Boost engagement with WhatsApp customer segmentation

Boost engagement with WhatsApp customer segmentation

In today’s highly competitive digital landscape, understanding and engaging with your customers on a personalized level is vital to building lasting relationships and driving business growth. By harnessing the power of customer segmentation in your WhatsApp contact list, you can tailor your communication and marketing efforts to deliver targeted messages, offers, and experiences that resonate with different segments of your audience.

In this article, we will explore the benefits of customer segmentation, various segmentation types, and how you can leverage the capabilities of Rasayel to segment your audience and nurture stronger customer relationships effectively.

What is customer segmentation?

Customer segmentation is a strategic approach that divides your WhatsApp contact list into distinct groups based on specific criteria. By segmenting your audience, you can tailor your communication and marketing efforts to deliver personalized experiences, ultimately nurturing stronger customer relationships.

Let’s say you run an online clothing store that caters to a wide range of customers. You can create distinct groups based on specific criteria such as purchase history, style preferences, and geographical location by utilizing customer segmentation in your WhatsApp contact list.

For example, you can segment your audience into “Frequent Shoppers,” “New Customers,” or “Geographically Targeted” groups.

The “Frequent Shoppers” segment consists of customers who have made multiple purchases from your store. You can send them exclusive offers, loyalty rewards, and personalized recommendations based on their previous purchase history.

WhatsApp message with a disscount offer for freequent shoppers

The “New Customers” segment comprises individuals who have recently joined your customer base. Here, you can send welcome messages, introduce them to your brand’s unique selling points, and offer special discounts as a gesture of appreciation for choosing your store.

WhatsApp message sent to a new customer

Lastly, the “Geographically Targeted” segment allows you to tailor your messages and offers based on the location of your customers. For instance, if you’re running a seasonal promotion or hosting a local event in a specific city, you can send targeted messages to customers residing there, notifying them about the event’s details or exclusive promotions.

WhatsApp message with geo targeting

These are only three segments, but there are many ways to segment your WhatsApp audience, For example, you can divide customers by age, gender, and interests. You can also tap into the potential of seasonal segmentation, dividing your audience based on specific patterns, events, or holidays. With diverse segmentation options, you can deliver targeted content that resonates with each segment, ultimately maximizing engagement and fostering stronger customer connections.

Benefits of WhatsApp customer segmentation

By segmenting your WhatsApp contact list and tailoring your communication and marketing efforts accordingly, you can provide personalized experiences that resonate with each group. This strengthens customer relationships and increases the likelihood of conversions, customer loyalty, and advocacy for your brand.

Let’s explore the benefits more closely:

Helps with targeting

Segmenting your WhatsApp contact list lets you customize your messages and interactions according to each segment’s unique preferences and needs. By understanding their behaviors, demographics, interests, etc., you can create targeted content that resonates with your audience, making them feel valued and increasing the chances of conversion.

Here’s an example of how a fashion business launches targeted marketing campaigns.

WhatsApp message targeting customers post-purchase

Reduces WhatsApp opt-outs

One of the key advantages of customer segmentation is its ability to reduce the number of customers opting out. When you send targeted messages to the right segments, you increase the relevance and value of your content. This leads to higher engagement rates and lower unsubscribe rates, ultimately reducing the number of customers who abandon your WhatsApp channel.

Increases WhatsApp engagement

By tailoring your messages to specific segments, you significantly increase the likelihood of capturing your audience’s attention and driving engagement. Segmentation allows you to send relevant promotions, updates, or product recommendations that align with the interests and behaviors of each group. This targeted approach fosters a deeper connection with your customers and encourages them to engage with your brand actively.

What types of WhatsApp customer segmentation can you use?


Behavioral segmentation categorizes customers based on their actions, interactions, and preferences. By analyzing how customers engage with your WhatsApp messages, purchase history, browsing behavior, or response patterns, you can create segments that reflect their unique behaviors and tailor your marketing strategies accordingly.


Demographic segmentation involves dividing your audience based on demographic characteristics such as age, gender, location, income level, or occupation. This segmentation approach helps you understand the diverse demographics within your customer base and allows you to create targeted content that appeals to specific groups.


Age-based segmentation involves categorizing your audience based on different age groups. This type of segmentation recognizes that different age demographics have varying preferences, interests, and purchasing behaviors. For example, you might have segments such as “Young Millennials,” “Middle-aged Professionals,” or “Senior Citizens.”


Gender-based segmentation involves dividing your audience based on their gender identity. This segmentation approach acknowledges that males and females often have distinct preferences and purchasing behaviors. For instance, a fashion retailer might create segments like “Men’s Fashion Enthusiasts” and “Women’s Accessories Lovers.”

Frequent or new customer

Segmenting your audience based on their customer status effectively differentiates between frequent or loyal customers and new customers. You can tailor your messaging to suit their different needs and expectations by identifying and segmenting these two groups. For example, you can send special offers or rewards to your frequent customers to express your gratitude and encourage repeat purchases. Meanwhile, for new customers, you can focus on providing them with relevant information about your products, guiding them through the onboarding process, and offering enticing incentives to foster their loyalty.

VIP customer

Segmenting your audience to identify VIP customers allows you to provide an elevated level of service and exclusivity to your most valuable customers. VIP customers typically have made significant purchases, consistently engage with your brand, or belong to loyalty programs. By creating a VIP segment in your WhatsApp contact list, you can offer exclusive promotions, personalized recommendations, early access to new products, and dedicated customer support.

Customer interests

Segmenting based on customer interests involves categorizing individuals according to their preferences, hobbies, or areas of interest. By understanding what topics or products resonate with different segments of your audience, you can deliver personalized content that captures their attention and builds a stronger emotional connection with your brand.

And more…

In addition to the segmentation types mentioned above, there are various other ways to segment your WhatsApp audience based on specific criteria and your sales funnel. For example, you can segment your customers by psychographic traits, industry or profession, company size, department, job, etc.

How to segment your WhatsApp audience using Rasayel?

To segment your audience using Rasayel, you can leverage our platform’s various customer data attributes. Rasayel offers a comprehensive set of tools and features that allow you to collect, analyze, and utilize customer data effectively.

Adding data attributes in Rasayel

Here’s what you can do to segment your audience using Rasayel:

  1. Data collection: Collect relevant customer data through Rasayel’s integration with your WhatsApp Business account. This data includes customer interactions, message responses, and user profiles.
  2. Identify segmentation criteria: Determine the specific criteria you want to use for segmenting your audience. This could be based on demographic factors, behavioral patterns, or other attributes that align with your marketing objectives.
  3. Segment creation: In the Rasayel platform, navigate to the audience segmentation section and utilize the available tools to create your segments. You can choose from various segmentation options, such as age, gender, location, customer behavior, or any custom attributes you have defined.
  4. Apply filters: Apply the desired filters to refine your segments further. For example, you can specify age ranges, geographical regions, or specific customer behaviors relevant to your segmentation strategy. This allows you to create highly targeted segments.
  5. Segment management: Once you have created your segments, Rasayel provides features to manage and organize them effectively. You can modify segments as needed, add or remove customers from segments, or create new segments based on evolving data insights.
  6. Measure performance: Track the performance of your segmented campaigns and analyze the results through Rasayel’s reporting and analytics capabilities. This helps you gain insights into your segmented approach’s engagement levels, conversion rates, and overall effectiveness.

If you need need help using data attributes in Rasayel, read our guide: Data attributes, or get in touch with us.

Key takeaways

Customer segmentation plays a crucial role in nurturing customer relationships and optimizing your WhatsApp business strategy. By dividing your WhatsApp contact list into distinct groups based on specific criteria, such as behavior, demographics, interests, or seasonal patterns, you can tailor your communication and marketing efforts to deliver personalized experiences. This approach increases engagement and reduces bounce rates, fosters customer loyalty, and drives meaningful results for your business.

Rasayel offers robust tools and features to effectively segment your audience, gather and analyze customer data, and deliver personalized messages, offers, and promotions. By leveraging age, gender, customer status, and other segmentation criteria, you can unlock new levels of engagement, personalization, and customer satisfaction.

Remember that successful customer segmentation relies on continuously collecting and analyzing data, refining your segments, and adapting your strategies based on customer insights. By understanding your audience’s unique characteristics and preferences, you can create tailored experiences that leave a lasting impact, foster brand loyalty, and drive the growth of your business in the dynamic world of WhatsApp marketing.

Learn more

If you’d like to learn more about how WhatsApp can help you grow your business, please reach out to us on WhatsApp at +13024070488.

We also offer a free consultation session where we review your use case, answer any questions about WhatsApp, and help you build a strategy to make the best out of the platform. Book a call with us here. We’d love to speak with you:

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About the author
Miodrag Magyar

Miodrag Magyar brings over 15 years of hands-on experience in content writing and marketing, with a special talent for making even the trickiest topics clear and interesting. His true passion lies in guiding businesses to effectively utilize WhatsApp to build stronger customer relationships and drive results. With an eye for detail and a heart for storytelling, he’s here to show how effective WhatsApp communication can boost sales and enhance customer engagement.

@Miodrag Magyar