Best Notification Channels for Online Stores
Notification channels for online stores are the routes through which news, discounts and special offers reach customers, much like the advertising banners you see around the city. These channels differ from sales channels. Sales channels are designed to close deals, while online store notification channels play a role in customer retention and demand creation...
0 Posted by: Saeed Rad on October 20, 1405 at 13:25
Information channels of online stores are the routes through which news, discounts and special offers reach the customer; Something similar to the advertising banners you see in the city. These channels are different from the sales channel. The sales channel is designed to close the deal, but the information channels of online stores are responsible for customer retention and demand generation. In the rest of this article, we will examine at what stage of the customer journey each of these channels is used and how to get the best result from their combination.
Why is it important to choose the right communication channel?
The vastness of this digital marketing world has made it difficult for us to make the right choice. But choosing the right communication channels for online stores directly affects the customer's behavior and purchase probability. The effects we will experience with the right choice:
Increasing the effectiveness of campaigns by delivering the right message at the right time
Increasing repeat purchases and expanding the range of customers
Reducing the cost of targeted advertising compared to scattered advertising
Creating initial credit for new stores
An effective advertisement should not only rely on one sales channel, but should also use the information channels of online stores in a complementary manner.
When to use which channel?
The choice of channel depends on the purpose of the store, the required speed and the stage of the sales cycle. We have summarized the points of choosing each channel in the table below:
If the store is looking for quick results, SMS and Instagram will respond faster; But for long-term credibility, store site and SEO are more valuable.
How to choose the right channel based on the type of product?
In order to be able to choose the best channel, we examine the way we make decisions from several perspectives. In the following, we have considered the product itself as the priority for checking our channel:
Visual and lifestyle products: Instagram and influencer advertising
Comparable products (mobile phones, home appliances): Radish and Imals
Consumable and recurring products: Telegram and SMS notification solution for purchase reminders
Specialized and B2B services: email marketing and store site
Choosing the wrong channel for the type of product causes the effectiveness of campaigns to drop and the advertising budget to be wasted.
Finally, which are the best information channels?
To choose the best communication channels for online stores, we examine each tool based on the type of application, the speed of impact and the role it plays in retaining or attracting customers. Each of these channels has different features that we have mentioned in the table below:
Looking at this table, we mostly use Telegram and email marketing to maintain contact with existing customers, while we prioritize SMS and Instagram for faster results and attracting new customers. Finally, we consider website launch and SEO as the foundation to which all other channels lead the customer to make the final purchase.
Common mistakes in choosing information channels
Many stores choose the channel without considering the customer's behavior. Our suggestion is to avoid these common mistakes by knowing them:
Relying on one sales channel instead of combining several communication tools
Ignoring the sales process and the customer's purchase readiness stage
Sending too many messages that harms the rights of customers
Failure to analyze customer information before designing an advertising strategy
These mistakes usually cause a decrease in the effectiveness of campaigns and a decrease in the probability of purchase.
The role of timing in effective communication
The time of sending the message affects the probability of purchase as much as the choice of channel. Depending on the channel we choose, we should also choose different high-yielding hours:
SMS and Telegram: the best period, peak hours of users around the clock
Email marketing: suitable for sending at the beginning of the week for a higher open rate
Instagram: Coordinated with the customer's behavior pattern and more active hours of the audience
Occasional campaigns: Need to plan ahead to avoid message overload
The right timing increases conversion rates without increasing the cost of targeted advertising.
How to make a mixed strategy?
Combined strategy means the simultaneous use of several information channels of online stores, according to the purpose of each stage. Knowing our goal, we can have the right combination of channels: