How to Segment Web Push Notifications Subscribers – Part 1

Learn how to segment web push notifications subscribers. You’ll learn strategies for creating subscriber segments and on-going optimization tactics to improve your web push notification marketing and monetization.

“54% of users who clicked on a segmented push message converted.”

Localytics

Why You Need To Segment Web Push Notifications Subscribers

Segment Web Push Notification SubscribersWhen you segment web push notifications subscribers, it allows you to divide your subscribers into related groups called “segments.” Segments will share similar interests, awareness levels, needs, preferences, behaviors and more.

Web push notifications work best when your messages and offers are personalized to your subscribers. Personalization is created through subscriber segmentation. The better you can segment web push notifications subscribers into related groups, the better personalization you can achieve.

Your push messaging and offers need to speak with specificity to the differences between subscribers. To accomplish this, use subscriber segments as your starting point when crafting messages.

Your web push notification messages need to be aimed at what’s most important and relevant to a particular segment. Remember, subscribers care about what you can do for them above all. The more directly these messages fit the subscriber, the more effective they will be.

Segment Web Push Notifications Subscribers: Goal #1

Segment Web Push Notifications GoalsThe first and foremost goal of your web push notification strategy should be to please your subscribers. You need to understand the interests, needs and wants of your subscribers – and then give them what they need and want.

The balancing act you have to maintain is keeping your subscribers satisfied, while simultaneously achieving your business goals. Remember to put your subscribers first, because without them – you have no customers and your monetization source is gone.

Ultimately, the balancing act will consider the rate of subscriber acquisitions vs. the rate of subscriber attrition. As every business has different goals, only you can decide the comfortable rate between the two.

Segment Web Push Notifications: Pre-Segmentation Visitor Analytics

Segment Web Push Notifications: AnalyticsBefore you segment web push notifications subscribers, you need to analyze your current site visitors. Study their behaviors. Their behaviors and actions will help you determine, not only your segmentation strategy, but the most crucial part of your strategy – your subscriber opt-in strategy.

Use your analytics to determine what initial subscriber segments you want to create. Then determine the best way to capture these visitor types. Ask yourself: Which pages and/or site locations may be best for signing up different types of visitors?

Your homepage may not be the best place to capture all of your different visitor types. Different types of visitors may come in through your blog (and on specific articles) or through various landing pages. Knowing what doorways visitors enter your site through helps you determine the best opt-in messaging for your pre-permission screen.

Use your analytics to develop a clear picture of all of your site doorways, as well as, examining your visitor journeys after they have entered your site – including exit points.

To learn more about pre-permission screens and opt-in strategies read: Turning your site visitors into web push notification subscribers.

How to Segment Web Push Notification Subscribers

How to Segment Web Push Notification SubscribersAfter you have a complete picture of your visitors through your analytics data, the next step is segmenting your subscribers.

These subscriber segments can be grouped by any number of criteria. In general, they will be based on: preferences, interests, behaviors, demographics, locations, buying cycle, purchase habits, activity level, experience, and more.

One purpose of creating subscriber segmentation is to allow you to craft different messages for specific subscriber segments.

For the majority of the web push notifications you send, it will be unlikely that one message will fit all users. Occasionally, you will have some messages that are relevant to all users. But by and large, creating messages that match the interests of each particular subscriber segment will be the rule.

Creating Web Push Notification Segmentation Levels

Creating Web Push Notification Segmentation LevelsOne way of segmenting your subscribers is to create levels of segments. You will have top-level segments that branch into lower-level segments and segments-within-segments, called micro-segments.

For example, if you are an e-commerce business your top-level segments might be “buyers” and “non-buyers.” People who have not purchased yet, will need different messaging to motivate them to buy vs. those who already have. Therefore, this is one of the simplest and most obvious segments to create at your top-level.

Below those two top-level segments, you will have many related segments which could be based on demographics, geolocation and many other criteria.

In a multi-level system of segments, certain subscribers may belong to more than one segment. Subscribers may also be moved from one segment to another over time.

In a simple example, suppose you have a non-buyer located in Kansas. They belong to the main segment of “non-buyer” and a sub-section based on location: “Kansas.” If that subscriber makes a purchase, they are now moved to the “buyer” segment – but they remain in the “Kansas” sub-segment. The purpose of the Kansas sub-segment, might be to message buyers near a physical location (More on sub-segments later).

The diagram below shows what a potential segment map of subscribers for an e-commerce website might look like:

Web push notifications subscriber segment segmentation map

Key Factors for Web Push Notifications Subscriber Segments

Key Factors for Segmenting Your Web Push Notification SubscribersWhat types of segments you create and how many will depend on many factors. Here are some of the key factors to consider when creating your subscriber segments:

1. Your Business Goals

Foremost, your segments need to align with your business goals. While creating segments allows you to personalize the messaging to your subscribers, ultimately – your segments exist to drive user action as it benefits your business.

First think about what you need different types of subscribers to do. Then, create segments designed to facilitate getting those particular subscribers to take your desired action or pathway.

2. Subscriber Interests, Needs, Experience, and Wants

Your differing visitors are coming to your site, potentially, for multiple reasons. Depending on your niche and/or products, this could vary widely. Think about these different types of subscribers in terms of their interests, needs, experience, and wants and create your segments accordingly.

3. Subscriber & Buyer Journeys

Web Push Notifications Segment Subscriber & Buyer JourneysYour subscribers may come into your site at one level, and because of what they learn or do, it moves them to another level. The levels could be based on knowledge, experience, or purchases of your products. Part of the subscriber journey may also be where the subscriber resides in the sales cycle (AIDA).

Your segmentation needs to account for subscriber and/or buyer journeys. You may need to move your subscribers to different segments and/or sub-segments as they progress.

Web Push Notifications: Segment Subscribers Ideas

Web Push Notifications Subscriber Segment IdeasThe categories you will find listed below (and explained in detail in part two), will suggest a few of the many different possible subscriber segments you can create. This list of ideas is not exhaustive nor comprised of every possible segment type.

Which types of subscriber segments you create and how many depends entirely on your business goals and needs, as well as, your customer types.

Some of the possibilities are:

  • Customer Personas or Profiles
  • Demographics
  • Geographic
  • Interest and Needs
  • Buyers Vs. Non-Buyers
  • Buying Cycle
  • Purchases and Buying Habits
  • Customer Journeys
  • Behavioral
  • Activity Level
  • Subscription Length
  • Experience Level
  • Click-throughs on Third-Party Offers

Coming up in Part Two of How To Segment Your Web Push Notifications Subscribers…

In part two, we’ll look at some of these segments in more detail, as well as, list some specific tactics you can utilize for certain segments.

Introduction to Web Push Notifications ebook

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