Launching Smart SegmentsBy Ricardo Bueno
When most people think of segmentation, they think of explicit segmentation. In other words, this person is tagged “customer” in my email marketing database, so therefore, they’re a customer.
Or, somebody opted into your newsletter or course and they’ve self-selected themselves as a “designer,” so they’re tagged as a “designer” in your database. Here’s how we do it in the Charge What You’re Worth course, for example:
Changing content - the bread and butter of RightMessage - is pretty simple. If a “designer” who’s on your list is viewing a sales page, you can speak to them as a designer, using language that they understand and resonate with.
But what happens when you want that same level of personalization when the viewer is anonymous?
How do you handle auto-determining who someone is based on their actions as they interact with your website and consume content?
Introducing Smart Segments
Most real-world segments belong in a group.
A segment group might be a list of industries or an indication of what someone wants from you right now (for example, business training and not 1-on-1 coaching).
Within RightMessage, you'll be able to define segments within a particular segment group. The "Industry" segment group might have the following sub-segments "Real Estate", "Hospitability", "Legal Services", etc.
You'll then be able to define explicit signals for each of these segments. So someone tagged as a “real estate agent” in your email marketing app would be automatically added to the "Real Estate" segment. Or if they've selected "Real Estate" from a popup survey on your site, this would also be an explicit signal.
But if we don't have any clear explicit signals, we'll do our best to figure out what segment within a group someone might be a member of using implicit signals. We take into account the tags/categories of articles that have been read, the initial referrer, original landing page, key pages viewed, and so on.
You'll be able to score (or weight) the importance of each of these signals. And since these segments are relative to one another in a group, you might have someone who you initially think is a web designer (and the testimonials and language you use will be targeting web designers), but as they move through your site RightMessage might calculate that they're more likely a developer — and the language/testimonials/CTAs will begin to reflect this new segment assumption.
RightMessage analyzes every interaction someone has with you and based on some simple rules you set up in our editor we'll assign confidence scores to each segment in a group.
You'll then be able to setup on-site personalizations, like:
- Show this headline if we're CERTAIN that this person is a lawyer
- Whatever industry is MOST LIKELY, push the associated testimonial for that industry to the top of the case studies list
- When we're >30% confident about their industry, show a widget that asks them explicitly if they're a lawyer (this information would then be kept in RightMessage's answer bank and synced up with your CRM or email marketing app once they opt-in, and future personalizations will place them as being CERTAINLY a lawyer)
Pretty cool, huh?
Here’s a mockup of what editin a Smart Segment is going to look like: