As you may already know, WhatsApp is one of the communication channels with the highest open rate, achieving up to 98%. In addition, it is one of the preferred options for users to communicate with companies, whether to make purchases in the retail sector, purchase insurance policies or make inquiries and obtain information in general. For this reason, WhatsApp is considered one of the best options when developing a communication, sales or after-sales service strategy for organizations in conversational commerce.

Last December, in our previous master class on ‘How to create an ecommerce on WhatsApp’, we learned how to configure the necessary resources, create automated and interactive conversation flows, and review the activity and extract metrics or statistics, all of this corresponding to the final stage of the sales funnel, i.e. the purchase.

We recently conducted a second class where we talked about the first stage, awareness, and setting up effective WhatsApp campaigns using our Reach & Engage platform. To achieve this, it is important to identify the critical elements in the design of a mass campaign targeting customers, and to know the best practices for creating engaging content.

Among the practices for creating engaging content, we can mention four important points:

1. Personalize the experience

Target consumers in a personalized and relevant way, taking into account their specific needs based on their previous behavior.

2. Generate timely messages

Relate content to particular events, such as special seasons, while avoiding sending excessive promotional messages.

3. Include incentives

Offer special offers based on products or services that the customer has previously purchased.

4. Emphasize trust and quality

Remove from the message anything that may appear unreliable, such as embedded links or irrelevant images, and focus on information about shipments, services or support.

In addition to the message, it is important to identify the following elements and configure them appropriately:

✅ Audience: the contact list should be appropriately segmented and profiled according to the target.
✅ Conversational flow: the automation that will continue after the initial message by taking advantage of the moment of truth.
✅ Timing: find the best moment or seasonality to execute the campaign.

If you want to learn more about the mass communications stage, we invite you to watch our second hands-on class, where Max Celedón, CIO of OneMarketer, explains the whole process.