Message Personalization
Personalization is key to the success of retargeting. We’ve seen a strong correlation between message personalization and conversion rates, up to a certain point. That is, personalizing only the first name isn’t enough, but having eight personalizations in a message isn’t necessary either. A message with 3-4 personalized data points converts much better than one without personalization, while a message with eight personalized data points only converts marginally better than one with 3-4. Personalization Strategies:- Use the User’s Name: Include the user’s name in the message.
- Purchase History: Refer to previous purchases or specific interests.
- Interaction Context: Contextualize why you are writing to them based on how/when the customer has interacted with you.
- Exclusive Offers: Provide discounts or promotions based on user behavior.
Audience Segmentation
Dividing your audience into specific segments allows you to send more relevant and effective messages. Segmentation Criteria:- Purchase Behavior: Users who have made frequent purchases vs. those who haven’t bought recently.
- Specific Interests: Based on browsing your website or previous interactions.
- Stage in the Funnel: New leads, users who have shown interest, existing customers.
Measurement and Optimization
To ensure the success of your retargeting campaigns on WhatsApp, it is crucial to continuously measure and optimize. Returning to Performance Marketing, when we run a campaign on any platform, we have metrics that indicate whether it is being successful or if adjustments are needed to meet our goals. The same goes for WhatsApp. Key Metrics:- Open Rate: Percentage of messages opened by users.
- Response Rate: Percentage of users who respond to your messages.
- Conversion Rate: Percentage of users who complete the desired action (purchase, registration, etc.).
- Return on Investment (ROI): Earnings compared to marketing expenses.