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✂️ Getting Started with Segmentation

Welcome to Jarvis’s guide to mastering Segmentation — the key to meaningful user engagement and smart marketing.

✉️ Let’s Get You Started with Segmentation

Segmentation helps you group users based on behavior, preferences, or demographics — enabling personalized marketing that drives engagement and conversions.

🧠 Think of it as creating mini-audiences who receive just the right message at just the right time.

📌 What is Segmentation?

Segmentation is more than just categorizing users — it’s about understanding who they are and what they need.

👍 Use Case: You run a grooming product site where 95% of your users are men. Do you send the same message to the remaining 5% women?
No — they likely bought as a gift, and their behavior/needs differ.

Strategy Comparison:

• Strategy 1: Group everyone by purchase behavior ✅ Easy but generic
• Strategy 2: Segment by gender + lifecycle stage ✅ Contextual and targeted

🧠 Mass messaging leads to churn.
🧠 Smart segmentation leads to growth.

📘 Definition:
Segmentation is the practice of analyzing user behavior, demographics, preferences, and actions to create contextual, personalized engagement that builds lasting relationships.

🔍 What is Micro-segmentation?

📘 Micro-segmentation breaks down broad groups into very specific user clusters — allowing for hyper-personalized communication.

For example:

• 🎯 Male buyers who made a purchase last month
• 🎁 Female gift-buyers who browsed during festive sales

🎯 If you send a No Shave November campaign to everyone, it might confuse or alienate your female segment.

With Jarvis, you can easily identify the most reachable channel (Push, SMS, Email, etc.) for each micro-segment.

💡 Benefits of Segmenting Your Userbase

1️⃣ Understand Motivation to Convert

Use segmentation to decode what drives repeat purchases or causes churn.

👍 Use Case:
Group 1: Repeat buyers in London
Group 2: One-time buyers from a social media campaign

→ Segment. Analyze. Optimize.

2️⃣ Send Contextually Relevant Messages

Context = Conversions.

👍 Use Case:
Prompt happy shoppers (not crash victims) to rate your app.
🎯 Segment by recent session behavior.

You can even:

• 🎟 Offer discount to high-value dormant users
• 📦 Nudge recent buyers toward a product category they browsed

3️⃣ Identify High-ROI Acquisition Sources

👍 Use Case:
Segment your top users and trace their origin (channel, location, campaign).
Use this to double down on winning acquisition strategies.

4️⃣ Drive Retention with RFM Model

Segment users using Recency, Frequency, and Monetary Value:

🎯 Treating all customers the same = missed opportunity.
Segmenting = higher retention, better ROI.

5️⃣ Drive Repeat Purchases

Use behavioral segments to cross-sell based on last purchase.

👍 Use Case:
A customer buys a TV → Offer speakers or smart plugs next week.

📏 Basic Rules of Segmentation

1️⃣ 🎯 Define Clear Goals
Know what you want: Conversions? Retention? Activation?

2️⃣ 🔬 Keep It Small, But Impactful
Micro-segments drive precision. One message ≠ fits all.

3️⃣ ⚖️ Stay Practical
Avoid over-segmentation. Tiny groups = poor data insights.

4️⃣ 🔍 Ensure Clear Differentiation
Each segment should reflect a unique user need or behavior.

5️⃣ 🛤 Segment by Lifecycle
From new users → power users → churned users
Map your segments across the user journey.

🕓 Updated over 4 years ago

🚀 What’s Next?

Now that you understand segmentation, it’s time to apply it!

Start building:

• 🔁 Live Segments (auto-update in real-time)
• 📄 Static Lists (upload or manually group users)

Ready to dive in? ➡️ Let’s build your first segment! ➜