Top Brands Drive High Engagement and Conversions With Smart Segmentation

Joey Holloway By Joey Holloway May 28, 2021

No one enjoys being lumped into the crowd—especially your users. Segmentation serves to separate groups of users into more distinct categories, helping to create a more personalized experience and, as a result, drive higher engagement or additional revenue. Let’s look at a few brands that implemented effective segmentation strategies to help their users feel less like numbers and more like people.

Segmentation at Showmax

Showmax was looking to further engage their viewers by focusing on content that was relevant to its audience of streaming viewers. By leveraging Braze capabilities, they created a complex and effective segmentation system that provided personalized messages.

They created a variety of audience segments, including segments based on:

  • Lifecycle stage (such as new or existing users)

  • Content preference (600 genre-related metadata tags)

  • Points in time (about to finish a TV series, for example)

  • User characteristics (device used, subscription length, etc.)

This data-driven strategy enabled Showmax to increase their ROI by 37% with an enormous 204% increase in subscribers. They also achieved a 12% increase in winback rate and a 71% retention rate.

Dots and Divvying up Their Gamers

Dots is a popular mobile video game maker that was looking for ways to increase their player base and encourage purchases without alienating the users. Because their games are free to play, encouraging users to make in-app purchases to drive revenue is a key part of the business.

Dots tracked information on the levels completed and previous conversions associated with each player, which it used to create user segments. This allowed the company to individually target promotional offers, sent through in-app messages (IAM), and adjust the content accordingly. From the IAM, Dots deep linked to a relevant purchase page, creating a more streamlined experience for the players to complete their purchases. These strategies provided a better overall user experience, leading to a 25% boost in average lifetime value (LTV) among all users and a 33% increase in Dots’ total revenue.

Sephora SEA Increases App Feature Usage

Sephora SEA wanted to drive higher adoption of its augmented reality (AR) experience, Virtual Artist (VA), which allowed their users to try on makeup virtually. Through the use of cross-channel messaging—utilizing push, Content Cards, and in-app messaging (IAM)—Sephora was able to effectively deliver a video to their audience showcasing the capabilities of VA.

They targeted users who had viewed a makeup product page within the past 30 days but had not used Virtual Artist. Those in the segment were sent a push notification and a Content Card highlighting the VA video, and those who clicked on the Content Cards were sent an IAM which deep linked to the Visual Artist. Through this campaign, Sephora saw a 28% increase in the adoption of Virtual Artist, a 16% uplift in usage-per-user, and an overall VA traffic increase of 48%.

Final Thoughts

Adopting a segmentation strategy allows brands to deliver more valuable content by treating their consumers like individuals. By focusing on all kinds of personalization features and strategies, brands can deepen their relationships with their customers while achieving engagement and revenue goals. To learn more about how to implement a successful use of segmentation strategy for your brand,check out this Braze look at dynamic segmentation.

Joey Holloway

Joey Holloway

Joey Holloway is a content writer currently based out of Maryland. When he's not writing, he spends far too much time at bookstores.

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