In a world where the communication is increasingly instantaneous, to the marketing messages have consolidated as a powerful tool for companies that want to engage their customers with relevance and efficiency. And WhatsApp, with its massive penetration (especially in Brazil) and interactive features, is emerging as one of the most effective channels for this type of action.
According to research commissioned by Meta, 94% of users open WhatsApp every day and 79% of them communicate with brands and companiesMarketing messages have a profound impact on these statistics, improving users' experience by up to 95%.
However, the success of this strategy depends on a careful implementation, based on good practicesBelow, we present some of the main best practices for marketing messages on WhatsApp. Stay tuned.
The Importance of Quality in Marketing Messages
Well-crafted messages not only increase conversion rates but also strengthen customer relationships. Studies show that 93% of companies using WhatsApp Business see an increase in revenue, as well as improvements in customer experience and conversion rates.
To achieve these results, it is essential that the messages are expected, timely and relevantThis means respecting each client's context, schedule, and interests. Furthermore, it is essential to ensure that the client has given explicit consent, understanding the type of message you will receive.
READ ALSO: “Create a WhatsApp Registration Journey“
Campaign Planning: The Foundation for Success
An effective campaign starts with solid planning. This includes mapping out key moments of the year—such as holidays or company events—and integrating them into larger marketing campaigns, creating a coordinated strategy between all communication channels.
Another essential point is to maintain focus on customer experienceMessages should be seen as part of an ongoing dialogue, not as interruptions. It's also important to test different approaches, analyze results based on defined KPIs, and adjust strategies according to the learnings.
READ ALSO: “Create a Quotation Journey on WhatsApp“
Creating High-Quality Messages
To ensure your messages have a positive impact, follow these guidelines:
1. Personalization and Segmentation
Generic messages tend to be ignored. By segmenting your base and personalizing messages based on user behavior, you demonstrate attention to individual needs. Example: offering a discount on a product the customer has already researched.
2. Clarity and Objectivity
Long, confusing messages lose their effectiveness. Keep the text straightforward, with key information highlighted in the first five lines, which are displayed before the “Read more” button.
3. Relevant Incentives
Offer clear and contextualized benefits such as discounts, free delivery or exclusive access is an effective way to encourage immediate action.
4. Smart Frequency
Avoid overwhelming the customer. Respect the time between messages and send them at times when the customer is most likely to interact, such as after a purchase or request.
READ ALSO: “Create a Support Journeyand to the Customer on WhatsApp“
Good Visual and Content Practices
The content of the message goes beyond the text. A good template includes:
- Moderate and strategic use of emojis and images;
- Call to action buttons clear and clickable (avoid links in the body of the text);
- Well-organized sections, without information overload;
- Periodic update of models to avoid “creative fatigue”.
Additionally, messages with welcoming and personal language, which use the customer's first name, tend to generate more engagement and positive response.
READ ALSO: “Create a WhatsApp Registration and Preferences Journey“
Continuous Monitoring and Optimization
The work doesn't end after the campaign is sent. It's essential monitor metrics such as read rate, button clicks, and blocks. The WhatsApp Business platform provides access to detailed insights that help adjust models and strategies.
Another fundamental point is the analysis of model quality rating and phone numbers, which directly influences future sending capacity. A high-quality track record ensures greater reach and a lower risk of limitations.
The Evolution: Marketing Messages with Optimizations
The new generation of marketing messages on WhatsApp features AI-based automatic optimizations which further increase delivery and read rates. This allows the right message to reach the right person at the best possible time.
These optimizations are already available to companies connected with official Meta partners – which brings us to the role of Matrix Go in this scenario.
Matrix Go Connects You to the Future of Conversational Marketing
If your company wants to make the most of its marketing messages on WhatsApp, having a robust, secure, and automated structure is essential. Matrix Go is an official partner of Meta, and offers complete integration with the WhatsApp Business API, allowing your company to:
- Automate communications with quality and intelligence;
- Reduce operational costs with service and support;
- Increase customer engagement and satisfaction with personalized messages.
Our team is ready to help you transform WhatsApp into a strategic relationship and conversion channel. Contact Matrix Go at 0800 604 555 and take your communication to the next level.
