Learn how to create segments that will level up your WhatsApp marketing strategy. Segmentation allows you to better understand your audience and send targeted messages in Klaviyo.
Why are these WhatsApp segments recommended?
Just like any other channel, research shows that when you personalize and target your WhatsApp messages to your recipients, it leads to higher engagement rates. Higher engagement creates more opportunities to generate revenue.
The following segments help you better understand your audience and message those most likely to engage with you. Depending on the segment, you may want to send only to this group or exclude it from a specific campaign.
All WhatsApp subscribers
Creating a WhatsApp subscribers segment gives you a high-level look at everyone currently opted in to WhatsApp marketing. Your subscribers may be spread across several lists or in multiple lists at once. A segment is the most accurate way to see everyone who is actively consented to receive WhatsApp messages.
Highly engaged WhatsApp segment
A highly engaged WhatsApp segment allows you to target subscribers who recently interacted with your WhatsApp messages or recently opted in.
Create a segment with the following definition:
If someone can or cannot receive marketing > can receive > WhatsApp marketing > because person subscribed
AND
What someone has done or not done > Opened WhatsApp message > at least once in the last 30 days
OR
- What someone has done or not done > Clicked WhatsApp message > at least once in the last 30 days
This segment ensures you send messages to subscribers who are actively engaging with your WhatsApp content or who recently joined your list.
Prefers WhatsApp segment
If you use both WhatsApp and email in Klaviyo, some subscribers may prefer one channel over the other. Create a segment using direct behavior as conditions. In the example below, any profile who interacts frequently with your WhatsApp messages and has not recently interacted with your emails will be included.
In your WhatsApp messages, consider including copy that encourages these subscribers to re-engage with your email content through deals or special offers. You can also communicate major updates via WhatsApp to ensure they receive important announcements.
WhatsApp VIP segment
A WhatsApp VIP segment helps you focus on your most valuable customers who have opted into WhatsApp marketing. Send this group exclusive deals and promotions, and let them know you appreciate their ongoing support.
You can build this segment from scratch or clone an existing VIP segment and add new conditions related to WhatsApp consent or engagement.
VIP criteria will look different in each account. Create a definition that best fits your business based on your product prices and customer buying cycle.
High-intent WhatsApp shoppers
This group includes anyone who has viewed products twice, started checkout, but did not complete an order in the last 5 days.
Send this group an extra incentive to complete their purchase. Make sure it is different from the offer in your abandoned cart flow. You can also share customer reviews to build trust or create urgency to encourage them to buy.
WhatsApp location-based segment
A location-based segment allows you to focus your WhatsApp marketing efforts on those within a designated geographic area. For example, if you are promoting an in-store event, you may only want to message subscribers within driving distance.
You can also segment your WhatsApp subscribers based on their phone number’s country code to tailor messaging by region.
Sent WhatsApp message
You can create segments based on any keyword a subscriber sends through WhatsApp. The keyword may indicate how they found your program or reflect their preferences or interests.
Use flows to trigger actions when someone sends a certain keyword and update profile properties automatically. You can also build a segment based on this activity.
- Make sure your WhatsApp setup allows inbound messaging if you plan to segment based on received messages.
- Include alternate spellings or variations of keywords to ensure accurate segmentation.