Have you ever received a promotional message that had nothing to do with your interests? If so, you know how frustrating that can be.
Customer lifecycle segmentation prevents this experience by helping businesses reach out to their customers with tailored messages at the right time—when their audience is most likely to engage.
The strategy of customer lifecycle segmentation (grouping customers based on their relationship with a brand) helps businesses tailor their communication and actions to increase customer retention and overall customer value.
According to studies, personalized campaigns can boost engagement by 74% and increase conversions by up to 202%. By using channels like SMS, Viber, WhatsApp, and Email, businesses can create targeted messages that guide customers through each stage of the buying journey.
In this article, we will explore the key stages a customer experiences when interacting with a business—and the most effective communication methods at each stage.
What is customer lifecycle segmentation?
Customer lifecycle segmentation involves dividing your customers into different groups based on the stage they’re in within their relationship with your business. The core stages include:
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Awareness: The customer is just discovering your brand.
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Interest: They’re exploring your products/services.
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Decision–Conversion: They’re ready to make a purchase.
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Retention: They’ve made a purchase and may buy again.
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Loyalty: A loyal customer returns frequently.
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Reactivation: Former customers you want to re-engage.
Instead of following a one-size-fits-all strategy, you can tailor your messaging, promotions, and support to match the needs of each group. Targeted messaging campaigns make every communication more relevant and effective.
Why Segmentation Matters
Bulk messaging is no longer effective.
72% of consumers interact more with personalized content, while 91% are more likely to buy from brands offering relevant recommendations.
By integrating segmentation into their communication strategy, businesses benefit from:
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Higher open and click-through rates
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Increased conversions
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Greater customer engagement and loyalty
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Lower costs (sending messages only to the right audience)
On Apifon’s platform, you have immediate access to ready-made audience groups organized by customer lifecycle stage—such as new subscribers, loyal customers, or inactive contacts. These segments are based on customer behavior and previous campaign interactions. This saves you time on data analysis and categorization, so you can focus on what matters most: sending the right message at the right time for every step in the customer journey.
Customer Lifecycle Stages
Stage 1: Awareness
At this stage, customers are encountering your business for the first time. Your goal is to grab their attention and encourage them to explore your products or services. Use clear, compelling CTAs, offer an incentive like a discount or freebie, and focus on storytelling that introduces your brand. Communicate regularly across channels (SMS, Viber, WhatsApp, Email) to discover where each customer engages best.
Target Audience: New subscribers and first-time visitors
Sample Messages:
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SMS: “Discover our new collection! Enjoy 10% off your first purchase: [link]”
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Viber: Promotional image + CTA button “Explore More”
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Email: Welcome newsletter with brand info and a purchase incentive
Stage 2: Consideration
Customers are showing interest but aren’t ready to purchase. Now is the time to eliminate doubts and build trust by sharing social proof (reviews, testimonials) and emphasizing your product's value and unique features. Use WhatsApp for personalized suggestions, Email for detailed case studies, and Viber for exclusive deals.
Target Audience: Active subscribers engaging with your content (e.g., message readers or site visitors)
Sample Messages:
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WhatsApp: “See why this product is perfect for you! [link]”
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Email: Customer reviews and success stories
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Viber: Personalized deals based on browsing behavior
Stage 3: Purchase
Here, the customer is ready to buy. They have all the information they need, and just need a final nudge. Create urgency with time-sensitive offers or discount codes. Try SMS with flash deals, Email with countdown timers, and Viber messages with interactive CTAs that drive immediate action.
Target Audience: Highly engaged subscribers interacting regularly with your brand
Sample Messages:
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SMS: “Today only! 20% off the entire e-shop.”
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Email: Limited-time offer with “Shop Now” CTA
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Viber: Visual countdown and “Buy Now” button
Stage 4: Retention
Your relationship doesn’t end after the first purchase—it’s just beginning. Stay in touch by offering value through personalized messaging and loyalty rewards. Send automated birthday emails with exclusive discounts, WhatsApp perks for repeat purchases, and Viber invitations to VIP loyalty programs.
Target Audience: Recent buyers
Sample Messages:
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WhatsApp: “Happy Birthday, Anna! ? Enjoy 15% off today: [link]”
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Email: Loyalty program details and benefits
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Viber: Invite to join the VIP club
Stage 5: Loyalty
Turn satisfied customers into enthusiastic brand advocates through referral programs and exclusive perks. Encourage them to refer your brand via WhatsApp, reward them through Email, and send Viber-only offers for loyal shoppers.
Target Audience: Repeat customers
Sample Messages:
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WhatsApp: “Become a VIP and get early access to new launches!”
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Email: Referral program – “Invite a friend and get 20% off!”
Stage 6: Reactivation
Bring back inactive customers with special discounts and urgency-based messaging. Send SMS with exclusive promos, Email for abandoned cart reminders, and Viber reactivation deals that reignite interest in your brand.
Target Audience: Inactive customers or disengaged contacts
Sample Messages:
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SMS: “We miss you! Come back and get 15% off your next order.”
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Email: Reminder of items left in the cart.
Remember: Personalization based on the customer journey isn’t a luxury—it’s a necessity. Businesses that implement segmentation see better conversion rates and deeper customer loyalty.
