In case you’ve ever wished to attempt WhatsApp templates with Manychat, then think about this Black Friday marketing campaign from La Repa de Sueños and TBS Advertising and marketing your start line.
In actual fact, 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 firms to domesticate relationships with prospects, have interaction in two-way conversations, and promote straight inside the platform.
In a number of international locations, that is the most typical option to talk with mates, household, and companies.
For firms, this messaging app presents a big alternative: You possibly can leverage the untapped potential of WhatsApp’s consumer base, reaching a big viewers at low value.
Costa Rican mattress retailer, La Repa de Sueños, and their advertising and marketing company, TBS Advertising and marketing, acknowledged this chance. So, they determined to experiment with WhatsApp templates inside Manychat for a Black Friday advertising and marketing marketing campaign.
Their outcomes have been nothing wanting astounding – attaining 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 several types of WhatsApp accounts you should utilize:
- WhatsApp Messenger: The non-public app you may obtain on the app retailer, primarily used for communication with household and mates.
- WhatsApp Enterprise: A separate app you too can obtain, which provides business-oriented options akin to product catalogs, and restricted automation and broadcasts. It’s good for small companies that want to present extra customized buyer care on a channel prospects favor.
- WhatsApp API: This enables medium and huge companies to speak with their prospects at scale. Companies can construct methods to attach 1000’s of shoppers with brokers or chatbots, enabling each automated and handbook communication. Moreover, you may combine the API with quite a few backend methods, akin to CRM and advertising and marketing platforms, like Manychat.
WhatsApp API does have its variations. Most notably, you gained’t be capable of have WhatsApp Messenger and WhatsApp Enterprise operating in your cellphone’s app, and conversations are solely open for twenty-four hours on WhatsApp API.
So, that is the place WhatsApp templates are available.
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, pictures, buttons, and extra.
Earlier than utilizing a message template, you could submit it to Meta for assessment 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 authorized, you may ship the message template to your complete WhatsApp record at a value. The fee varies per nation. For instance, in Costa Rica, sending out a template exterior 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 info on pricing.
So, TBS Advertising and marketing had an thought – proactively contact their WhatsApp record 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 might be accomplished utilizing their CRM system.
“We refused to do a generic advertising and marketing marketing campaign,” explains La Repa CMO and TBS Advertising and marketing CEO, Trilce Jiron Garro. “Previous leads are your greatest future prospects, however sending out an enormous SMS feels impersonal and money-grabby.
“On a standard WhatsApp, we might’ve needed to ship a message lead by lead. With Manychat, we have been capable of overcome the scalability problem.”
The objective
La Repa wished to attach with their viewers in probably the most private approach potential – and on the channel they like.
“Normally, vacation campaigns are despatched in chilly emails or dreadful SMS campaigns,” says Trilce.
“For a Latino viewers used to partaking with La Repa’s founders on TikTok, this might really feel off. So we determined to attempt the most recent toy within the field: Whatsapp templates.”
The technique
La Repa wished to do one thing completely different from their normal advertisements, so the video invitation appeared the most suitable choice.
In order that they created a WhatsApp template, which was authorized 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 now have a romantic date this weekend. We’re going to host a particular Black Friday weekend with wonderful reductions, and I’d like to see you there. We each know we’re gonna have nice costs, however that’s actually not the essential bit. Each single product has a 100-night sleep trial and naturally, we care for your previous mattress to keep away from air pollution. Additionally, I purchased you eggnog! See you in a number of 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 record, 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 line with your high quality ranking:
- 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 per week, accounts attain limitless messages.
These quantities scale robotically primarily based in your cellphone quantity standing, cellphone quantity high quality ranking, and the way usually you provoke conversations with distinctive prospects.
On the time, La Repa had a ten,000 day by day restrict. So, with a purpose to ship out a message to every individual on their record, and never overload the gross sales staff, 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 affect this marketing campaign would have. In actual fact, projections confirmed gross sales at $30,000 over the weekend.
This technique was so widespread 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 nearly 300%, reaching gross sales of $85,000.
Month by Month shoppers. Nov 2021 had 189 shoppers, 2022 had 464:
As well as, out of the 11,800 individuals who acquired the message, solely 88 opted out.
Key takeaways
Using WhatsApp API and its messaging template characteristic is an efficient option to attain out and have interaction with prospects. Not solely can it’s used as a retargeting software, however to broadcast messages shortly and effectively.
In case you’d wish to attempt 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. Strive one thing new along with your WhatsApp record. Bear in mind, you should utilize templates repeatedly along with your viewers.
- Get inventive along with your WhatsApp template concepts. With WhatsApp API, you’re not restricted to textual content. Movies, buttons, and pictures can be utilized.
- Interact along with your viewers in a fashion and on a channel they like. For La Repa, connecting with their viewers through a private video invitation on WhatsApp proved to be a wise funding.
La Repa’s success exhibits only one option to leverage WhatsApp API for time-sensitive campaigns, so the chances for this platform are infinite.
The contents of this weblog have been independently ready and are for informational functions solely. The opinions expressed are these of the writer and don’t essentially mirror the views of ManyChat or another celebration. Particular person outcomes might range.
