Push notifications give brands direct access to one of their most valuable customer segments – app users.
Fully leveraging push notifications is a process that requires smart, strategic coordiantion and consideration. For a complete review of push notification best practices, download our latest whitepaper, The Push Notification Playbook.
One vital aspect in your push strategy is automation via user segments. User segments can be defined using a few different methods:
- Profile Data - Pieces of a user's profile can be pulled to help you identify their interests, needs, and behaviors. You can segment this way using gender, age, location, device type and registration status. Combining these elements, you can craft highly targeted groups that take all the guesswork out of your push messaging strategy. No one wants to receive a push notification that has nothing to do with their habits or interests, and using segmentation, you can lessen the chances that your communications will feel spammy to your user base.
- User Behavior - With tracking that identifies specific actions users take within your app, you can create customized communications to drive action. One of the most common uses for this type of segmenting is abandoned cart notifications. If a user is browsing and adds an item to their cart, but doesn't complete their checkout, you can automatically send a notification that encourages them to finish their purchase.
Automation can also be useful in other ways, such as for ongoing offers and activity-based reengagement. You can set up automated messages based on a wide variety of actions. One option is to send a message upon first app opening, offering a discount or welcome message. They can also be used to track users' interests, and send follow up messages based on products or categories viewed. Draw them back in with a reminder of the products, and consider offering an incentive here as well.
Whether you offer product discounts, general greetings, funny messages, or anything in between, the value here is that the messages are automated, taking the work off your hands. Initial setup of these messages is quick and painless, and the payoff is major. Automated messages create a truly automated marketing stream that helps each app user feel valued with personalized service with every app use.