Why Does Segmentation Matter?
We’ve discussed the power of push notifications in previous blogs. The open rate is superior to e-mail and can be used strategically for very targeted messaging. While a mass blast to all your subscribers may be effective in terms of number of people reached, it can come back to bite you.
One of the key features of mobile commerce that shoppers gravitate towards is the ability for brands and retailers to personalize the shopping experience for their customers.
Yes, your notification will reach a large number of customers, but you run the risk of customers opting out of notifications, if they feel they’re being spammed with irrelevant and/or too many messages.
Irrelevant notifications can lead to:
- Customers unsubscribing
- Fewer return visits to your app / e-commerce site
- Lost revenue
This is where segmented push notifications come in. Yes, it’s exactly what it sounds like. Rather than a ‘shotgun’ approach where you send out a wide blast and hope to hit something, segmenting your messaging enables you to target more relevant promotions and communications to your intended audience.
The ability to selectively focus on groups of customers who share similar interests is a game-changer in terms of customer experience. When customers view content that’s relevant to them, it reinforces the perception that your company understands their needs, which in turn, strengthens customer loyalty.