Feature Guide: Segments
When planning a marketing campaign, failure to properly segment your target audience can make it difficult to achieve the results you expect to see. To run an effective campaign, it's crucial to deeply understand customer needs, deliver personalized messages, and leverage sophisticated marketing automation platforms to bring these strategies to life.
In this article, we’ll explore how to maximize your campaign's performance using our customer segmentation features, along with real-world examples and actionable insights.
✅Segmentation increased revenue and returning customers by targeting cart abandoners with personalized offers.
✅Automated segmentation reduced churn and boosted user retention and engagement.
✅Re-engagement messages for inactive users drove significant growth in active user numbers.
What Are Segments?
Segmentation is one of the most powerful tools in marketing automation, allowing you to group customers based on specific criteria. Designed for cross-channel messaging, this feature analyzes customer data to create targeted segments based on factors such as age, location, purchase history, and in-app behavior.
With segmentation, you can deliver tailored messages to each group, providing personalized experiences and driving campaign performance. For example, you can send reminder push notifications to customers who haven’t used your app in the past seven days or offer special discounts to those who have abandoned items in their shopping cart.
What Makes FlareLane's Segments Different
FlareLane’s segmentation tool is a powerful asset for maximizing the performance of your marketing campaigns. It allows for flexible combinations of various filter criteria and enables detailed segmentation by device or user, going far beyond basic audience grouping. This capability sets it apart from other platforms by helping you design more sophisticated campaigns and deliver highly personalized messages.
For instance, FlareLane’s segmentation feature allows you to refine your audience using "AND" conditions to narrow down segments through intersecting filters or expand your reach with "OR" conditions to broaden the application of filters:
Additionally, FlareLane offers a wide range of filters for segmentation, including platform, user ID, tags, test devices, creation time, OS version, and last login time. Among these, the custom tag filter allows you to set detailed conditions and save a lot of time. using operators like equals (=), not equals (≠), and elapsed time, as shown in the image below:
As we've seen, the segmentation feature offers marketers an intuitive yet versatile toolset to design impactful marketing campaigns. In the next section, we'll explore how you can create a segment directly in the console!
How to Create Segments
First, log in to the FlareLane console. From there, you can create user and device segments or use these segments as the foundation for automating customer journeys.
Segment-based customer journey automation is particularly useful, as it allows you to easily set up triggers for message delivery when specific conditions are met. Today, we’ll walk you through an example of implementing customer journey automation using segments:
Customer journey segment setting example | Video Credit: FlareLane
As shown above, you can view the entire customer journey at a glance while setting segment conditions. The advanced filtering capabilities make it possible to execute sophisticated cross-channel marketing campaigns and test various hypotheses. This allows marketers to save time on sorting through devices and users and focus on more strategic tasks, such as campaign optimization, data analysis, and performance monitoring.
Below is a breakdown of the filters available in the segmentation feature:
Customer Case Studies
Here are success stories from FlareLane clients who achieved outstanding results using the segmentation feature:
Case A: Increased Conversion Rates and Revenue through Targeted E-commerce Segments
Before Implementation:
This client, an online clothing retailer catering to a wide range of age groups in South Korea, was struggling with low campaign effectiveness and high customer churn rates. Key challenges included:
- Lack of customer segmentation, leading to generic messages sent to all customers.
- Insufficient personalization, resulting in low customer engagement with the messages.
- Failure to re-engage cart abandoners effectively.
After Implementation:
Using FlareLane’s segmentation feature, the client analyzed customer data and created the following segments:
- Cart Abandoners: Customers who added items to their cart but didn’t complete the purchase within the last seven days. Special discount messages were sent to these customers.
- 20-30 Age Group: Announcements about a new women’s collection were shared exclusively with this target audience.
- Inactive Customers (Last 30 Days): These users were offered point-based coupons to encourage re-engagement.
After launching campaigns based on these segments, the client saw a significant increase in returning customers, improved customer loyalty, and a substantial boost in revenue.
Case B: Providing Personalized Benefits for FinTech App Users
Before Implementation:
This client, a fintech app offering personal finance management services, faced declining user retention and low premium service conversion rates, resulting in stagnant business growth. Key challenges included:
- Sending generic notifications to all users, leading to ignored messages or being marked as spam.
- Failing to differentiate between new and long-term users, missing opportunities to deliver value specific to each group.
- Overlooking the chance to propose additional services or upgrades to users who achieved specific financial goals.
After Implementation:
By leveraging FlareLane’s segmentation feature, the app refined its customer journey and executed the following strategies:
- Goal Achievers: Sent discount coupons for expert consultations to users who reached specific financial milestones.
- New Users: Delivered a welcome message series during the first seven days, including app usage tips and expense management advice.
- Inactive Users (30+ Days): Offered a one-month free trial of the premium service to encourage re-engagement.
As a result, the client experienced a decrease in early churn among new users, increased re-engagement among existing users, and a significant rise in active user numbers across the app.
Final Thoughts
The marketing landscape is evolving rapidly, and customer expectations are increasingly shifting toward personalized experiences. In this dynamic environment, segmentation strategies driven by customer data have become essential—not just for campaign success but also for building stronger customer relationships.
FlareLane offers a robust suite of tools to elevate notification delivery and engagement. Our advanced push amplification ensures message reach even in challenging network conditions, while our customer journey feature enables brands to customize notifications based on user behavior, optimizing message timing and targeting for maximum impact.
Click the link below to learn more about cross-channel marketing today!
