New customers need encouragement
Those who haven't purchased yet may need confidence, a first purchase coupon, or a more direct welcome message.
Customer Segmentation
Automatically segment customers based on e-commerce events.
WPP Marketing receives store events, records purchase behavior, and classifies customers into useful segments for more relevant WhatsApp Marketing campaigns.
- Automatic segmentation by store events
- New customers, active, at risk, and inactive
- Campaigns for repurchase, reactivation, and relationship
Organized base
Contextual campaigns
01
The store sends events
Cart, order, payment, shipment, cancellation, and customer created are received by WPP Marketing through the integration.
02
The system classifies
As events arrive, behavior is stored and customers are automatically added to the corresponding segments.
03
Campaigns become more relevant
The store can send different messages to new customers, recent buyers, at-risk customers, inactives, and best customers.
Using the same message for the entire base ignores each customer's real-time moment.
New customers, recent buyers, at-risk customers, and inactives require different campaigns. E-commerce events help WPP Marketing automatically separate these audiences.
Active customers need continuity
Those who have already purchased can receive repurchase, replenishment, related news, and relationship campaigns.
Inactive customers need a reason to return
Those who haven't purchased in a long time should receive an offer, benefit, or reactivation message with context.
How automatic segmentation works in WPP Marketing.
Connect the store
In supported integrations, the store sends customers and commercial events to WPP Marketing.
Receive e-commerce events
Cart, order, payment, shipment, cancellation, recent purchase, and inactivity feed each customer's history.
Automatically classify
With the received events, the system segments customers based on behavior, recent purchase, risk of inactivity, inactivity, and value to the store.
Send campaign messages by audience
After classification, the store can create campaigns for each segment with messages for repurchase, reactivation, or relationship.
Resources to turn contacts into campaign audiences.
WhatsApp Marketing Campaigns
Send campaigns to the entire base or to automatic segments when there is a classified audience.
Repurchase and post-saleCreate audiences for replenishment, customer return, reviews, and post-purchase campaigns.
E-commerce eventsUse cart, order, payment, shipment, and cancellation to feed automatic classification.
Inbox with historyWhen the customer responds, the team monitors conversation and context in the dashboard.
Store integrationsConnect Shopify, Wix, Nuvemshop, Tiendanube, WooCommerce, or proprietary systems via API.
Official API with CoExUse the official connection when applicable for campaigns, automations, and support with stability.
Useful segments for e-commerce campaigns on WhatsApp.
Audience for greetings, first purchase encouragement, and store introduction.
Customers who purchased in the last 30, 60, or 90 days for post-sale, repurchase, and relationship.
Audience for actions before the customer cools off, with benefit or return message.
Reactivation audience, special offers, launches, and recovery campaigns.
Automatic segmentation arises from events, not just contact importation.
Importing customers helps start with a base. Automatic classification occurs as WPP Marketing receives events from the store and understands purchase, recurrence, inactivity, and customer value.
Imported database
Helps initiate campaigns and relationships but does not replace behavioral history generated by events.
Store events
Automatically feeds cart, order, payment, recent purchase, recurrence, and inactivity history.
Automatic segments
Allow campaigns for new customers, recent buyers, at-risk customers, inactives, and best customers.
Common questions about customer segmentation.
Does WPP Marketing segment customers automatically?
Yes. The system automatically segments customers as it receives e-commerce events and accumulates purchase history, recency, inactivity, and behavior.
Does importing customers already create all segments?
Not necessarily. Importing creates an initial database. Automatic segments are mainly fed by events received after the store connection.
What automatic segments can I use?
The platform can work with groups such as new customers without purchase, buyers in the last 30, 60, or 90 days, at-risk customers, inactive customers, and best customers, based on available data.
What data feed the segmentation?
E-commerce events, sent campaigns, purchases, responses, tags, lists, and data available in integrations can help build context for campaigns.
Does segmentation replace mass sending?
No. Mass sending remains available when appropriate. Segmentation is recommended to make campaigns more relevant when there is enough data.
Organize your database to sell more with less generic campaigns.
Connect your store, let the events feed the automatic segments, and send WhatsApp Marketing campaigns to more relevant audiences.