Targeting with Precision: The Power of Audience Segmentation on the WhatsApp Business API

September 14, 2023

WhatsApp’s Business API has emerged as a powerful platform for businesses to connect with their customers. To fully harness its potential, businesses can utilize advanced strategies, such as audience segmentation. In this blog, we'll explore the concept of audience segmentation on WhatsApp Business API. We talk about its benefits, use cases, and how to do it using kwiqreply’s Dashboard.

TL;DR

Audience segmentation refers to dividing our grouping your audience into different segments based on any common ground for targetted marketing or messaging
Its benefits include
1. The ability to personalize messages for better engagement
2. Improved conversion rates from targetted messaging
3. Cost efficiency from saving resources due to optimized messaging
4. Better customer experience by sending relevant promotions and messages
5. Behavioral insights for specific segments of the audience
Some examples of industries that can benefit from audience segmentationinclude
1. E-commerce
2. Restaurants
3. Fitness Centers
4. Travel Agencies

What Is Audience Segmentation?

Audience segmentation is the practice of dividing your customer base into distinct groups based on shared characteristics, interests, or behaviors. It's the art of categorizing your audience into smaller, more manageable segments to deliver tailored content, offers, and messages. WhatsApp Business API allows businesses to utilize this strategy effectively, ensuring that messages reach the right recipients on time.

The Benefits of Audience Segmentation

Personalization

One of the primary advantages of audience segmentation is the ability to personalize your messages. Instead of sending generic content, you can craft messages that resonate with each segment's specific interests and preferences. Personalization leads to higher engagement rates and fosters a sense of connection between your brand and the customer.

Improved Conversion Rates

When your messages are tailored to each segment's needs, you're more likely to see improved conversion rates. Customers are more likely to take action when they receive content that speaks directly to their needs and desires. Whether it's making a purchase, signing up for newsletters, or simply engaging with your brand, segmented messages can drive results.

Cost-Efficiency

Targeted messaging is cost-effective. By avoiding broadcasting messages to your entire contact list, you reduce the risk of wasting resources on uninterested recipients. This approach ensures that your marketing budget is allocated efficiently, maximizing your return on investment (ROI).

Enhanced Customer Experience

Segmentation leads to a better customer experience. When customers receive messages that are relevant to them, they feel valued and understood. This positive experience can lead to increased customer loyalty and long-term relationships.

Behavior Insights

Segmenting your audience allows you to gain valuable insights into customer behavior. You can track how different segments respond to your messages, which helps you refine your marketing strategies further. This data-driven approach enables continuous improvement in your messaging and overall customer engagement.

How to Segment and Upload Your Audience to kwiqreply

First, navigate to the Audience menu on your kwiqreply dashboard.

audience_dashboard — *kwiqreply Dashboard on Audience page*

There are two ways to upload your audience segments and the options available to you are:

You can upload each number, details, and chosen segment manually.
You can create an Excel sheet to upload all your contacts in a single click automatically.

If you want to upload an Excel sheet you can select the import CSV option.

The Excel sheet must be ordered properly to read the data accurately. kwiqreply provides a sample so you can format your Excel sheet accordingly. Here are some things to keep in mind:

Column C of the sheet should contain the user's phone number - without the country code, additional extensions, or spaces.
Column N should contain the country code of the relevant phone number.
Column U should contain the Segment name
The same contact can be added to multiple segments.

Once you save and upload the Excel sheet you can click “Next”

The contacts will now be uploaded and segmented automatically.

Working With Audience Segments

You can edit or delete segments and contacts by selecting them manually. New contacts can be added in this manner as well. WhatsApp also automatically saves the names and numbers of users when they message you. This is updated on your kwiqreply dashboard in real time.

For D2C and E-Commerce companies there is a hidden functionality available. They can collect and collate the purchase history and buying habits of their customers as well. This is reliant on them using a CRM that can integrate with the WhatsApp Business API. Following your integration with kwiqreply, this can also be automated for ease of operations.

These segments can now be used for bulk messaging with messages crafted for each of them.

Practical Examples of Audience Segmentation on WhatsApp Business API

Let's consider some practical scenarios where audience segmentation can work wonders for businesses on the WhatsApp Business API platform:

E-commerce

As mentioned before, online retailers can segment their audience based on gender, purchase history, and browsing behavior. This allows them to send personalized product recommendations and exclusive offers to different segments, increasing sales and customer retention.
Restaurants

A restaurant can segment its audience by location and dining preferences. They can send targeted messages to nearby customers with special promotions or event announcements, encouraging them to visit the restaurant.
Fitness Centers

A fitness center can segment its audience by fitness goals (e.g., weight loss, muscle gain, or general fitness). They can then send customized workout plans and nutrition tips to each segment, helping clients achieve their goals.
Travel Agencies

A travel agency can segment its audience by travel interests (e.g., adventure travel, luxury vacations, or family getaways). They can send tailored travel itineraries and exclusive deals to each segment, making their offers more appealing.

At kwiqreply, we help you fully leverage the features of the WhatsApp Business API for your organization. kwiqreply is a trusted WhatsApp Business Solution Provider that has helped companies scale up their sales and customer satisfaction. It brings you tried and tested features like bulk messaging, custom message templates, quick response message buttons, etc. Combined with WhatsApp’s capability for media-rich messages, you can send visually appealing messages and gather data for your surveys.

So, seize the opportunity, leverage WhatsApp's potential, and propel your business toward sustainable growth and success! Know more about WhatsApp Business API’s features and start sending surveys by checking out our website today!

Click here to book a free demo and let us show you how you can do more business with WhatsApp.