Segmentation and mass campaigns for premium menswear

LEM'S uses WPP Marketing for targeted campaigns, avoiding spam and prioritizing premium customers.

Fashion & accessories campanhas em massa segmentação comunicação personalizada e-commerce integration WPP Marketing

Summary: Segmented communication helps reduce irrelevant messages, keeps customers informed and engaged, creates a repurchase cadence, and organizes campaigns according to customer profiles, optimizing relationship management and the purchase experience.

A feature connected to the customer's real workflow.

LEM'S is a brand focused on premium men's dress shirts and T-shirts made from Pima and Egyptian cotton, highlighting a soft touch, perfect fit and durability. Its target audience is men interested in premium fashion and consumers of high-quality dress and casual wear. Maintain efficient and personalized communication with different customer segments to increase engagement, avoid generic messages and promote repeat purchases.

Through WPP Marketing, LEM'S uses mass campaigns with detailed targeting, applying tags to separate audiences such as new customers, at‑risk customers, inactive customers, recent buyers from 30/60/90 days and best customers, avoiding generic communication or spam.

01 evita comunicação genérica e spam

02 mantém clientes informados

03 cria cadência de recompra

04 organiza campanhas por segmento

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.

Avoid generic communication and spam while maintaining relationships with distinct audiences within the premium menswear segment, and organize campaigns that respect customers' unique characteristics. Implement targeted mass campaigns via WPP Marketing, using tags to classify audiences and send directed messages, which enables personalized and efficient 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

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.

use of tags to segment 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.

targeted messages according to customer profile This step keeps service, sales, campaign or support connected to the conversation history.

integration with e-commerce platform This step keeps service, sales, campaign or support connected to the conversation history.

Next steps for setup.

Segmentation is essential for effective communication

avoiding spam increases engagement

personalized campaigns add value to the premium customer

e-commerce integration eases communication flow

Expand the use of automations for cart, payment and repurchase messages, and also leverage 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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