WhatsApp Customer Segmentation: Boost Engagement & Conversions with Targeted Messaging

1. Respond to customer queries instantly

One of the biggest upside of using WhatsApp is its speed. When customers reach out with a question or concern, you can respond almost immediately. This quick turnaround helps build trust and improves their overall experience. It also saves time compared to email or phone calls, especially when you are handling a large volume of enquiries.

2. Keep customers in the loop

Little updates go a long way. Use WhatsApp to send order confirmations, shipping details, or appointment reminders. It gives customers a sense of clarity and control. Plus, WhatsApp messages have an open rate of around 98%, far higher than traditional email.

3. Start real conversations

If your brand wants to stand out today, it needs to connect, not just communicate. WhatsApp allows you to start genuine two-way conversations. Ask for feedback, share a quick poll, or simply follow up after a purchase to see how things went. These small efforts make customers feel valued.

In fact, 57% of users say they feel more connected to a brand when they interact with it via messaging platforms like WhatsApp (D7 Networks)

4. Send personalized offers

Let's say you're looking for a Paris holiday package, and a travel company messages you about a Turkey deal. You’d probably ignore it. That’s what happens when brands send generic messages to everyone.

Instead, use WhatsApp to segment your customers based on their interests, past purchases, or location. Then send targeted offers that actually matter to them. For example, if someone just bought running shoes, a discount on activewear makes sense.

You create more value from every campaign

When you’re sending the right message to the right group, conversions improve naturally. Let’s say you’re running a limited-time offer on men’s sneakers. Instead of sending it to your entire customer list (including people who’ve only ever bought women’s footwear), you send it just to those who've shown interest in men’s products. The result? More clicks, better sales, and less money wasted on uninterested audiences.

You reduce the chances of people ignoring (or blocking) you

Sending irrelevant messages over and over again is a surefire way to get muted, ignored, or worse, blocked. Customers today are quick to disconnect from brands that spam them. Segmentation helps you stay on their good side. When people only receive updates or offers that align with their needs, they’re more likely to stay engaged and keep you in their contact list.

Just check out how Pickyourtrail improved customer engagement using Gallabox

You improve the overall customer experience

People are more likely to engage with your brand when it feels like you understand them. With segmentation, you build a relationship based on relevance. Whether it’s a birthday greeting, a product recommendation, or a helpful reminder, these small personalised touches help convert a one-time buyer into a loyal customer.

You experience less marketing fatigue

Mass messaging everyone with the same offer or update can lead to customer fatigue, especially if the content doesn’t feel relevant. People start tuning out or even opting out. WhatsApp customer segmentation solves this by ensuring that each message is tailored to a customer group’s interest or behavior. That way, your campaigns feel fresher, more meaningful, and less like noise. 

1. Define clear segmentation criteria

Before you start, decide how you'll segment your audience. This could be based on demographics (gender, age), location, purchase history, engagement level, or even browsing behavior. Make sure the criteria match your business goals so each group is clear, useful, and helps you take specific actions.

2. Collect and analyze customer data

The more you know about your customers, the better your segmentation. Pull data from your CRM, website analytics, past orders, or even WhatsApp chats. Look for patterns in what people buy, how often they interact with your brand, or when they drop off. Keep updating this data so your segments stay fresh and accurate.

3. Create detailed customer personas

Once your WhatsApp customer segments are in place, build simple personas around them. Think of each group as a real person, what they like, what they care about, what kind of messages they’d respond to. This helps make your content feel less generic and more personal.

4. Tailor your messaging for each group

Don’t send the same promo to everyone. Personalize your WhatsApp messages to match each segment’s interests and behavior. This might mean changing the tone, visuals, or even the offer itself.

5. Run A/B tests within segments

Want to know which message format works best? A/B test different versions within the same segment, maybe two types of offers or two different tones of voice. Over time, you’ll see what gets better responses and can tweak future campaigns accordingly.

6. Map messages to customer lifecycle stages

Not everyone is at the same point in their journey with your brand. A new customer needs an intro, a loyal buyer might expect a thank-you reward, and someone who hasn’t bought in months may need a nudge to come back. Adjust your WhatsApp communication to match where people are in their lifecycle.

7. Track performance and keep improving

Customer habits change, and your segmentation should too. What worked last year may not work now. Keep checking if your WhatsApp customer segmentation still makes sense, and don’t hesitate to update them based on new trends, feedback, or product shifts.

1. Tata CLiQ

Tata CLiQ is known for offering a mix of luxury, electronics, fashion, and beauty products—all at accessible prices. But what really stands out is how they use WhatsApp to talk to their customers.

They send personalized messages to opted-in users based on,

• Browsing history from the last month
• Abandoned carts
• Wishlisted items with price drops
• Welcome discounts for new users

This helped them achieve the following result. 

• A 10x increase in ROI compared to email, push notifications, and SMS
• Over $500,000 in sales in just one month through WhatsApp
• A 57 percent click-through rate
• Customers were 1.7 times more likely to make a purchase through WhatsApp

2. Hugg Beverages

Hugg Beverages is a D2C health drink brand focused on using traditional ingredients to promote better gut health. But even with a strong product, they struggled to scale. Their Click-to-WhatsApp ads weren’t converting well, customer retention was low, and most of their operations relied on manual processes using Google Sheets. On top of that, they didn’t have an organised way to collect customer feedback or track support interactions.

That’s when they turned to Gallabox, a WhatsApp automation platform, to streamline operations and personalize engagement at scale. Here’s how Gallabox helped,

• Set up Click-to-WhatsApp ad flows that improved lead quality and follow-ups
• Used quiz results and Google Sheets formulas to segment users and send personalized messages
• Integrated smoothly with Razorpay and WooCommerce for payments and order updates
• Automated over 800 daily queries with chatbots, freeing up the team
• Collected product feedback and qualified leads directly through WhatsApp chats

And the results speak for themselves. After using Gallabox, Hugg Beverages saw:

• 37% improvement in Click-to-WhatsApp ad conversion rates
• 30% increase in first-time customer conversions
• 20% growth in total orders using Gallabox flows

3. Dermalogica

Dermalogica, a skincare brand, used WhatsApp to do what they’re best at — offer real, one-on-one advice. They segmented customers based on how they engaged with their website, emails, or social media, then invited them to continue the conversation on WhatsApp.

Once there, users received personalized skincare tips and product suggestions based on their needs and behavior. Nothing felt like a mass message. Every reply felt tailored.

From January to July 2024, they saw,

• 1.7 times more revenue per recipient compared to email
• 1.9 times higher open rates
• 5 times higher click-through rates

4. Little Farm Co.

Little Farm Co., a homegrown brand selling artisanal pickles and condiments, used a smart mix of ads and WhatsApp to connect with their audience. They ran Click-to-WhatsApp video ads on Instagram, targeting people most likely to engage.

Once someone clicked the ad, the conversation moved to WhatsApp, where a chatbot stepped in to answer questions, recommend products, and share the catalog. Through this, they saw-

• 46% more customer messages
• 32% lower costs per message

1. Define your segmentation goals

Start by asking what you want to achieve. Do you want to re-engage old leads, push a specific product, or offer loyalty rewards? Your goal will guide how you segment.

2. Collect customer data

Use WhatsApp opt-in forms, past conversations, or integrated CRMs to gather key details like location, product interest, order history, or support queries.

3. Create tags or labels

Most WhatsApp Business tools (like WhatsApp Business API platform) let you tag contacts. For example, tags like “New Lead,” “Frequent Buyer,” or “Pending Payment” can help you stay organised.

4. Use automation to segment in real-time

Set up automated workflows that assign tags based on customer actions. For example, if someone clicks on a specific product link or completes a purchase, the system can automatically segment them.

5. Personalize your campaigns

Now that you have your segments, send targeted messages. Welcome new users, offer tailored discounts, or follow up with people who haven’t completed a purchase.

6. Track performance and adjust

Monitor open rates, replies, and conversions for each segment. If something’s not working, tweak your approach or refine your segments.

1. Why is WhatsApp customer segmentation important for businesses?

WhatsApp customer segmentation helps businesses send relevant messages to different customer groups based on their purchase history, preferences, or behavior. This improves engagement, reduces opt-outs, and increases conversions.

2. How can I implement WhatsApp customer segmentation effectively?

Start by collecting customer data through purchase history, surveys, or engagement tracking. Use WhatsApp Business tools or CRM integrations to create customer groups and send personalized messages based on their preferences.

3. How to target customers on WhatsApp?

You can reach potential customers on WhatsApp by defining your target customers based on factors like location, gender, age, and demographics. Matching these characteristics with your product or service helps your messages reach the right people.