1. 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

2. 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.

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4. 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.

5. 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.

6. Copyright 2018 Netcore Solutions.

7. 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%
MEDIA COMPANIES
ONLINE AGGREGATORS
/E-COMMERCE
BFSI
TRAVEL AGGREGATORS & AIRLINES
RETAIL
Copyright 2018 Netcore Solutions.

8. 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.

9. 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.

11. 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.

12. 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.

13. 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.

14. 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).

15. Some examples….
Copyright 2018 Netcore Solutions.

16. 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.

17. 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 ! CC
RENEW NOW TS
Market Updates!
Kunal, Here are some finest recommendations
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.

18. 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

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

20. 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

21. 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.

22. 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 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%
AM PM AM PM AM PM AM PM AM PM AM PM AM PM
AM PM AM
AM PM AM PM 12 PM
PM 12 AM 12 PM
AM 01 AM 01 PM

24. Anatomy of Browser Push Notifications
Copyright 2018 Netcore Solutions.

25. Best Practices - Content Industrywise Title Length
Ideal Title Length across Industries is around 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.

26. 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.

27. 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.

28. 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.

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

30. Cross-channel identification
Opt In Given for Browser Notification (Before or After)
Tracking as a user
Investnow.com - Integrated with Smartech
IPO 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
Tracking as a single user from to Browser Notification
Non Logged in Users
Copyright 2018 Netcore Solutions.

31. Key Takeaway
No mobile app required - Freedom from storage problems on the mobile device
No need to share address & Mobile number to receive notifications & Higher ROI than & 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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