Why Use Segmented Push Campaigns?
Segmenting your push notifications allows you to target specific user groups based on behaviors, preferences, and engagement history. By delivering relevant content to the right audience, you can increase open rates, improve customer retention, and drive conversions.
Segments are currently only supported on Campaigns. They are not offered on Automated campaigns as of this time.
Example Use Cases
App Activity – Users who recently engaged with the app within a specific timeframe (e.g., last 7 days).
Purchase Behavior – Customers who have completed a purchase or abandoned their cart.
Product Interest – Users who have viewed or favorited specific products.
VIP Customer - Customers who have spent $xxx or more on your brand or in app
Regional Offers - Target shoppers in specific countries using the device country
Creating a Customer Segment
1. Access your Push Notification
Navigate to your Tapcart Dashboard.
Click on ‘Engage’ in the navigation menu.
Select ‘Push Notifications’.
Go to Campaigns and select any Push Type Campaign
Click Add a Customer Segment to either choose an existing one or create a new one
2. Define Your Customer Segment
Your audience for push notification marketing is based on those who have opted in. Customers may opt into push without providing an email or SMS given push notifications are linked to devices rather than personal identities. When your segmenting your audience its important to consider this.
Add a Segment Name
Decide whether you want to have your criteria evaluated together ("AND") or whether criteria operate independently ("ANY")
If you choose AND - we will look for all conditions to be true in order for the customer to be in the list
If you choose ANY - we will evaluate each criteria group to see if at least 1 of them is true to be eligible for the segment
Select the desired filters (e.g., last purchase date, last app open, product views).
Define its value and operator (i.e. greater than, less than, etc)
Review the customer segment size
Note: We recommend that segments be at least 5% of your subscriber list and optimally not more than 50%. Of course there can be exceptions but these are generally best practices to ensure marketing is impactful but still personalized.
3. Compose Your Push Notification
Craft a concise and compelling message (ideally under 50 characters for the title and under 120 characters for the message body).
Add rich media like images, emojis, or deep links to drive engagement.
Include a call to action (CTA), such as “Shop Now” or “Claim Your Discount.”
4. Schedule or Send Immediately
Choose to send the notification immediately or schedule it for a later time when engagement is likely to be higher.
Consider time zones when sending to a global audience.
5. Monitor and Optimize Performance
Track open rates, conversions, and engagement within Insights Pro analytics dashboard.
Edit a Customer Segment
Return to your Push Notifications and go to Campaigns
Navigate do to Add a Customer Segment
Click the drop down and hover over a segment your interested in editing and click Edit
Make any changes and click save to have this updated on all future campaigns.
Note: Editing a segment does not impact existing scheduled push notifications with a given segment.
Delete a Customer Segment
Return to your Push Notifications and go to Campaigns
Navigate do to Add a Customer Segment
Click the drop down and hover over a segment your interested in editing and click Edit
Click Delete Segment
Note: Deleting a segment does not impact existing scheduled push notifications where that segment is used it will just prevent it from being used in the future.
Important Considerations for Push Notifications
Data Limitations: Unlike SMS and email, push notifications rely on device-level subscriptions rather than personally identifiable information. This means:
You may not have cross-device visibility unless users are logged in across multiple platforms. This will impact select metrics such as Total Spend and Total Orders with your brand.
Some segmentation criteria will be limited to in-app activities rather than web-based behaviors such as which products they have viewed.
Opt-In Requirement: Users must enable push notifications manually. If a user has opted out, there is no way to re-enable push notifications on their behalf.
Avoid Over-Messaging: Sending too many push notifications can lead to higher opt-out rates. Stick to a strategic frequency that aligns with your audience's preferences.
Final Thoughts
Segmented push campaigns are an effective way to personalize customer engagement, drive conversions, and re-engage inactive users. By leveraging in-app activity and strategic targeting, you can maximize the impact of your push notifications while respecting user privacy preferences.