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Smart Segmentation X D2C brands India šŸ’Œ

For Hypertargeted Campaigns

Author

Pragma (formerly Logisy)
February 16, 2024

D2C Caffeine - A Pragma Original Newsletter

A regular dose of D2C-centric resources & tools for Growing Brands, Startups & Entrepreneurs.

We thought weā€™d start by saying, this is the 50th issue of D2C Caffeine šŸ„³

We take a bow to all our loyal subscribers, without whom ā€˜D2C Caffeineā€™ would be tasteless!

We have attached our past 49 D2C Caffeine issues at the end of this newsletter, if you wish to peruse šŸ˜Š

Now weā€™ll jump to todayā€™s topicā€¦ Smart Segmentation X D2C India

āˆ£ Focus on Segmentation

Segmentation has been around for quite some time, but it has always felt like a puzzle missing key pieces ā€“ incomplete and challenging to see the full picture.

Updating data segmentation has become crucial because Segmented Campaigns can bring over 700% revenue growth for brands.. 

Each branch has its specifics and way of approaching customers. What works well for a clothing brand (repetitive purchases from a similar category, returning customers) may no longer be good for a cosmetic brand (larger purchases, often one-offs).  

Weā€™ve gathered effective segmentation strategies for different eCommerce that allow even smaller fish to dive into the hyper-personalisation pond - How? by studying our 450+ Indian D2C Brands of course.

The Data Involved

  • Transaction Analysis

  • Segmentation Rules

  • RFM Metrics (Recency, Frequency, and Monetary Value)

  • Preferences for Devices (Mobile - Android/Apple, PC, etc.)

  • Geolocation Info

  • Identification of Gender and Other Demographics

  • Individualā€™s Data of Available Communication Channels

Type of Actions Involved

  1. Marketing Activities

  • An awareness initiative promoting the options

  • Gradual customer profiling

  • Integrating content marketing with interest-based SEO strategies

  • Educational progression in lead nurturing

  • Dynamic email post-purchase remarketing

  • Implementing cross-selling tactics

  1. Identifying Repeat Customers

  • Launching a loyalty program

  • Introducing incremental discounts tied to purchase frequency

  • Creating campaigns featuring personalised recommendations based on interests

  • Sending an educational series for individuals interested in the product and related categories

  • Initiating an automated win-back scenario

  • Developing a scoring model based on user activity

  • Providing personalised product suggestions

  • Implementing activities targeted at micro-conversions within RFM segments

  1. Winning Back Customers

  • Campaigns to re-engage customers

  • Segmentation based on the sales funnel

  • Alerts for customer inactivity

  • Personalisation for web and mobile applications

āˆ£ Success Storyā€¦

āˆ£ Welcome to the coolest club in the neighbourhood: The Pragma WhatsApp Club

As we stated before..

We at Pragma, combined SEGMENTATION & PERSONALISATION to provide HYPER-TARGETED CAMPAIGNS on our WhatsApp Featuresā€¦

..and received over 12X ROAS (Return on Ad Spend) among our brands.

Especially with our WhatsApp Reminder Feature which brought ā‚¹1,96,110 to one of our brands in a single day, while they spent ā‚¹0.

Our Past 49 Newslettersā€¦

1. Introducing D2C Caffeine!

2. Logisy Wrapped 2021 (back when Pragma was LogisyšŸ„ŗ)

3. The Empiricals of D2C - FY21

4. Do not Target Holidays

5. The Anatomy of a Successful Brand

6. Zero Customer Drop-off is achievable

7. Abandoned Carts, a thing of the Past?

8. Logisy is now Pragma ā¤ļø

9. Being Consistent is Easy

10. Chatbots are not what they used to be

11. Ecommerce Conversions Made Simple

12. Channelling Brand's Potential via Marketing Channels

13. Maximising D2C Website Potential

14. The Product Marketing approach of today

15. Mastering Marketing through Automation

16. Building Predictability into D2C Marketing

17. Holiday Essentials - A to Z for D2C Brands

18. How Big should your Holiday Calendar be?

19. Writing the Future of Digital Commerce

20. Optimising a D2C for Long-term Success

21. a) The 1Checkout for all Generations and all of D2C

21. b) PRAGMA WRAPPED 2022 šŸŽ‰

22. All D2C brands going Omnichannel

23. D2C Brands ā†’ Data ā† Online Consumers

24. WhatsApp Suite

25. Sales through Security - A Trusty Checkout

26. The Right Return Management šŸ¤šŸ¼ The Right Checkout System

27. The Rapid Checkout Influence on D2C Brands: Drop-offs from 65% to 20%

28. Insights from Q1 2023

29. Impact of RFM Automation on D2C Brands

30. Hyper-targeted Marketing with CTWA

31. The Influence of a Real-time Ecommerce Dashboard

32. The Effective Martech Stack

33. The WhatsApp Sales Funnel

34. D2Cā€™s lack of Post-Purchase Visibility

35. The šŸ¦‹ Butterfly Effect of Data, on Customers

36. D2C Brands brace for reduced Customer Loyalty

37. Monitoring ROI for Ecommerce šŸ“Š

38. Holiday Forecasting for D2C Ecommerce brands

39. Overwhelmed by Marketing Analytics?

40. Your Brand & Your Checkout šŸ›’

41. Brewing the best D2C in India ā˜•

42. The Cost-Effective Power of Competitor Analysis

43. Retaining Holiday Sales for D2C India

44. Location-based Hyper-targeting

45. Your Brand Performance 2023 šŸ“Š

46. Lowering return abuse rates

47. PRAGMA WRAPPED 2023 šŸŽ‰

48. Doā€™s & Donā€™ts for D2C 2024

49. Wrong Budgets and a Brands' Lost Potential

50. Well.. youā€™re on it!

Thatā€™s the end of our talk on ā€œSmart Segmentation X D2C India.ā€...

ā˜• See you on the next coffee date!

Pragma D2C Operating System

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