It is a known fact that push messages can either help or hinder a growing app. The best apps in the business know how to properly utilize push notifications to their advantage. The success of push notifications often vary depending on the industry. Recent data shows that utility and financial apps show the highest performance, while retail and social experience show the worst (Kahuna). Engagement rates for high push notifications are more commonly found in apps with high frequency users. If your students are constantly checking your dining app daily for meal features, cafeteria menus, and hours of opp, you want to ensure the optimal Push Notification Formula.
The following is a list of all benefits to effective push messaging, and the proper way to roll them out.
Re-engagement and Rewards
A dining app can commonly get lost in the mobile life of a student, when they have so many social apps to check. Push notifications are a great way for campus dining and auxiliary services to stay top-of-mind, and bring students back to your app. Effective push campaigns for re-engagement would include sending a message during peak eating times, or sending a push that includes some kind of award or contest. If you have a set loyalty program in place, you could send a message to students encouraging them to order a ‘large Coke’ at lunch to earn ‘double the points’. In addition, you can also show your students you are thinking about them by informing them of fun things going on campus. An example could include, ‘Psst. Free Pizza at the Student Centre, right now!’ This personalization is beneficial to the student, and once again brings them back to their app.
Direct Communication: Dining Services to Students
Campus Dining and Auxiliary services have grown so much over the past couple years and there is an abundance of new changes to be shared with the students. With the introduction of wellness programs, nutritional information, and dietary preferences, campus dining services needs a quick way to let the students know ‘we have everything you need.’ Push notifications allow a direct line between dining services and the student. Whether there is a new menu item, or exam cafeteria hour changes—push notifications act as a ‘quick call, or text’ to keep the students informed.
Up-selling and Highlighting Features
Push messaging is an extremely effective way for dining services to increase meal size. The ability to send a message to students letting them know about new feature items, or their ability to ‘add a large fry and earn 2x the points’, will encourage upselling. When a student is ‘Hangry’, and you send them a message letting them know there is a big juicy, cheesy burger on special at the cafeteria—they are very likely to show up drooling , having used mobile ordering to skip the line or ready to swipe their meal plan.
Proceed with Caution/ Silent Pushes
Although Push Notifications are a great way to keep in touch with students, The Hangry Team always encourages dining and auxiliary services to approach with caution. A little bit of salt added to a meal makes for a great-tasting dish, but too much salt makes the dish virtually inedible. The right amount of push messaging allows for a great way to stay top of mind with your students. However, too much push notifications can cause students to get annoyed, and eventually delete your app. When signing on with Hangry, your designated Success Coach will be there to guide you on the most effective push messaging strategy. This will include optimal times to post, and the appropriate amount of times based on your purpose and audience.
Another great asset Hangry brings to push messaging is ‘Silent Pushes’. In a recent study done by Kahuna, up to 60% of users opt-out of push notifications. In the case of dining and auxiliary services, students won’t always want meal and dining updates—and that’s okay. Silent pushes allow you to send messages and promotions to the student’s mailbox without ever sending them a notification. Silent notifications are opened more than twice as often as notifications that use a sound (VentureBeat). Therefore, you are able to communicate directly with the students, without bothering them or interfering with their daily phone activity.
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