Segments and Push Notifications: What You Need To Know
Every user is unique, so where do they overlap?
What are your segments? When launching a push notification campaign, it is important to know to whom you are pushing and why you are pushing this particular message to them. Too often, “global” campaigns are run with little consideration toward drilling down into your user data and finding specific segments. That is a missed opportunity for more sales and stronger loyalty. Here is how you can re-capture that opportunity.
Who Are Your Users?
Every user who comes to your site is unique, of course. However, for the most part, there are only so many reasons to come to your website in the first place. It pays to look at each of those reasons and build segments that correspond with each.
For example, you likely have a group of regular “subscribers.” These are loyal customers who come back to your site every week, month, year, or any other frequency to either renew a service, buy a product that eventually runs out, or to refill their supply of your product. What types of push notifications would these subscribers appreciate?
Conversely, you probably also have a group of bargain hunters. You will never see this segment until you have a great sale running, and then they will be filling up their carts as fast as you can process them. So what do you want them to know? Can you make them subscribers?
Do not lose what makes every one of your users unique.
You will often find that segments overlap. A subscriber can just as easily also be a bargain hunter who hits the clearance section on a regular basis. When you find this, in your push campaign, it is really a question of what your goals are. On which membership do you want to focus? What makes sense for your metrics? Do they tend more toward one or the other?
Again, every user is unique, and segments should not be treated as iron-clad boundaries that neither you nor your users may ever cross. Users will often surprise you with how they act, what they are thinking, and how they react. By the same token, segments change over time. Users see their needs shift, their budgets increase or decrease, and a whole host of other changes.
These shifts are rarely abrupt, but they do happen, and you will need to keep an eye on them as they shift. They will often turn up in your metrics as gradual changes. Slowly they will shift to new products, look for different things, or stop clicking through on certain notifications. Also keep in mind that you might see entirely new segments emerge as you introduce new products and services, or as users find different approaches to your product. Notice that back when it became a fad, Mentos embraced Diet-Coke-And-Mentos fountains; hey, it is a small segment, but it is still a segment!
Segments will be an ever-shifting part of your marketing strategy as it evolves, and your view of them should evolve too. By doing so, you will keep on top of your user’s changing tastes, and move to match them. Want to see how powerful Pushnami can be for segment marketing? Get a free trial!