WhatsApp Customer Segmentation: Strategy + Tips to Boost Engagement in 2024

Understanding and engaging with your customers on a personalized level is vital to building lasting relationships and driving business growth. By using customer segmentation in your WhatsApp campaigns, you can tailor your communication and marketing efforts to deliver targeted messages, offers, and experiences that resonate with different customer segments of your audience.

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

What is Customer Segmentation? #

Customer segmentation is a process that divides your WhatsApp contact list into distinct groups based on specific criteria. By grouping your audience, you can adjust your communication and marketing efforts to resonate with each group.

Let’s say you run an online clothing store and sell products to a wide range of customers. You can create distinct groups based on specific criteria such as purchase history, style preferences, or geographical location by using 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.

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.

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.

These are just three segments, but you can use any type of characteristic 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 chances of conversion, customer loyalty, and advocacy for your brand.

Let’s explore the benefits more closely:

1. Improved 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 specific content for each audience, making them feel valued and increasing the chances of conversion.

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

2. Reduced WhatsApp opt-out rates #

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.

3. Increased WhatsApp engagement #

By crafting your messages for specific segments, you increase the chances 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.

4. Reduced Marketing Fatigue #

Sending mass messages to your entire WhatsApp contact list can often lead to marketing fatigue, where customers feel overwhelmed by irrelevant or repetitive content. Customer segmentation helps combat this issue by ensuring your messages are highly targeted and relevant to each group.

5. Improved Customer Experience #

Segmentation allows you to personalize your interactions and offers. This can significantly improve the overall customer experience. Customers receiving messages that align with their preferences and needs are more likely to feel understood and valued, leading to increased satisfaction and loyalty.

Strategies for Effective Segmentation on WhatsApp #

1. Products Purchased #

Segmenting customers based on the products they have purchased allows you to adjust your messages and offers according to their preferences and buying habits. This helps in upselling, cross-selling, and increasing customer loyalty by showing them that you understand their needs and interests.

Here are some campaign ideas for this segment:

1. Complementary products offer

Send messages promoting items that complement their previous purchases. For instance, if a customer buys a smartphone, suggest accessories like cases, screen protectors, or wireless chargers.

1. Exclusive upgrades

Offer exclusive deals on upgraded versions of the products they’ve bought. If a customer purchases a basic model of a gadget, provide a discount on the latest model with advanced features.

1. Loyalty rewards

Create a loyalty program where customers earn points for each purchase. Send personalized updates about their points balance and the rewards they can redeem.

2. Subscription Potential #

Identifying customers with high subscription potential can help you focus your efforts on converting one-time buyers into recurring subscribers. This segment is crucial for software companies offering subscription services.

Here are some campaign ideas for this segment:

1. Free trial offer

Encourage customers to try your subscription service with a limited-time free trial. Highlight the benefits and convenience of subscribing.

1. Subscription discount

Offer a discount on the first few months of a subscription plan to entice customers to commit. Emphasize the long-term savings and exclusive perks of being a subscriber.

1. Auto-replenish convenience

For products that require regular replenishment, promote the convenience of an auto-replenish service. Assure customers they will never run out of essential items.

3. Location Segment #

Segmenting customers based on location allows you to send relevant messages and offers tailored to their geographic area. This approach is effective for businesses with region-specific promotions, events, or products.

Here are some campaign ideas for this segment:

1. Local event invitations

Invite customers to local events, workshops, or store openings. Provide details about the event, including date, time, and location, and highlight any exclusive offers available at the event.

1. Seasonal promotions

Plan your promotions for seasonal events or holidays specific to different regions. For example, offer discounts on winter gear for customers in colder climates or summer accessories for those in warmer areas.

1. Geographic-specific deals

Create deals and discounts exclusive to certain regions. Promote products that are popular or essential in specific areas, like raingear for regions with heavy rainfall or beachwear for coastal areas.

4. Customer Engagement Level #

Segmenting customers based on their level of engagement with your brand helps you identify and target your most loyal customers as well as those who need more nurturing.

Here are some campaign ideas for this segment:

1. Engagement rewards

Offer rewards or exclusive content to highly engaged customers as a token of appreciation. This could include early access to new products, special discounts, or loyalty points.

1. Re-engagement campaigns

For customers who have become less active, send personalized messages to reignite their interest. This could involve special offers, reminders about the benefits of your products, or invitations to upcoming events.

1. Feedback requests

Engage your most active customers by asking for feedback on your products or services. This makes them feel while providing you with valuable insights.

5. Purchase Frequency #

Segmenting customers based on how often they make purchases can help you tailor your marketing strategies to encourage more frequent buying behavior.

Here are some campaign ideas for this segment:

1. Frequent buyer rewards

Reward customers who make frequent purchases with special discounts, exclusive offers, or loyalty points to encourage continued patronage.

1. Infrequent buyer incentives

For customers who purchase less frequently, send targeted promotions or discounts to entice them to buy more often. Highlight new products or limited-time offers to create urgency.

1. Seasonal buyer campaigns

Identify customers who tend to buy during specific seasons or holidays and send them relevant promotions and reminders as those times approach to encourage repeat purchases.

6. Customer Lifetime Value (CLV) #

Segmenting customers based on their lifetime value allows you to prioritize your marketing efforts on high-value customers who contribute the most to your revenue.

Here are some campaign ideas for this segment:

1. Exclusive high-value customer offers

Provide high-value customers with exclusive deals, early access to sales, or personalized service to maintain their loyalty and increase their lifetime value.

1. VIP programs

Create a VIP program for your top customers, offering them special perks like dedicated support, exclusive products, or early access to new releases.

1. Retention campaigns

Focus on retaining high-value customers by sending personalized messages that acknowledge their loyalty and offer incentives for continued patronage.

Conclusion #

WhatsApp customer segmentation is key to building stronger relationships and boosting your WhatsApp strategy. By sorting your contacts into groups—like behavior, demographics, or interests—you can customize your chats and offers. This makes customers more engaged, loyal, and likely to stick around.

You can use Rasayel to manage customer data, send targeted messages, and create offers that hit the mark. By using criteria like age or customer status, you can improve engagement and satisfaction rates.

It’s important to keep collecting and analyzing data to fine-tune your segments and strategies. Knowing what your customers like helps you deliver experiences that make a real difference, strengthen loyalty, and grow your business through smart WhatsApp marketing.

Frequently Asked Questions #

About the author

Miodrag Magyar

Miodrag is a seasoned WhatsApp marketing expert with over 15 years of experience in B2B sales and communication. Specializing in the use of WhatsApp Business API, he helps businesses use WhatsApp’s marketing features to grow their sales and improve customer engagement. As one of the early adopters of WhatsApp Business, Miodrag has a deep understanding of its tools and strategies, making him a trusted authority in the field. His insights have helped many businesses with their communication strategies to achieve measurable results.

@Miodrag Magyar on LinkedIn