New customer needs an incentive
Those who haven't purchased yet may need trust signals, a first-purchase coupon, or a more direct welcome message.
Customer segmentation
Segment customers on WhatsApp using your store's data and events.
WPP Marketing receives events from the e-commerce platform, organizes history, lists and tags, and classifies customers into segments useful for more relevant WhatsApp campaigns.
- Automatic segmentation by store events
- New, active, at-risk and inactive customers
- Campaigns for repurchase, reactivation and relationship
Organized base
Contextual campaigns
01
The store sends events
Cart, order, payment, shipping, cancellation and customer created arrive at WPP Marketing via 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, inactive customers, and top customers.
The same message sent to the entire database ignores each customer's actual timing.
New customers, recent buyers, at-risk and inactive customers need different campaigns. E-commerce events help WPP Marketing automatically segment these audiences.
Active customer needs continuity
Customers who have already purchased can receive offers for repurchase, replenishment, related updates, and relationship campaigns.
Inactive customer needs a reason to return
Customers who haven't purchased in a long time should receive an offer, benefit, or reactivation message with context.
Segmentation for WhatsApp is not the same as replacing your CRM.
WPP Marketing organizes useful data for campaigns and customer service on WhatsApp. If your company already uses a CRM, ERP or a proprietary system, that data can be received through integrations and APIs to complement segmentation.
Events, lists, tags and history help segment customers for campaigns, repurchase, reactivation and relationship management.
Pipeline, opportunities, tasks and sales management remain in the CRM when this tool is part of your operation.
APIs and events let you bring company system data into WPP Marketing and use that context in WhatsApp communications.
How automatic segmentation works in WPP Marketing.
Connect the store
In supported integrations, the store sends customers and business events to WPP Marketing.
Receive e-commerce events
Cart, order, payment, shipping, cancellation, recent purchase and inactivity feed each customer's history.
Automatically classify
With the received events, the system segments customers by behavior, recent purchase, risk of churn, inactivity and value to the store.
Send campaigns by audience
After segmentation, the store can create campaigns for each segment with repurchase, reactivation, or relationship messages.
Features to turn contacts into campaign audiences.
WhatsApp Marketing Campaigns
Send campaigns to your entire base or to automatic segments when qualified audiences are available.
Repurchase and after-salesCreate audiences for replenishment, customer follow-up, reviews and post-purchase campaigns.
E-commerce eventsUse cart, order, payment, shipping and cancellation to feed the automatic classification.
Inbox with historyWhen the customer replies, the team follows the conversation and context on the dashboard.
Store integrationsConnect Shopify, Wix, Nuvemshop, Tiendanube, Yampi, WooCommerce or custom systems via API.
CRM, ERP and proprietary systemsUse the API Developer to connect your system's data and actions to messaging operations in WPP Marketing.
Official API with CoExUse the official connection when applicable for campaigns, automations, and support to ensure stability.
Useful segments for e-commerce campaigns on WhatsApp.
Audience for welcome messages, first-purchase incentives, and store introduction.
Customers who bought in the last 30, 60 or 90 days for after-sales, repeat purchases and relationship building.
Audience for actions before the customer cools off, with a benefit or return message.
Audience for reactivation, special offers, launches, and recovery campaigns.
Automatic segmentation is driven by events, not just by importing contacts.
Importing customers helps you get started with a base. Automatic classification happens as WPP Marketing receives events from the store and recognizes purchases, recurrence, inactivity, and customer value.
Imported base
Helps start campaigns and relationship management, but does not replace the behavioral history generated by events.
Store events
Automatically populate cart, order, payment, recent purchase, recurring and inactivity history.
Automatic segments
Enable campaigns for new customers, recent buyers, at-risk customers, inactive customers, and top customers.
Common questions about customer segmentation.
Is WPP Marketing a CRM for WhatsApp?
WPP Marketing organizes customers, events, lists, tags and history for segmentation, campaigns and support on WhatsApp. It is not presented as a replacement for a full CRM for pipelines, opportunities and sales tasks.
Can I use data from my CRM in targeting?
Yes, when there is a compatible integration. Proprietary systems, CRM, and ERP can send data and events through the available APIs to supplement the context used in communications.
Does WPP Marketing automatically segment customers?
Yes. The system automatically segments customers as it receives events from the e-commerce platform and accumulates purchase history, recurrence, inactivity and behavior.
Does importing customers already create all segments?
Not necessarily. Importing creates an initial base. Automatic segments are fed mainly by events received after the store is connected.
Which automatic segments can I use?
The platform can work with groups such as new customers without a purchase, buyers from the last 30, 60, or 90 days, at-risk customers, inactive customers, and top customers, based on available data.
What data powers the segmentation?
E‑commerce events, sent campaigns, purchases, replies, tags, lists and data available in integrations can help build context for campaigns.
Does targeting replace mass blasts?
No. Bulk sending remains available when it makes sense. Segmentation is recommended to make campaigns more relevant when there is sufficient data.
Organize your database to sell more with less generic campaigns.
Connect your store, let events feed automatic segments, and send WhatsApp Marketing campaigns to more relevant audiences.