How to Run a Retargeting Campaign on WhatsApp

Acquiring a new customer is significantly more expensive than retaining an existing one

We learnt that there is 3 main ways you can run successful retargeting campaigns on WhatsApp:

Same Conversation

In the Same Conversation

The beauty of WhatsApp lies in the fact that you can retarget a user from the first message, as you have their contact number. Unlike other retargeting campaigns, you can hyper-segment and personalize messages for each user.

For example, if a customer doesn’t complete a profiling flow, you can send a reminder or specific incentives to continue. In Hilos, you can set up automations to follow up with users who don’t respond within a set time, ensuring continuous and personalized contact.

Example

If a customer doesn’t complete a profiling flow, you can send a reminder or specific incentives to continue. Also, set up automations to follow up with users who don’t respond within a set time, ensuring continuous and personalized contact.

Action: Schedule a follow-up message a few days after the initial interaction.

Message: “Hi [Name], we noticed you didn’t complete your profile. Completing it will help you get personalized recommendations. Do it now and receive a 10% discount on your next purchase!”

Sales Cycle

At Every Stage of the Sales Cycle

WhatsApp is a great tool, with high open rates and lower costs compared to email and SMS. It can greatly help improve your conversion rates, but the most important thing is to deeply understand your customer and know when to send a message within your sales cycle. It’s natural to lose leads at each stage of the funnel, but many can be recovered through retargeting.

Steps

1. Map Your Funnel

   Define the stages and set specific follow-ups for each.

   To map your funnel, you can use tools like Miro or Milanote. Having your funnel organized visually, like the example below, can help you more accurately map the right moments to contact your customer.

2. Identify Key Moments

   Find the best moment within the funnel to resume the conversation with your customer.

   The “best” moment is different for each product and, more importantly, for each customer segment. What we’ve seen in Hilos is that it’s key to understand the moment your customer contacts you and the possible reasons they left the conversation halfway.

Example

In a credit application process or to register in a financial app, sending reminder messages to users who have created an account but haven’t taken the key action of sharing their documents, guiding them to the “aha moment.”

The fact that the customer hasn’t completed the application doesn’t mean they’re not interested or a lost customer. Essentially, we need to understand:

• At what point in the funnel they fell off.
• The possible reasons why they got stuck at this point.

This way, we can understand more deeply when we can intervene to incentivize conversion to the next part of the funnel.

Action: Send a personalized message to users who have created an account but didn’t finish uploading their documents.

Message: “Hi [Name] 👋 You’re almost there to access your credit! 💸 All we need now is a photo of your ID. Could you please share it with us?”

Existing Customers

To Existing Customers

Retaining an Existing Customer is Easier than Acquiring a New One

Focusing on upsells and revenue expansion is crucial.

1. Analyze Your Current Customers' Usage

   Look for opportunities to offer additional products or services.

2. Create Specific Campaigns

   Target retargeting campaigns based on previous purchase behavior.

Example

If a customer buys flowers monthly but doesn’t do so in a specific month, you can send a reminder or a special offer.

Action: Send a monthly reminder.

Message: “Hi [Name], we noticed you didn’t order your usual flowers this month. Would you like to receive a special bouquet with a 10% discount? Order now!”