OpenBack’s New Custom Segment Signal Lets You Delay Delivery of Notifications
Sending push notifications is a delicate process. A successful push notification that provides value to both the app user and the developer is the result of many different factors coming together. One of these is timing: it’s crucial that the user receives your notification at the exact moment that’s right for them. OpenBack offers 40+ signals and segmentation groups that can help you discern your users’ schedules and habits, and when is the best time to reach out to them. However, especially when your app has users across different timezones, it’s not always practical to have your mobile marketer on call 24/7 to send out push notifications. Similarly, for certain situations, it’s best to include a certain amount of buffer time between when the signal incident and the moment the push notification is received. For these mobile engagement scenarios, OpenBack offers the new Custom Segment signal that now also enables delaying the delivery of the notifications to app users.
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Custom Segment Signal for Delayed Delivery
The delayed delivery signal can be combined with any of our other Custom Segments & Delivery Signals. It allows you to set an amount of time that will elapse before sending the notification, which can give your marketing campaign a subtler and friendlier feel. For example, if a mobile user uses their eCommerce app to buy a sundress, nobody wants to be hassled to buy a matching set of shoes the instant they click “complete purchase.” It feels pushy, and can lead to a chronic state of push notification fatigue.
For example, many mobile games progress based on the passage of time, both in and out of the game. If a certain task in a game will be finished in 30 minutes (say, your Pokemon egg hatches) then you can use the delayed delivery signal to set a notification to deliver at X amount of time after that initial milestone is hit. For example, if your monster-training game hatches a baby Minotaur, they may wish to have some time to get it sufficiently trained. If you send them a push notification too early saying there’s a nearby Pegasus they can battle, they might back out. Give them some time to train their hatchling, and the likelihood is far higher that your notification will draw them into further gameplay.
The delayed delivery signal can be combined with a “purchase completed” signal to give the app user some time to decompress. Given the space of a few hours, or perhaps a day or two, and they may be in the mood for online shopping again. Your push notification suggesting they buy those matching shoes is more likely to get results. And with the custom signal, this time-delayed notification goes out automatically, without any further input from the mobile marketer.
For more information on Custom Segments, visit our FAQ here.
Use for Mobile Gaming Apps
This signal has a great deal of potential use cases in the mobile gaming sector as well. Mobile games include a complex, two-way relationship with their users. Delayed delivery of push notifications lets this relationship seem more organic and natural on the app’s side. As the user interacts with your gaming app, the way you need to communicate with them constantly changes. OpenBack’s delayed delivery signal is the perfect way to manage your relationship with different segments of users based on their evolving in-game information.
For example, you could have a notification inviting them to view a higher tier of character skins or accessories available for purchase. And you could signal that notification to send an hour after the user defeats a particular level in the game. This would give them some time to go on side quests, or to engage in other non-essential gaming. Or they could receive an invitation to battle a particular boss, but only once their energy has been refilled. Or if you want to suggest a player view different VIP subscriptions, sending a promotion the instant they deposit money into their in-game account may strike them as mercenary and off-putting. If you allow them to distract themselves with gameplay for a while, then a notification about different subscriptions may be welcome.
Delayed Delivery Trigger for LiveOps
The more complex and nuanced your game is, the more creative uses you’ll find for OpenBack’s delayed delivery signal. LiveOps in particular are fertile ground for implementing delayed delivery notifications. Notifications and LiveOps go hand in hand for adapting your mobile game ecosystem on a rolling basis. And delayed delivery will likewise help you implement your push campaign in a thoughtful and organic way.
Delayed delivery in the rollout of your LiveOps means that you can change your notification content on the fly. If the context of a certain segment signal changes, you will have more time to recalibrate your user segmentation. You can update or cancel push campaigns during the game when something changes. For example, if a player completes a level or buys an update, etc.
A large portion of LiveOps deal with user behavior/feedback and community management. This makes the delayed delivery signal a crucial feature for mobile games. For example, say you want to recruit players who reach a particular milestone to team up and go on a raid. The delayed delivery signal means those players will have some time to get their bearings in the game. Perhaps they wish to tie up some loose ends before committing themselves to a multiplayer raid.
When it comes to a comprehensive and organic mobile marketing campaign, delayed delivery is a must-have. It is a feature unique to OpenBack, and combined with all our other signals, which can be seen on our dashboard, it can boost the effectiveness of your push notifications in sparking a natural, real-time conversation with your user.
Take a look at our full list of our Custom Segments & Delivery Signals – this may provide you with key insights into your users’ behavior as well as the right moment for sending notifications – click through into our docs section here.
If you have more questions about how OpenBack’s mobile engagement platform works, or how delayed delivery can help optimize your push notification campaign, get in touch with one of our experts and we’ll be happy to talk with you!