Imagine you’ve just moved to the new city which you don’t know at all. How will you move around this intertwined urban jungle? Of course, you’ll go to the nearby kiosk and buy a paper city guide… if you still live in the 90’s, grandpa. More probable is that you just download the navigation app. But the thing is, as the time passes, you’ll get used to the new city, which means that you’ll depend on the app less and less. The notifications that were so useful before, now grow to be annoying, so you wonder about uninstalling the app, eventually doing it.



Now imagine something different. You are the owner of this navigation app, and you find a common pattern in application users’ behavior. They use it for a while with a high frequency, but it gradually lessens with time, resulting in it’s abandonment. What did you do wrong? Maybe you did everything right, but the thing is, you did not do the “right” enough times. Something rings a bell? I’ll give you a clue: User DYNAMIC segmentation.


So what is dynamic segmentation?


Here’s our website specific description:

“Advanced technology of APPmanago dynamic segmentation allows for precise creation of target groups in the real-time. The system provides up to date list of users in every particular segment. Precise choice of campaign target group and it’s content adjustment allow for sending the most effective offer.”


The theory is nice, but what are the real advantages of implementing it?


Let’s go back to the navigation app user. Dynamic segmentation would allow you to assign him to specific groups (f.e. Based on frequency of application use), allowing for implementing specific, tailored campaigns. Effects? When he no longer uses the app so often, APPmanago system automatically assigns him to medium frequency group. Your only job is to develop specific, personalized campaign for this group. Of course, there are many more criteria which you can segment your users by.


Some of them are:

  • time passed from the last app launch,
  • time spent on the app (daily/weekly/monthly).
  • hours of app launch.
  • current app version installed.
  • number and kinds of activities made after message delivery.
  • mobile device language.


Common segmentation technologies use the tag system, which is fine – if we talk about desktop campaigns. Mobile Marketing, however, is something else, living by its own rules. The difference lays in that fact that mobile marketing is ever-changing, so tags which were viable last Sunday may not be applicable in the next few days. In APPmanago we’ve decided on dynamic labeling of a client. The advantage is clear – labels are always up to date, so you can be sure, that campaign reaching your clients is always personalized, reaping the best possible benefits. Users behaviors are always changing because of many reasons, you just need to adjust to it.
A surge of unwanted messages will annoy users, and believe me, annoying your clients is the last thing you want to achieve. It shouldn’t even be on that list!


Examples of using the APPmanago Dynamic Segmentation:

  • Automatic message delivery about new app version available sent to users of the previous one – People like to know that the app they are using is not abandoned by its producers, but developed further, with new features added and bugs removed. You can use dynamic segmentation to send info about new version of your app being available, with the list of features mentioned – so the older version given user have, the more he’d like to update the app.
  • Automatic push notifications with discounts to inactive users – You can set up a group of users who hasn’t used your app f.e. for at least 2 weeks. Then send them a discount push notification to win back their attention.
  • Automatic delivery of detailed email offers to most engaged users – Most engaged users are probably very interested in what you have to offer so sending them detailed information about your products will certainly please them.
  • Defining offer target group based on geolocation – User location is incredibly valuable piece of data you can use in many ways, f.e. connected with beacon technology, you can encourage your users to visit the shop nearby them
  • Automated message delivery call-to-action to users not active for a week – Automation makes life easier, and call-to-action message will certainly “wake-up” inactive users without you having to remember about it.


APPmanago has one of the most advanced identification modules in the world that monitors all the downloads and use of your mobile app. Thanks to that the system tracks your users’ behavior, builds individual profiles and allows for automated reactions on different actions.


Need any more convincing? Probably not but if you still have some questions we encourage you to leave comments below!