For me, push notifications have always either felt like an exciting peek into privileged information from my favorite brands, or a constant source of unnecessary aggravation – there's not much in between.
The difference? Relevance. A message that's relevant to me personally will clearly matter much more than something generic, pointless, and annoying.
A notification that my Uber has arrived? Lovely! Free deliveries this week only for my favorite shoe brand? Do tell! Notification from LinkedIn to see what’s happening on LinkedIn? Eh, maybe. 20% off childcare products for me a non-parent? Stop.
Instant sources of information are a cornerstone of this generation, but so is personalization. Push notifications become exponentially more powerful as messages become more relevant and more personalized. This is why we've expanded our push notification capabilities with User Segments. Using the new user segments feature, retailers will be able to create custom segments of users to send targeted communications to their app users.
What is user segmentation?
User segmentation allows you to create groups of customers to target based on app user data. Segments can be created using several parameters, then labeled for future use. Once a segment is built, you can use it to send push notifications to these specific groups. Imagine you’re an apparel company - would it make sense to send a spring promotion for sundresses to all your app users? Not likely. You’d want to target this message to your female customers within a certain age range. User segments allow you to be specific with your communications, improving your conversion rates and overall customer retention.
- Profile Data: This type of segmentation uses information gathered from a user’s profile, including age, gender, device type, and registration status. With this type, segments can be created using multiple, profile-based conditions for very precise targeting.
- Behavior: This type of segmentation is based on a specific user’s actions in the app, typically defined as “app events”. One major use case for this method is to send reminders to users who have abandoned their cart to re-engage and complete their purchase.
- Order tracking notifications: Push notifications can also provide a better experience for customers by providing them details about their specific order. Order tracking notifications serve push messages to users when their order has shipped and delivered, so there isn’t a need for users to dig for their tracking number.
Why does it matter?
Push notifications are one of retail’s strongest engagement tools. Push notifications are a direct, instant channel of communication, with a 50% higher open rate than email. On average, push notifications can increase conversions by 300%, and retention by 20% per message.
However, not all push notifications are equal. Segmented push notifications perform significantly higher than broadcast messages. Segmented push notifications result in 3 times higher engagement than broadcast messages, as measured by number of sessions per user. Segmented messages also have a 2 times higher click-through rate, and a more than double conversion rate. This data applies to both segmentation by profile data, and behavioral data, but strategies incorporating both tactics see the best results.
tips for Getting Started
- Use customer data to determine what messaging will resonate best with which users
- Create push strategies that engage, rather than push products – creating consistent engagement with your customers can increase customer lifetime value which can prove much more valuable to your business than a one-time conversion rate
- The right push frequency is dependent on audience – space out your messages and make sure they correspond with sales
- Send time matters just as much as frequency – look at your customers' peak engagement times to better determine your app’s best communication windows
- Get to the point with as few words as possible – the highest performing messages are typically short and sweet
And remember, 78% of app users will either opt out or uninstall the app if they don’t like the push notifications they’re receiving. So, create push notifications that are segmented, relevant, and annoyance-free.
Once you've nailed down your segmentation strategies, check out our tips for building effective, creative push campaign content.