Time to Change Your Communication Strategy: Part 2 â So what next?
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 donât feel the need, you should try reading it again; here you go âPart 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 RetailÂ
Segment – Subscribers who have transacted using a Credit Card
Campaign Concept â 0% EMI campaign for different products
Segmentâ Subscribers using IOS Operating System
Campaign Concept â Promoting products with a higher ticket size and not discount driven
Segment â Cash on Delivery Customers
Campaign Concept â Safety and Security of platform and how safe it is to transact
Banking & Financial Sector
- Mutual Fund
Segment â Working Professionals
Campaign Concept â Is your Salary disappearing?
Time of the Campaign â Start of the month when salaries get credited
Segment â No usage of Debit card for the last 30days
Campaign Concept âÂ Campaign giving reasons for them to use Debit Card. (Highlighting exclusive discounts + tie ups with retails)
Segment â Users who trade over the call and are opening emails on aÂ Mobile device
Campaign Concept â How easy it is to trade on our Mobile device?
Other Sectors [Entertainment, Education & Media]
- Movie Theater
Segment â User who has watched 3+ Salman Khan movies & is from Mumbai
Campaign Concept â Tickets for premier held for a Salman Khan movie in Mumbai & chance to click a snap with him.
Segment â Existing students & alumni of last 5years who have a younger sibling
Campaign Concept Â â Discounted Counseling session for the Siblings
Segment â Users who commented on a blog from the Politics Category 5+ times
Campaign Concept â Â Â 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 CMOâs is that they donât have the right mind-set; they have the data, they have the tools but, they still donât want to SEGMENT.
I will conclude with a quote:
âSegmentation is a MINDSET â ones who develop it Grow, and those who donât would be History.âÂ