Learn how Cleeng's Engagement Segments help categorize subscribers by activity, enabling better targeting and retention strategies.
Overview
Engagement Segments help you understand the engagement levels within your subscriber base. This insight provides two key perspectives:
- The general level of engagement across your entire subscriber base.
- Identification of subscribers who are highly engaged versus those who are weakly engaged.
Engagement level analytics can be used both to form a high-level view of engagement and to create a more granular segmentation of your subscriber base.
Using Engagement Segments
The appropriate actions for each segment depend on the engagement-churn and typical usage patterns within your subscriber base. What is considered 'weak' or 'strong' engagement is unique to your service. Factors that could define engagement levels include the frequency of logins, time spent interacting with content, and the variety of features used.
Consider the following questions:
- Who is outperforming 'typical' usage behavior?
- Who is underperforming compared to typical usage behavior?
Actions Based on Engagement Level
- Highly Engaged Subscribers: These subscribers are ideal candidates for higher-value subscription plans or advocacy actions. If they are mature subscribers—meaning they have been subscribed for a long time or have a consistent activity history—there is a strong case for promoting subscription upgrades.
- Low Engagement Subscribers: Subscribers engaging at the lowest levels should be targeted first for re-engagement campaigns, such as personalized email outreach, followed by stronger retention actions such as offering downgrades or coupons.
It is critically important that more aggressive actions are only taken if there is:
- A strong engagement-churn relationship.
- Evidence that the subscriber is entering a high-risk period in the subscriber lifecycle.
For more information, please refer to the Experience Segments of the Retention Journey.