We would like to introduce today a few user cases and the relevant data concerning the delivery of segment-based push messages. In the examples that we are going to provide we will present how a successful segmentation can positively affect the performance of a push message campaign or of an on-going customer dialogue.

Category Segment

For a big German News App we have targeted segments based on the click behavior (minimum 5 item views in the last 7 days) created in the categories and sent to the segments “Breaking News” for the respective categories. 20% of users were arbitrarily selected as control group and they were sent the same category-specific messages. The results were very clear from the start in favor of the use of such category segment. The click-through rate on the push messages were uplifted up to 70% and the number of views resulting from the push message went up to 180%.

 

Product Category Segment

For a large German Classifieds Ads App we have shipped push messages (special offers) to so-called Product Category Channel subscribers. In the app menu users could click the product category they were interested in. Again, we selected a random control group. webhosting info . In this case we achieved impressive results as the click-through rate on the push message was up to 110% higher than in the control group and the click-out rate, i.e. users who accepted to be linked to online shop offering was 200% higher.

 

Heavy User Segments

In one of my previous posts I have already presented the Review-Dialogue. Again we defined an ad-hoc segment, namely that of so-called heavy users (at least 10 sessions in the last 4 weeks). We have experienced in other projects that the willingness to deliver a positive review is significantly higher among heavy users. The control group amounted this time only to 5% of the total users, since this kind of dialogue is highly sensitive, much more than the “breaking news” or “special offer” kind of dialogue. http://35.242.234.10/blog/performance-uplift-with-segment-based-push-messages/ http://35.242.234.10/blog/performance-uplift-with-segment-based-push-messages/The push messages that invited the users to submit a positive review were accepted much better by heavy users and generated a click-through rate of nearly 10%. In the control group the click rate was less than 2%.

From these results we can safely conclude that the definition of specific segments and the use of target-dialogue is a winning strategy and it will improve significantly the success of your campaigns.