Segmentation Strategy

Why Segmentation Matters

Sending the same message to everyone is lazy. It is also expensive and ineffective.
 
Imagine receiving a message about baby products when you have no children. Or a luxury watch promotion when you are a budget shopper. Or a “come back” discount when you bought something yesterday. These messages feel irrelevant. They train customers to ignore you. Eventually, they block you.
 
Segmentation divides your audience into groups with shared characteristics. Each group receives messages tailored to their situation. The result: higher relevance, higher response rates, lower unsubscribe rates, and better return on investment.
 

Segmentation Dimensions

1. Purchase History

Segment Definition Message Approach
New customers First purchase within 30 days Welcome, onboarding, education
Repeat buyers 2+ purchases Loyalty rewards, exclusive access, and upsells
VIP customers Top 10% by revenue Personal attention, early access, premium offers
Lapsed customers No purchase in 6+ months Win-back campaigns, special incentives
One-time buyers Single purchase, no return Follow-up satisfaction, education, and second purchase incentive

Example segmented message:
To new customers:
“Welcome to the family, Sarah! 🎉 Your first order is on its way. Here is a quick guide to getting the most from your purchase: [link]”
To lapsed customers:
“We miss you, Sarah! It’s been a while since your last visit. Here’s 20% off your next order—valid for 48 hours only. We’d love to have you back: [link]”
Same customer name. Completely different message. Completely different result.
 
2. Product Interest
Track what customers browse, ask about, or purchase. Use this to send relevant recommendations.

Interest Signal How to Track Message Approach
Browsed category Catalog views, website pages “Still thinking about [category]? Here’s what’s new.”
Added to cart Cart activity (even abandoned) “Complete your purchase with this bonus.”
Past purchase Order history “Customers who bought [X] also love [Y].”
Asked questions Service conversation topics “You asked about [feature]. Here is the complete guide.”

Example: A customer browsed running shoes but did not buy. Your message:
“Hi Mike! 👟 I noticed you checking out our running collection. Just added: the new UltraLight Pro with 30% more cushioning. Sizes selling fast—want me to hold your size?”

3. Engagement Level
Not all subscribers are equally active. Treat them differently.

Segment Definition Message Approach
Highly active Open and click most messages Frequent communication, early access, VIP treatment
Moderately active Open sometimes, click occasionally Regular but not excessive messaging, re-engagement tests
Inactive No opens in 90+ days Win-back campaign, then remove if no response
At risk Declining engagement trend Survey for feedback, special offer, and personal outreach

Example: To highly active:
“You are one of our top fans, Lisa! 🌟 Here is early access to our flash sale—3 hours before everyone else.”
To inactive:
“Lisa, we haven’t heard from you in a while. Is everything okay? Reply with what you’d like to see, and we’ll make it happen.”

4. Demographics
Basic characteristics that influence relevance.
Dimension Examples Application
Location City, region, country Local events, shipping info, time zone timing
Language English, Spanish, French, etc. Send in the customer’s preferred language
Customer type B2B, B2C, student, professional Relevant products, pricing, tone

Critical for international businesses:
Time zones matter. A message sent at 9 AM your time might arrive at 3 AM your customer’s time. They wake up to a flood of notifications and ignore yours.

Segment by time zone. Schedule sends for optimal local times—typically 10 AM to 2 PM in the recipient’s time zone.

Building Your Segments

Start simple. You do not need 50 segments on day one.
Week 1-2: Two segments
  • Customers (purchased before)
  • Non-customers (subscribed but never bought)
Month 1-2: Four segments
  • New customers (first purchase)
  • Repeat customers (2+ purchases)
  • Lapsed customers (no purchase 6+ months)
  • Prospects (never purchased)
Month 3+: Expand based on data
  • Add engagement level segmentation
  • Add product interest segmentation
  • Add demographic segmentation if relevant
Tools for segmentation:
  • WhatsApp Business App: Manual labels (limited but functional)
  • WhatsApp Business API: Advanced segmentation through BSP tools
  • CRM integration: Automatic segmentation based on purchase and behavior data

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