Personalized communication has become the norm, yet has personalization become any simpler? Inserting a user’s name into a generic message is now insufficient to make it perform better. You need a deeper, contextual level of personalization to make your message arrive to the right user at the right time and convert them to the desired action. With the Segment + Pushwoosh integration, you can leverage the power of true personalization that brings tangible results. Find out every detail in this blog post.
What is personalized communication? The answer from 2024 Benefits of personalized marketing communications Three personalization challenges & One solution ➤ How to create a personalized communication strategy with Segment + Pushwoosh Use behavioral data Examples for travel and media Leverage user attributes Example for retail ☆ Success stories
What is personalized communication? The answer from 2024
Personalized communication is more than just a user's name in a push notification or an email; it is about strategically tailoring messages to a user's unique context, preferences, and behaviors.
This contextually relevant personalized communication allows brands to:
🔊 Stand out in the information buzz;
💓 Deliver a message that resonates with recipients;
👆 Ensure effectiveness and engagement with the offer.
The principles of personalized communication apply to all channels, from one-off push notifications promoting flash sales to elaborate in-app messaging sequences and omnichannel campaigns.
Benefits of personalized marketing communications
Personalized communication isn't just the icing on the cake; it's the entire dessert. Consider these compelling advantages:
- Immediate effects
Research by HubSpot indicates that emails with a personal touch enjoy a 72% higher open rate.
Another study by Accenture has found that websites personalizing their user experiences can expect over a 30% increase in returning traffic.
In simple terms, doing personalization is like baking cookies and having people come back for more.
- Financial metrics
The impact of personalized communications on revenue is undeniable. Businesses excelling in personalization surpass their revenue goals by an impressive 5-15% and increase marketing ROI by 10 to 30 percent, as revealed by McKinsey.
Monetate's research highlights a potential 20% surge in sales.
That is to say, personalization is not just about making it rain; it's about causing a downpour.
- Long-term gains
Personalization has a lot to do with investing in customer experience. Companies offering superior experiences are known to witness a 4-8% revenue rise above their market peers, according to Bain & Company.
Furthermore, satisfied customers spend 140% more than their disappointed counterparts, Forbes states.
By all means, it looks like the effort companies put into personalization pays off with customer interest and spending.
The question is, how do you personalize your communications most effectively and efficiently?
Challenge: Personalize your messages to fit into the user’s context
When a marketer seeks to understand the user context, the true challenge lies in tracking user behavior:
🛑 Data privacy regulations limit the access to user information and its usage;
🛑 Multiple sources of ‘truth’ may bring mismatched information about a customer;
🛑 Combining fragmented knowledge into a cohesive and effective campaign – what tool is capable of that?
Pushwoosh provides the solution:
☝ One platform to unify customer data coming from various sources;
🍰 Multilayered segmentation to reach every audience segment;
❄️ User-centric system to build personalized campaigns around unique customer experiences;
💌 Truly omnichannel messaging, including app and web push notifications, in-app messages, emails, SMS, and WhatsApp. Check user reachability, track whether a message was opened, and take the next steps depending on user behavior;
📊 Fast experiments with A/B/n testing and built-in analytics.
If I were a marketer collecting user data in Segment, I would dream of being able to pass it to Pushwoosh and reach my audience with deeply personalized and effective communications. Wait, this is exactly what is now possible with the Pushwoosh + Segment integration!
How to create a successful personalized communication strategy with Pushwoosh and Segment
Step 1: Set up the integration between Segment and Pushwoosh. Refer to the guide in Pushwoosh Documentation for more details.
Step 2: Consider your options:
Use behavioral data to personalize your messages
Leverage the Events data from Segment to construct finely-tuned user segments within Pushwoosh, tailored to distinct user behaviors. Then, reach them with targeted messages.
For instance, Segment can transmit information about the users who “SubscribedToOffers" to Pushwoosh and create a corresponding user segment in Pushwoosh:
Subsequently, you can embark on the creation of captivating customer journeys, featuring promotional messages and discounts explicitly tailored for users who have shown interest by subscribing to your offers:
Example #1: Personalized push notification from a travel app
Consider a travel booking application seamlessly integrated with both Segment and Pushwoosh.
Thanks to in-app event tracking monitoring, the app team will be aware of the journey of a user planning their trip to Paris. This user may trigger a "Flight Search" event first and then embark on a virtual exploration of Parisian accommodations, triggering the "Hotel Browsing" event. Both Segment and Pushwoosh will monitor these interactions.
Suppose the user abandons their journey without booking anything. In that case, Pushwoosh can respond to such behavior with a targeted push notification designed to re-engage the user and get them to convert:
This personalized message is strategically designed to resonate with the user, emphasizing their desire for a Parisian adventure. It not only acknowledges their previous actions but also encourages them to revisit the travel app. The ultimate goal is to motivate the user to complete their booking and even offer exclusive deals to sweeten the deal.
Example #2: Personalized push notification from a media app
Take another type of app as an example – a media platform covering sports cars, also integrated with Segment and Pushwoosh.
As the app users browse car listings, read articles, and check upcoming events, Segment diligently collects and processes this data. For instance, it can recognize a user who has repeatedly viewed a certain racing team page but has not watched any of their races live.
In response to such triggers passed from Segment, Pushwoosh can send a precisely tailored notification to the user:
Upon receiving the notification, the user will be seamlessly redirected back to the media app, where they may subscribe to the event and receive a notification a few moments before the race.
Leverage user attributes and preferences to personalize your messages
You can also customize your messages based on user attributes gathered from Segment.
For instance, Segment can share the values of the "searched_product" attribute with Pushwoosh, and a marketer can craft a push notification offering a discount on products within the same category that a user has previously searched for:
Example: Personalized promotions for retail app users
Imagine a user named Sarah, a frequent visitor to a retail app. She's particularly inclined towards shopping for sportswear, mainly in the "Sports & Outdoors" category. She typically conducts her shopping sessions on her Android device. With the data seamlessly integrated through Segment, Pushwoosh can deliver a personalized notification tailored to Sarah's unique attributes:
As you can see, the push notification isn't just personalized with Sarah's name and device preference but is also aligned with her shopping behavior and, optionally, her location. This level of personalization significantly boosts the chances of Sarah engaging with the promotion and making a purchase, thereby driving revenue and enhancing customer satisfaction.
Get inspired: Examples of successful personalized communications from Pushwoosh customers
Multiple companies have gained momentum with tailored communications powered by Pushwoosh’s personalization features.
🍕 HungryNaki, a food delivery service, boosted its monetary metrics, such as the number of orders and the average order value. The company sent push notifications with Dynamic Content mentioning the meals, restaurants, and cuisines customers had browsed:
🛍️ Bantoa, a social e-commerce platform, holds our absolute CTR record. Its best-performing push notifications mention the clothing items and styles the app users previously expressed interest in:
✂️🏷️ Omada, a coupons & discounts platform publisher, has strengthened its international presence by literally speaking its audience’s languages. The pushes were written in alignment with each user’s language preferences:
As a Segment + Pushwoosh user, you can adopt similar personalization techniques and see an uplift in your target metrics.
Personalize your communications effortlessly with the right tools
A personalized approach yields results; we’ve demonstrated this through research and our customers’ cases. Start harnessing the power of data for customized communications – get in touch with our team to learn more about the Pushwoosh + Segment integration. Establish the connection that will set you up for success!
