Create the Excellent Marketing campaign with Segmentation Capabilities

On daily basis, prospects are inundated with a barrage of emails, app notifications, and messages. Whereas manufacturers personalize their campaigns, solely 40% of shoppers¹ discover them related to their tastes and pursuits. Most of those messages find yourself within the trash folder or are ignored. On the similar time, prospects are additionally actively trying to find manufacturers that provide what they want. As much as 91% stated² they’d store with manufacturers that provide related suggestions.

Related messaging and personalization go hand-in-hand with viewers segmentation. Manufacturers have to categorize prospects into totally different segments based mostly on parameters like their demography, psychography, buying habits, and conduct.

Segmented campaigns file 100% larger opens and 27X better click-through charges than non-segmented ones. In reality, research present that segmented campaigns can enhance a model’s income development by 760%³.

However there’s no one-size-fits-all method to segmentation. Segmentation differs for each use case. Moreover, conventional segmentation strategies are guide and based mostly on hypotheses, which makes them error-prone.

As manufacturers scale, the necessity for a complete buyer engagement platform that gives strong segmentation capabilities turns into evident. The platform must phase prospects mechanically and empower manufacturers to have interaction with buyer segments utilizing related messaging. Right here’s a fast take a look at every of the segmentation capabilities obtainable with MoEngage.

1. Determine How Prospects Are Feeling

With RFM segmentation, you may group prospects into totally different segments based mostly on their recency, frequency, and financial worth of transactions. This can provide help to mechanically determine prospects who’re most potential loyalists, prone to churn, about to sleep, want consideration, or champions of your product.

Use this info to craft related campaigns that cater to their wants. For instance, use RFM segmentation to determine prospects who’re value delicate and ship them an even bigger low cost marketing campaign. On the similar time, ship a re-engagement marketing campaign to prospects who’re about to sleep.

2. Perceive How They Progress within the Journey

Verify Phase Transitions to know what number of prospects have moved from one RFM phase to a different. For instance, you may examine what number of prospects have moved from ‘about to sleep’ to ‘current customers’, signaling {that a} marketing campaign you despatched out is likely to be working nicely.

Alternatively, a lot of prospects shifting from ‘potential loyalist’ to ‘about to sleep’ would sign that this buyer phase isn’t being engaged in the appropriate means. This phase wants rapid consideration.

3. Learn Between the Traces

Determine prospects who’ve an affinity for sure merchandise and phase prospects based mostly on whether or not they’ve predominantly carried out an motion. MoEngage Affinity Segments mean you can transcend demographic and geographic segmentation to know which prospects have an affinity for sure actions, merchandise, or companies.

This allows manufacturers to mechanically analyze the general pursuits, preferences, and life of shoppers to know their total identities. Manufacturers can use this info to determine issues like:

• Which prospects would possibly like listening to Madonna
• Which prospects take pleasure in spending through bank cards because the month ends
• Which prospects desire reserving staycations for lengthy durations
• Which prospects like to buy sneakers from a selected model

4. Create Insightful Segments with Actionable Analytics

Create segments immediately from the outcomes of your marketing campaign analytics. Leverage subtle analytical fashions reminiscent of Habits Analytics to faucet into buyer conduct, perceive how prospects transfer between funnel phases utilizing Funnel Analytics, and work out what makes them keep on or drop off with Retention Evaluation.

From these analytics, you may create segments with only one click on and begin sending out participating campaigns for every phase.

5. Go One Step Deeper with And/Or Segmentation

For complicated enterprise logic, you may create segments with AND/OR in tandem with buyer attributes and occasions. It helps you construct a deep phase for hyper-relevant campaigns. Use ‘AND’ to incorporate prospects with two or extra comparable attributes and ‘OR’ to achieve prospects who meet a minimum of one situation from a bunch of circumstances. For instance, an E-commerce firm that wishes to run a luxurious membership enrolment marketing campaign can phase prospects based mostly on the next circumstances:

• Reside in metropolitan cities
• Revenue is above 50 lakhs
• Positioned a minimum of 500 orders final 12 months
• Avg order value was above 10,000
• Predominantly opened the app within the final three months

6. Create Sophisticated Segments with Ease Utilizing Nested AND/OR Filters

Mix a number of buyer attributes, buyer exercise markers, affinity guidelines, and customized segments utilizing Nested AND/OR circumstances. Create strong, complicated buyer segments with ease.

Which means that, together with (A and B and C and D), and (A or B or C or D), you can too create segments that fulfill the next configurations:

• (A and B) or (C and D)
• (A or B) and (C or D)
• (A or B) and C and D
• (A and B) or C or D

For instance, you may create segments with particular standards reminiscent of:

Age is between 20-25 AND Revenue is above $40,000 AND Has positioned a minimum of 10 orders up to now month

OR

Age is between 25-30 AND Revenue is above $70,000 AND Has positioned a minimum of 25 orders up to now 2 months

OR

Age is above 20 AND Has positioned a minimum of 50 orders up to now 4 months AND whole spend worth better than $10,000

OR

Belongs to customized (uploaded) phase.

7. Phase your Segments with Recursion

Create segments inside segments utilizing MoEngage’s Recursive Segmentation. This helps manufacturers create micro-segments for particular behaviors. You’ll be able to add as much as three ranges of recursion. Use this function to:

• Ship reductions to prospects who’ve earlier acquired low cost campaigns
• Provide loans to prospects who’ve earlier taken loans

Why MoEngage Segmentation Capabilities Are Nice for B2C Entrepreneurs

Now that you simply’ve understood the alternative ways you may leverage segmentation utilizing MoEngage, right here’s a fast take a look at what makes stands the platform aside:

1. You get two months of information retention without spending a dime, which might be prolonged as much as three years.
2. You’ll be able to create limitless filters based mostly on occasion and buyer attributes.
3. You need to use exclusion filters to exclude explicit prospects from campaigns.
4. You can even phase prospects based mostly on aggregated attributes, reminiscent of prospects who’ve spent a complete of $1000 up to now month, and many others.
5. We offer much more date filters for all attainable use circumstances round date and time.

Like MoEngage’s segmentation capabilities? Get in contact or schedule a fast demo.