Customer Segmentation Breakdown in D2C Ecommerce + WhatsApp Campaign ideas

WhatsApp is a game-changer in marketing, but are you getting the results you dream of? 

Spoiler alert: Many aren't, and it's because we often forget the magic word—Customer Segmentation.

Customer Segmentation isn't just a fancy term; it's the key to personalized, spot-on communication. Therefore, brands should create customer segments and then focus on sending messages.

Wondering how you can come up with the right customer segments that can generate conversions. This blog has all the answers and will empower your brand to foster deeper connections with customers and drive conversions.

What is Customer Segmentation?

Customer Segmentation in WhatsApp Marketing involves categorizing your audience into distinct groups based on shared characteristics. This allows personalized and targeted communication, enhancing the effectiveness of your messages. It's like sorting friends into different circles for more meaningful conversations.

Benefits of Customer Segmentation

• Enhances Customization 
• Curbs Unsubscribes
• Amplifies Engagement
• Elevates ROI
• Mitigates Spam Risk

Customer Segmentation Strategies that You Should Try

1. Type of Products Purchased Segment

Brands can create a segment based on the types of products the customer has bought. This segmentation allows for tailored marketing strategies, enabling you to personalize promotions and cater to the specific preferences and interests of each customer.

Example: For a direct-to-consumer (D2C) clothing brand, identifying a segment that frequently purchases winter wear can lead to targeted promotions for upcoming seasonal collections, enhancing customer engagement.

Campaign Ideas for this Segment-

• Exclusive Sneak Peeks: Offer early access to upcoming releases for frequent product category purchasers.
• Complementary Bundles: Encourage cross-selling with discounted bundles of related items. You can send this campaign within 10 days of their first purchase.
• Tailored Recommendations: Enhance the experience with personalized product suggestions and exclusive discounts.
• Loyalty Program Upgrade: Reward consistent buyers with an upgraded loyalty status for increased benefits.
• Seasonal Preview Events: Build excitement with exclusive previews of upcoming seasonal collections.
• VIP Access to Limited Editions: Provide VIP access to limited-edition products for an exclusive feel.
• Product Customization Options: Allow personalized customization for frequently purchased products.
• Replenishment Reminders: Assist in product replenishment with automated reminders and special discounts.

2. Types of Orders Segment

To enhance your marketing strategies and cater to the diverse needs of your customers, consider creating segments based on different types of orders. Start by categorizing orders into prepaid and COD orders to tailor your approach. This segmentation allows for targeted campaigns that can influence customer behaviour positively.

Additionally, creating a segment for return orders can be valuable. Implementing specific campaigns for customers who've previously returned items can include personalized product suggestions or feedback templates, turning a potentially negative experience into an opportunity for customer satisfaction.

Don't forget about the delivered orders segment. Post-delivery campaigns, such as feedback requests or product recommendations that complement their recent purchase, can contribute to post-purchase engagement.

Campaign Ideas for this Segment:

• ‍COD to Prepaid Conversion(Within 24 hours):  Encourage COD customers to switch to prepaid orders. Send targeted campaigns offering exclusive discounts on their next purchase or current one when they choose prepaid options.
• ‍Prepaid User Manuals: Enhance user experience for prepaid customers. Share informative and engaging user manuals or guides exclusive to prepaid order customers.
• ‍Return Order Redemption(Send within 1 week): Win back customers with return orders. Craft campaigns with alternative product suggestions, discount codes, or feedback forms to understand and address concerns.
• ‍Delivered Order Feedback(Send within 15 days): You can target customers who ordered more than once and collect feedback. Gather insights and improve post-purchase experience. Send feedback campaigns, offering incentives like discounts on future purchases for completing a feedback form.
• Complementary Product Suggestions: Upsell to customers who recently received their orders. Recommend products that complement their recent purchase, encouraging them to explore and shop again.

Note- You can also create a proper segment for people who have given feedbacks and who haven’t. Moreover, The Convertway is integrated with Judgme reviews and you can easily shoot campaigns with it and collect feedback.

3. Subscription Potential/Repeat Purchases Segment

The next strategy revolves around segmenting your customers based on Subscription Potential/Repeat Purchases. This segmentation is particularly valuable for products with regular replenishment needs.  This segmentation enables brands to cultivate long-term customer relationships, encourage repeat purchases, and enhance customer retention in industries where repeat business is essential.

Example: For a D2C coffee brand, identifying customers who consistently buy coffee every month can be the foundation for a subscription service, ensuring a steady revenue flow and customer loyalty.

Campaign Ideas for Repeat Purchases Segments

• Subscription Kickoff: Encourage recurring purchases by launching a subscription service with special sign-up discounts.
• Auto-Replenishment Rewards: Incentivize repeat purchases by offering rewards or discounts for customers opting for auto-replenishment.
• Frequency-based Discounts: Offer tiered discounts based on purchase frequency, rewarding customers for consistent subscription renewals.
• Subscription Anniversary Treats: Celebrate customer loyalty by providing exclusive treats or discounts on their subscription anniversary.
• Referral Rewards for Subscribers: Expand your subscriber base by rewarding existing subscribers who successfully refer others to join the subscription service.
• Exclusive Early Access to New Products: Attract subscribers with exclusive early access to new products, creating a sense of belonging and value.

4. Location Segment

Consider creating a Location Segment to tailor your marketing based on customers' shipping and billing locations. By understanding geographic preferences, you can optimize product placement in physical stores or send targeted messages about store-wide sales in specific areas. This segmentation is particularly useful for gaining insights into regional preferences and adjusting marketing strategies accordingly. 

Example: For instance, a D2C furniture brand may discover that certain regions have higher demand for specific types of furniture, enabling targeted promotions and optimizing inventory for those areas.

Campaign Ideas for Location Segment-

• Localized Promotions: Tailor promotions for each location, ensuring relevance and engagement.
• Geographically-themed Products: Introduce products inspired by specific regional preferences and interests.
• Regional Store Openings or Events: Notify customers about new store openings or events in their region for an exclusive engagement.
• Localized Seasonal Recommendations: Provide region-specific recommendations for seasonal products, aligning with local climates and cultural events.

5. Based on Tags Segment

Utilize the 'Based on Tags' segment to personalize your engagement strategies. Tags, representing specific customer characteristics or behaviours, allow for nuanced segmentation. Leveraging this segmentation method ensures more meaningful communication, leading to increased customer resonance and potential conversions.

Implementing targeted messages based on customer tags streamlines marketing efforts, providing a more tailored experience and enhancing the overall effectiveness of your campaigns.

Example: For instance, labelling customers as 'loyal' or 'discount-seeker' enables targeted campaigns. A combination of tags, like 'event-attended' and 'medium-value,' can inform clearance sale promotions. 

Campaign Ideas for Tag Segment:

• Exclusive Tag-themed Discounts: Reward customers based on specific tags with exclusive discounts.
• Tag-specific Product Recommendations: Enhance product discovery based on customer tags. Recommend products related to specific tags in customer profiles, encouraging them to explore and make purchases aligned with their preferences.
• Tag-driven Loyalty Program Tiers: Differentiate loyalty program benefits based on customer tags.  Assign different loyalty tiers or exclusive benefits corresponding to specific tags, encouraging customers to engage more deeply.
• Event-invitation Tags: Engage customers based on their participation in events. Send event invitations or exclusive offers to customers tagged as 'event-attended,' fostering continued participation and brand engagement.
• Tag-combination Flash Sales: Boost sales by targeting specific tag combinations. Run flash sales or limited-time promotions for customers with particular tag combinations, creating a sense of exclusivity and urgency.

6. First-Time Buyer Segment

Target the 'First Time Buyer' segment to create impactful initial experiences. This segment comprises customers making their first purchase, representing a unique opportunity for personalized engagement. Implement tailored welcome messages, exclusive discounts for their next purchase, and informative content to guide their journey with your brand.

By focusing on this segment, you can lay the foundation for a positive customer relationship, encouraging repeat business and building brand loyalty.

Example: For a D2C beauty brand, a segment of first-time buyers presents an opportunity to send welcome offers, tutorials, and personalized recommendations to introduce them to the product range and encourage future purchases.

Campaign Ideas for First-Time Buyer Segments

• Warm Welcome Series: Establish a positive first impression and introduce the brand. Send a series of welcome emails or messages providing a warm introduction, brand story, and essential information about products or services.
• Exclusive First Purchase Discount: Incentivize a second purchase and encourage loyalty. Offer a time-limited discount code for their next purchase, providing an extra incentive to return and explore more.
• Educational Content Series: Guide first-time buyers through product usage or unique features. Share informative content, tutorials, or guides tailored to help customers maximize their newly purchased products.
• Feedback and Survey Request: Gather insights and enhance future interactions. Request feedback through surveys or reviews, expressing appreciation for their initial purchase and valuing their input.
• Personalized Recommendations: Introduce complementary products based on their first purchase. Recommend additional items that complement their initial purchase, providing a personalized shopping experience and showcasing the breadth of the product range.

7. Abandoned Cart Segment

Abandoned carts pose a significant challenge for businesses, but by strategically creating a segment for this specific scenario, a targeted solution emerges. The 'Abandoned Cart' segment is a powerful tool for re-engaging with customers who left their carts incomplete. 

By segmenting based on various time frames—such as 24 hours, 2 days, or 5 days post-abandonment—brands can craft personalized messages. This strategic approach not only addresses the abandoned cart issue but also maximizes the chances of converting hesitant customers into successful transactions.

Campaign Ideas for Abandoned Cart Segment-

• Timely Reminder Email: Send a friendly email within 24 hours, reminding customers about their abandoned cart items. Sweeten the deal with a 10% discount code, enticing them to complete the purchase.
• Limited-time Discount Countdown: Create urgency by sending a series of emails featuring time-sensitive discounts. E.g., 10% off if purchased within 24 hours, 5% off within 48 hours, maximizing the chances of prompt action.
• Product Showcase Retargeting Ads:  Reinforce visual reminders with retargeting ads across platforms, displaying abandoned products. Drive engagement by luring customers back to complete their purchases with compelling visuals.
• Bundle or Upsell Incentives: Boost cart value by suggesting additional items. Follow up with personalized messages offering bundle discounts or recommending complementary products, enticing customers to enhance their shopping cart.
• Exclusive Early Access: Reward swift action by granting exclusive early access to customers who return and complete their abandoned purchase promptly. This exclusive perk adds a sense of urgency and privilege.

8. Re-engage Customers Segment

‍Re-engaging customers is crucial, and the solution lies in creating a 'Re-engage Customers' segment. This targeted approach addresses inactive customer relationships by tailoring campaigns based on their time of inactivity—whether it's 15 days, 30 days, or 90 days. 

Creating this specific segment provides a strategic solution, recognizing the importance of timing and personalized engagement in rekindling the interest of previously inactive customers.

Example: By crafting personalized messages, exclusive offers, or previews of new products, businesses can effectively bring back the attention of inactive customers. 

Campaign Ideas for Re-engage Segment-

• Memory Lane Playlist (15 Days No Purchase): Share a personalized playlist within 15 days of inactivity. Invite them to relive favourite moments and offer a special discount on reorders as an added incentive.
• Interactive Story Quest (30 Days No Purchase): Initiate an interactive story or quest 30 days after their last purchase. Send WhatsApp messages with engaging content, challenges, and surprises, leading to an exclusive reward upon completion.
• Virtual Personal Shopper Experience (45 Days No Purchase): Offer a virtual personal shopping experience 45 days after their last purchase. Allow them to share preferences, and provide tailored product recommendations through WhatsApp, complete with exclusive discounts for their selections.
• Customized Digital Art Gift (60 Days No Purchase): Collaborate with a digital artist to create customized digital art pieces 60 days after their last purchase. Send them their unique artwork via WhatsApp, expressing gratitude for past interactions and inviting them to explore new offerings.
• AR Try-On Experience (90 Days No Purchase): Introduce an Augmented Reality (AR) try-on experience for new products 90 days after their last purchase. Let customers virtually try on items through WhatsApp, making the shopping experience interactive and fun. Offer an exclusive discount for purchases made using the AR feature.

9. High Order Value Segment

‍Customers who consistently order high-value items deserve special attention to keep them engaged and foster lasting loyalty. To maximize profits from this valuable segment, it's essential to create a dedicated category for high-order value customers. By categorizing and targeting them based on their spending amounts, businesses can tailor campaigns to match their discerning tastes and preferences.

Campaign Ideas for High Order Value Segment-

• Exclusive VIP Rewards Program: Introduce a VIP rewards program exclusively for high-order value customers. Offer points for each purchase, providing access to premium rewards such as personalized gifts, early product releases, or exclusive events.
• Tailored Product Sneak Peeks: Provide a sneak peek of upcoming high-value products to this segment before the official launch. Create anticipation and offer them the opportunity to pre-order or purchase first, emphasizing their valued status.
• Personalized Anniversary Discounts: Celebrate the anniversary of your first high-value purchase with a personalized discount or special offer. Express gratitude for their ongoing patronage, reinforcing a sense of exclusivity and appreciation.
• Premium Customer Service Access: Grant access to a dedicated premium customer service channel for high-order value customers. Ensure faster response times, personalized assistance, and priority in resolving any queries or concerns.
• Limited-Time High-Value Collections: Introduce limited-time collections of high-value products available exclusively to this segment. Create a sense of urgency by making these collections available for a short period, encouraging swift and high-value purchases.