Businesses need to be able to reach their customers at the right time and in the right place. SMS When the vast majority of consumers turn to their phones to shop, browse, work and more , push notifications are the perfect solution . They are ideal for getting a message to customers quickly and effectively , increasing engagement, sales and loyalty . SMS But whether it is push notifications, all channels must be used and most importantly optimized! SMS In this article, we will explore the distinctions between push notifications and push-type notifications , discuss their respective strengths, KPIs , use cases and provide advice for choosing the right communication channel for your business.
SMS vs Push Notifications: What’s the Difference?
While they may seem similar at first glance, there are important differences between these two channels that can impact the effectiveness of your messaging strategy.
SMS (Short Messages Service) allows you to send text messages of up to 160 characters to your customers (longer messages can be sent, but several credits will be deducted). Messages appear in the native messaging application of the user’s device. SMS Unlike push notifications, which by their nature require the installation of an application, notifications can be sent to any mobile phone.
Push notifications are short alerts triggered by an application that the customer has already downloaded. The user’s phone must therefore be a smartphone . The application does not necessarily need to be open for the alert to appear, in the form of banners, alerts or pop-ups.
SMS Benefits Comparison: vs. Push Notification
Opt-in :
On both channels, users must have opted in to receive messages . Until recently, it was still possible to start sending push notifications without recipients having to provide explicit written consent, but on iOS and starting with Android 13, consent is now mandatory .
SMSIn the case of notifications via , the customer’s explicit consent generally implies that the customer gives his consent by providing his telephone number or by signing up to a mailing list.
SMS However, in terms of subscription rates, push notifications are not the same! SMS The subscription rate for push notifications ranges from 0.5% to 15% , depending on the device and industry (source: Mobile Services), while the subscription rate for push notifications is closer to 70%.
Visibility and commitment:
SMS In a conventional setup, it is visible on a locked screen and triggers a sound or vibration when received. This ensures maximum visibility . SMS When a message is received, users can read it, click on a link, or reply.
It is easier to miss a push notification, which is often visible for only a few seconds . Push notifications can appear as a banner, on the locked screen or when unlocking. They can appear in a list, individually or overlaid with other notifications. Their display depends on user preferences . Control over visibility is therefore very limited.
In terms of engagement, push notifications have their advantages. They can include action buttons, deep links, and allow users to perform actions directly within the application. All without changing environments, for a seamless experience.
Memory :
SMS Push notifications can be easily ignored or deleted without being read, while messages are often opened and read immediately after receipt (90% are read within 4 minutes). SMS For important or urgent messages, it is therefore preferable to .
User Experience :
SMS is a well-established and familiar form of communication for most mobile phone users. They are integrated into the standard messaging application of every phone. On the other hand, recipients have less control over their preferences regarding your communications and typically only have the option to subscribe or unsubscribe.
With push notifications, the user is king . They have a lot of control over what type of notification they receive, how they receive it, and how the messages appear on their device.
Personalization:
In both cases, companies can use user base segmentation to send targeted and personalized messages based on user preferences, behavior, or demographics. This allows for more personalized, relevant, and tailored messages, improving engagement.
SMS SMS As for the personalization of the messages themselves, you can include variables such as $name, $name, $email, $product, etc. The text and any links in the message can then be customized based on these variables. The sender of the message can also be customized .
Push notifications offer a more visual and interactive way to engage users. They can include rich media, such as images or videos, and can be customized with branding elements to create a more engaging experience.
