Segment Your App Users For Better Marketing

Posted on March 29/03/2018

Does your app needs more engagement? Segmenting your app users is a value proposition to be kept in mind. Segmenting the app users will allow you send personalized targeted in-app messages which can interest people to come back for more.

There are range of ways to segment app users to deliver a personalized experience. In this blog post, we’ll be talking about top 5 approaches that suit all app categories.

Geographic Location:

One of the primary, and foremost is to group your app users based on their country, state, and city. These types of segmentation would be fruitful for both large and small business. Large businesses with international markets may choose to offer products or services specifically for audiences in particular location. Whereas, for small businesses, these type segmentation can be used to target specific customers without wasting excess advertising dollars on impressions that will not turn in leads.

Device Information:

Your app users may be using your app on different types of devices, operating systems that run on different hardware. Segmenting the users based on devices, operating system that they use will let you understand how your app is behaving in different devices and different hardware.

For example, you have e-learning app and want to encourage users to select a new topic on their next launch, you might want to test whether you have better success doing it while users on their tablets (where maybe they can have good viewing experience) versus running on mobile phones.

App Information:

You can use app version and app build number to construct a segmentation for giving proper and timely alerts to make proper actions on their app. If, for example, you want to invite users to try out a new feature on your app, you need to send only to that users who have the latest version installed which can be achieved by segmenting app users based on app versions.

User Information:

This type of segmentation allows you to segment the users based on their language settings, whether they have enabled push notifications, and how many sessions they have had. This kind of segments can come in handy if you have a globally used app, you’re going to want to make sure you send users in-app messages in their language. And you don’t have to spend time on creating push notifications for the people who haven’t opted for push notification services.

User Behavior:

User behavioral segment is more concrete than geographic segmentation. Behavioral segmentation is done by dividing app users into groups according to any of the following attributes: usage, loyalties, awareness, occasions, knowledge, liking, and purchase patterns.

Behavioral segmentation can be used in a variety of ways. When want to segregate users based on awareness, companies may opt to send their loyal customers one ad campaign, whereas targeting an additional campaign to prospective customers who have yet to build a relationship with the brand.

Segment Smartly

Each style of customer segmentation carries its own unique set of benefits, but applying them all together will create maximum impact. Reach even more specific niche markets by combining different segmentation styles by acquiring the strengths of all techniques, thereby bringing in balance.

Wrap up

Thus, with billions of people in the world, efficiently utilizing customer segmentation will help businesses narrow the pool and reach the people that they want to be talking to, ultimately driving conversions and revenue.

About the Author

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Kumaresaan is based out in India, and he loves blogging, traveling and doing cool kinds of stuff in data understanding and visualization.