Customers
Exploring the Power of Marketing Messages
August 11, 2023
Marketing is only successful when you reach the right audience on the right platform. You could have the best strategies and stellar copy, but if it doesn't connect with consumers you miss out on potential revenue. Marketing messages take traditional marketing strategy and combine it with the WhatsApp Business Platform, creating campaigns that deliver your narrative via messages sent directly to the customer on a platform they’re already familiar with.
With billions of active users, WhatsApp is a familiar platform for many. Utilizing WhatsApp’s messaging capabilities to send your marketing campaigns creates connections that feel personalized and conversational, and can lead to higher engagement and increased conversions. Interacting with your customers on the same platform they use to chat with family and friends can make customers more receptive to your efforts, and create successful campaigns that utilize the full tool set of the WhatsApp Business Platform.
What tools does WhatsApp offer?
WhatsApp marketing messages are more than just a simple text message. In-depth tools help you shape your marketing campaigns, with features including:
Live Templates
WhatsApp offers an extensive library of templates your business can use in your campaigns. Our live templates are able to be changed even while in use, allowing you to adjust your campaigns and help drive increased engagement.
Audience Segmentation
One size doesn’t fit all. WhatsApp allows you to take your existing customer data and create custom audiences, ensuring the right messages get to the right audience. These custom audiences can be used for A/B testing to help you formulate the perfect ad for each audience, segmented performance insights, and can help you identify your most valuable prospects.
Performance Insights
WhatsApp offers a customizable dashboard that shows you the insights you deem most important. Campaign outcomes, both direct and indirect, are pulled from the aggregate data and displayed on your dashboard, providing you with the data you need to make key marketing decisions. So, what kind of analytics can you see on your dashboard and reports?
- Status of campaign
- Amount spent
- Messages sent
- Messages delivered
- Messages read
- Cost per read
- Cost per click
- Click-through rate
- Conversions
- Conversion value
- ROI
And more! With the ability to integrate with third-party tools, you have full control over your data. Working with popular analytics tools and offering event tracker code snippets ensures you get the exact data you need, when you need it.
Integrating with Existing Ads
Already have effective ad campaigns? You can integrate our click-to-WhatsApp feature to start a conversation the moment someone clicks on your ad. Messaging immediately presents an opportunity for the customer to get any information they want, and allows you to take another step with them on the customer journey.
How should your business Utilize Marketing Messages?
Whether you're driving growth with paid campaigns, nurturing leads, or re-engaging customers after their first purchase, Marketing Messages on WhatsApp can help you create meaningful connections with your audience.
Connect with customers on their terms.
With the asynchronous nature of messaging, you can ensure that your marketing messages always hit at the perfect time. Integrated chatbots respond to inquiries immediately, and have the ability to send personalized offers, answer product questions, and even make sales directly through messages. Messaging allows you to reach out directly at reasonable times, such as soon after engaging with your business and at a reasonable cadence.
Create conversations.
The conversational style of messages is more approachable, and has less of the stiffness of traditional channels. People are used to using messaging on a daily basis, and with over 2 billion active users, there is a good chance that your potential customers are already WhatsApp users. Connecting with people in the same way they connect with family and friends lends a more comfortable, personalized aspect to your marketing, and can make readers more receptive to your offers.
Personalize your marketing.
Marketing messages can deliver personalized, valuable information and offers directly to your audience. Audience segmentation can identify exactly what each of your audiences want, and you can use WhatsApp templates to deliver it in a quality fashion. WhatsApp Business clients see click-through rates of over 50% in their messaging campaigns,1 and the personalized feel of messaging can help your business unlock similar results.
Drive Results with Marketing Messages
Conversations with leads and customers makes sense at every single stage of the customer journey. Here are just a few ways you can connect with your audience across the funnel.
Awareness
Need to show off a new product or service? Messaging has you covered. Whether you send the information about the product directly to your list of opt-ins, or initiate a conversation with an ad that clicks to WhatsApp, messaging is the perfect vehicle to inform people about your new products.
Consideration
Just because you’ve piqued someone’s interest doesn’t mean they’re ready to open their wallets. When a customer reaches the consideration stage of looking at a new service, having answers ready to go via automated chatbots or live service agents can be the difference between a sign-up and a lost lead.
57% clickthrough rate with WhatsApp - Tata CLiQ
Purchase
Messaging can send customers to your preferred points of sale, and even lets them make purchases directly through messages. Connecting with customers on a familiar platform makes the purchasing process more comfortable and can help secure higher revenue growth for your business.
$500,000 USD in sales in one month attributed to WhatsApp - Tata CLiQ
Post-Purchase
Lasting relationships mean lasting revenue sources. Keeping customers engaged post-purchase is essential to driving growth and securing repeat business. Messaging allows you to use your first-party customer information to create special offers, check-ins, answer account questions, and more. Delivering this level of personalization to your customers through messaging instills trust and creates a convenient experience every time.
What kind of results can you expect?
WhatsApp has integrated with businesses all over the globe in hundreds of industries, and has achieved revenue-boosting results across the board. Higher engagement, increased click-through rates, raised ROI, and boosted overall revenue are just some of the results your business may see when using marketing messages.
Let’s look at a few examples:
6thStreet
6thStreet is an e-commerce platform based in Dubai that sells footwear in six Middle Eastern countries. 6thStreet has no brick-and-mortar locations, but customers can order shoes online and pick them up at one of Apparel Group’s other retail stores. The company wanted a scalable, more personalized, and less expensive marketing channel to engage customers.
Upon implementing marketing messages with WhatsApp, 6thStreet saw:
- 20x ROI compared to SMS over 30 days
- 2x click-through rate
- 6x jump in customer ratings and reviews
- 20% improvement in customer satisfaction
“WhatsApp gives us even more control over how we can engage with customers. In addition to the chatbot, we can include rich-media pictures and GIFs, the bot, and gamification. We have more flexibility to start different conversations with different customer segments.”
- Ankit Bansal, Head of Digital Marketing, 6thStreet
Tata CLiQ
Tata CLiQ used WhatsApp Business Platform to deliver personalized messages and offers to more customers, increasing its clickthrough and conversion rates, achieving significantly higher ROI over conventional channels.
After launching customized notifications campaigns across its communications channels, Tata CLiQ saw significant increases in customer engagement and purchases, as well as tenfold ROI, in two one-month campaigns through WhatsApp in October 2021.
- 10x increase in ROI versus email, in-app push notifications, and SMS messages
- $500,000 USD in sales in one month attributed to WhatsApp
- 57% clickthrough rate with WhatsApp
- 1.7x more likely that customers will purchase when using WhatsApp
“Our customers had a clear preference for WhatsApp, which averaged a 57 percent clickthrough rate. Customers who visited our website from a WhatsApp notification were 1.7 times more likely to make a purchase. We’ve seen $500,000 USD in sales attributable to WhatsApp during our Diwali and Black Friday campaigns, with an ROI 10 times higher than our conventional channels.”
- Amit Kumar, Customer Retention Manager
Create effective interactions
Engagement is king. Establishing communication channels that reliably engage customers and secure conversions is one of the most important things you can do. Marketing messages are effective at reaching audiences and getting engagement that you may have otherwise missed. Higher conversion rates, open rates, and most importantly, revenue are all proven outcomes when creating quality marketing content via messaging.
Want to learn more about Marketing Messages and how it can benefit your business?