Last month we struggled with customer engagement at Aworker, which is a blockchain platform for Recruitment. In this case, I’m telling you how we improve engagement up to 30 times. We did it through segmentation and personal messages.

We had been stumbled with the engagement issue in October 2018 when we prepared for launching our product. One of the critical steps for successful launching was getting from users their blockchain addresses. It was a private launch, and only loyal participants could take part in it. We haven’t thought that collecting data from these users could be the issue because they are the more interested users from all of them. After all the targeted action was simple. A user should log in into account and indicate the address. Only one move. That’s all.

We crafted the first email «We are going to send you access to Aworker» and sent it to all participants. In the email, we noticed that they have only seven days to indicate their wallet. In opposite, they could not get access to a product which they wanted. 70% of users have already specified they address before this email and we wanted to reach other ones.

So, the first email was sent. I thought that we hadn’t gotten 100% of the indicated accounts, but I didn’t expect the results. After this email, only 0.4% specified their wallets. We were shocked because we had been approached for a deadline and we didn’t have all the address for product distribution.

Once again I was convinced that segmentation is a critical process for SaaS company. Segmentation, segmentation, and one more time segmentation. We narrowed our focus and sent messages for four targeted groups.

Step 1. We excluded all users who have already indicated their addresses.
Step 2. We made these four segments across users who haven’t specified addresses:

1. Contributors from offline events
2. Contributors from online
3. Partners
4. The more loyal users with 40+ actions in social media in our channels (likes, comment, retweet, etc.)

Step 3. We send different messages to each target group. Also, we made A/B testing to find the best subject.

«We are going to send you Aworker access»
«You will receive access to Aworker in 3 days»
«[Only 27 hours left] Please, specify your wallets for Aworker access»

The last one was the winner with x2 open rate. Also, the click rate was x4 time better than at the first email. In the content, we clarified why a user received this email and described from which group he is.

Results of this targeted campaign were much better than previous when we sent messages for all base. Now 12.4% of users indicated their addresses.

This result clearly shows how it is important to do segmentation in SaaS company. Your recipients will find your messages more relevant and get better results.

CONCLUSION

Defining and targeting the right users is the core of a successful message campaign. In our case, we have increased engagement up to 30 times doing segmentation. I want to emphasize that SaaS company must provide unique service in 2019 when we have so many CRM and analytics software. More information about segmentation you can find here. Be the best.

Tools which help you to build your Awesome Segmentation Machine:

Base Analytics: Google Analytics
Event-Based Analytics: Heap, Amplitude, Mixpanel
CRM: Hubspot, Salesforce, Marketo, Zoho
Communication and Segmentation: Intercom, Drift, UserEngage, FreshChat
Email Marketing Software: MailChimp, Aweber, MailerLite