How are you segmenting your user for retargeting and communication (downstream communication)?

Knowing your audience is crucial in the modern digital marketing world. It propels success by pushing the volume of sales, engagement, or brand loyalty. No matter what the objective, proper segmentation of users for retargeting and downstream communication is vital. Segmentation involves changing marketing messages corresponding to a group’s distinctive characteristics and behaviors. As a result of this, it will make them more personalized and relevant communication that aligns with users and pushes the engagement rates upwards.

In this comprehensive blog guide, we will explore how user segmentation helps in retargeting and other downstream communication strategies. Also, how our advanced solutions help navigate the data to optimize those processes.

What Is User Segmentation?

User segmentation is the process of dividing your audience into specific categories by common characteristics they share. They may be demographic. For instance, age, gender, and location. Other characteristic traits include the user’s history of previous purchases and perhaps browsing patterns within a website. Last but not least is psychographics- For example, lifestyle and values. Identifying which groups are part of your audience will enable you to tailor your marketing strategies to their needs and preferences.

For instance – This involves reminding a customer who has abandoned their shopping cart that they should go ahead and complete the transaction. On the other hand, frequent customers receive only selective discounts or early access to new products. Thus, every single user gets the most relevant communication with his interaction with your brand.

Importance of Segmentation in Retargeting

At present, the most effective marketing technique available is retargeting. It enables you to reach those users who have already engaged with your website, social media, or any other digital platforms but did not execute any desired action. They already know your brand, so the objective of retargeting is to nurture them throughout the buyer’s journey toward conversion.

Retargeting is a form of segmentation, it is all about who you’re targeting and what you send them. If your retargeting work treats users alike, you will distance a percentage of them by sending irrelevant ads or offers. With segmentation, you can design targeted ads according to their needs or behaviors.

Here are some examples of how segmentation can be applied to retargeting:

• Abandoned Cart Retargeting: For users who have placed items in their cart but hadn’t completed the purchase. Send reminders of those items with added incentives, such as discounts or free shipping.
• Recent Visitors: Identify those users who recently visited your website but did not take any action. Retarget such users with relevant ads that mention the products they have viewed or with similar items.
• Past Buyers: Target customers who have previously bought from you with complementary products or upsell opportunities.
• Engage users: Retarget social media users who have interacted with your posts and serve them ads that remind them to visit your site or make a purchase.

When segmentation is applied to your retargeting strategy, you significantly increase the chances of the correct user seeing the right message at the right time, giving you better ROAS with more conversions.

User Segmentation and Communication Strategy Downstream

This refers to the process where information flows to your users after they have interacted with your brand. For example, include email marketing, push notifications, and in-app messaging, among others. Just like retargeting, effective segmentation should be part of your downstream communication. Make sure that it is personal, on time, and relevant to your target.

Here’s how segmentation can make downstream communication better:

Customized Email Campaigns: All users do not alike the content they receive through an email. Segmentation of user’s interests, behavior, and preferences gets them customized email campaigns to every user individually. A user interested in a particular product category can be mailed regarding the arrival of new products and recent offers on that product category.

Behavioral Triggers: Using behavioral data to send personalized communications that result from specific user actions on your site. For example – A user keeps visiting a product page on your site but hasn’t ever purchased it. Send him an e-mail with more information regarding the product or special promotion.

Lifecycle Marketing: Knowing where a user falls in the customer lifecycle can form a basis for segmentation. The new user receives an email sequence reminding him or her about your brand, while loyal customers receive exclusive deals or invitations to partake in VIP programs.

Geographic Segmentation: If you are global, then segmentation of users by location is critical so that the right content is delivered to them. For example, any promotional event may vary from one region to another. So, the corresponding downstream communication also needs to be region-specific to the user.

How Kaliper Assists In User Segmentation for Retargeting and Communication

Kaliper acts as a game changer when it comes to navigating vast amounts of user data needed for effective segmentation.  Our expertise in advanced tools like Amplitude, Statsig, and LaunchDarkly enable you to view your users through a 360-degree view and thus create highly personalized experiences across all your marketing channels.

Here’s how Kaliper can help you enhance your user segmentation strategies:

1. 360-Degree Customer View –  Our expertise in  advanced tools aggregate data about the user from all sources to give you an all-around view of your customer. You can see all their demographics, behavioral information, purchase history, and much more. You can even segment users exactly when you need it.
2. Behavioral Segmentation: Our data navigation services allow you to track and analyze what users are doing in real-time. Whether it’s pages they are browsing through, social media engagement, or even how they are engaging with the email campaign, you can profile them based on specific behaviors. This allows for retargeting ads in hyper-targeted ways as well as downstream communication that will align with every user’s actions.
3. Data-Driven Insights: Our data analytics capabilities can be a good source of trends and insights with which you can refine your segmentation strategy. For instance, you may realize that the people interacting with content are more likely to convert. Therefore, you could come up with a segment exclusively for them. One can organize automated workflows that trigger retargeting ads, emails, or in-app messages. This way, you will always get your communication to land immediately.
4. Cross-Channel Consistency: Our expertise in distinct platforms ensure that the message will be consistent across all channels because you can build united segments that apply regardless of whether it’s retargeting ads, email campaigns, push notifications, or otherwise. No matter how they encountered your brand, this would equate to a hassle-free user experience. 

Best Practices for User Segmentation

Though segmentation can significantly improve your campaign success, it is fundamental to execute best practices for it to work effectively:

• Over-Segmentation: While it’s tempting to create highly specific segments, however, too many small segments become unmanageable. Focus on really meaningful points of differentiation without being overly granular.
• Continuously test and optimize: A/B testing will unveil the optimal message to use, depending on the user behavior type, as the end-user behavior and preference change with the flow of time. Have a periodic review and optimization of your segments, as it keeps changing.
• Leverage Data Ethically: Ensure that your segmentation practices align with data privacy regulations like GDPR or CCPA. Make sure that the user knows how his or her data is being used and that they have an opportunity to opt-out if they choose.

Conclusion

In a nutshell, it can be concluded that it’s no longer optional to segment your users for retargeting and downstream communications. Our advanced data navigation tools and A/B testing platforms allow you to navigate user data to craft personalized marketing strategies that drive people to engage, convert, and remain loyal. Whether we are retargeting a user who abandoned their shopping cart or crafting a tailored email campaign, such effective segmentation ensures communication will always be relevant and impactful. Start leveraging the power of A/B testing today and transform your business outcomes.