How to Highlight an EMI Option


As a marketer, promoting the Equated Monthly Installment (EMI) option for credit card spending offers numerous benefits. By highlighting this option, you increase customers' purchase power and affordability because it allows for larger purchases and manageable monthly installments. It enhances convenience, flexibility, and customer satisfaction, attracting a wider customer base and providing a competitive edge. The EMI option also facilitates upselling and cross-selling opportunities, contributing to higher-order values. Furthermore, it helps build trust, loyalty, and long-term customer relationships. However, transparent communication of associated terms and conditions is essential to ensure customer understanding and satisfaction.

In this article, we will use an RFM segmentation and a Push Notification campaign to nudge users to convert their credit card spends to easy EMI options.

Expected Result

Users receive a Push Notification on their phone to convert a purchase to an EMI option:




  • Events to track the action of a user spending on credit card and related information such as the platform, accured bill amount, card type. To understand how to track events, refer to the Developer Guide. In this example, we will name the event as “Credit card Used”.
  • Settings for one or more channels such as Push, Email, or SMS.

Create RFM Segments

Before creating our campaign, lets understand what RFM segments are and the process to create the same, which we will use to define our target audience.

The RFM (Recency, Frequency, and Monetary) model provides auto-segmentation and buckets users into categories such as Loyal, Promising, At Risk based on their behavior. You can use these auto segments in different ways such as user analysis, churn analysis, and to target users effectively. To learn more about RFM Segments, refer to RFM Segments.

For our example, let us use this model to find the "Champion" users who spend the most and introduce EMI or instalment option to them.

  1. Navigate to Segment > RFM segments. image-20240121-065136.png
  2. In the Recency Event drop-down, select "App/Site Opened", the event based on which recency score should be allotted.
  3. We can use the same "App/Site Opened" for Frequency Event as well.
  4. In the Monetary Event drop-down, select "Credit Card Used" and Revenue Attribute shall be Amount. image-20240121-065824.png
  5. Under Show analysis for, select All users to make the analysis run for all users.
  6. From the Analysis Model drop-down, select RFM.
  7. Click Apply. It will generate a chart like below. You can click on any chart to save it as a custom segment or Create a campaign using the segment as the target audience directly. image-20240121-071605.png
  8. For our example, click the Champions box. The Engage Users pop-up is displayed. image-20240121-071650.png
  9. Select Custom Segment.
  10. Enter a name for the segment and save it. image-20240121-071817.png

Now that the segment to target is created, we can start creating our Campaign to nudge people about the possibility to have an EMI option.

Create a Push Campaign

In this section, let us create a Push Notification campaign that triggers Push messages about the possibility to have an EMI option:

Step 1: Target Users

  1. Navigate to the sidebar on the left and click Engage > Campaigns and click + Create campaign or click + Create new > Campaign.
  2. Under Outbound, select Push > Event Triggered.
    You are taken to the first step "Target users" of defining your campaign.
  3. Enter the following details:
    • Team: Select a team if your organization has teams enabled for your account. For more information, refer to Teams in MoEngage. For example, "Demo Account - E-commerce".
    • Campaign name: Enter a name for the campaign. For example, "EMI Option".
    • Campaign tags: Select the required campaign tags.
  4. In the Trigger Criteria section, define the trigger condition.
  5. In the IF user section, select the event "Credit Card Used".
  6. In the THEN trigger the message section, select Immediately.
  7. Click + Attribute to apply an additional filter to check if the Amount spent is greater than 5000. Given the announcement is about EMI, suggesting the same for lesser amounts will not be meaningful. image-20240121-073219.png
  8. Under Target audience, select our saved custom segment created above by searching for the same. image-20240121-072539.png
  9. Under Target Platforms, select Android
  10. Click Next to move to the second step "Content" where you can define the content that will go into your Push campaign.

Step 2: Content

  1. Select the template that you like to go with. For our example, select Basic notification. image-20231129-213115 (2).png
  2. Enter the required content for the campaign. We can enter the content manually or generate it using Merlin AI. For more information, refer to Generate Push Messages with Merlin AIimage-20240121-072900.png
  3. Add personalisation to the message by referring to the last purchase of the user and nudge them to convert it to the Instalment option. To do the same, enter “@". The Push Personalization pop-up is displayed.
  4.  From the Select attribute drop-down, you can search for the Amount Attribute in the "Credit Card Used" event. image-20240121-073417.png
    The following is an example of how the personalized content screen will look like: image-20240121-073730.png

    Here we have used the "EventAttribute" and "Amount" to nudge the user to convert the last spend of XXX amount to EMI. We are also using the first name to make it more contextualized
  5. Use the Deeplink section to take the user directly to the page from where they can convert the spend to EMI to avoid drop-offs.
    1. From the Default click action drop-down list, select "Deeplinking".
    2. In the URL field, enter the specific URL.
  6. Click Next to move to the third step "Schedule and goals" where you can define the schedule and goal of your campaign.

Step 3: Schedule and Goals

  1. Define when to start and end this campaign and the conversion goal based on your requirements.
  2. In the Conversion goals section, add conversion goals that you like to track.
  3. Define Delivery controls and Advanced settings based on your requirements. For more information, refer to Create Push Campaigns.
  4. Click Publish.


In this article, we used an RFM segmentation and a Push Notification campaign to nudge users to convert their credit card spends to easy EMI options.



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