The Client
Coto, is a women-only social and live consultation app designed to create a safe, empowering space for digital entrepreneurship and community-led growth. Built by women, for women, Coto connects users to expert consultations, live sessions, and peer-led communities that foster learning, expression, and support.
With a growing audience of urban, socially connected, and purpose-driven women across India and global diaspora markets, Coto’s mission is to drive active community engagement through tailored and timely communication.
Challenge
As a platform centred on connection, confidence, and community, Coto needed to:
- Deepen user engagement across live sessions, one-on-one consultations, and peer communities.
- Deliver notifications that felt relevant, timely, and supportive—not disruptive.
- Create behavioural nudges that encouraged usage of high-value features like service commerce, mentoring, and wallet integration.
However, the diversity in user behaviour and usage patterns called for a more nuanced lifecycle communication strategy—one that responded to real-time activity, personal preferences, and intent signals.
Insight
Behavioural and audience analysis revealed the following:
- Dayparting mattered: Users interacted with content at different times based on their life stage, work commitments, and region.
- Women sought validation and safety before sharing or asking for help.
- Consultation behaviours varied: Drop-offs were common, but intent remained high when follow-ups or reminders were personalised.
- Repeat users behaved differently than first-timers—requiring a shift in messaging tone and frequency.
- Low wallet balances, promo triggers, and post-event prompts were key opportunities for conversion and retention.
This insight informed the need for a flexible, modular CLM programme to drive ongoing activation, feedback loops, and habit formation.
The Solution: A Contextual CLM and Notification Framework
We partnered with Coto to build a data-driven, event-triggered communication strategy that aligned with their brand voice—empathetic, empowering, and non-intrusive. The lifecycle engagement programme was built around key notification scenarios and personalised user journeys.
1. Real-Time Engagement Around Live Events
Using engagement scores and activity triggers, notifications were designed to:
- Remind high-intent users of upcoming live sessions.
- Nudge drop-offs to rejoin with tailored summaries or follow-up content.
- Offer scheduled live alternatives for users unable to attend real-time.
Impact:
- Increased attendance and re-engagement among users with prior drop-offs
- Higher satisfaction scores post-live events with contextual follow-ups
2. One-to-One Consultation Journey
A structured notification journey was developed for each stage of the consultation funnel:
- Pre-session reminders & rescheduling options to reduce no-shows
- Mid-session drop-off triggers to nudge users back or offer quick reschedule
- Post-session summaries and feedback requests to build trust and capture insights
Impact:
- Improved consultation completion rates
- Higher review submissions, boosting platform credibility
- Increased repeat consultation bookings
3. Wallet-Based Communication Triggers
Wallet engagement was restructured using intelligent nudges:
- Low balance alerts with smart timing and top-up links
- Promo code-based incentive nudges for upcoming sessions
- Payment failure resolution flows with retry and help options
Impact:
- Better wallet load frequency
- Higher promo usage and discounted session uptake
- Reduced payment drop-off rates
4. Community Learning & Growth Triggers
To support Coto’s “Together we learn, together we grow” promise:
- Users were matched to interest-based collectives and content filters
- Notifications nudged users to join ongoing Q&A sessions based on browsing behaviour
- Repeat users received deeper learning pathways or featured mentor recommendations
Impact:
- Stronger community participation
- Time spent on app increased among repeat users
- Rise in organic peer-led content sharing
Key Features Delivered Across the CLM Programme
- Daypart Strategy: Mapped communication timing to user routines (e.g. evening for working professionals, mid-morning for stay-at-home users).
- Interest Mapping: Triggered notifications and sessions based on observed preferences and time spent in certain content categories.
- Behavioural Personalisation: Adapted nudges for first-time, repeat, and inactive users differently.
- Seamless Consultation Journeys: Reduced friction from discovery to feedback through contextual communication.
- Service-Commerce Growth: Encouraged repeat usage of expert services with tailored promotions and live reminders.
Results & Impact
The new CLM framework delivered measurable improvements in platform activity, session usage, and transaction behaviour.
Key Outcomes:
- 40% improvement in consultation completion rates post implementation
- 22% uplift in live session attendance through targeted nudges
- 30% rise in wallet top-ups, supported by contextual wallet communications
- 15% increase in user retention over a 90-day period, with higher engagement from repeat users
Conclusion
Coto’s personalised CLM programme illustrates the power of behavioural segmentation, contextual nudges, and empathetic communication in creating safe, thriving online communities for women. By turning user insights into timely, supportive communication, the platform achieved stronger engagement and laid the foundation for scalable, meaningful user relationships.
Keywords: CLM strategy, engagement, community marketing, lifecycle communication,, personalisation, segmentation,
