In marketing strategies, very often, we use email to send valuable content to our audience. Promotional, informative, educational content that aims to improve the consideration of the product/company and push the recipient to a conversion. In this article we will see how to anticipate sending a WhatsApp message in the marketing funnel.
Emails play a very significant role in the strategy and yet only 20 percent of recipients open them. This figure, 20%, tells us that for the realization of successful communication it is no longer possible to use only email as a means of communication with our customers.
WhatsApp in funnel marketing: the case study
The case study Objective: increase lead Automation Marketing Tool.
Used: Active Campaign
We created alead campaign on Facebook and linked the contact form toActive Campaign with Zapier. With each new completion of the form, user data is sent to Active Campaign and placed in a specific stage of the designated pipeline.
Each stage of the pipeline corresponds to a moment in the user’s Customer Journey .
To properly prioritize requests and distinguish the most interested users, we created a Calendly to allow users to schedule their free cognitive call with our account manager.
We thus built an automation on AC that, with each new form completion, sends a WhatsApp message to the user. The WA message informs the person that the form has been filled out, the introductory email, and adds a chat button through which they can schedule the call.
The inclusion of the WhatsApp message and related “Book Call” button has led to a 30 percent increase in new bookings on Calendly.
The reason is simple: emails do not always arrive instantly, the recipient may not have the inbox on their device, or, the email, may end up in the SPAM section.
The WhatsApp message, on the other hand, is instantaneous. The user who filled out the form is interested and, given his interest, is more likely to take an action toward the company. We have seen that with the inclusion of the WA message, the opening rate of the informational email also improved from 20 percent to 35 percent. This is one of the many areas of use that Spoki can have in corporate communication strategy. Using the WA channel to support emails has proven to be a winning and highly effective strategic choice.
Find out how to integrate WhatsApp into your business!
