% BFSI 6.31% E-COMMERCE & ONLINE AGGREGATOR Click % (With Autohide) Click % (Without Autohide) 8.93% 4.64% Click % (With Autohide) Click % (Without Autohide) 5.87% TRAVEL 4.75% Copyright 2018 Netcore Solutions.

Best Practices - Content Text & Large Image Personalisation Personalisation using customer's portfolio data Atul to talk here in brief. Personalization is very imp. Gaurav – Agree…Sharekhan’s any current campaign OR Future plans for adopting this. Copyright 2018 Netcore Solutions.

Best Practices - Content Text & Large Image Personalisation Personalisation using browsing patterns of Anonymous & Identified users

Cross-channel identification Opt In Given for Browser Notification (Before or After) Tracking gaurav@gmail.com as a user Investnow.com - Integrated with Smartech IPO Email Campaign Marketing Automation Platform Atul to talk here in brief Cross-channel identification (mapping BPN opt-in with existing User identity) Tracking all the Web Activity of the Non-Logged in user Page Views Time Spent on a specific page Product Pages Viewed Any specific Keyword searched User Clicks on the email Tracking gaurav@gmail.com as a single user from Email to Browser Notification Non Logged in Users Copyright 2018 Netcore Solutions.

Key Takeaway No mobile app required - Freedom from storage problems on the mobile device No need to share Email address & Mobile number to receive notifications & Higher ROI than Email & SMS Reaching Visitors When They are Not on Your Websites Push Wisely – Send Personalized, Behavioural & Rich notifications Use one platform to map browser tokens with the existing identity

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