Sep 19, 2023 By Sasha Langholz 4 min
By Sasha Langholz
Sasha is a OneSignal expert and a featured contributor to the Median blog.
With increased access to an array of customer data collected through marketing tools, companies are held to even higher standards in delivering relevant content to users. Learn how to send personalized push notifications using OneSignal's user segmentation features.
Push notifications are a powerful marketing tool that can be used to send personalized messages and alerts to your customers at the most relevant times. When push notifications are relevant, users naturally pay more attention to them. It demonstrates that you understand your users’ needs. If you’re not already doing so, you should prioritize sending notifications that are relevant to a user’s buying stage, their known preferences, their specific behaviors, and their personal information.
User segmentation involves breaking your users into groups based on shared qualities or characteristics in order to target them with more personalized and engaging messages. Segmentation serves many purposes across the customer lifecycle, from engaging dormant users to sending cross-sell content to targeting users to leave reviews, and more. With user segmentation, you can divide your user base into smaller audiences based on all types of data such as in-app behavior, location, language, cross-channel data, and more. Segments can be drawn broadly or narrowly and can be used for a variety of purposes across the customer lifecycle.
Segmentation is crucial to any mobile app messaging approach. Segments allow you to better recognize and hone your content to your customer’s needs. They also help you increase your messages’ relevance and give users more reasons to come back to your app. Industry trends reveal that consumers are showing increased expectations and affinity for personalized app experiences, and mobile companies across the board are prioritizing delivering on this need. One study finds that segmented and personalized push notifications can lead to up to an 800 percent lift in open rates.
Your competitors are likely aware of this, so the bar is high for you to deliver equally or better-customized in-app, push, and cross-channel experiences. More focused messaging leads to a more gratifying user experience, which in turn improves retention, prevents churn, nurtures loyalty, and increases LTV. Beyond these outcomes, segmentation allows you to collect insights on your users and refine your strategy as you go.
Median’s OneSignal integration supports custom tags that categorize and segment users. Send notifications directly to users or to specific Segments of users based on these custom tags to better target messages and increase click-through rates.
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