People don’t just use WhatsApp to chat with friends anymore. It’s also where a lot of businesses keep in touch with their customers. The app has over two billion users each month, which means the chances of reaching someone there are pretty high. For a brand, it feels less like sending out a mass email and more like stepping into the same inbox people use with family or coworkers. That’s why messages on WhatsApp can come across as more personal. And when the communication feels natural instead of forced, it often builds stronger loyalty and can even lead to more sales.
For eCommerce especially, WhatsApp marketing — or marketing por WhatsApp in Spanish — has become a smart way to cut through the noise. What makes it effective isn’t just the platform itself, but how brands use it. And the real difference comes down to segmentation.
Segmentation is basically splitting people into groups so you’re not sending the same thing to everyone. Simple as that. Maybe one group gets product updates, another gets loyalty rewards, and another only sees promotions when there’s a sale. That way, the message feels like it fits instead of being random. Customers can tell when a brand actually pays attention, and that’s why they engage more. It builds trust too, because instead of feeling spammed, they feel understood.
A great thing about segmentation is that it makes even big campaigns feel personal, almost like a one-on-one chat. People today expect brands to pay some attention to what they like and what they don’t. If all they see are random promos, they’ll either skip them or block the brand. But when a message shows up about something they were just checking out, or maybe a reminder that their favorite item is back in stock, it hits differently. It feels relevant, even helpful. That’s when WhatsApp stops being just another messaging app and turns into a space where brands and customers can actually connect.
Why Segmentation Matters in WhatsApp Marketing
Think about your own phone for a moment. If a company keeps sending you deals for things you’d never buy, or reminders about a store you’ll never visit, how long would you stick around? Probably not very long. Most of us would either mute those notifications or block the number entirely.
Now picture the other side. Instead of a random promo, you get a text saying the thing you wanted is back in stock. Or maybe a coupon that actually works for the stuff you usually buy. That kind of message makes sense. It’s not noise, it’s helpful. That’s what segmentation does.
You know, sending the same message to everyone rarely works. Try splitting your contacts into groups—by what they usually buy, where they live, or how long it’s been since they last interacted. Suddenly your messages feel a lot more useful.
Here’s what tends to happen when segmentation is done right:
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People don’t unsubscribe as much, because the messages actually make sense to them. - They open messages more often if it feels like it’s really meant for them.
- Trust and loyalty start to grow when customers see that you understand what they care about.
- Sending offers to the right people at the right time usually leads to more sales, even if it’s just a small nudge.
In practice, splitting your audience into groups is what makes WhatsApp actually useful. Folks don’t feel spammed, and they notice when a message is worth their time. And yeah, with inboxes always packed, even a tiny bit of relevance can make a difference.
When people feel like your brand actually notices what they like, they respond. They open messages, click links, and sometimes even buy something. That’s why segmentation isn’t just a marketing trick—it’s kind of the core of how WhatsApp marketing really works.
Ways to Segment Your WhatsApp Contacts
Okay, so here’s the thing, there’s actually a bunch of ways to split up your audience. Which one works best? Well… it kind of depends on what you’re trying to do, and who your customers really are. You can’t just guess. The more you know about them, the easier it is to send stuff that actually makes sense. If you just blast the same message to everyone, honestly, people will ignore it. Segmenting isn’t really about neat little boxes or anything. It’s more like trying to make your messages feel personal, like you actually thought about the person on the other end. Do it right, and people notice. They’ll pay attention, click, engage, and yeah… they start trusting your brand a little more.
Here are some ways you can do it:
By Purchase Behavior: This is probably one of the easiest ways to start. Look at what your customers actually buy. Someone who keeps buying skincare? Send them updates about new products, bundles, or exclusive deals for skincare. Someone who buys sportswear? They’d probably care more about new activewear or seasonal discounts.
So, you can go a bit deeper, right? Look at how often someone buys, or how much they usually spend. People who spend a lot — yeah, they could get VIP stuff, early access, maybe some insider deals. And for the ones who just buy every now and then, you can send small reminders or tiny offers to get them back. Do this over time and it makes your brand feel like it actually cares. Not just sending random promos to everyone. It’s more personal, you know?
By Engagement Level: Not everyone interacts the same way. Some people open almost every message, click every link, and buy regularly. Others are more casual — they might open messages sometimes but don’t really act on them. Segmenting by engagement helps you talk to each group in the right way.
So, the people who are really engaged, you know, they could get VIP stuff, early access, or like some exclusive content. And then the ones who don’t check messages much… you could just send a little nudge, like a quick reminder or something small. Not too much, just like a little nudge or something, you know? Just enough to get them back. That way, the casual folks aren’t annoyed, and the really active ones still feel like they get something extra.
By Demographics: Even basic stuff like age, gender, or where someone lives can help a lot. Like, if it’s cold somewhere, show winter jackets. If it’s hot, maybe focus on swimwear or summer stuff. Makes your messages actually useful instead of random. Same thing with age or gender, you can tweak what you say. Young adults? Maybe trendy fashion updates. Professionals? Something more career-focused. It’s just about making what you send feel like it actually fits the person.
By Customer Journey Stage: Where someone is in their buying journey really matters. Like, if they’re new, they might need a welcome series, you know, showing how your brand works, maybe a few starter offers, or some tips to get going. For the loyal customers, they probably want rewards, insider updates, or a sneak peek at what’s coming next.
Sending messages that fit their stage just makes people feel supported instead of spammed. Plus, it helps move them along naturally and keeps them coming back.
By Customer Preferences: Asking customers what they like and don’t like is super useful. When someone signs up for WhatsApp updates, you can let them pick favorite categories or products. Then, you can send messages that actually match their interests instead of guessing.
People’s preferences change over time, you know? They might try new things or start liking different stuff. So it’s smart to check in and update your groups every now and then. If you send offers or recommendations that actually match what they care about, it just feels better, more personal. And when it feels personal, people notice, they pay attention, and they start trusting your brand more.
Real-Life Applications of WhatsApp Segmentation
Okay, so let’s make this real. Imagine an online fashion store. Instead of blasting the same discount code to everyone — which, let’s be honest, nobody really likes — they can make it personal. For example:
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VIP early access: People who buy a lot or come back all the time could get a sneak peek at new stuff before anyone else. Makes them feel special, you know? - Location-based deals: Free shipping? Only show it to the people who actually live where it applies. No point annoying someone in a city where it doesn’t work.
- Bundles from past purchases: If someone buys summer dresses a lot, maybe send a bundle with matching accessories. Sportswear buyers? Shoes, gym gear, that kind of thing.
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Seasonal campaigns: Winter coats for cold regions, swimsuits for hot ones. Just makes sense.
Doing this makes the messages feel less like marketing and more like someone actually thought about what the customer wants. People notice that. They open, click, maybe even buy.
Now, think about a coffee shop chain. A generic “10% off today” isn’t bad, but segmentation takes it further:
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Loyalty rewards: Frequent visitors get updates on points, free drinks, or perks. Feels good to be recognized. - Morning deals: People who usually come in the morning get breakfast offers. Afternoon folks don’t see it — keeps it relevant.
- Weekend events: Live music, tastings, special events — only notify people nearby or who usually go.
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Favorite drinks: Someone who orders cappuccinos gets a heads-up about a new flavor or a pastry that goes with it. Latte lovers get different stuff.
See how this works? Messages stop feeling like spam. They actually feel useful. People notice, they engage more, and over time, they trust the brand.
Even small tweaks make a difference. Adjust campaigns based on where someone lives, what they buy, what they like. Think about the customer first. Keep it helpful, keep it personal. Test and see what works. Over time, open rates, clicks, and even sales go up. And more importantly, people feel like the brand actually cares, not just pushing random promos.
Additional Layer: Event-Based Segmentation
Okay, here’s the deal — another way to make WhatsApp messages actually work is to focus on events. Real moments in people’s lives, or even big things on the calendar. Stuff that makes them stop and pay attention.
Like birthdays. Or the anniversary of when they first bought something from you. Even holidays. Sending a simple “happy birthday” message, maybe with a small discount, can go a long way. Or a “hey, thanks for being with us for a year” note. It’s not some automated promo. It actually feels personal. People notice that, and it makes them feel… seen. And when people feel seen, they stick around longer.
You can also think about bigger cultural events. For example, in Latin America, Mother’s Day — Día de las Madres — is huge. If you send messages about gifts that make sense for moms, or stuff families usually buy, it feels smart. Like you’re actually paying attention. And the same goes for big shopping days, like Black Friday. Not everyone wants the same thing. If you know what someone has bought before, you can show deals that actually matter to them. People notice that, too.
The nice thing about event-based messages is they give your messages a reason to exist. They feel less like “look at this sale” and more like “we thought of you.” Even a small, well-timed message can make someone open it, click it, maybe buy something. That’s better than sending a ton of random offers that just get ignored.
Look, you don’t want to spam people, right? Nobody likes getting message after message all the time. Instead, just send one message at the right moment, something that actually feels like it’s meant for them. Think about what matters to them, make it personal, like you actually thought about them before sending it. Those little touches, they actually do make a difference. Do it right, and WhatsApp stops feeling like a marketing tool. It becomes a place people want to check, a place where your messages actually mean something.
Putting Segmentation Into Action
So, here’s the deal. Knowing segmentation is important is one thing, actually doing it is another. Don’t try to fix everything at once — that just stresses you out. Start small. Pick one or two ways to split up your audience that actually make sense. Like, maybe look at what people have bought before, or how often they even open your messages. Once that’s working, you can slowly add more stuff, like their preferences or special events that matter to them.
Tools help a lot, honestly. Something like Hellotext lets you tag people, put them in groups, and even automate messages so the right person sees the right thing at the right time. Trying to do it all manually? Forget it. It gets messy, especially when your list grows. Automation takes that stress off your shoulders and keeps messages feeling useful.
Really, the trick is just to start. Test a few things, see what works, tweak as you go. Don’t overthink it. Do it right, and your WhatsApp messages stop feeling like spam. They start feeling personal, helpful, like something people actually want to open. And when your audience notices that you’re paying attention, that’s when segmentation really starts to click.
Final Thoughts
Here’s the thing: WhatsApp marketing isn’t about sending a ton of messages. It’s about sending the right ones. Messages that actually matter. That’s where segmentation comes in. When you take the time to group your audience in ways that make sense, your messages stop feeling random. They start feeling personal. WhatsApp stops being just a chat app. It becomes a real way to connect with people, build trust, and grow your business over time.
The brands that really get it don’t just set up segmentation once and forget it. They keep an eye on how people react. They notice what works and what doesn’t, and they adjust as they go. It’s the small stuff that counts. A quick reminder about something someone likes, a timely deal, or a little shout-out on a special day, that’s what makes your brand feel real, not just another company sending messages.
Do it right, and people start looking forward to your messages. They actually open them, click links, maybe even buy something. Segmentation is what makes that possible. It turns WhatsApp into more than a marketing tool. It becomes a place where your audience feels seen, where your messages actually mean something.