If you happen to’ve ever wished to strive WhatsApp templates with Manychat, then think about this Black Friday marketing campaign from La Repa de Sueños and TBS Advertising your place to begin.
The truth is, utilizing this one technique, La Repa exceeded its projected gross sales for Black Friday, producing 300% extra gross sales than forecast.
Overview
WhatsApp is a well-liked possibility for companies, boasting 2 billion customers. It permits corporations to domesticate relationships with clients, interact in two-way conversations, and promote immediately inside the platform.
In a number of nations, that is the commonest strategy to talk with buddies, household, and companies.
For corporations, this messaging app presents a major alternative: You may leverage the untapped potential of WhatsApp’s person base, reaching a big viewers at low price.
Costa Rican mattress retailer, La Repa de Sueños, and their advertising company, TBS Advertising, acknowledged this chance. So, they determined to experiment with WhatsApp templates inside Manychat for a Black Friday advertising marketing campaign.
Their outcomes had been nothing wanting astounding – reaching a staggering 9,000% ROI.
Let’s check out the methods La Repa applied to generate these outcomes, together with WhatsApp templates.
First, let’s be taught extra about WhatsApp API and how one can apply WhatsApp templates to your subsequent marketing campaign.
What’s the WhatsApp API?
There are 3 various kinds of WhatsApp accounts you should use:
- WhatsApp Messenger: The non-public app you possibly can obtain on the app retailer, primarily used for communication with household and buddies.
- WhatsApp Enterprise: A separate app you can too obtain, which gives business-oriented options similar to product catalogs, and restricted automation and broadcasts. It’s excellent for small companies that want to present extra customized buyer care on a channel clients want.
- WhatsApp API: This permits medium and huge companies to speak with their clients at scale. Companies can construct programs to attach hundreds of shoppers with brokers or chatbots, enabling each automated and handbook communication. Moreover, you possibly can combine the API with quite a few backend programs, similar to CRM and advertising platforms, like Manychat.
WhatsApp API does have its variations. Most notably, you received’t be capable of have WhatsApp Messenger and WhatsApp Enterprise operating in your telephone’s app, and conversations are solely open for twenty-four hours on WhatsApp API.
So, that is the place WhatsApp templates are available in.
What are WhatsApp templates?
A WhatsApp message template is a message format that you could ship to customers as soon as they’ve opted-in and given your app permission to ship them messages. Templates can embody movies, photos, buttons, and extra.
Earlier than utilizing a message template, it’s essential to submit it to Meta for evaluation and approval. This course of can take as much as 48 hours, to make sure high-quality content material and keep away from spam.
As soon as your template is permitted, you possibly can ship the message template to your total WhatsApp checklist at a price. The associated fee varies per nation. For instance, in Costa Rica, sending out a template outdoors of the 24-hour window prices solely $0.08 per contact.
The problem
Utilizing WhatsApp Messenger and WhatsApp Enterprise, La Repa must manually attain out to every potential buyer who requested extra data on pricing.
So, TBS Advertising had an thought – proactively contact their WhatsApp checklist of 11,800 contacts and allow them to know concerning the particular Black Friday low cost, utilizing a WhatsApp template by WhatsApp API so the method of buyer care may very well be accomplished utilizing their CRM system.
“We refused to do a generic advertising marketing campaign,” explains La Repa CMO and TBS Advertising CEO, Trilce Jiron Garro. “Previous leads are your greatest future clients, however sending out an enormous SMS feels impersonal and money-grabby.
“On a standard WhatsApp, we’d’ve needed to ship a message lead by lead. With Manychat, we had been in a position to overcome the scalability problem.”
The purpose
La Repa wished to attach with their viewers in essentially the most private manner doable – and on the channel they like.
“Often, vacation campaigns are despatched in chilly emails or dreadful SMS campaigns,” says Trilce.
“For a Latino viewers used to participating with La Repa’s founders on TikTok, this might really feel off. So we determined to strive the most recent toy within the field: Whatsapp templates.”
The technique
La Repa wished to do one thing completely different from their standard advertisements, so the video invitation appeared the most suitable choice.
In order that they created a WhatsApp template, which was permitted by Meta, that included:
- A 40-second vertical video (Instagram and Fb Story format). The video script defined the advantages of shopping for a mattress from them in addition to the Black Friday offers. Right here’s the precise script:
“Hello there! It’s Tril from La Repa, and we’ve a romantic date this weekend. We’re going to host a particular Black Friday weekend with superb reductions, and I’d like to see you there. We each know we’re gonna have nice costs, however that’s actually not the vital bit. Each single product has a 100-night sleep trial and naturally, we deal with your previous mattress to keep away from air pollution. Additionally, I purchased you eggnog! See you in just a few days!”
- After this message, La Repa sends a textual content message with the shop’s opening hours.
- Lastly, there’s a closing opt-out message that reads: “If you need out of our VIP messaging checklist, textual content us the phrase ‘squash’.”
This message was despatched to 11,800 of La Repa’s WhatsApp contacts. They’d an funding of $880 for retargeting and used the broadcasts characteristic inside Manychat.
For context, WhatsApp Enterprise API limits day by day broadcasting in response to your high quality score:
- Unverified accounts can ship 50 business-initiated messages per day
- Verified accounts have a 1000-message day by day restrict
- Accounts that ship 2000 business-initiated messages in 5 days obtain a rise to 10,000 day by day messages
- Accounts that ship 10000 business-initiated messages in 5 days obtain a rise to 100,000 day by day messages
- By sending 100,000 in every week, accounts attain limitless messages.
These quantities scale mechanically primarily based in your telephone quantity standing, telephone quantity high quality score, and the way typically you provoke conversations with distinctive clients.
On the time, La Repa had a ten,000 day by day restrict. So, as a way to ship out a message to every particular person on their checklist, and never overload the gross sales workforce, they used Manychat’s Randomizer and Sensible Delay options to divide the viewers into three teams.
The outcomes
La Repa might by no means think about the impression this marketing campaign would have. The truth is, projections confirmed gross sales at $30,000 over the weekend.
This technique was so common that the enterprise needed to name for emergency gross sales assist and keep open after closing hours. La Repa exceeded their projected gross sales goal by virtually 300%, reaching gross sales of $85,000.
Month by Month purchasers. Nov 2021 had 189 purchasers, 2022 had 464:
As well as, out of the 11,800 individuals who obtained the message, solely 88 opted out.
Key takeaways
Using WhatsApp API and its messaging template characteristic is an efficient strategy to attain out and interact with clients. Not solely can or not it’s used as a retargeting instrument, however to broadcast messages shortly and effectively.
If you happen to’d wish to strive WhatsApp API, pay attention to these three takeaways from La Repa’s ultra-successful Black Friday marketing campaign:
- Take WhatsApp templates for a take a look at drive. Attempt one thing new together with your WhatsApp checklist. Keep in mind, you should use templates repeatedly together with your viewers.
- Get artistic together with your WhatsApp template concepts. With WhatsApp API, you’re not restricted to textual content. Movies, buttons, and pictures can be utilized.
- Interact together with your viewers in a fashion and on a channel they like. For La Repa, connecting with their viewers by way of a private video invitation on WhatsApp proved to be a sensible funding.
La Repa’s success exhibits only one strategy to leverage WhatsApp API for time-sensitive campaigns, so the chances for this platform are countless.
The contents of this weblog had been independently ready and are for informational functions solely. The opinions expressed are these of the writer and don’t essentially replicate the views of ManyChat or another celebration. Particular person outcomes could differ.
