Segmented communication that avoids spam and boosts engagement

Honcy uses WPP Marketing for targeted campaigns that keep customers informed and organize repurchase cadence.

Fashion & accessories Mass campaigns Segmentation Personalized communication WPP Marketing Nuvemshop

Summary: The strategy helps recover contact opportunities, reduces manual work in segmentation, keeps customers informed, and creates an organized cadence to encourage repurchase, improving the customer experience and brand relationship.

A feature connected to the customer's real workflow.

Honcy is an online store offering casual fashion items such as T-shirts, pants, hoodies, bermuda shorts, shorts, tank tops and sets, serving customers interested in casual clothing online. The company uses the WPP Marketing platform integrated with Nuvemshop to manage its digital communications. Keep customers informed, avoid generic communication and spam, and organize campaigns by segments to improve engagement and encourage repeat purchases.

Honcy uses mass campaigns with tag-based segmentation to separate audiences such as new customers, at-risk customers, inactive customers, recent buyers and top customers. This segmentation enables sending targeted, relevant messages to each group, optimizing communication.

01 Personalized communication

02 Avoid spam and generic messages

03 Campaign organization by segment

04 Keeps customers informed

The project turns conversation into an operational process.

The case shows the objective, resource used, and experience created on WhatsApp, without relying on internal metrics.

Ensure Honcy’s digital communication is relevant and personalized for different customer profiles, avoiding generic messages that may be perceived as spam and negatively affect engagement. Implement mass campaigns with detailed segmentation via WPP Marketing, using tags to separate audiences and send specific messages to each segment, ensuring greater relevance and efficiency in communication.

WPP Marketing resources used.

This reading comes from the configuration available in WPP Marketing and is displayed publicly, without real sales numbers, messages, or revenue.

Mass messages Customer segmentation

Bulk messages: there are signs of campaigns or sends configured for active communication.

Segmentation: use labels to separate audiences and campaigns

Recent use: Mass messages: one-time use

How it works for the customer.

The flow shows how campaigns can be sent to the right audiences, reducing generic communication and avoiding a spammy experience.

Audience segmentation for targeted campaigns Communication stops being generic: campaigns can be targeted to audiences such as new customers, at-risk customers, inactive customers, recent purchasers, and top customers.

Segmentacao do publico para campanhas direcionadas Communication stops being generic: campaigns can be targeted to audiences such as new customers, at-risk customers, inactive customers, recent purchasers, and top customers.

Tag-based segmentation to separate audiences Communication stops being generic: campaigns can be targeted to audiences such as new customers, at-risk customers, inactive customers, recent purchasers, and top customers.

Sending targeted mass campaigns Communication stops being generic: campaigns can be targeted to audiences such as new customers, at-risk customers, inactive customers, recent purchasers, and top customers.

Occasional use of messages to avoid overload This step keeps service, sales, campaign or support connected to the conversation history.

Integration with e-commerce platform for up-to-date data This step keeps service, sales, campaign or support connected to the conversation history.

Next steps for setup.

Segmentation is essential to avoid generic communication

Targeted messages increase engagement

Integration with e-commerce simplifies campaign management

Balanced use of messages prevents audience fatigue

Expand the use of automations to complement segmented campaigns, leverage personalized cart and repurchase messages, and integrate reviews and support to further strengthen customer relationships.

Want to apply WPP Marketing to your company's WhatsApp?

WPP Marketing structures automations, campaigns, customer service, recovery, repurchase, post-sale and integrations for the brand's real-world operations.

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