How to Segment Users for Targeting
One-size-fits-all messaging is the enemy of engagement. User segmentation allows you to deliver personalized experiences that resonate with each user type. This guide covers practical segmentation strategies for in-app targeting.
Segment by lifecycle stage
Separate new users, active users, power users, and at-risk users. Each group needs fundamentally different messaging and guidance.
Segment by role or use case
Different job roles use your product differently. Admins need setup guides while end users need workflow tips.
Segment by plan or company size
Enterprise users have different needs than startups. Tailor feature announcements and tours to match plan capabilities.
Segment by behavior
Target users based on what they have or have not done. Show feature tours only to users who have not tried the feature yet.
Create segment-specific content
Build different tour variants, checklist items, and announcements for each segment. Generic content performs worse than targeted content.
Test and refine segments
Track engagement rates per segment. If a segment is too broad, split it further. If too narrow, consolidate.
Pro Tips
- Start with 3-4 broad segments and refine over time based on data.
- Use both explicit data (role, company) and implicit data (behavior) for segmentation.
- Avoid over-segmenting, which creates maintenance burden with minimal returns.
- Document your segmentation strategy so the whole team uses consistent definitions.
Conclusion
Effective segmentation is the foundation of personalized user experiences. Start simple, measure the impact of targeted messaging versus generic messaging, and progressively refine your segments as you learn what drives engagement for each user type.
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