What if we take the broadly accepted perception that segmented push campaigns have increased open charges and take a look at it by large-scale push notification analysis?
The Pushwoosh research reveals that segmentation certainly performs a giant position—nevertheless it’s not the one issue at play. Personalization and timing can rival segmentation in driving open charges. Let’s dive deeper.
In regards to the Research: We analyzed 50 billion push notifications despatched in This fall 2024 by Pushwoosh’s shoppers throughout six app classes: e-commerce, retail, information, gaming, transportation, and finance. The research in contrast proportionate segments, guaranteeing the reliability of the information.
Key Findings and Insights
Even Fundamental Segmentation Improves Engagement
The very first thing we found is that segmentation doesn’t should be advanced to drive open charges. Even fundamental segmentation, reminiscent of by gender or location, can have a noticeable affect.
- Gender-Based mostly Segmentation
For instance, e-commerce apps concentrating on feminine customers with tailor-made presents noticed the next open charge in comparison with retail and information apps reaching their whole consumer base:
As you may see, the ladies section’s open charge elevated even regardless of its giant measurement.
- Location-Based mostly Segmentation
For transportation apps, merely segmenting customers by metropolis was sufficient to drive push open charges in comparison with mass messaging:
The affect was much more noticeable for information and media apps.
Nation-tailored content material generated increased open charges than unsegmented messaging (even in comparison with the apps which are already native).
City-specific content material, in the meantime, achieved record-high open charges:
Takeaway: Easy segmentation can outperform mass broadcasts, making it a simple first step for apps seeking to improve their open charges.
Desire-Based mostly Segmentation Can Double Open Charges
Progressing from fundamental to extra superior segmentation, reminiscent of primarily based on consumer preferences, might require further effort in information assortment. This includes monitoring occasions like finishing purchases, including to favorites, or viewing pages—however the payoff is value it.
Our research revealed that for transportation apps, push open charges doubled when customers have been segmented by service and elevated fourfold when segmented by their favourite grocery store:
The Greatest Method To Phase Is By Combining Standards
We noticed that layering a number of segmentation standards can considerably improve engagement:
- For e-commerce manufacturers, including a nation+gender filter improved open charges in comparison with utilizing simply the nation filter.
In flip, combining nation with interest-based concentrating on (PlayStation 5 consumers) led to a dramatic improve in open charges:
- For monetary apps, the affect was equally robust. These apps used segments with each 2 and three standards, and the mix of ‘energetic customers’ paired with ‘the app model’ confirmed the very best outcomes:
Takeaway: Refining segmentation results in higher outcomes than concentrating on primarily based on a single situation. The extra particular the viewers, the upper the possibilities of driving engagement.
Segmentation + CTA = Higher Influence
We discovered that segmentation efforts are more practical when paired with a transparent call-to-action (CTA), reminiscent of low cost codes or sale invites.
For instance, for retail apps:
- A regular announcement despatched to all customers resulted within the lowest open charge;
- A reduction code focused in any respect customers carried out higher however nonetheless didn’t hit the mark;
- A reduction code geared toward a language-specific viewers confirmed an enchancment;
- A sale notification tailor-made to the consumer’s favourite retailer achieved the very best open charges:
Apparently, broadcast messages with obscure CTAs carry out poorly. In distinction, when push notifications are focused and embrace clear presents, open charges improve.
Right here’s one other instance, this time from gaming apps:
See how high manufacturers craft high-performing push notifications:
Discover Pushwoosh’s 50 Greatest Examples
Timing and Open Fee Correlation Varies By Industries
Entrepreneurs usually assume that weekends are the very best time to succeed in cell customers, however our research reveals that’s not at all times the case. We additionally noticed a couple of industry-specific traits.
Information apps are the one ones with constant push open charges, whereas different industries behave otherwise:
- E-commerce & retail: lower-performing days are Tuesday to Thursday;
- Finance apps: Thursday is the lowest-performing day;
- Transportation apps: Sunday is the best-performing day;
- Gaming apps: Monday and Sunday are top-performing days:
Takeaway: Timing is simply as vital as segmentation. Even the very best push notifications might underperform if despatched on a low-engagement day. Apps can reap the benefits of the best-performing days we’ve recognized for every {industry} by scheduling their campaigns accordingly.
Personalization Can Match Segmentation In Driving Outcomes
Past segmentation, we discovered that personalizing messages considerably boosted open charges.
- Based mostly on the consumer’s title
For instance, retail push notifications that addressed customers generically had a 2.68% open charge, whereas including the consumer’s first title almost doubled it:
For monetary apps, tailoring messages to customers’ most popular language led to higher outcomes than sending them in English to all customers:
Takeaway: Personalization might be as efficient as segmentation. In each instances, gathering consumer information is crucial. Apps ought to think about organising a buyer information platform (CDP), both an in-house answer or a third-party platform.
Accumulate and unify information—you’ll at all times discover methods to place it to work. At present, it powers segmentation; tomorrow, personalization. Past that, it fuels experimentation, in-depth marketing campaign evaluation, and seamless integrations to boost your toolkit. Pushwoosh centralizes all of your consumer information in a single platform, enabling really clever communication methods and impactful outcomes.
Max Konev
CEO & Founder @ Pushwoosh
Conclusions
Whereas segmentation does enhance engagement, a number of different components play an equally essential position:
- Location-targeted content material delivers stronger outcomes, significantly for information apps.
- A transparent CTA issues: messages targeted on a focused motion mixed with sensible segmentation create a successful system.
- Timing is essential: completely different industries see higher efficiency on completely different days.
- Personalization might be as efficient as segmentation.
One further takeaway? Our analysis means that e-mail stays a more practical channel for cell apps, with a mean open charge of 33% in comparison with 0.3% for push notifications. We additionally noticed this development in a case from our fintech buyer—however that’s a subject for our subsequent research.
Fascinated with utilizing smarter segmentation and choosing the proper channels on your communication campaigns to spice up consumer engagement?
Uncover Pushwoosh on a Private Demo
