How do you segment your audience for push notifications?

1 Why segment your audience?

Segmenting your audience means dividing them into groups based on their characteristics, preferences, behavior, or needs. By doing this, you can tailor your push notifications to each group, making them more relevant, personalized, and valuable. This can improve your click-through rates, user satisfaction, and loyalty. Segmenting your audience also helps you avoid sending too many or irrelevant notifications, which can annoy your users and make them opt out.

2 How to segment your audience?

Segmenting your audience for push notifications can be done in various ways, depending on your goals, data, and tools. Common criteria to consider include demographics, interests, behavior, and lifecycle stage. Demographics can be used to send notifications that match users' profile and preferences, such as local offers or language-specific content. Interests can be used to send notifications that appeal to their interests, such as recommendations or updates on their favorite topics. Behavior can be used to send notifications that encourage, reward, or remind them of their behavior, such as feedback or incentives. Lifecycle stage can be used to send notifications that suit their stage, such as onboarding or reactivation messages. This will help you inform and engage your users in a more personalized way.

3 What are some examples of segmenting your audience?

To demonstrate how segmenting your audience can improve your push notifications, consider the following examples. Netflix segments its audience based on their viewing history, preferences, and ratings, sending notifications that recommend new shows or movies, remind them of unfinished episodes, or notify them of new seasons or releases that match their taste. Duolingo segments its audience based on their progress, goals, and streaks, sending notifications that motivate them to keep learning, congratulate them on their achievements, or challenge them to maintain their streaks. Amazon segments its audience based on their browsing, shopping, and wish list behavior, sending notifications that alert them of price drops, availability, or delivery status of their items, or suggest related products or offers that they might like. Lastly, Spotify segments its audience based on their listening habits, genres, and artists, sending notifications that inform them of new releases, playlists, or podcasts that suit their taste, or invite them to join events, contests, or communities that relate to their music.

4 How to test and optimize your segmentation?

Segmenting your audience is not a one-time task, but an ongoing process that requires testing and optimization. You need to monitor and measure the performance of your push notifications, such as open rates, conversions, retention, and feedback. You also need to experiment and compare different segments, messages, and timings, to see what works best for your audience and your goals. You can use tools such as Google Analytics, Firebase, or Pushwoosh to help you with this.

5 How to get started with segmenting your audience?

If you want to start segmenting your audience for push notifications, here are some steps to consider. First, define your goals and determine what you want to achieve with your push notifications. Then, collect and analyze your data to segment your audience based on your goals and criteria. After that, choose the tools you need to send, manage, and measure your push notifications. Create and send your messages, making sure they are relevant, personalized, and valuable. Finally, test and optimize your results by tracking and evaluating the performance of your push notifications, and experimenting and improving your segmentation and messaging.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?