Sending Push Notifications to Customer Segments
Overview
Sending push notifications to specific customer segments allows you to target your messaging to customers who meet certain criteria, making your communications more relevant and effective. Instead of broadcasting to everyone, you can reach customers based on their behaviour, loyalty status, or engagement level.
What you can do:
Target customers based on card usage patterns
Send to customers with unredeemed rewards
Reach customers with specific stamp counts
Create highly relevant, personalised campaigns
See estimated audience size before sending
Schedule targeted messages for optimal timing
Segmented messaging typically achieves higher engagement rates than all-customer broadcasts because the message is tailored to the recipient's specific situation and needs.
Before You Begin
Requirements:
Active Perkstar account with push notification access
At least one loyalty card created with active customers
Understanding of your customer segments and their behaviours
Customers with installed cards (only "Installed" status receives notifications)
Tip: Review your customer data in the Customers section before creating segmented campaigns to understand your audience sizes and behaviours.
Understanding Customer Segments
What is a Customer Segment?
A customer segment is a subset of your customer base that shares common characteristics or behaviours. By targeting segments, you send messages only to customers for whom the message is relevant.
Example segments:
Customers who have used their card 5+ times (loyal, engaged customers)
Customers with unredeemed rewards (have earned but not claimed rewards)
Customers with 8 out of 10 stamps (close to earning a reward)
Customers who haven't used their card in 30 days (lapsed customers)
Benefits of Segmented Messaging
Compared to all-customer broadcasts:
Higher relevance:
Messages speak directly to recipient's situation
Offers align with customer's loyalty status
Information is timely and actionable
Better engagement:
Higher open and action rates
Less notification fatigue (customers receive fewer irrelevant messages)
Stronger perceived personalisation
Strategic targeting:
Re-engage lapsed customers
Encourage customers close to rewards
Reward your most loyal customers
Drive specific behaviours
Example: Instead of telling everyone "Earn your next reward!", tell customers with 8/10 stamps "You're 2 stamps from a free coffee!" Much more compelling.
Available Segmentation Options
The Send Push section offers three primary segmentation criteria:
1. Current Number of Uses
What it measures: How many times a customer has used their loyalty card
Use cases:
High usage (10+ uses): Reward loyal customers, send VIP offers
Medium usage (3-9 uses): Encourage continued engagement
Low usage (1-2 uses): Re-engage new customers who haven't returned
Zero uses: Target customers who signed up but never visited
Example campaigns:
"Thank you for being a loyal customer—enjoy 20% off your next visit!" (10+ uses)
"We miss you! Come back this week for bonus points" (1 use, issued 30+ days ago)
2. Unused Rewards
What it measures: Customers who have earned rewards but haven't redeemed them
Use cases:
Has unredeemed rewards: Remind customers to claim what they've earned
No unredeemed rewards: Encourage earning the next reward
Example campaigns:
"You have a free item waiting! Come redeem it this week 🎁" (has unused rewards)
"Reminder: Your free coffee expires soon—visit us this week!" (unused rewards + urgency)
Why this matters: Many customers earn rewards but forget to redeem them. These reminders drive visits and increase programme value perception.
3. Number of Stamps
What it measures: Current stamp count on stamp cards
Use cases:
Close to full (8/10, 9/10): Create urgency, encourage completion
Halfway (5/10): Motivate continued progress
Few stamps (1-2): Re-engage customers who started but stopped
Full card (10/10): Redemption reminders
Example campaigns:
"Only 2 more stamps until your free item! Visit us this week ☕" (8/10 stamps)
"You're halfway there! 5 more stamps to your reward 🎯" (5/10 stamps)
Step-by-Step: Sending to a Segment
Step 1: Navigate to Send Push
Log in to your Perkstar account
Click Push in the left-hand menu
Click the Send Push tab at the top
For agency accounts: First select the user/client, then access Push.
Step 2: Select Your Card
Locate the Card dropdown under the "Send Push" heading
Click the dropdown
Select the card you want to send from
All your created card templates appear in this dropdown. Choose the card whose customers you want to target.
Step 3: Select "Selected Segment"
Switch from all customers to segment targeting:
Look for the audience selector (shows "For All Customers" by default)
Click the "Selected Segment" button or radio option
Additional dropdown selectors appear for defining your segment
What happens: The interface expands to show segmentation criteria fields where you can define your target audience.
Step 4: Choose Your Segmentation Condition
Select the criteria type:
A condition dropdown appears
Click the dropdown to see available options
Select one condition:
Current number of uses - How many times card has been used
Unused rewards - Customers with unredeemed rewards
Number of stamps - Current stamp count (for stamp cards)
Example selection: Choose "Number of stamps" if you want to target customers based on their progress toward a reward.
Step 5: Choose Your Operator
Define how the condition should be evaluated:
A second operator dropdown appears
Click the dropdown to see available operators
Select an operator:
Equals (=) - Exactly matches the value
Greater than (>) - More than the value
Less than (<) - Fewer than the value
Greater than or equal to (≥) - At least the value
Less than or equal to (≤) - At most the value
Operator selection examples:
"Number of stamps" + "Equals" + "8"
Targets only customers with exactly 8 stamps
Perfect for "You're 2 away!" messages
"Current number of uses" + "Greater than" + "10"
Targets customers who've used card more than 10 times
Perfect for loyal customer rewards
"Current number of uses" + "Less than" + "2"
Targets customers who've used card 0 or 1 times
Perfect for re-engagement campaigns
"Number of stamps" + "Greater than or equal to" + "5"
Targets customers with 5 or more stamps
Perfect for "You're halfway there!" messages
Step 6: Enter Your Count Value
Define the specific number:
Locate the count field at the end of the criteria builder
Click in the field
Enter the numeric value for your condition
Example count values:
For "Number of uses = 4":
Enter 4 in the count field
Targets customers who have used the card exactly 4 times
For "Number of stamps ≥ 8":
Enter 8 in the count field
Targets customers with 8, 9, or 10 stamps
For "Current number of uses < 3":
Enter 3 in the count field
Targets customers with 0, 1, or 2 uses
Step 7: Review Audience Size
Check how many customers match your criteria:
After entering your count value, look below the dropdown selectors for the audience size display.
You'll see something like:
"23 customers match this criteria"
"156 customers in this segment"
"0 customers found" (adjust criteria if this happens)
Why this matters:
Verify your segment size is appropriate (not too small, not too large)
Ensure customers actually match your criteria
Adjust criteria if needed before sending
Segment size considerations:
Very small segments (fewer than 10):
May be too narrow
Consider broadening criteria
Or use email/SMS for very small groups
Small-medium segments (10-100):
Ideal for highly targeted campaigns
Perfect for personalised offers
Good for testing message effectiveness
Large segments (100-1000+):
Effective for behaviour-based campaigns
Still more targeted than all-customer broadcasts
Consider if further segmentation would improve relevance
Zero customers:
Your criteria may be too narrow
No customers match the condition
Adjust your operator or count value
Verify you selected the correct card
Step 8: Compose Your Message
Write your targeted message:
Locate the Message textbox
Type your message specifically tailored to your segment
Message relevance is key:
For customers close to rewards (8/10 stamps):
"Only 2 more stamps until your free coffee! Visit us this week ☕"
NOT "Come earn rewards!" (too generic)
For customers with unredeemed rewards:
"You have a free item waiting! Redeem it this week before it expires 🎁"
NOT "Check your rewards!" (not specific enough)
For high-frequency users (10+ visits):
"Thank you for being one of our best customers! Enjoy 20% off today ⭐"
NOT "Thanks for visiting!" (doesn't acknowledge their loyalty level)
Message guidelines:
Reference the segment criteria in your message when relevant
Create urgency appropriate to the situation
Make the value proposition clear
Include specific call-to-action
Step 9: Choose Timing (Optional)
Schedule if desired:
Check the "Schedule" checkbox if you want to send later
Select date and time from the pickers
Or leave unchecked to send immediately
Timing strategies for segments:
Re-engagement segments (low usage):
Send during high-traffic days (Friday-Sunday)
Early evening when customers plan outings
Close-to-reward segments:
Mid-week to encourage weekly visit
Before weekend rush for better service
High-value customer segments:
Any time during business hours
Consider exclusive early-access timing
Step 10: Send Your Notification
Review and send:
Double-check all your selections:
✓ Correct card
✓ Segment criteria (condition + operator + count)
✓ Audience size is reasonable
✓ Message is tailored to segment
✓ Timing is appropriate
Click the "Send" button
Review the confirmation popup showing all your selections
Click "Send" in the popup to confirm
Confirmation popup shows:
Selected card name
Segment criteria you defined
Number of customers who will receive it
Your message content
Send time (immediate or scheduled)
This is your last chance to verify everything before sending.
Segmentation Strategy Examples
Re-Engagement Campaign: Lapsed Customers
Segment definition:
Condition: Current number of uses
Operator: Equals (=) or Less than (<)
Count: 1 or 2
Target: Customers who signed up but haven't returned, or came once and never again
Message examples:
"We miss you! Come back this week and earn 2X points ⭐"
"Your loyalty card is waiting—visit us for bonus rewards!"
"Special welcome back offer just for you! 20% off next visit"
Timing: 14-30 days after their last visit (or signup if no visits)
Reward Completion Campaign: Almost There
Segment definition:
Condition: Number of stamps
Operator: Greater than or equal to (≥)
Count: 8
Target: Customers with 8 or 9 stamps (close to completing 10-stamp card)
Message examples:
"So close! Only 2 stamps until your free coffee! ☕"
"You're almost there! Visit us twice this week for your reward 🎯"
"Final push! Complete your card this weekend for your free item"
Timing: Mid-week to encourage completion before weekend
VIP Appreciation Campaign: Loyal Customers
Segment definition:
Condition: Current number of uses
Operator: Greater than (>)
Count: 15
Target: Your most frequent, loyal customers
Message examples:
"Thank you for being a loyal customer! Enjoy exclusive VIP pricing today ⭐"
"You're one of our best customers—here's 30% off as thanks! 🎁"
"VIP Early Access: New menu available now, just for you!"
Timing: Any time during business hours, or early morning for "early access" feel
Redemption Reminder Campaign: Unused Rewards
Segment definition:
Condition: Unused rewards
Operator: Greater than (>)
Count: 0
Target: Customers who earned rewards but haven't redeemed them
Message examples:
"Don't forget! You have a free item waiting for you 🎁"
"Your reward expires soon—visit us this week to redeem!"
"You've earned it! Come claim your free coffee today ☕"
Timing: Several days before expiration (if rewards expire), or anytime for non-expiring rewards
Halfway Motivation Campaign: Progress Encouragement
Segment definition:
Condition: Number of stamps
Operator: Equals (=)
Count: 5 (assuming 10-stamp card)
Target: Customers halfway to earning a reward
Message examples:
"Halfway there! You're 5 stamps from your free item 🎯"
"Great progress! Keep going to earn your reward ⭐"
"You've earned 5 stamps—5 more and it's free! ☕"
Timing: 7-10 days after they earned their 5th stamp (before momentum is lost)
Advanced Segmentation Strategies
Combining Multiple Campaigns
Create a segmentation series:
Week 1: Target customers with 3-5 stamps (early momentum)
"You're making great progress! Keep visiting for your reward"
Week 2: Target customers with 6-7 stamps (mid-point push)
"More than halfway! You're almost to your free item"
Week 3: Target customers with 8-9 stamps (completion urgency)
"So close! Just 2 more visits for your reward!"
Week 4: Target customers with 10 stamps (redemption reminder)
"Your free item is ready! Visit us this week to redeem"
Benefits of sequential campaigns:
Customers receive relevant messages at each stage
Creates sense of journey and progress
Encourages completion through regular touchpoints
Avoids sending same message to everyone regardless of status
Testing Message Effectiveness
A/B test with segments:
Week 1: Send to customers with 8 stamps
Message A: "Only 2 stamps until your reward!"
Track redemption rate
Week 2: Send to different customers with 8 stamps
Message B: "Visit twice this week and claim your free item!"
Track redemption rate
Compare results:
Which message drove more visits?
Which language resonated better?
Apply learnings to future campaigns
Coordinating with Other Channels
Multi-channel segment campaigns:
Day 1: Push notification to segment (e.g., customers with 8 stamps)
"You're almost there! 2 more stamps for your reward"
Day 3: Email to same segment (non-responders)
More detailed information about reward
Instructions on how to earn stamps
Day 7: SMS to same segment (still non-responders)
Final reminder with urgency: "This week only—complete your card!"
Benefits:
Reaches customers on their preferred channel
Reinforces message through repetition
Increases overall response rate
Shows coordinated, professional approach
Best Practices for Segmented Messaging
Message Personalisation
Reference the segment criteria:
✅ "You've visited us 5 times—thank you for your loyalty!"
✅ "You're 2 stamps away from your reward!"
❌ Generic messages that could apply to anyone
Match tone to segment:
New customers (1-2 uses): Welcoming, educational
Active customers (3-10 uses): Encouraging, appreciative
Loyal customers (10+ uses): Grateful, exclusive
Lapsed customers (old signups, low usage): Friendly, incentivising
Frequency Considerations
Segment-specific frequency:
Loyal customers: Can handle more frequent communication (weekly)
New customers: Less frequent (bi-weekly) to avoid overwhelming
Lapsed customers: Very infrequent (monthly) to avoid annoyance
Track segment fatigue:
Monitor opt-out rates by segment
Adjust frequency if specific segments opt out more
Give customers breaks between campaigns
Timing Optimisation
Test send times by segment:
Morning people (early visits): 8-10am notifications
Evening people (after-work visits): 5-7pm notifications
Weekend warriors: Friday afternoon or Saturday morning
Align with customer behaviour:
If data shows a segment visits Fridays, send Thursday evening
If segment uses cards during lunch, send mid-morning
Match timing to when segment is most likely to act
Troubleshooting
"Zero customers match my criteria"
Possible causes:
Criteria too narrow:
Using "Equals" with a very specific number
Setting count too high (no customers have that many uses/stamps)
Wrong card selected:
Selected card has few or no customers
Card is new with no usage history yet
Misunderstanding of operators:
Using "Greater than 10" when you meant "Greater than or equal to 10"
Using "Equals" when you meant to use a range
Solutions:
Broaden criteria: Change "Equals" to "Greater than" or "Less than"
Adjust count: Lower the number to capture more customers
Verify card: Ensure you selected the correct card with active customers
Check customer data: Review actual customer usage in Customers section
"Too many customers in segment"
If your segment is too large:
Refine criteria:
Make operator more specific (change "Greater than 5" to "Equals 8")
Increase count threshold
Consider using "Equals" for precise targeting
Split into sub-segments:
Create multiple campaigns with different criteria
Example: Instead of "stamps ≥ 5", create separate campaigns for "stamps = 5", "stamps = 6", "stamps = 7" with tailored messages
Consider if all-customer message is better:
If segment includes 90%+ of customers, maybe just send to all
Segmentation value diminishes with very large segments
"Can't find the segment option I need"
Current limitations:
Only three segmentation criteria available in Send Push section
More advanced segmentation may require pre-built segments
Solutions:
Use Customers section: Create complex segments with multiple filters
Combine campaigns: Run multiple segmented campaigns that together cover your needs
Contact support: Request additional segmentation criteria for future updates
"Message not relevant after I built segment"
Example: You created segment "stamps ≥ 8" but your message says "You're 2 away!" which only applies to stamps = 8, not 9 or 10.
Solution:
Make segment more specific: Change to "stamps = 8"
Or make message more generic: "You're close to your reward!"
Always ensure message matches all customers in segment
FAQ
Q: Can I use multiple segmentation criteria at once? A: In the Send Push section, you can use one criterion at a time. For complex multi-criteria segments, create segments in the Customers section first, then reference them.
Q: How often should I message a segment? A: It depends on the segment. Loyal customers (high usage) can receive messages more frequently than new or lapsed customers. General guideline: no more than once per week per segment, with spacing between different segment campaigns.
Q: Can I save segments for future use? A: Segments created in Send Push are not saved—you define them each time. For reusable segments, create them in the Customers section where you can save and name them for future campaigns.
Q: What if customers fall into multiple segments? A: They'll receive notifications from each campaign they qualify for. Monitor total notification frequency to avoid overwhelming customers who match multiple criteria.
Q: How do I know which segment performs best? A: Track metrics in your Analytics section: open rates, visit rates after notifications, and redemption rates by segment. Compare performance across different segment campaigns.
Q: Can I exclude certain customers from a segment? A: The current segmentation in Send Push is inclusive only (selecting who matches criteria), not exclusive. For exclusion logic, create pre-built segments in the Customers section.
Q: Do segments update automatically? A: Yes, segments are evaluated at send time. If you schedule a notification for tomorrow, the system checks who meets criteria when it actually sends, not when you create it. Customer status may change between scheduling and sending.
Q: Can I target customers with zero uses? A: Yes. Use "Current number of uses" + "Equals" + "0" to target customers who signed up but never visited.
Q: What's better: many small segments or fewer large segments? A: It depends on your goals. Highly targeted small segments achieve better relevance but require more campaign management. Start with a few key segments (close to reward, lapsed customers, loyal customers) and expand as you learn what works.
Q: Can I send different messages to the same segment at different times? A: Yes. You can send to the same segment multiple times with different messages. For example, send one message today and a follow-up to the same segment next week if they haven't responded.
Related Articles
Sending Push Notifications to All Customers - Broadcasting to entire customer base
Customer Filters and Segmentation - Creating advanced segments
Accessing and Using the Push Notifications Section - Complete interface guide
Push Notifications - How Automated Messages Work - Setting up automatic notifications
Customer Profile Management - Understanding customer data and behaviour
RFM Analysis and Segmentation - Advanced customer segmentation strategies
Need help with segmented campaigns? Contact support for guidance on segment strategy, criteria selection, or advanced targeting techniques.