Gimme that sweet sweet Push Message DATA!!
We looked at the complete set of brewery push message data over the past 12 months and crunched the numbers so you don’t have to!!
The key takeaway is that push message engagement rates continue to massively outperform other marketing channels. The first challenge is to break through the noise. Congrats you’ve done this.
Now let’s optimize! Whether you're running a single neighborhood taproom or multi-location regional brewpubs, this report breaks down what makes guests tap, visit, and spend.
1. Content Breakdown: What Type of Messages Hit the Mark?
Not all messages perform equally. While Events and Community Branding account for the highest message volume, Member Exclusives yield the highest response rate by a wide margin.
Strategic Takeaways
- Mug Club & Loyalty Perks (24.65%): Customers love feeling like insiders. Messages offering special access, member discounts, or private perks dramatically overperform.
- Event Framing (14.78%): Try reframing events as a promotion or exclusive. Instead of "Trivia Tonight at 7," try something like "Hey Smartypants! App users get $1 off your first draft at Trivia tonight!".
2. Timing Dynamics: Day of Week & Time of Day
Optimal Day of Week
Friday is the most popular day for push messaging, but sending your message out on a particular day of the week does not have a huge impact on engagement. The weekly high on Wednesday only performed marginally better (1.61%) than the weekly low on Thursday.
Optimal Time of Day
The most popular time to send a push message by far is at 11AM. But the highest engagement rate window is from 2PM-5PM. Messages sent at 2,3 and 5PM all have engagement rates above 18%. This dips to 16.4% around 4PM during peak commute time.
Strategic Takeaways
- Avoid sending messages in the early mornings or late evenings.
- Engagement rates are fairly consistent from 10AM to 8PM but the optimal window is from 2PM-5PM. Schedule your messages during the early afternoon for best results.
3. Emoji Breakdown 🙌
A Shocking Result ⚡
Surprisingly, the data shows that messages without emojis have a slightly higher engagement rate overall:
High-Performing Emojis 💯
However, certain emojis when used thoughtfully can boost performance. Here are your top performing emojis and good use cases for each:
4. Segmentation Strategy: Broadcast vs. Targeted
The single largest lever for increasing push engagement is audience targeting. Breweries that segment their user list see nearly double the engagement rate of those sending broadcast messages to everyone.
Engagement vs. Volume
It’s no surprise that Targeted Messages perform better at 28.02%. Targeted messages are naturally more personal leading to higher engagement. Keeping your most valued customers highly engaged is a must for any successful business.
That said, 15.86% engagement on a broadcast message is still pretty darn good! If the goal of your message is purely volume then a well crafted broadcast message to twice as many people can engage the same total number.
Strategic Takeaways
- Set up user preferences, clubs and use audience segments to send targeted messages for optimal engagement.
- Treat app users as their own segment! Compose your broadcast messages to make your app users feel they are part of their own club so everyone wins.
5. The Playbook & Best Practices
Here is your 5-step data-backed push message playbook:
1. Prioritize Exclusivity & Value
Make your app feel like an exclusive club pass. Frame messages around added value and exclusivity whenever possible.
- Instead of: "We have a new stout on tap today."
- Try this: "Taproom-only draft preview of our Imperial Stout starts at 4 PM today!"
2. Timing is Everything
Avoid sending push messages in off hours. The optimal window is from 2PM-5PM. Schedule your messages during the early afternoon for best results.
3. Frame your Events
Reframe events as promotions or exclusives to boost engagement and taproom visits.
- Instead of: "Live Music tonight at 7 PM with Captain Klas!"
- Try this: "Music Exclusive! Captain Klas takes the stage at 7 PM 🎸 PLUS App users get $1 off your first pour."
4. Be Intentional with Emojis
🚨🚨🚨Don’t overdo it with the emojis. Place functional emojis at the start of the message like a ⚡ for flash promos or 👀 for teasers.
5. Target when possible. Treat Broadcast like a targeted list.
Set up user preferences, clubs and use audience segments to send targeted messages for optimal engagement.
Treat app users as their own segment! Compose your broadcast messages to make your app users feel they are part of their own club so everyone wins!
