Precision in Communication: The Power of Segmentation Across Channels
min read
September 7, 2023

Precision in Communication: The Power of Segmentation Across Channels

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Segmentation is a pivotal strategy in delivering precise and engaging messages to users through various communication channels, including push notifications, emails, and other methods. Rather than employing a one-size-fits-all approach, segmentation allows for tailored messaging to distinct user groups, preferences, behaviors, demographics, or other relevant factors, significantly enhancing user engagement, retention, and overall satisfaction. Here's a comprehensive approach to segmentation that can be applied across different communication channels:

  1. Tailor-made preferences based on the user’s specific journey:Targeted campaigns for each step make the user’s journey easier. Highly relevant and timely push helps to convert more users from various segments based on their past behaviors, such as app usage patterns, purchase history, browsing activity, and interactions with your app. For instance, you can send notifications related to items a user has shown interest in or abandoned in their cart. Create content that's tailored to each segment's interests. Whether it's articles, product updates, or event announcements, personalized content can increase engagement. For example, FoodRocket, a dynamic food delivery platform, needed to enhance their push notification strategy and boost customer engagement. They were able to achieve a 3x Marketing Campaigns Effectiveness Improvement by optimising push campaigns with AI, driving their Daily Retention up by +33% simply by sending communication to their users based on the user journey. By analyzing user data (including purchases, product views, and searches) nGrow developed individual CRM strategies for different customer groups, thus targeting them where it was most effective.

    Setting up triggers based on user actions can not just nudge the user forward but also build  top-of-the-mind brand recall. For example, if a user hasn't logged in for a while, you can trigger a re-engagement notification. This could be either in the form of a “we miss you” communication or a targeted, small nudge around a special occasion will produce much better results.

A personalized strategic approach to push notifications

  1. Demographics and User Profiles:Divide users into segments based on demographic information like age, gender, location, language, geolocations and other relevant attributes. Notifications can be tailored to resonate with the characteristics of each group.For example, a famous clothing brand sending a communication to users aged 30-40 years old uses communication “Hey Amanda! Upgrade your office wardrobe with our new arrivals at the New York outlet near you!” to sound more mature and appealing to the age group. Whereas the same brand used communication “Don't miss out on the chance to turn heads at the office! 🔥” that sounds a lot more fun for it’s user base aged 20-30 with references of pop culture and memes as that resonated better to them.

    Segment users based on their geographic location. This can be useful for sending location-specific offers, event announcements, or weather-related notifications. Not just that, if your product is based in different locations, sending a blanket message in the local time is so much more effective than sending messaging in PST to someone sitting in Singapore. This not just disturbs them, the messaging could get lost, and worse, you might end up losing a valuable user.

    Deliver notifications at times that are convenient for each segment based on their time zones and typical activity times. This can maximize the chances of your messages being seen promptly, instead of it just getting you no positive outcome.

Push Layouts: Image & Text Guidelines
  1. App Engagement Levels:Categorize users based on their level of engagement with your app. For example, you could have segments for highly active users, occasional users, and inactive users or have overall engagement data around how likely a certain segment is to perform an activity, targeting them specifically will yield far better results than any other form of randomised communication. Each group may receive different messages to encourage them to engage more.

    Send notifications based on where users are in their customer journey. This might include onboarding messages for new users, re-engagement messages for dormant users, and loyalty rewards for long-time users. Consider using user preferences and interests to create segments. If your app offers different features or content categories, tailor notifications to match individual interests.
  1. Purchase History and User Journey:If your app involves e-commerce, you can segment users based on their purchase history and their position in the buying cycle. Send personalized recommendations, discounts, or upsell notifications accordingly.

    Implement A/B testing within segments to identify the most effective message content, timing, and call-to-action. This iterative approach helps refine your notification strategy over time.5. Feedback and Surveys:Use feedback and survey responses to segment users who have expressed specific needs, concerns, or preferences. Address their feedback through targeted communication.A great example is to observe how your users are consuming your product. This is especially useful if you are an e-commerce platform, online shopping platform, or a streaming service. Another great method is to use testimonials of people who are similar to your target group. Remember, it is all about how a user can resonate with the communication being put out. If the user can see themselves in the messaging, then it is very likely that they will adopt the product.For example: Netflix does an amazing job at personalising your experience. They study their users’ demographics, and make suggestions to new users, making it such a seamless process for them to get started with using the product.

Remember, the key to successful segmentation is relevance and time. Your notifications should provide value to the user, making them more likely to engage positively with your app. Also, be respectful of user privacy and allow them to easily control their notification preferences. Regularly analyze the performance of your notifications to refine your segmentation strategy over time.