Hope my earlier write up brings out a sense of urgency to start segmenting and to amend the style of communication and in case you still don’t feel the need, you should try reading it again; here you go –Part 1
Now that we have started with basic segments, but for you to actually start seeing high returns you need to further personalize your communication with subscribers. Detailed personalization essentially means a further deep dive into all the details you have about the subscriber.
I will give some crisp insights on how brands from different domains can innovate and make the most out of segmentation.
Online and Offline Retail
Segment – Subscribers who have transacted using a Credit Card
Campaign Concept – 0% EMI campaign for different products
Segment– Subscribers using IOS Operating System
Campaign Concept – Promoting products with a higher ticket size and not discount driven
Segment – Cash on Delivery Customers
Campaign Concept – Safety and Security of platform and how safe it is to transact
Banking & Financial Sector
- Mutual Fund
Segment – Working Professionals
Campaign Concept – Is your Salary disappearing?
Time of the Campaign – Start of the month when salaries get credited
Segment – No usage of Debit card for the last 30days
Campaign Concept – Campaign giving reasons for them to use Debit Card. (Highlighting exclusive discounts + tie ups with retails)
Segment – Users who trade over the call and are opening emails on a Mobile device
Campaign Concept – How easy it is to trade on our Mobile device?
Other Sectors [Entertainment, Education & Media]
- Movie Theater
Segment – User who has watched 3+ Salman Khan movies & is from Mumbai
Campaign Concept – Tickets for premier held for a Salman Khan movie in Mumbai & chance to click a snap with him.
Segment – Existing students & alumni of last 5years who have a younger sibling
Campaign Concept – Discounted Counseling session for the Siblings
Segment – Users who commented on a blog from the Politics Category 5+ times
Campaign Concept – Top 5 updates in political section every week
These were just a few examples of how brands can move beyond the obvious segments, but there is a lot more that you can explore. The problem today with brands and CMO’s is that they don’t have the right mind-set; they have the data, they have the tools but, they still don’t want to SEGMENT.
I will conclude with a quote:
“Segmentation is a MINDSET – ones who develop it Grow, and those who don’t would be History.”