WhatsApp Segmentation & Personalisation: Send Less, Earn More

Four segments worth building first

Start simple; complexity can come later.

• New — opted in, never purchased
• Active buyers — purchased in the last 60 days
• Lapsed — bought once, silent for 90+ days
• High value — top 20% by lifetime spend

Behavioural triggers beat calendar campaigns

A message sent because someone browsed, abandoned or reordered outperforms a scheduled Friday blast almost every time, because it arrives with context.

Personalisation that isn't just a first name

Use variables for the last product bought, the city, the pending amount or the appointment time. Relevance in the first line decides whether the rest is read.

Measure per segment

Track reply rate, conversion and cost per order for each segment separately. One strong segment often subsidises three weak ones, and you cannot see that in a blended report.