Segmenting web push notifications is essential to achieving personalization for your subscribers and delivering highly-targeted messages and offers. Learn the most efficient ways to segment your web push notification subscribers. This article will show you how to do it right.
“Segmented push messages have double the open rate of broadly blasted messages.”
In Part One, we showed you several potential types of segments you can create when segmenting web push notifications subscribers. The suggestions were not all-inclusive, as the potential segments you can create are nearly endless.
Remember, the specific segments you create will be determined by your business type and its needs. There is no hard rule, other than creating segments that ultimately benefit your business goals.
Let’s examine a few commonly used types of segments, for a fuller understanding of what you might want to look for in creating your own segments.
We’re going to look at the following types of segments: customer personas/profiles; demographics; geographic location; interests and needs; visitor behaviors; customer journeys.
Segmenting Web Push Notifications by Personas or Customer Profiles
Creating customer profiles allows you to group subscribers by certain types of shared characteristics.
For example, let’s say you’re an online clothing retailer. You might have two customer personas that look like this:
Occupation: College Student
Notable Qualities: Single. Interested in: trending fashion styles that aren’t expensive due to limited budget.
Occupation: Young Professional
Notable Qualities: Married with children. Interested in: casual and workplace fashions. Has children, so personal fashion budget is limited.
The way you write your messages would then consider the factors for each persona, in order to appeal to that customer type. Not only would it consider interests and needs, but it also would use a specific language style to appeal to each segment.
Segmenting Web Push Notifications by Demographics:
One of the most common ways of segmenting subscribers for web push notifications is by demographics. Common categories of demographic segmentation are:
- Gender: if your products, services or topics differ for males and females.
- Age: if your products, services or topics vary for subscribers of different ages.
- Income Level: if a person’s income makes them more likely to purchase certain products.
- Occupation: if your products and services vary for customers of different occupations.
- Marital Status: if interests in certain products are affected by marital status, or if you notice a difference in the number of purchases between married or unmarried persons.
- Parental Status: if some of your products, services or topics are more helpful to parents, or if you need to market differently to non-parents.
- Race: if the appeal of certain topics, products or services differs between races.
- Education: if you notice a person’s education level creates different interests or buying patterns.
Segmenting Web Push Notifications by Geographic Location
Segmenting web push notifications subscribers by geographic location is another commonly employed method. Typical categories of geographic segmentation are:
- Country: subscribers may have different interests in different locales.
- State: different states may have different buying habits due to factors such as environment and weather. State segmentation is also useful if you operate physical locations. For example, different states have different tax rates and some states offer tax-free weekends at certain times of the year for particular types of goods.
- City: especially useful if you operate physical locations.
- Radius in miles or kilometers: this is especially useful if you have physical locations, as customers within close proximities are more likely to visit those locations.
- Language: if you sell international or multi-language products, or you have different versions of your website for different languages; you can divide your subscribers by the language they speak.
Geographic location may play a role in other ways, depending on your topics, products and services. You may consider segmenting web push notifications subscribers by factors such as:
- Seasons and demand according to them.
- Local retailers: the popularity and demand of certain products in those geographic areas.
- Food interests in a particular locality. (Mexican food in the Southwest, grits and deep-fried pickles in the South)
Segmenting Web Push Notifications by Interests and Needs
Segmenting web push notifications subscribers by their individual interests and needs is one of the best ways to achieve psersonalization.
You can figure out interests by analyzing the following:
- Information they’ve included in their customer profiles on your website (if you have such a feature).
- Any surveys they’ve completed.
- Which messages they’ve clicked-through and the subject or content of that message.
- Specific free offers they’ve downloaded from your website.
- The number of free offers they have clicked-through to download.
- Any bonus content they opted-in to receive (webinars, courses, etc.)
- Recent purchases.
- Past purchases.
Segmenting web push notifications subscribers’ needs by considering the following:
Awareness level: segment your prospects by where they are on the buyer’s journey. Divide into segments based on: awareness, consideration, or decision stage to receive messages and information targeted to their level.
Buying cycle: separate prospects into segments based on where they are in the sales cycle: awareness, interest, desire, or action.
Segmenting Web Push Notifications by Visitor Behaviors
Behavioral segmentation considers the activities and interactions of your subscribers. Segmenting web push notifications subscribers by their behaviors requires the use of tracking and analytics to discover what their behaviors are.
Based on analytics, some possible behavioral segments could be:
Number or percentage of clicks. This will help you divide subscribers by activity level. It will help you separate inactive subscribers from active ones. This will help you determine a subscriber’s interest level, as well as, may indicate those more likely to make a purchase.
Interests: if you sell multiple products, it may be possible that one type of product you sell would not be of interest to another. Therefore, segment your subscribers by products likely to be of interest to them. You can get an idea of customer interest by which messages they click-through on, as well as, their interaction and activity on your website after they click.
Length of inactivity: you might group these by activity in the past 30 days, 90 days, etc.
Decrease in activity: you might look at a certain period of time (30, 60, 90 days) and segment accordingly.
Increase in activity: an increase in activity might indicate a subscriber is ready to make a purchase or is looking for additional information. This would be the time to send them appropriate information or discount offers to prompt them to make a purchase.
Activity level: separate subscribers into segments based on how active they have been at clicking-through on your push notifications. Segments containing less active subscribers should receive future notifications that offer them rewards or other incentives to become active again.
Hyper-Activity: These are subscribers you might want to offer rewards, discounts or loyalty programs to. Rewarding their activity often turns these types of customers into your best brand advocates. (These are your best subscribers).
Segmenting Web Push Notifications by Customer Journeys
Segmenting web push notifications subscribers by customer journeys considers all of the following factors: entry points, pathways after they enter your site, types of activities on your site, purchases, return visits and those entry points, exit points, and frequency of activity and visits.
Here are some typical customer journeys you might debase your segments on:
Specific free offers they downloaded from your website. These will help you determine their interests and needs.
The number of free offers they opt-in to receive. These will help you determine their interests and needs.
Recent purchases: knowledge of recent purchases helps you decide what products or accessories this customer needs.
Past purchases: helps you determine the interests and future needs of this customer. Depending on your business, a purchase of one type of your products may inherently lead to another. This could be add-ons, accessories, etc. Segment your list according to what a purchaser may need next.
Frequency of purchases: helps you determine the likelihood of future purchases. More than that, subscribers who frequently make purchases from you, may be worthy of their own segment simply because they are your best customers. You might reward these subscribers with loyalty rewards, turning them into brand advocates and leading to increased sales.
Shopping cart abandonment: create segments that send subscribers who leave items in their cart. Send push notifications to encourage them to complete their purchase. Consider offering discounts as incentives for them to complete a purchase.
Non-Buyers: subscribers who have not made a purchase. These subscribers would require informational, educational, trust building and other offers to move them towards the purchase stage.
Recent visits to your website: this may indicate a move to the decision or purchase stage. This might be used as a trigger to send targeted push notifications to encourage purchases and/or offer discounts for a purchase.
Interests: if you sell multiple products, it may be possible that one type of product you sell would not be of interest to another. Therefore, segment your subscribers by products likely to be of interest to them.
Inactive: these are subscribers who have not clicked-through on your push notifications in a significant amount of time.
Web Push Notifications Segments – Key Takeaways Parts 1 & 2:
☑ The purpose of segmenting web push notifications subscribers is to allow you to create personalized, highly-targeted messaging.
☑ Segmenting web push notifications subscribers and the specific segments you create should be based upon your business goals and the advancement of them.
☑ Use your visitor analytics to understand your subscribers behaviors, wants and needs, before creating your segments.
☑ Segmenting web push notifications subscribers into related groups should be based upon their needs, wants, interests, experience levels, purchases, and behaviors.
☑ Segmenting web push notifications subscribers can be created in a multi-level way, as well as, in micro-segments (segments within segments).
☑ Your subscribers may be placed in more than one segment, as well as, may move from one segment to another over time.
☑ Craft your web push notification messaging to communicate to each particular segment’s uniqueness. Use language that speaks to their level, awareness, experience, wants, needs, and interests.
☑ Use care to not over-message inactive subscribers or users with declining activity. These type of subscribers need messages and/or compelling offers to engage and entice them to become active again.
☑ Analytics are an on-going necessity. You’ll want to analyze both your non-subscription visitors and your web push notification subscribers. Use your analytics to modify and improve your segments and segmentation strategy.
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