Whatever way you do it, user segmentation is the key to understanding your customers' wants and needs. But more to the point, it keeps you on track to target them with tailored information that they actually care about and might respond to and enjoy.
The great news is that app user segmentation can be done manually (although this is more time consuming and results can vary due to human error) or with a helping hand from technology (to deliver automatically segmented results based on purchases and in-app behaviors). Either way, by segmenting your app users into groups, you are moving away from the danger of spam content and avoid the risk of becoming perceived as a communal communication brand.
No matter how you decide to go about segmentation, it is critical that you bear in mind your different customers and what they want from your brand. Below is a list of our top 10 tips to help you successfully segment your app users.
10 Top Tips For App User Segmentation
1. Set clear goals on why you are segmenting
Knowing why you are segmenting your customer base is critical when creating clear and concise goals with specific success criteria. When defining these goals make sure they are SMART - Specific, Measurable, Attainable, Relevant & Time-based. Designing your goals to be SMART will ensure that you can define what success looks like for you, allowing you to know what needs to be improved upon the next time.
2. Make sure each member of the segment has similar attributes
When creating your segments, it is important to make sure the members of specific segments have similar interests. This will help significantly later on when you create your remarkable content tailored to these interests. If the content you share with each segment is something they are interested in, they are going to want to engage with you whether that is through conversations or purchasing from your business.
3. Make sure each segment is suitably different to all others
Don't have segments for the sake of having segments. This will only waste your time. The idea is to make this easier and more streamlined for you as a business, as well as create the right brand image and experience for the customer.
4. Make sure each segment is big enough to be a segment
Again, don't make more work for yourself. If there is only a handful of people within a segment should they really be there? Do they really not fit into any of your other segments or have you grouped your customers in a logical way?
5. Make sure you can reach each segment
Once you have decided and confirmed that each customer is in the correct segment, it is important to make sure that you can contact these people. It is pointless grouping people that you are unable to communicate with. Make sure each contact has details required for the form of communication that you are sending out i.e. email address or phone number.
6. Make sure each segment is valuable to you
You have individuals in the segment and you have a way of reaching them, but will these people make your business money? In other words, no matter how much time and effort you put into creating amazing content... are those in your segment ever actually going to be interested enough to buy anything from you? This question is important because if the answer is 'no', for both of your sake, these people should not be on your list.
7. Gather information on each segment
Communicating with these people is great - but make sure that you build your intelligence of the segment and the individual people. This will help you down the line from making the same mistakes again when it comes to the customer's preferred type of content.
8. Test out targeted messaging on each segment
At this point, you are going to want to chop your segment down once more. To get the best out of your marketing you want to go with the strongest message. This can easily be done by creating a small section called 'A', a section of the same size called 'B' and the remaining contacts in the segment called 'C'. With A and B you will change something minor, such as the subject line of an email, and test which is the most successful. You will then use the most successful piece of communication to send to C. This way you know that you are always running with the winning message that the customer is most likely to appreciate or interact with.
9. Analyze the information gathered on each segment
Leading on from gathering information & testing messaging with the different segments, you must always strive to do better. How? Through constant analysis of what you have tried and tested before. The more critical you are of yourself and the actions that you take from these criticisms, the greater your next campaign will be.
10.Improve targeted messaging based on analysis of results
As your segmented campaigns grow and evolve, the analysis of customer information will build significant intelligence. You should be constantly learning and adapting your campaigns to the changing trends and interests of each segment and the marketing landscape. By showing you really know the customer, you will successfully improve your relationship with them and increase their loyalty to your brand.
Customer segmentation is a marketer's main contender when creating great brand experiences. It is important to always test and review different types of content within the segments so that you know you are hitting the customer's sweet spot. For more information or useful resources on customer segmentation feel free to get in touch via email@example.com.