Marketing
What are the benefits of whatsapp marketing campaigns?
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In this article, you’ll discover the advantages of using WhatsApp for marketing campaigns… a channel preferred by your customers and used by over two billion people worldwide.
We’ll also guide you through how to set up these campaigns step-by-step, the tools you’ll need, and key aspects to ensure your campaigns are successful.
Traditionally, outbound marketing efforts have been channeled through emails and SMS. These campaigns typically involve direct messages to a segmented audience who have opted in to receive such communications.
However, these “traditional” methods face challenges that can diminish their effectiveness:
Sin embargo, estos canales “tradicionales” tienen algunas dificultades propias de la experiencia de los usuarios, que terminan afectando los resultados:
SMS campaigns boast a high contactability rate, with messages being delivered in nearly 90% of cases. However, it’s not possible to know if the messages are actually read, and they have a very low response or conversion rate… about 10% CTR (Click to Rate).
Moreover, given how we use conversational channels like WhatsApp, Messenger, or Instagram Direct today, SMS has shifted to a more «informational» than interactive channel.
Often, as users, we might read SMS previews on our phones and mark them as read automatically, or sometimes we don’t even do that, leaving them unread in our SMS inbox.
We can say that while SMS is highly contactable, the conversion rate is very low, and it doesn’t allow for interaction with an advisor to continue with a purchase from our campaign.
It would be incorrect to claim that email marketing is ineffective or on the decline. At Atom, we still find value in using this channel under certain conditions. Yet, the open and conversion rates for emails can be quite low.
Additionally, if you’re familiar with the benefits of focusing on WhatsApp and other conversational channels, you’re likely already using them as your initial conversion strategy (remember, traffic to WhatsApp converts 80% better than website forms).
So, if you’re starting customer interactions through messaging platforms (WhatsApp, Messenger, Instagram, Direct, etc.), why switch channels? In other words, why not send your marketing campaigns through WhatsApp, the channel your customers prefer to contact you on?
It’s simple because it’s new. It’s not being done, and you’re not doing it, which is why you’re missing out on significant opportunities. WhatsApp marketing campaigns aren’t meant to replace email campaigns but to enhance your overall strategy. If your email campaigns are working, there’s no need to abandon them. Yet, you might find that WhatsApp offers several advantages, which we’ll review next:
Take a look at these numbers and see if they align with your email campaign metrics, and then consider the possibilities WhatsApp could offer:
These are the metrics from campaigns that some of our clients have already launched. The image displays the open rates, click rates, and final conversion rates for each channel.
As you can see, WhatsApp offers numerous advantages as it has the highest open rate, greater reachability, the highest conversion rate, and more sales.
Interested in learning more about marketing campaigns using artificial intelligence and other Atom services? Please fill out the form below:
However, it’s important to distinguish between mass messaging and a full marketing campaign, which involves much more than just sending a message to a large number of people.
Sending a WhatsApp message via broadcast or distribution list offers many advantages but also presents areas for improvement, notably in follow-up.
What happens when you contact hundreds of people with a message and start receiving their responses? Should your advisors handle all those messages?
Consider this: among those responses, many will be “thanks, but not interested”, or people who may want more information but aren’t ready to make a purchase right then.
Atom’s campaign module enables automatic follow-up on the messages you send. It does this through a customized bot flow, which assesses and uncovers the true intentions of the user before assigning them to an advisor who can close the sale.
This way, your advisors focus only on those customers who are genuinely interested.
The Atom campaign module is simple and intuitive. From here, you can reach thousands of customers within minutes. Follow these steps:
Create an initial message, which is a WhatsApp template generated right from the Atom platform.
Build a contact list of the people you want to reach.
Set up an automated flow (like a chatbot with automated responses) that starts with the template you’ve created and guides users down different paths based on their intentions.
Once everything is set up, simply send the initial message to the entire list with just one click.
Each user will follow their own path, leading to either automated handling or your sales team, so they can focus only on those who are truly interested.
Using the Atom module to send campaigns not only leverages WhatsApp’s benefits (greater reachability and response rate) but also enhances the conversion rates of your campaigns and simplifies your sales team’s work.
Being able to contact your customers wouldn’t be very useful if you couldn’t see the response metrics and track your messages, right?
That’s why, once you send out your campaigns, Atom provides real-time visibility of your results, showing how many people received the message, how many opened it, and how many responded.
At Atom, we are pioneers in the use of Generative Artificial Intelligence for customer engagement.
In addition to your campaigns, you have access to a wealth of tools like ChatGPT to respond to your customers when they reach out and address their inquiries without needing to escalate to a human advisor until they are ready to make a purchase.
Learn more about how Atom integrates ChatGPT into your company’s chatbot.
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