To help you get started, we have listed four essential strategic segments for any e-commerce store. These examples show how to combine different conditions to reach your conversion and retention goals.
1. Re-engaging inactive customers (Win-back)
The goal of this segment is to reactivate customers who have not placed an order in a while, so they don't turn to the competition.
Conditions to set up:
Property / Action: has placed an order at least once.
Action: has not placed an order in the last 6 months (or any period relevant to your sales cycle).
Optional: exclude people with an unhandled inbound message to avoid reaching out to an unhappy customer.
Campaign strategy:
Send a warm message checking in on the user, along with an exclusive discount code ("We miss you") to encourage a new order.
2. The VIP Customers segment (loyalty)
This segment groups your best customers, the ones who generate the most value for your brand. It is crucial to treat them differently from the rest of your base.
Conditions to set up:
Shopify property: number of orders is greater than or equal to 3 (or total spend above a defined threshold).
Action: has read at least one WhatsApp message in the last 90 days.
Campaign strategy:
Give them exclusive perks: early access to new collections, invitations to private sales, or gifts slipped into their next order. The goal here is to strengthen the feeling of belonging to an exclusive club.
3. Converting new prospects (WhatsApp leads)
This segment targets people who got in touch with you on WhatsApp (for example through a QR code at a trade show or a link in an Instagram bio) but have not yet made their first purchase.
Conditions to set up:
Action: has sent a WhatsApp message at least once (Inbound Message).
Shopify property: number of orders equals 0.
Campaign strategy:
Use a reassurance message. Offer a specific welcome deal or ask if the customer needs advice to choose their first product. This segment often has very strong conversion potential because contact is already established.
4. Targeting by product affinity (Cross-sell / Upsell)
By combining static lists and segments, you can target customers based on the specific interests they showed in previous automations.
Conditions to set up:
List: is a member of the "Face Care Interest" list (a list fed by a button click in a previous flow).
Action: has not bought a product from the "Serum" range in the last 30 days.
Campaign strategy:
Offer a product that complements what they already know. If the customer showed interest in face care but has not yet tried your flagship serum, it is the perfect time to send them a video demo or a targeted customer testimonial.
Wrapping up: putting it into practice
These segments are only starting points. The key to successful segmentation is iteration. Once your segment is created, remember to use the Calculate button to check your audience size before launching your campaign.
By diversifying your segments, you reduce the overall marketing pressure on your database while increasing the relevance of every message sent. A relevant message is a message your customers won't report as spam.