Presented by Neha S, Assistant Manager at Times Pro & Hiren Karakasia, CSM at WebEngage, at at EngageMint, Asia's largest Retention Marketing Conference, Hiren talks about the benefits of message strategy, segmentation, and personalization in retention marketing effort. In this session, you'll learn: - Segmentation vs. Personalization - what to use and when - How to leverage segmentation and personalization - The effect multi-variate testing can create on your opens, clicks, and more About the speaker: Hiren Karakasia is a Senior Manager - Customer Success at WebEngage. In his previous stints, he has worked with brands like Haptik and AirCheck India Pvt. Ltd. About EngageMint: Hosted with love by WebEngage, EngageMint is a platform that brings together marketers and product managers from across Asia, passionate about one thing - giving their customers the ‘aha’ experiences they deserve. At EngageMint, we strongly believe that by equipping professionals with the right strategies, we can initiate a massive shift in the way businesses think about growth, product experiences, customer retention, and everything else in between. All our sessions are hand-curated and deep-dive into each aspect of user engagement and retention. So all you have to do is take notes and implement these learnings as soon as you get back to work! More details: https://webengage.com/engagemint/ WebEngage is a new-age Retention Operating System, a single suite for marketers to store user data, provide actionable insights, and orchestrate omnichannel campaigns by leveraging user insights to provide a hyper-personalized end-user experience. The platform helps brands drive more revenue from existing customers and anonymous users across 10+ communication channels. WebEngage goes above and beyond a marketing automation platform and powers the user engagement for thousands of enterprise brands worldwide, working across several industries like E-Commerce, Edtech, Fintech, Foodtech, Media & Publications, Gaming, BFSI, Healthcare, and Online Retail. The key clientele includes marquee brands like HUL, Bajaj Finserv, Unacademy, ALT Balaji, MakeMyTrip, Zivame, Firstcry, and many more. ---------------------------------------------- To know more about WebEngage, visit - https://webengage.com/ Book a demo with us: https://webengage.com/campaign-lp/request-a-demo/?utm_source=youtube&utm_medium=social&utm_campaign=engagemint2022&utm_term=hirenkasaria To know the latest insights on customer retention and marketing automation worldwide, follow us here: Twitter: https://twitter.com/WebEngage LinkedIn: https://www.linkedin.com/company/webengage Facebook: https://www.facebook.com/WebEngage/ Instagram: https://www.instagram.com/webengage/

1. Engaging The Distracted
Customer: Personalization
2022

2. Multiple brands =
Multiple distractions
You are constantly battling various
brands for your user’s attention.
So, how do you stand out?

3. The one that grabs user attention in the least amount of time wins!

4. The magic is achieved by a simple equation:
Segmentation + Personalization = Engaged User!
minus the herd zero-in happy user

5. Spot the Difference?

6. Let’s Break This Down..
Post-sign up
acknowledgement
Actionable CTA
Rich media could be included
Beginner level course introduction
could be included
Personalization elements could be
included

7. Let’s Break This Down..
Personalization
element included
Actionable CTA
Rich media included
Beginner level course introduction
included
Language course preference
included

8. Marketer’s Message Strategy Without Segmentation
No Relevance = No Conversions

10. Behind The Scenes
Customer View
Audience:
app users
Segment:
users who are active users of
the app
Message strategy:
● exclusivity reward indication
● first name personalization
● intriguing message

11. Behind The Scenes
Customer View
Audience:
app users
Segment:
users who have shown interest
in specific category
Message strategy:
● user attribute based
message
● personalization

12. Personalization vs. Segmentation
Identifying behaviour or event
action that is specific to a single
user
Identifying a pool of users who
share similar behaviour or event
action
Consider this example,
a user visits your website -> browses flights ->
leaves the platform without booking

13. The key to engagement is addressing individual user needs
Maximum personalization = Maximum relevance

14. The Evolution of
Personalization
First name personalization
is so 2017!

15. The Anatomy of a Personalized Message
Segmentation:
users who have wishlisted item for
category = lamps
Personalization elements:
● first name
● wishlist item name
● wishlist item original price
● wishlist item discounted price

16. Segmentation & Personalization Powerhouse: Data
Lifecycle
stage
- New user
- Active
- Dormant
- Churned
- At risk
Technology
Engagement
Behavioural
Demographic
- Browser
- Device
- Opens/Clicks
- Time spent on
website
- App launches
- Push notifications
clicked
- Product viewed
- Added to cart
- Product wishlisted
- Product purchased
- Age
- Gender
- Location
Data elements that run behind the scenes for segmentation and personalization.

17. Amp Up Your Cross-channel Strategy with
Personalization
Personalization can be used across channels for various campaigns
including:

18. Yes!
While we covered how to personalize communication channels,
you can also personalize the main channel your users engage
with – your website.
Is there more to be achieved with
Personalization?

19. Your website is the most important asset users interact with.
Serving content relevant to a user’s needs can boost engagement, uplift
transactions, and increase stickiness.
Serve banners with product
recommendations, based on items
purchased or in the cart, and more.
Personalize user experience of
members vs. regular users. Nudge
regular users to a membership.

20. Personalized content
Message strategy can
be personalized as per
user’s attributes.
Eg, geo-location based
content differentiation
Seamless user
experience
Web personalization
allows user interaction
without pop-ups, which
interferes with user
experience.
Targeted audience
Unlike all campaigns,
audience targeting can
be achieved in a
similar way for web
personalization
campaigns, allowing
targeted messaging.
Need More Convincing?
Here’s Why Web Personalization Works

21. Thank You!
Any Questions Or Feedback?