How PayMaya Uses Automated Campaigns to Let More Customers Shop, Stream, Book, and Buy

Tailored Segmentation Using RFM and User Behavior

PayMaya uses CleverTap to segment users based on where the user is in the AARRR Framework (acquisition, activation, revenue, retention, referral). Then, these users are grouped based on behavior; recency, frequency, and monetary value (RFM) analysis; and features explored in the app.

Combining these parameters results in a customer scorecard where users are scored from 0-100. Customer 0 would be a user who just activated their account, while customer 100 is a champion that transacts weekly with PayMaya and actively uses features like paying bills or buying prepaid mobile load.

PayMaya’s segmentation model is also effective in increasing customer engagement by building user habits, nudging users to perform desired actions, cross-selling and upselling, and reactivating dormant users — all toward turning loyal customers into brand advocates.

PayMaya also uses RFM for churn analysis. By identifying at-risk users, the team can then actively engage them. They also maximize the customer lifetime value of champion users by upselling and cross-selling, resulting in a 5-10% lift in average transaction value.

Campaigns to Engage Across the Customer Lifecycle

PayMaya uses CleverTap to reach users contextually across multiple messaging channels, such as push notifications, in-app notifications, app inbox, native display, and email.

In addition to bringing more users into the app month-over-month, PayMaya’s team of performance marketers needs to identify users who transact once they open the app. For transactions, users need to add money to their accounts. PayMaya relies on campaigns to drive app opens and remind users to transact.

PayMaya’s performance marketing team has created a campaign that directs users to their app inbox. Messages in the app inbox remain in the app, enabling users to access these messages any time they want. Additionally, users can see all important messages in one place.

For instance, payments due are promoted using push notifications, which redirect the user to the app inbox where messages can be retrieved and permanently stored. Once users click on the CTA, they are taken directly to the bill payment dashboard to complete their payment.

By creating campaigns across different channels, PayMaya aims to improve the user’s app experience, reduce drop-offs, and educate users on app functionality to drive further adoption. These measures have paid off well for PayMaya, resulting in a 10x higher number of monthly app launches than the industry average.

For dormant users who have not opened the app in over two months, the team deployed a journey combining push notifications, emails, and remarketing via contextual ads on Facebook and Google. This single-handedly resulted in an 18% boost in reactivations month-over-month.

A/B testing campaigns give the performance marketing team insights into whether the messaging elicits the expected response. The team tests the effectiveness of various emojis and phrases, and the best time feature lets them optimize send times based on when a user is most active in the app.

Customer-First Approach By Automation

CleverTap’s Marketing Automation feature saves a lot of manual effort and helps the PayMaya team focus on improving the customer experience with consistent messaging.

CleverTap also helps in PayMaya’s Conversion Rate Optimization (CRO) strategy. The performance marketing team can now automatically nudge users wherever they are in the customer journey — be it guiding acquired users to create an account or nudging users to add money to their existing account. Once a user adds money, they will be more likely to spend it and become an active user.

In cases where users have dropped out of a conversion funnel, PayMaya has two sets of messages automatically triggered: one for users who started a step but haven’t completed it, and the other for users who missed a step entirely.

Using funnel analysis, they can see how users are interacting with the app. By visualizing the user journey as a funnel, they know if the existing CRO strategy is working or needs modifications.

Cohorts help the team get granular in understanding user behavior and drop-offs during onboarding, registration, and uninstalls. Overall, it helps them assess if PayMaya is retaining users week-over-week and month-over-month.