SMS Segmentation Guide

Stop blasting everyone. Start converting more with targeted segments.

Why Segment?

• Higher engagement - Relevant messages get clicked

• Lower opt-outs - People stay subscribed to useful content

• Better ROI - Smaller, targeted sends convert better

Essential Segments

By Purchase Behavior

• VIPs - Top 20% by spend

• One-timers - Bought once, never returned

• Lapsed - No purchase in 90+ days

By Engagement Level

• Highly engaged - Opens and clicks everything

• Passive - Opens but rarely clicks

• At-risk - Hasn't engaged in 60 days

By Interest

• Tag by category purchased or browsed

• Example: "Women's shoes" vs "Men's accessories"

Segment-Specific Messages

VIP: "VIP EXCLUSIVE 🌟 Early access to our biggest sale. You get 48 hours before everyone else: [link]"

Lapsed: "We miss you! 💔 Here's 25% off your next order—just for you. Code: COMEBACK25"

One-timer: "Your first order was awesome! Ready for round 2? Here's 15% off: [link]"

Segment smarter with Hermes →