Smart Marketing in 2015: Reach Individual Users with Transactional Push Messaging

We’re excited to kick-off 2015 with a series of updates that make Localytics Marketing even smarter. We’ll be announcing each update right here on the product blog. Subscribe for the latest information, and check out other posts in our Smart Marketing in 2015 series: Pt. 1 Audiences.

At Localytics, we believe that better targeting = better marketing. Earlier this month, we brought you more powerful, flexible targeting options for your push and in-app messaging campaigns with Localytics Audiences.

Today, we’re excited to enable you to target individual app users in real time via our new Transactional Push Messaging API.


Why Use Transactional Push?

Ever wished there was a way to let an individual user know that her order has shipped, a friend liked her photo, her food is ready for pickup, or her driver has arrived?

Through the Localytics Dashboard, you can send a push messaging campaign to a targeted group of app users at a scheduled time. This is great for sending marketing promotions to groups of users with similar in-app behavior, but what if you need to notify an individual user about something that is more time sensitive?

Transactional Push Messaging enables you keep each of your app users informed and updated around the clock, automatically. You can:

  • Notify users about activity in their personal account, as it’s happening in real time

  • Trigger transactional push messages based on events or transactions from inside or outside the app

  • Automate your transactional messages through programmatically triggered API calls

How does it work?

Unlike other push messaging campaigns you may have sent through Localytics, transactional push messages aren’t created or sent from the Localytics Dashboard. To send a transactional push message, your backend software communicates directly with Localytics via the API. To get started:

  1. Integrate with the Transactional Push Messaging API.

  1. Post an API call with all the information about the message you want to send (the push payload). This includes the unique Customer ID of the individual user you are targeting, as well as the text of your message.

Note: You can set up a script that triggers an API call based on an event in your backend (i.e. a customer’s order status changes to ready), so you don’t have to manually call the API each time that event happens.

  1. Once Localytics receives the API post, your message goes into Localytics’ Push Queue

  1. The message is sent to the user you specified!

How Drync Uses Transactional Push to Keep Users Informed and Engaged

Drync, a Boston-based wine app that lets people track their favorite wines, find new ones, share with friends, and purchase wines for pickup or home delivery, began using Localytics Transactional Push in beta to: 


  • Notify users when their wine orders are ready for pick up

  • Notify users when a specific wine they requested becomes available

  • Notify users when they have a new follower

  • Notify users when a friend comments on a wine


Transactional Push helps us automate communication with our users. The ability to provide our customers with individualized information in real time is a key piece of our engagement strategy,” said Seth Rosen, VP of Product at Drync.

Before joining Localytics’ Transactional Push beta, Drync used another provider to send transactional messages while also using Localytics to send marketing campaigns to broadly targeted groups of users. Now, Drync uses Localytics to achieve all its marketing goals.

“We’re excited to consolidate all our app marketing in one solution. We use transactional push messaging to keep people up to date on activity that’s happening in their personal accounts, and send push and in-app marketing campaigns to reach a larger audience with our promotions,” said Rosen.


What’s next?

With Transactional Push Messaging out of beta, we’re not done yet. Over the coming months, we’ll be improving our measurement capabilities to enable you to understand the full impact of your transactional push messaging strategy. Subscribe to the product blog for the latest updates.

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