Activate customers from your CRM on WhatsApp to grow lifetime value with private offers and loyalty programs
- 7.5% conversion rate
- 41% notification opt-in
What you'll learn in this playbook
- Best practices for app acquisition on WhatsApp
- What an ideal customer journey looks like
- Ways to structure conversational data
- Segmenting customers for one to one retargeting
- How to grow your messaging audience faster
CHALLENGE
Messaging solves the major challenges retail and ecommerce brands face with CRM marketing & loyalty program engagement.
Re-engaging dormant customers is a struggle for lifecycle marketers.
Many people limit, or completely turn off, mobile app notifications on their phones. And even when notifications are turned on, it’s not easy to compete for attention among the many notifications apps send on a daily basis.
With email engagement rates suffering and increasingly limited insights in customer activities, marketers need to find new ways to engage their audiences and increase customer LTV.
Increase reachability
Engage customers on their preferred messaging channel to get 80% open rates and 35% CTR for notifications on average.
Grow customer LTV
Drive continuous value with a directly reachable messaging audience you can upsell and cross-sell using recurring notifications.
Send private offers
Share coupons with qualified buyers in private channels vs public discounts that lower profit margins and web traffic quality.
Collect customer signals
Get zero party data on preferences to improve personalization and increase order frequency with hyper relevant offers.
How exactly can messaging achieve the above? Let’s dive into how it works at each step of the customer journey.
CUSTOMER JOURNEY
One to one conversational journey across customer lifecycle
Here’s an overview of what the customer journey looks like from start to finish. It’s a best practice example from one of our customers.
It shows you how to upload audiences into the messaging channel, engage and qualify them, the typical conversion paths, and best practices on re-engagement to increase customer lifetime value.
1 | Upload CRM contacts
using phone numbers to build a directly reachable audience list on WhatsApp Business.
2 | Send notification
to opted-in users to trigger a one to one conversation on WhatsApp.
3 | Qualify and convert
by sending personalized offers in private DMs based on zero party data shared in chat.
4 | Re-engage with notifications
to drive ongoing engagement and upsell them.
5 | Increase loyalty
with tailored and timely offers that grow sales and boost customer LTV.
Now that the steps of the customer journey are clear, let’s look at the type of customer data that is captured at each step.
ONE TO ONE PERSONALIZATION
Capture zero party data in a privacy-safe channel to improve your customer profiles, segment audiences, and reach them directly.
Engaging and qualifying customers in chat with a guided experience helps you capture zero party data on their preferences. You can use this to personalize your buyer journey in real-time. Below is an example of how to structure the data from chat so you can build audience segments to re-engage customers one to one with push notifications from the messaging app. This helps maximize conversions during the first engagement. But is also acts as the foundation for your re-engagement strategy. Each data point helps you build hyper-specific segments to personalize follow-up messages.
Customer profile
Josh Raymond
First seen: October 6, 2022
Source: CRM contact upload
Source: CRM contact upload
Segments you build in messaging channels can be continuously monetized over time. Kind of like email marketing, except that comparison doesn’t do the performance of messaging channels justice.
Re-engagement messages on messaging apps have open rates of around 80% with 25-45% CTR on average depending on the level of personalization.
Compare that to average email performance and you start to see why messaging can drive such a big revenue impact.
SUCCESS STORY
Daraz builds directly reachable audiences on WhatsApp by uploading CRM contacts and nurturing them with personal offers and loyalty programs to grow revenue.
Daraz wins customers back with the perfect voucher in their desired category in a one to one WhatsApp experience.
7,5%
Avg. conversion rate from WhatsApp
41%
Avg. opt-in for recurring notifications
Daraz launched an automated customer experience on WhatsApp using their already existing CRM data. Once uploading their customer list, they were able to send notifications to their audience with customized offers and voucher codes to encourage a repeat purchase. Among many successes, in Daraz’s re-engagement campaign they were able to:
- Convert 7.5% of recipients into buyers.
- Generate opt-ins for recurring notifications from 41% of customers.
Once you’ve proven the impact, how can you scale it?
SCALE
Grow your messaging audience faster by scaling entry points and channels.
Messaging playbooks help to quickly validate messaging as a revenue channel for your business.
Once you’ve validated the impact of your use case, you can start scaling this to new channels and growing your audience faster by introducing new entry points.
Here’s an overview of how you can connect with customers where they are, in the high intent moments that matter.
Talk to a specialist about loyalty programs made for eCommerce
See how marketers use messaging playbooks to grow revenue.
50% of users converted
BMW raises awareness of its electric vehicles by offering online quizzes through Messenger
37% total app install rate
Proximus drives app retention and revenue per user with recurring notifications on Instagram.
Increased in store sales
Rewe Grows In-Store Sales With Digital Flyers Via Private DMs on Instagram
3.2x incremental ROAS
Zalando increases engagement by sending offers in private Messenger DMs during live shopping events.
10x more high payers
GSN Games grows revenue 10x compared to BAU by converting less active app users into Messenger.
94% CTR to landing page
Omio increases ticket sales and engagement by automating their FAQs on Instagram.
6x more first orders
Uber Eats increases app acquisition efficiency with personal offers sent privately on Messenger.
30% more purchases
Deichmann recommends shoes on Messenger based on preferences and budget.
-59% cost per conversion
Beliani inspires new customers with recommendations for their personal style on Messenger.