Web Messaging

Web messaging refers to a variety of messages that users receive via a brand’s website. Web messaging typically falls into one of two categories:

Push messaging allows the business to broadcast specific marketing messages and notifications to opted-in users. These are similar to app-based push notifications but are displayed on a user’s desktop instead.

In-browser messaging is the modern-day marketer’s answer to the traditional site pop-up. It’s an interactive method of reaching out to users that involves sending personalized messages directly within their browser window with the intention of driving engagement and encouraging further interactions.

Everyday examples of web push messaging that you’re likely familiar with include:

• Browser calendar alerts reminding you of upcoming calls
• Notifications that your favorite blog has just published a new post
• Shipping updates for your online orders
• New messages on your social media platforms

If you spend a lot of time shopping and browsing the web, chances are you’ve come across some of these use cases:

Slide-in: These pop ups appear from one side of your screen and, as the name suggests, slide into view. They typically occupy a non-intrusive space in the corner of the viewport and are a great way to communicate quick, concise messages.

Full-screen: At the other end of the spectrum are full-screen in-browser messages. These are used to disrupt the browsing experience with key messaging often revolving around data capture or sales promotion. These often combine both text and visuals for maximum visual impact.

Modal: These sit in-between slide-in and full-screen in-browser messaging. Modal pop-ups will grab a browser’s attention without taking up the entire viewport, communicating a message without overly disrupting their on-site experience.

Targeting: In-browser messaging can display personalized content to each user, based on data points like name, age, birthday, purchase history and more.

Analytics: Traditional pop-ups are typically tied to basic analytics such as views, opt-ins, conversions and conversion rate.

In-browser messages, however, hold the potential for much deeper, richer analytics, helping you to accurately track performance, test in confidence and prove revenue contribution.

Some of the core reasons marketers love using web push messaging include:

Easy and impactful: Creating and scheduling web push messaging is quick and simple – and with a database of engaged, opted-in users, the results can be dramatic.

Drive engagement: Web push allows you to reach your customers, regardless of whether they’re currently on-site or not. Promote new content, drive awareness to limited-time sales and more.

Boost sales: From recovering lost carts to driving uptake of new offers, push messaging can help you drive sales and make the most of your customer acquisition budget.

SAP Emarsys helps leading brands like Nike, Babbel and adidas Runtastic deliver targeted web messages by connecting their sales, product and customer data to deliver personalized web engagements in real-time.