Real-Time User Segmentation: Engage the right user on the right device with the right content
Marketing communications have gone through a massive paradigm shift over the last three decades. Earlier, the marketers could have designed a message according to the general interest according to 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 to reach out to their users. However, push notifications are increasingly becoming the preferred channel for sending marketing messages. The marketers are using push notification to acquire, engage and retain their users. Moreover, since push messages usually provide urgency to the notifications, they result in increasing user engagement by quite a notch.
Despite the high success of push notifications as a marketing channel, things can turn negative if your users start ignoring them. This can be a result of non-engaging notifications, irrelevant messages, the timing of the push notifications and so on. 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 notifications to improve your clickthroughs and conversions.
User Segmentation – What it is?
Any kind of marketing communication needs a personalized and relevant message. These messages must resonate with the users according to 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 according to their needs and interests, then the task gets simplified. This clubbing of users according to various factors 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 push notifications without any segmentation, the communication may go haywire. The messages become irrelevant and the user might find the information useful. However, when you send your push notifications according to the interest of the segmented users, they become highly relevant. Additionally, the push 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 push notification campaign for your users to let them know of it. Since the offer is for a limited period, you expect your push 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 push notification 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 push notification would be a lot easier.
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 push notification platform.
Automating the segmentation process through a push notification platform helps you to categorize your users according to 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 push notifications 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 push notifications. 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 according to 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 push notifications accordingly, and 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.
Engaging the users on the right device with the right content is the foundation of push notification campaigns. However, if you are failing to engage the right users, then all your efforts will go in vain. Additionally, selecting the right content 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 push notifications 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 firstname.lastname@example.org to know more about the feature.
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.