First Retail Partner Switches Back From Messenger to Email, But Not So Fast, Everyone Else

How Zalando uses mobile notifications. Every company needs to find its own way. There are no best practices yet, and maybe there never will be ones universally applicable.

Recode on Everlane, a launch partner of Facebook Messenger’s business offerings in 2015 which is switching back from Messenger to emails:

But today, Everlane emailed customers to let them know that it is discontinuing using the messaging platform as a notification tool. […]

“It was a good couple of years, but we’ve decided to stick with what we do best — email,” the note read. […]

Everlane had essentially used Messenger as an alternative to email, sending messages with order confirmations and shipping updates to customers who opted into the communication method. (From personal experience, I think it worked really smoothly.) It also allowed customers to send questions to customer service reps via Facebook messages. That last use case is still live.

​Here’s the thing: We are rapidly approaching a state were every online retailer will need a mobile notifications strategy to let customers know about the status of their orders and so on.

Email used to be fine for this and other kinds of communication between businesses and customers and it still serves that role today for many people.

But it is not inherently mobile. Mobile push notifications, on the other hand, are the ultimate inbox.

But, while email has decades of usage and best practices on its side, mobile push notifications are still very much in a state of flux. The evolution of Facebook Messenger itself as a platform (that only works in a world with notifications) is an example for that. (The most basic questions still are wether to build an app or go to platforms like Messenger or WeChat and how to leverage interaction models within notifications, frequency and so on. There is no clear answer on any of this.)

So, it may look sensible to give up on push notifications once the important key figures aren’t improving, but, in reality, it really is not. Relying solely on emails will keep more and more customers under 30 away from your business.

At the very least one needs to keep push notifications additionally to emails.

Maybe just do the bare minimum until the picture becomes clearer.

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