We’ve touched on user segmentation a lot in this eBook, and that’s because it’s one of the most important app marketing optimization strategies to implement in 2017. And while the notion of app user segmentation isn’t new (in fact, we’ve been talking about it since 2012), the influx of data readily available to mobile marketers is. Thanks to an increased popularity of apps combined with advancements in mobile technology (think geofencing and omni-channel), we now have the ability to truly tailor our messaging to the end user.
4 quick ways to begin segmenting your messaging:
- Recognize the power of user profiles. Having users fill out a few key tidbits of information about themselves during the app onboarding process and on an ongoing basis is the foundation for effective app messaging segmentation. A sports app needs to know a user’s favorite team just as a music app needs to know a user’s favorite genre.
- Location matters. Knowing where someone lives means being able to send them messages based on relevant hometown happenings. Sending a “Happy Boxing Day” to users in San Francisco would not only be seen as irrelevant and spammy, but may leave users scratching their heads.
- Base messaging off their moves. Mobile marketers, you don’t always make the first move. Instead, try waiting for the user to take action within your app and then engage with them based off of that action.
- Don’t forget about the app user lifecycle. Basing your messaging to users off of where they are in their app user lifecycle helps provide context. For example, it’s poor form to ask a user to rate your app right out of the gate, but this message would be relevant to someone who has engaged with you 10+ times over the course of the month.
Interested in learning more about user segmentation? Check out our blog post.