Introduction

As Marketers, we want to reach out to users at regular intervals to recharge their wallets. Users who regularly recharge the service should receive more notifications, while users who recharge the service once every 15-20 days should receive fewer notifications.

For example, users of FASTag do not really have a due date. We should send them periodic communication based on their previous recharge durations.

The identification of these segments can be manual or we can use machine learning (ML) to identify such users.

There are two key elements in achieving this use case:

• Identifying right segments
• Creating corresponding campaigns

Expected Result

Timely nudges to the end users to remind them to recharge their wallets.

Create Segments

The most important step here is the segment identification. You can do it in three ways:

• It can be driven by an algorithm based on machine learning. Each user can get a tag—High (1-7 days), Moderate (7-14 days), or Low (14- days)—based on their algorithm, and this would be added as a user attribute in the user’s profile.
• The user attributes will be updated based on APIs. You must execute a cron job using User APIs. The payload should contain the new segment name. The frequency of this depends on your business requirements.
• Create hard-coded segments:
  • Has executed Purchase at least 2 times in last 2 weeks - High
  • Has executed Purchase at least 2 times in last 3 weeks (Exclude High) - Medium
  • Has executed Purchase at least 2 times in last 4 weeks (Exclude Medium) - Low

Create RF Segments, and you will get eight segments.

Combine two or more segments to create High, Medium, and Low segments.

The creation of these segments is important because this would lead to three different periodic campaigns with different repetition frequencies:

These definitions can change based on your observations or machine learning. Now that we have created segments, let us proceed with the campaign creation.

Create a Push Campaign

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 > Periodic.
   
   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. 
   • Campaign name: Enter a name for the campaign.
   • Campaign tags: Select the required campaign tags.
     
4. In the Target Audience section, select Filter users by and select the segments.
   These segments can be based on User Attribute (Case 1), User Behaviour (Case 2), or Custom Segment (Case 3).
   Segmentation based on User Attribute
   
   

   Segmentation based on User Behaviour

   

   Segmentation based on Custom Segments

   

   There will be a different campaign for each segment.

5. In the Target Platforms section, select Android.
   
6. Click Next to move to the second step, "Content," where you can define the content for your Push campaign. 

Step 2: Content

1. Select the template that you would like to use. For our example, select Basic notification.
   
2. Enter the required details.
3. Click Next to move to the third step, "Schedule and goals," where you can define your campaign's schedule and goals.

Step 3: Schedule and Goals

1. In the Send campaign section, select when the campaign should be delivered to your users and the periodicity of delivery.
   

   Decide on the frequency of the communication. You can choose daily or weekly as follows:

   

   For Daily, we can repeat the campaign after every 7/14/21 days.

   

   We can change the frequency to weekly depending on the business model.

2. Change the deliverability settings based on your requirements. For more information about these settings, refer to Create Push Campaigns.
3. Click Publish.

Conclusion

In this use case, we created segments and a Push campaign to encourage users to repeat orders for categories without a due date.

Timely reminders can help users to add wallet balance/recharge FASTag. This would create a brand image in the end user’s mind, and the end user would think of this App for making any sort of transaction/recharge.