User Segmentation: Personalized Omnichannel Customer Engagement To Augment Conversions

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Marketing communications have gone through a massive paradigm shift over the last three decades. Earlier, the marketers could design a message depending on the general interest and the needs of the majority of users. However, in today’s world, marketers have to cater to each user according to their individual needs.

The marketers in recent times use several marketing techniques through multiple channels to reach out to their users. However, engaging the users through these communications has been a difficult task. The marketers are using channels like push notifications, emails, or programmatic channels to acquire, engage and retain their users. Moreover, using the messages with a sense of urgency result in increasing user engagement by quite a notch.

Despite the high success of these marketing channel, things can turn negative if your users start ignoring them. This can be a result of non-engaging communication and irrelevant messages. However, even if you take care of these issues, things might not work in your favor due to one reason - user segmentation.

Although user segmentation might seem fairly an easy task, it can be quite hectic to perform it without understanding the dynamics of it. This blog explains the nitty-gritty of user segmentation, which you must consider before going forward with your push campaigns. Moreover, it also explains the working of real-time segmentation. Hence, it will help you to create marketing communication to improve your clickthroughs and conversions.

Read on.

User Segmentation - What it is?

segemntation push message

Any kind of marketing communication needs a personalized and relevant message. These messages must resonate with the users based on their interests, needs, and preferences.

Now, let’s say that you have a million subscribers. So, if you want to target each of the users individually, you need to send a personalized message to each of them. That is a humongous task in itself, and accomplishing it is not a mere feat.

However, if you can club your users into categories considering their needs and interests, then the task gets simplified. This is known as User Segmentation. It helps you to simplify your marketing communications by allowing you to send targeted messages to each group of users showing similar traits or tastes in your products.

User segmentation is a useful method to communicate with your users on a dynamic level. It helps you to identify the patterns as per the user behavior and user actions. Moreover, segmentation helps you to communicate with your users with more personal and relevant messages. Thus, it has a chance of improving engagement and conversions.

Importance of user segmentation

When you send your marketing messages without any segmentation, it may go haywire. The messages become irrelevant and the user might find the information not useful. However, when you send your communication considering the interest of the segmented users, they become highly relevant. Additionally, these messages you create becomes a pathway to generate more interactions and conversions.

Let’s take an example here. Suppose you are hosting an end-of-the-season sale for some selected products on your website. Subsequently, you decide to run a campaign through Browser Push Notifications For Ecommerce for your users to let them know of it. Since the offer is for a limited period, you expect your notifications to generate much engagement and convert a substantial number of users.

However, let’s say you fail to segment your users. Now, when you start sending them push notifications, they become highly engaging for some but completely irrelevant for others. Say, the notifications you sent displayed information about electronics products, but people interested in clothes also receives them.

So, while the users interested in electronics may convert, the people who want to buy clothes will find the messages highly irrelevant. Therefore, the interactions from these uninterested users could almost be negligible and drag down your conversion rate.

Now, let’s say that you have got users segmented into categories. When you plan the marketing campaigns, you can now target only the users who are interested in the electronics product. The other users can be left out from sending the message. As your user segment is already interested in electronics, the chances of engaging them with the messages would be a lot easier.

Real-Time Segmentation

Since you have an idea about the need and importance of user segmentation now, you must start with it immediately. The task might be quite daunting for the uninitiated, but you can easily carry out the activity if you automate the process using the right kind of marketing automation using a omnichannel platform.

Automating the segmentation process helps you to categorize your users under different aspects. You can use parameters such as type of device, user time zone and country, browser types, app usage factors, and user history to name a few. These categories help you to curate the right kind of campaigns using the right channels and send them to the right kind of users.

In spite of doing everything right, you might still be facing issues with the performance of your marketing campaigns. This is because users are becoming more dynamic with each passing day. However, real-time segmentation can be of true help in these kinds of scenarios.

Real-time segmentations keep a track of your users based on their online and app behavior. Thus it allows you to target them according to their updated needs. Therefore, it lets you see the current products they are browsing, their interaction on the kind of devices, their location, and more on a real-time basis.

Now, as you can see what they are doing and are interested in, you can curate the campaigns designed for the right kind of devices. Additionally, real-time segmentation allows tracking the performance of the campaigns you are running and tweak them as per need. Consequently, you can generate more engagement out of your push notification campaigns due to precise targeting.

Conclusion

Engaging the users on the right device with the right content is the foundation of high-performing marketing campaigns. However, if you are failing to engage the right users, then all your efforts will go in vain. Additionally, selecting the right content and channel too depends on the selection of the users.

Also, you must remember that smart real-time segmentation is essential for identifying the right users. Unless you are keeping updated with the user preference on a real-time basis, the performance of your campaigns will keep getting affected.

Let us know about your feedback on real-time segmentation in the comments sections. Alternatively, you can write to us at marketing@vizury.com to know more about the feature.

Sandip Acharyya

A former metallurgical engineer, Sandip switched to be a digital marketer and writer. In Vizury, he shares his experience on retargeting and push notifications, to help entrepreneurs and marketers to improve their marketing ROI. He likes to spend his leisure reading books, watching movies, and making music. Get in touch with him on Twitter or LinkedIn.

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