Welcome to your Localytics training! In this short lesson (20 minutes), we’ll teach you all about Soft Ask for Push. From what it is, to why you should use it, to how to build the in-app message that will function as a “soft ask” for turning on push notifications. Here’s an example:
We’ll also go over assessing the success of that message, and how you can iterate on it as you learn more. Let’s dive in.
You might be wondering—why, if the user’s device has its own messaging prompts, do I need to build a creative to ask the same question twice? No one likes redundancy.
A soft ask is a polite way to ask the end user to allow your app to send them push notifications (or geolocation—Places—messages).
A soft ask works in 2 ways. First, it allows you to make the case for enabling notifications—whether that’s real-time app updates, flash sales, weather notifications—within the comfort of your own design and copy. You’re not limited by an OS’s style or messaging limitations.
The second way a soft ask works is that it gives your end user the option to self enroll in notifications. Here you have the opportunity to offer the value prop of your notifications. This is the moment when you get to tell the user exactly what they’re opting into, offering both of you more value. This benefit is two-fold: the end user self-elects to receive your messages, and you don’t have to worry about messaging users who don’t want to hear from you. Take for example this soft ask:
This example clearly states what the end user gets out of the soft-ask and how they’ll benefit from being messaged. It tells them the time of day they'll be messaged (so they know when to expect the push) and also gives them the option to opt-out. This is a great soft ask!
In the next lesson, we'll go over crafting the message copy and structure. We'll use your larger marketing goals, push message strategy, and company copy to build the perfect soft ask.
For now, we recommend taking a step back and putting yourself in the shoes of your end users. They download your app. They open it immediately. They see your friendly logo. And then—soft ask for push.
What would you like to see here in order to opt into receiving messages? What do you value in the push messages sent to you? Timely updates? Pithy witticisms? Exclusive flash sales? How much of that is mirrored by your own push messages? What's your elevator pitch for opting into push messages for your app?
There are a hundred questions to ask when it comes to understanding your end users. While we're striving to craft the perfect message, we'll never get there for everyone. We'll continue iterating and improving the copy—using the data from Localytics to back it up.
For now, think about the value you think your push messages offer to the end user. Jot down a list of the types of messages you send. Hang onto that for lesson 2!
But first—a pop quiz.