Start With Segmentation
All great recipes start with a base. When it comes to push, segmenting to create user audiences is your base.
User audiences are groups of similar users who have all completed the same action or set of actions in-app, within a given time period. These can be reflective of your buyer personas, or just groups of users based on their app behavior.
When you create user audiences, you already have targeted groups of users you want to engage with your push notifications or reach out to with personalized offers on notifications.
Segmented push messages (or, those sent to a specific user audience) have almost double the open rate of broadcast push messages. But how exactly should you segment? Our research shows that segmenting by both Behavior & Profile results in over a 50% uptick in click rate:
Additionally, 54% of users who click on a segmented push end up converting, as opposed to 15% of those who click on a broadcast push message. To recap?
- Group people based on important characteristics
- Target push messages to right segments
- Remember it's never one-size-fits-all
Determine The Best Offer
Audiences also help you determine the best content or offer to use in your push message. What is the purpose of receiving the push? Typically, it contains an offer, discount or special announcement that your users want to receive.
But, the best pushes are those that personalize the offer in each campaign to a particular set of users.
Audience: Users who opened the app 2+ times in one week and looked at restaurants in Boston Potential Campaign: Send users a notification of a new restaurant opening in their area including an exclusive coupon.
Push Message: Posto in Cambridge is now open! Get our special offer for app users: $20 coupon for your first visit.
The best way to ensure your push campaign is attractive to users is to give them something they're actually interested in redeeming or learning more about. Over time, you can create smaller, more personalized segments and campaigns in an effort to boost conversion.
Automate for Efficiency
If you're cooking for a large group of people, chances are you're relying on some pretty important tools to facilitate the process.
As your app grows, so will your MAUs. So, creating, managing, and measuring push messaging campaigns for larger groups or multiple segments can get tricky without the right tools. Marketing Automation makes it easy for you to keep track of ongoing campaigns and keep users engaged (through more than just a one-time message).
Using automation, you can:
- Auto-enroll new users into campaigns, so that when a user qualifies to receive a message based on their in-app behavior, they're automatically added to the campaign.
- Chain push messages together in a series, the same as you would for an email nurture campaign. This allows you to create a campaign that touches users multiple times in a more sophisticated effort to increase app opens and engagement.
Put on the Finishing Touches
The cherry on top of any good campaign? Personalization. Whether it's a real-time notification to a user containing pertinent details (see "the transactional push" recipe, blow) or a campaign that's targeted by audience, in-app behavior, session data, or profile data from outside of the app (such as store credit or email opens), the more relevant the push, the better received it is by users.
In fact, personalized messages elicit 3x more conversion than broadcast messages.
Granular targeting and personalization is dependent on collecting user information from inside the app and on tracking their interactions with your brand across channels. To get started planning and tracking this information, try this guide.