Brief: To create a short and snappy push notification to inform app users that the latest issue of African Business magazine is available to download on Exact Editions.
Creative process: I knew the push notification would only be a few words long, and only slightly longer if recipients pressed and held down on it on iOS.
I played around with the copy to create urgency and interest in a few words, to create a message that, when it pops up on the recipients’ screen, would entice them to click on it and read the latest edition.
I created my copy so that the notification shared enough information on the issue’s contents so as to create intrigue and encourage them to read the articles for themselves, but not share so much information that they felt there was no need to read the issue, or that they had gained all the information they needed from this notification alone.
Success:
4.7% click-through rate from app push notifications to the Exact Editions app.
