Love them or hate them, push notifications are here to stay. Marketers love push because it allows them to bypass flooded email inboxes and put their notifications right under app users’ noses. Users, on the other hand, are divided: just 52% of users enable push notifications in their apps.
At Localytics, we believe that an intelligent push strategy driven by analytics insights can tip the balance in favor of user love. Our data shows that campaigns targeted to a specific group of users have more than double the open rates and triple the post-click conversions than campaigns sent to all users. On average, 54% of users who click on a targeted push notification convert, versus 15% for a blast message. Harnessing data to intelligently target users is clearly a powerful strategy for driving push ROI.
Over the past quarter, we’ve made some major improvements to our push infrastructure that have increased the speed of push sends by more than tenfold. More importantly, these improvements are paving the way for integration with new analytics features that will enable even richer targeting and deeper performance insights.
We’ve made these improvements to further enable businesses to pursue and scale an intelligent push strategy. The tight integration of analytics in Localytics Push is already reflected in the following capabilities:
As push notifications become more prevalent, marketers must do more to capture users’ fleeting attention. This is where personalization comes in. Personalized push notifications add value for users by providing them with relevant offers and content based on previous interactions in the app. Because you are sending users something that is likely to be interesting to them, they are more likely to engage with your notification. It’s a win-win for businesses and app users.
Localytics Push gives you the ability to target based on users’ in-app behavior, enabling nearly endless personalization scenarios. Many push solutions offer some form of user targeting, but most are not backed by an analytics platform that enables deep granularity. In Localytics you can target groups of users based on sessions, events, and attributes. You can further filter these selections by dimensions such as country, app version, and new vs. returning users.
Localytics targeting covers the basic conversion scenarios, such as targeting users who added an item to their cart and haven’t yet made a purchase, but Localytics also enables marketers to create more nuanced campaigns. For example, a news app could target users who executed the “article read” event where the attribute “category” is “tech” 5 times in the last 30 days, with a push notification about breaking tech news. Rather than asking something of the user, these types of campaigns help build relationships with users that can improve long-term engagement, retention, and lifetime value.
You can’t build a relationship if you keep saying the wrong things. In Localytics you can test up to five notification variants in each push campaign to figure out what copy works best. When the campaign is set live, you can track clicks and conversions for each variant side-by-side, in real-time. You can then use the insights you gain from each test to inform your strategy in future campaigns, and optimize for higher clicks and conversions.
Testing your messaging helps you figure out what copy resonates with each user segment. You may find that copy that works well with group of users performs poorly with another group, and vice versa. These insights can feed back into your targeting strategy. Say you run the same A/B test on two campaigns, one campaign targeted to U.S. users, the other campaign targeted to the U.K. users. If you discover that Americans users strongly prefer notification A, while British users strongly prefer notification B, you might decide to start splitting out more of your campaigns to target American users with different notifications than their British counterparts. Optimizing your notifications puts the finishing touch on the personalization that targeting enables.
Many push platforms provide only basic insights into campaign performance, tracking impressions and clicks for each campaign. In Localytics each campaign has its own performance report that shows impressions, clicks, and conversions over time. Localytics also goes beyond these campaign-level metrics to gives you the whole picture of how your push campaigns are impacting user engagement in your app.
“Localytics Push Opened” can be tracked as an event with attributes for each campaign, enabling you to track, filter, and split occurrences of the event over time at the aggregate level or for a specific campaign or subset of campaigns. Using this events, you can set up funnels that enable you to see what other steps users took in the app after clicking on a notification from a particular campaign.
Push performance measurements that stop at the campaign level fail to address some important questions. Am I sending too many notifications to my users? Is user retention improving? Localytics makes it easy to understand how push campaigns are affecting longer-term engagement and retention through event-based cohort analysis. You can view cohorts of users who viewed a notification in a given day, week, or month, and then went on to do a second event, such as made an in-app purchase, in each subsequent time period. By comparing the results of recent cohorts against older cohorts, you can see if your diligent optimizations are paying off through improvements in engagement and retention.
As you scale your push practice, it will be important to regularly gauge the health of your overall push strategy. A powerful analytics platform that makes direct connections between engagement with your notifications and your KPIs is critical.
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