We’ve been talking a lot about segmentation as it relates to mobile marketing strategies, and recently had a chance to talk with some industry executives to get their take on how segmentation can improve the customer experience. Adam Miller, mobile marketing and analytics manager at RelayRides and Aaron Burcell, Vevo’s VP of growth and product marketing, gave us their take. Three themes came out of our conversations:

An Install Is Not Enough

In our discussion, RelayRides’ Adam Miller stressed the importance of incorporating segmentation into an app’s marketing strategy. Only three years old, RelayRides has become a major disruptor of the $60 billion global car rental industry by using data insights to start and maintain meaningful conversations with their customers. Simply put, it’s imperative to have effective data-gathering capabilities built into your app’s DNA because you can’t segment what you don’t know.

Segmentation Mitigates Risk

When your business is built on loyalty and trust, how do you ensure that a 26 year old won’t take another customer’s Maserati on a joyride along the coast? Miller explained that RelayRides uses segmentation to adjust their available inventory based off of a customer’s age and behavior. This practice limits risk and reduces friction by segmenting their customers based off of preferences and resulted in a 15% conversion rate. And an added bonus? Their unsatisfied customers, once segmented appropriately, became happy campers with something as simple as a coupon that recognized a previous, negative experience.

Personalization Is Key

Vevo is a global music video and entertainment platform that boasts twelve billion monthly views and caters to tens of millions of users, but Vevo’s Aaron Burcell focuses on personalizing each specific customer experience through segmentation. Looking to increase consumption rates by using targeted content, Burcell has watched Vevo’s click-through rate grow 400% by recognizing that what you say is as important as how and when you convey it to your audience.

This post originally ran on the Appboy blog.