Why Do Businesses Use Promotional Messages on WhatsApp?
The average email open rate is less than 20%. The organic reach via social media channels has been dropping year after year. Advertisements cost more and have worse conversion rates every quarter. However, WhatsApp has an open rate of 98%, is opened within minutes, and lands on the app used daily by more than 500 million Indians. Why companies want to shift their promotional communications to WhatsApp should be fairly simple to understand.
What WhatsApp Promotional Messages Actually Are
WhatsApp promotional messages are the messages sent by the business to its customers for purposes other than transactions. Such messages include sales notifications, product launch messages, discounts on products, events, loyalty program messages, and more.
These messages would be delivered through the WhatsApp Business API platform. Using the WhatsApp Business API allows for sending of message templates, management of conversations, creation of message flow, and integration with CRM or e-commerce platforms.
All promotional templates will need to be reviewed by Meta first before any message can be sent out. Furthermore, businesses will require opt-in consent from all contacts prior to any promotional messages being sent. Failure to adhere to this rule will lead to account suspension.
Why Businesses Choose WhatsApp Over Other Channels for Promotions
Here are a few reasons why businesses go for WhatsApp over other channels of promotions:
- The audience is already there: There are over 2 billion active users out of which more than 500 million are based in India. Your consumers are using WhatsApp all day round, and that's why promoting through WhatsApp marketing is going to ensure that you reach them at the times they use the app.
- Messages get read: With a 98% open rate, this cannot be matched in any other communication medium at equivalent cost. WhatsApp messages are typically opened within three minutes after being sent. Therefore, it's best used for sending out promotional messages that need to be seen immediately.
- Rich media makes offers more compelling: WhatsApp promotional messages include support for images, videos, PDFs, and buttons. Product launch messages that use images of the product itself and a Shop Now button convert at a completely different level compared to simple SMS texts with links. This is because it does more than just inform – it sells.
- Personalization at scale: lets businesses send personalized messages to a large number of clients at once, thanks to the use of dynamic variables that enable mentioning names, recommendations, shopping histories, and offers in messages. A client receiving a message containing a recommendation based on their previous purchase feels appreciated.
- Two-way conversation capability: Unlike SMS and emails, the use of WhatsApp for promotions allows for starting a conversation. Any question raised by the customer will be answered immediately, and then the transaction can be made right from the chat window. Therefore, such an option will relieve the client from the hassles associated with regular communication methods.
How Businesses Use WhatsApp Promotional Messages
Flash Sales and Limited-Time Offers
Scheduling a sale notification for an opted-in mailing list precisely timed to half an hour before the commencement of the sale creates instant urgency, leading to better conversion results. Timing is important when it comes to sending a WhatsApp message because it must be done when the consumer is ready to act.
Abandoned Cart Recovery
The client adding products into the shopping cart but not making the purchase is a warm lead. Sending an automatic message via WhatsApp , which shows the specific products the client has abandoned within 20–30 minutes, along with the link for completing the payment, will help recover a certain percentage of abandoned orders. The next message with some incentives like free shipping or discounts will help recover some more abandoned orders.
New Product Launches
Loyal customers who have chosen to receive updates via WhatsApp messages serve as the perfect target audience for announcing the new product. A product picture along with a brief description accompanied by a link to access it ahead of its official launch will ensure that the customers feel valued.
Loyalty and Reward Updates
Informing the customer that they have accumulated enough points to claim their reward or reminding them that their reward is about to expire motivates the customer because there is something definite waiting for them on their return visit. This message alone makes repeat purchasing from customers possible.
Re-engagement Campaigns
Clients who have not made any purchases in the last 30, 60, and 90 days are considered part of a retrievable client group. A WhatsApp message that recognizes the lapse and provides an incentive for their return, perhaps with a discount for a category they have previously purchased, is shown to reactivate a certain percentage of the dormant clients.
What Businesses Must Get Right Before Sending
Opt-in consent is mandatory. All contacts in a promotional WhatsApp group must have opted in to receive messages from the business. Promotion to groups without explicit opt-in consent jeopardizes account suspension and destroys the possibility of using WhatsApp for the business going forward.
The template must be approved. Every message must be approved by Meta before being sent. Failure to use an approved template results in the message failing prior to delivery to the customer.
Frequency is key. WhatsApp messaging is considered personal communication. Over-communication will eventually lead to people blocking your content and unsubscribing from further communication, reducing your audience base. The recommended frequency is two to four messages per month per client.
Getting your Business Ahead
WhatsApp Business API Services by Sequence Cloud Gateway offer India-based businesses all kinds of services for WhatsApp campaigns. This includes opting into the service, creating promotional and transactional templates, bulk WhatsApp campaigns, abandonment reminders, and deliverability metrics so that businesses can carry out their WhatsApp promotions in full compliance with Facebook policy.
FAQs
Q: Can businesses send WhatsApp promotional messages to any number?
No. Consent must be explicitly obtained from all contacts before sending out any promotional messages. It is against Meta's guidelines to send any messages to contacts who have not consented to receive them.
Q: What types of content can be included in a WhatsApp promotional message?
It allows images, videos, PDF files, product carousels, and CTAs. All templates have to be approved by Meta first.
Q: How is WhatsApp promotional messaging different from bulk SMS?
WhatsApp provides rich media content, interactive buttons, two-way conversations, and much higher levels of engagement compared to SMS. Moreover, it also requires opt-in and template approval, which is not always the case for SMS campaigns.
Q: How often should a business send WhatsApp promotional messages?
Sending two to four messages per month per client strikes the perfect balance between maintaining contact and avoiding unsubscribes. Special occasions such as flash sales might warrant sending out more messages, but always remember that too much can result in clients blocking your number.