Segmentation

Segmentation is to separate your contact base into groups with common characteristics or intentions. Messaging the right message to the right group increases response rate by 3 to 10 times — and dramatically reduces the risk of reporting/blocking.

Targeting criteria that work

Criterion	How to segment	Campaign example
Funnel stage	Tag per stage (lead, qualified, customer)	Nurturing for leads, repurchases for customers
Product/service	Tag by declared interest	New announcement only for those who bought a similar line
Origin	Automatic tag (Instagram, Meta ad, referral)	Message with a tone consistent with the arrival channel
Behavior	Tag per action (opened cart, asked for discount)	Specific objection message
Average ticket	Tag by value range (up to X, X-Y, above Y)	Premium offer for high ticket only
Recency	Tag by last purchase (0-30, 30-90, 90+ days)	Reactivation for inactive

How to apply tag automatically

Configure tag rules in tools like Zapext:

• Tag by keyword detected in the message ("discount", "urgent", "quote").
• Tag by time (message outside business hours = "night" tag).
• Tag by arrival channel (UTM in wa.me link).
• Tag by purchase value (via integration with POS/e-commerce).

Bad segmentation signal

If your messaging response rate is below 5%, your segmentation is poorly done. Either you are sending messages to the wrong base, or the message does not match the group profile. Review tags and test with smaller list (50-100 contacts) before sending broad messages.

See: secure bulk messaging and ICP.