Contact segmentation
Contact segmentation is the division of the address book into homogeneous groups by characteristics or behavior, such as interests, purchases, geographic area, funnel stage or date of last contact, in order to send each group relevant messages. On WhatsApp it is the practice with the greatest impact on replies, costs and number protection, because it reduces irrelevant sends.
The working tools are tags and custom fields: tags classify, for example customer, lead, VIP or march-event, while fields record values such as city, product purchased or expiry date. Segments are built by combining these attributes and become the recipients of campaigns. The sources: data declared in forms, in-chat behavior (keywords, button replies), purchase history imported from the management system, results of previous campaigns.
On WhatsApp, segmentation has a direct economic effect: marketing templates are paid per delivered message, so sending to a targeted segment instead of the whole list cuts costs in the same proportion. There's also a quality effect: relevant messages generate fewer blocks and reports, preserving quality rating and messaging limits. The practical rule: five campaigns to a thousand right contacts beat one to five thousand undifferentiated ones.
In SendApp, contacts are segmented with tags and custom fields; segments are selected as campaign recipients and can update themselves with subscribe and unsubscribe keywords.
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