Targeting the Right Audience

Mobile marketing with push notifications and in-app messages is all about reaching the right audience with the right message at the right time. Swrve is regularly providing tips on how to craft the perfect message.  Our local time scheduling for push notifications and custom event triggers for in-app messages provide all the tools you need to get the timing right.  

Now we’ve just upgraded the Swrve campaign creation flows to allow custom targeting to a specific audience. Whether you’re sending a push notification or running an in-app message campaign, you can now define a completely custom ad-hoc audience within the creation flow of each message. This means you don’t need to set up a segment in advance to target that audience. Let’s take some common use cases that you might want to focus on.

Let’s say you’ve been monitoring two segments of users, Engaged Runners and Sports Readers, for your fitness app. You have a message you’d like to send to both sets of users, possibly overlapping, and you’d prefer if those users in both groups didn’t get the same message twice. Now you can easily target users who match one of several segment filter definitions:

 

Alternatively, you might decide to target those engaged runners who are not sports readers to promote your new sports news feed:

 

Alternatively, you may want to re-engage with some new users who’ve recently installed your app, let’s say in the last 7-14 days, but haven’t been active in the past week. As we all know, retaining users after those first few sessions is half the battle. Now you can more easily define this audience:

Now your app is gaining a global recognition, but you don’t have the resources or time to market in each country effectively. You decide to create separate messages for French, Spanish and German speakers, and one in English for the rest of the world. Now it’s easier than ever in Swrve to target those users who do not match a subset of constraints, in this example:

 

You may decide to run more custom messages targeting a very focused subset of users based on their behaviors. Let’s say you’ve been running an A/B test on the configuration of your upgrade screens. You might want to send a push notification to those users that were exposed to a particular variant of the test, and who entered the upgrade screens at least 3 times, but who are still on the free trial. So you’d like to help them along with a little encouragement.

 

Specifying your target audience in Swrve is now easier than ever, providing the Marketing Manager with a super flexible tool to craft the ideal audience for each communication.