The Art of Being a Good Product Manager and Building Savvy Push Notifications

The Art of Being a Good Product Manager and Building Savvy Push Notifications

Introduction:
In the world of product management, being good at what you do requires a deep understanding of the market, the product, and the competition. It means taking responsibility for devising and executing a winning plan, without making excuses. Similarly, when it comes to push notifications, creating ones that truly engage users requires careful consideration of timing, personalization, and actionability. In this article, we will explore the common points between being a good product manager and building savvy push notifications, and how they can be connected to create successful strategies.

Being the CEO of the Product:
A good product manager, as described by Andreessen Horowitz, is the CEO of the product. They know the market, the product line, and the context going in. Similarly, when building push notifications, it's essential to have a strong understanding of the app and its purpose. By treating push notifications as an extension of the product, product managers can ensure that they align with the overall vision and goals.

Defining the "What" Instead of the "How":
Good product managers focus on defining the target or the "what" instead of getting caught up in the details of the "how." This allows them to effectively manage the delivery of the product. Similarly, when crafting push notifications, it's important to focus on the desired outcome or action. A great push notification is actionable and prompts the user to take a specific step, whether it's opening the app or completing a task.

Effective Communication:
Communication is a crucial skill for product managers, especially when it comes to written formats. Good product managers create collateral, FAQs, presentations, and white papers that clearly convey their ideas and decisions. In the context of push notifications, the message must be concise and easily understandable. Using personalized tidbits and relevant emoji can make the notification feel like it's coming from a close friend, increasing the chances of engagement.

Revenue and Customer Focus:
Good product managers always keep revenue and customers in mind. They understand the importance of delivering value to the customers and driving revenue for the company. In the case of push notifications, it's crucial to consider the impact on user retention and engagement rates. However, it's important not to solely rely on notifications as a growth hacking tool. Instead, view them as a means to enhance the overall user experience and foster long-term engagement.

Timeliness and Personalization: A great push notification is timely and personal. Just like a good product manager knows the importance of delivering the right product at the right time, push notifications must be relevant and timely to the user's context. Building safety nets into experiments and closely monitoring metrics such as opt-out rates and actions per pings can help ensure that misfires are minimized.