SEGMENTATION and KNOWING your users are key to creating EFFECTIVE COMMUNICATIONS! đź’ˇ
Today, I received an email from a job portal that I haven’t interacted with in years. I was an active user once, but I stopped using it because it didn’t provide me with any value.
Now, after a long period of inactivity, I have received this notification: “Don’t miss out! The probability of a headhunter contacting you is 15 times higher if you are a Premium user of — instead of a basic user.”
What really struck me about this message is that it clearly reflects three problems:
- They don’t know how I interact with their platform (or, in this case, how I don’t).
- They don’t know how to position my user profile.
- They don’t know how to communicate to get me re-engaged.
This lack of understanding leads to communications focused on converting me into a Premium user when in reality, I am at a much more primitive stage of their conversion funnel.
I believe that if I were looking for a job, but hadn’t logged into the platform for years, I would be more interested in communications about:
a) The status of my profile
b) Companies that hire on the page and success stories
c) Improved conditions that users get
If they truly understood my position and knew how to segment and position me in their funnel, I would surely identify more with the communications I receive. In the end, everyone wins: companies connect better with their audience, and we, the users, receive content that truly matters to us.
What about you, what do you think? Have you had similar experiences?
#effectivecommunication #targetedcommunication #digitalmarketing #entrepreneurship
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