Segmentation and mass campaigns for qualified engagement

Bia Souza uses segmentation and mass campaigns to communicate exclusive, original women's fashion and avoid spam.

Fashion & accessories Mass campaigns Segmentation Personalized communication Digital marketing WPP Marketing

Summary: Helps organize campaigns by segment, keeps customers informed about news and promotions, creates repurchase cadence, and reduces the risk of intrusive or irrelevant communication.

A feature connected to the customer's real workflow.

A women’s fashion brand offering original pieces with asymmetry, fluidity, and contemporary tailoring for identity-driven women, highlighting conveniences like free shipping and installment payments. Avoid generic or spammy communication by sending relevant messages to segmented audiences such as new customers, at‑risk customers, inactive customers, recent buyers, and top customers.

Use tags to segment audiences and organize targeted campaigns, sent in bulk to defined groups, ensuring personalized messages and appropriate communication cadence.

01 Avoid generic communication and spam

02 Custom messages by segment

03 Fortalece o relacionamento com clientes

04 Organize campaigns by audience

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.

Keep communication relevant and personalized for different customer profiles in an independent fashion marketplace, avoiding generic messages that may be perceived as spam. Implement mass campaigns with segmentation based on tags that identify distinct audiences, enabling messages appropriate to the customer's stage in the purchase cycle.

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.

Tag-based segmentation to identify customer profiles 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 mass campaigns to segmented 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.

Messages adapted to the customer's stage in the buying cycle This step keeps service, sales, campaign or support connected to the conversation history.

Use of integrated digital channels for communication This step keeps service, sales, campaign or support connected to the conversation history.

Makes campaign management and planning easier Communication stops being generic: campaigns can be targeted to audiences such as new customers, at-risk customers, inactive customers, recent purchasers, and top customers.

Next steps for setup.

Segmentação é essencial para evitar spam e aumentar relevância

Mass campaigns can be effective when well segmented

Knowing your audience enables more targeted communication

Future automation can further optimize relationships

Expand the use of automations for abandoned 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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