We’ve made some powerful improvements to the way push messages are managed and measured in Upsight. Instead of being scheduled and reported as discrete entities, push messages are now organized into campaigns, making it easier to analyze the aggregated performance of multiple messages that share a common goal. We’ve also released a variety of new tools and metrics that empower marketers to build, deploy, and measure more sophisticated push strategies across their portfolio. We’re confident these upgrades will make it even easier to optimize push performance and garner better overall results from all push-related marketing projects.
Choose Between Manual and Recurring Campaigns
Campaigns can either be scheduled for manual or recurring delivery, and can target any specific user segment at the time of deployment. The notifications that make up a campaign are grouped together for reporting purposes. Manual campaigns let marketers deliver multiple unique messages consisting of any combination of copy, image, and target segment. Recurring campaigns offer the efficiency of a consistent messaging regimen delivered to a single target segment that gets freshly evaluated every time a new instance is sent. Even in recurring campaigns, marketers are free to edit and test new creatives in order to optimize their efforts.
Measure Push Performance Holistically
With the freedom to customize the ways in which your notifications are organized and reported, marketers are able to refine messaging faster and see greater returns on their push marketing efforts. All push performance data has been organized into campaigns, allowing for intuitive evaluation of both discrete and aggregated push performance data. Cumulative campaign data appears first, while individual push deployments and their respective performance metrics are nested within campaigns. On the new push page, both campaigns and individual notifications display the number of notifications that have been sent, opened, and the resulting click-through-rate as a percentage.
A/B Test Your Creative
Also included in this release are the tools and reporting capabilities needed to run multivariate tests on one or more aspects of your push notifications. Starting today, applications using Upsight SDK 4.4.0 and up (released in May) can experiment with different copy, image, and timing combinations to maximize CTR and get the highest possible ROI from push marketing initiatives. These new capabilities offer the greatest value when applied to consistent promotional efforts like weekly discounts or events. These new updates not only allow marketers to surface insights related to which in-app commodities are most desirable to users, but also the calls-to-action that drive the most completed purchases.
Push To Multiple Apps At Once
Our new push campaigns also offer marketers the ability to send notifications to multiple applications at the same time across Android and iOS. Cut down on overhead by targeting discrete platform SKUs of the same app, sending messages to both Free and Paid versions, or even deploying messages across your entire portfolio. This new functionality simplifies the setup of your campaigns and aggregates performance data across all included applications while preserving the ability to analyze metrics for individual applications.
Measure Behavior In Push-Enabled Users
Anyone using Upsight for deep-data analysis can now include push enablement as a user-level dimension in their research. Quickly compare performance between users who have enabled push notifications versus those who haven’t to determine how many resources to allocate towards your push-onboarding experience and accurately forecast the resulting value.
Measure Deep Performance Metrics
In addition to greater flexibility when developing and delivering push campaigns, we’ve also made a variety of metrics available that measure the effects of push notifications on user behaviour, all of which can be added to custom dashboards for quick and efficient analysis. Marketers can start with high-level metrics like number of pushes sent, opened, and CTR before drilling down to view performance by day, application, campaign, instance, and discrete creative. We’ve made the following metrics available to help marketers better understand the impact of their push marketing efforts:
Track how well-retained users have been after receiving a push notification. This is especially useful when targeting inactive users and allows marketers to gauge the effectiveness of their campaigns by reporting on how many users have been compelled to open the app in the days following delivery.
Measure how many inactive users have engaged with your notifications. New control elements let you define what period of inactivity to consider and measure how many users were directly reactivated from individual campaigns.
In order to maximize engagement, Upsight push notifications can be scheduled to deploy at specific times in each recipient’s local timezone. Knowing what time to deploy, however, takes research. The new hourly performance metric reveals what hour of the day is ideal for fostering the greatest engagement, allowing marketers to quickly determine ideal delivery times across their portfolio.
We’re thrilled to offer our customers even greater flexibility and power in their push-marketing efforts, and we look forward to seeing how these changes will positively impact your workflows. Anyone hoping to learn more about our new push functionality, or how they can start taking advantage of our new push metrics should contact their dedicated customer success manager or click the button below to request a demo.