Push notifications are one of the most vital factors that differentiate native apps from mobile websites. The engagement and retention benefits of apps are exponentially greater when push notifications are utilized. Better yet, push notifications that are targeted to their audience produce even greater app results.
We've discussed the retention benefits of apps in-depth, exploring the tangible ROI benefits of customers who return to buy from you again and again. Now, let's see how targeted push messages can factor into app revenue.
Push notifications provide stronger, retention-focused communication over email. In fact, apps that send push notifications have retention rates 7x higher than those that dont't. Even better, segmented messages see a 2x higher click through rates over broadcast messages. So, where to start with push segments?
Think of your segments in two buckets: user demographics/information and app actions.
USER DATA SEGMENTS
User segments can be created based on a number of factors, including gender, location, registration status, device type, and age. With user data segments, you can create specific groups who will be especially engaged with the specific messages you're sending.
Many promotions and events can be leveraged with user-specific messaging:
✓New product announcements/brand updates
✓Location-specific content, such as in-store events
✓Returning or first-time user promotions, based on registration status
✓Seasonal promotions, such as back-to-school promotions targeted at parents
In addition, targeting groups based on device type is crucial: iOS push notifications can be up to 140 characters long, whereas Android messages are a a maximum of 40. Publishing a message that won't fit on an Android user's notification center may be a wasted effort.
BEHAVIOR BASED DATA
This type of segmentation is based a specific user’s actions in the app, typically defined as “app events.” An app event is anything that the user does with your app, whether it's viewing a product or category, adding products to their shopping cart, opening the app, or taking some other action. Push notifications can be automated to respond to these events, re-engaging users and encouraging them to re-open the app to complete an action.
These automated recurring messages can be launched in response to:
✓First app launch
✓Viewing a product/category
✓A price drop on a viewed item
Plus many other actions
The possibilities and uses for targeted push notifications are virtually endless. App marketers should get creative with their strategies, and remember that the more targeted a message, the more relevant it is to the receiver.