Segmentation, frequency, timing and creative — what separates push campaigns with a 12% CTR from the ones that trigger complaints and app uninstalls.
Top 3 mistakes that kill push
- The same push to your entire base: “20% off everything.” CTR of 0.5–1%, and unsubscribes climb.
- A push at 8 AM on a Saturday. The guest is asleep — and deletes the app.
- Too often: 5 pushes a week. The user turns off notifications.
What works
- Event-triggered pushes (birthday, 14 days inactive, favorite dish available).
- Segmentation: “Champions” get exclusives, “At Risk” get reactivation offers.
- Timing: for F&B, the sweet spots are 11:30 AM (lunch planning) and 5:30 PM (dinner).
- Geo-push: “You’re nearby — free dessert right now.”
- No more than 2 pushes a week per guest.
- Specific creative with emoji: “🍕 Margherita −30% until 10 PM” performs 3× better than “We have a promo.”
Metrics
- Open rate (push CTR): healthy F&B stays at 8–15%.
- Conversion rate (% of openers → buyers): 2–6%.
- Unsubscribe rate: <0.5% per campaign.
- Revenue per push: tracked via UTM.
→ Zoomda CRM runs RFM segmentation automatically and keeps marketers from shooting themselves in the foot with over-messaging — thanks to a built-in fatigue cap.
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