Dynamic segmentation

This segment allows you to check the number of people who recently (defined in detail by you) reacted to a sent message, for example email. This way, you can extract a group of active clients.

To do this, first of all create a list of communication channels you use; email, sms and so on. Then, create segments of people who have met specific conditions, in this case people who have responded in a specific way to those messages. It can be just a click or conversion for example making purchase.

You can later send email messages with a discount or any other special offer only to customers who have used this kind of discount previously. You can also skip people who didn't open your messages in a specific channel.

Screenshot presenting dynamic segmentation

Dynamic segmentation can also be helpful in cases where we want to identify a group of customers interested in a specific product/product category. For this purpose, in the segment it is worth taking into account behaviors that can mean that the client was interested in a specific category; for example he visited the product page at least twice or more, he read related articles, he compared products from this category.

Example of use - Retail industry

An email campaign was sent to a segment of people who were interested in a specific product based on their behavior (for example page visits). Our client set up some conditions which the potential customers should meet, and in this way personalized their communication.

Results

  • OR 23,78%,
  • CTR 18,55%,
  • Conversion rate 4,63%.

How to do it

If you want to create your own segment use segmentation.

If you want to use steps that should be completed by your customers in a specific order, read more about funnels. You do not need to create those kind of funnels in the Analytics Module, it will be possible to create them directly during the creation of your segment.

Then, just decide what kind of communication you want to send to specific group and create your personalized campaign directly for specific segment.

This use case belongs to the following categories:

Challenges:

Features:

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