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Both small and large organizations have been using emails for drip marketing for a long time. But, no one can deny the fact that the impact of a drip campaign has gone down over the years. This is because people have moved on to new modes of communication and exchanging messages. Even the most professional and business-related conversations are happening on WhatsApp these days.
What is a WhatsApp Drip Campaign?
If you’re new to the term ‘Drip Campaign’, it is an automated process of sending personalized messages to your prospects and customers over a period to engage them for sales, promotion, branding, and relationship building.
Now here comes the industry’s most disruptive technology and opportunity to do drip campaign over whatsapp platform. The best advantage of these campaigns is its personalized approach. You get to send messages specific to individuals, based on their WhatsApp activity and persona. And, it all happens automatically after an initial setup process.
Simply put, WhatsApp drip campaigns are about giving correct information to your customers at the right moment. You can automate information broadcast in different content formats such as text messages, web page links, videos, or any other format that WhatsApp allows on its platform. Moreover, you can send personalized messages to every individual prospect, based on the sales stage of the customer. Every customer thinks differently due to his/her specific needs and perceptions. This is why these drip campaigns work best to assist every customer through the buying journey with personalized messages.
Email vs. WhatsApp: Drip Campaign Stats
Here’s a list of stats to help you understand why switching from emails to WhatsApp is a necessity for your business:
Click-through rate is 70% higher on WhatsApp than emails.
Audience is 50% more likely to respond to WhatsApp messages than emails.
Sales closure increases by 20% when you move drip campaigns to WhatsApp from emails.
Messages are read within 3 seconds only on WhatsApp, which is 25% higher than emails.
Sales funnel grows by 60% on WhatsApp as compared to emails.
Cost and manpower reduce by up to 98% with WhatsApp drip campaigns.
SMS vs. WhatsApp: Drip Campaign Stats
Here’s a list of stats to help you understand why switching from SMS to WhatsApp is also a necessity for your business:
WhatsApp has 2 billion active users.
Having a conversation via SMS is costlier than WhatsApp.
WhatsApp provides end-to-end encryption, making it highly safe and secure.
SMS requires manual replies while WhatsApp makes automated replies possible.
SMS can have only concise and short text messages, while WhatsApp allows media-rich broadcast.
SMS is usable only within business hours, while WhatsApp allows you to establish contact 24*7.
How to Use Drip Campaigns on WhatsApp?
Looking for result-driven drip campaign ideas!
WhatsApp drip marketing includes a wide range of techniques used creatively with the power of automation. However, every WhatsApp strategy focuses on the same goal- keeping your existing and potential customers engaged around the conversation related to your products and/or services.
Below are all major types of drip campaigns you can run on WhatsApp to attain the same goal:
1. Nurturing your leads
Leads are your prospective customers who seem interested in your product or services. Some must be more interested than others, hence, you need to segment and prioritize leads for nurturing before sending them drip messages.
Nurturing is about sticking with your prospects and helping them with engaging information until they convert into sales. It can include product details, features of your product, a demonstration of your service, offering free trials, and other ways to nurture prospects with drip marketing.
2. Welcoming your customers/members
You have successfully attracted customers or members to use your product or services regularly. But how do you ensure that these new customers find out all outstanding things about your product or services?!
This is when you’ll need welcome drip campaigns sent personally to customers via WhatsApp. You can send an 'intro' of your company along with the most popular products or services in brief. Also, send exciting trial or signup options to engage them.
3. Onboarding your customers
Along with welcome messages, you can send onboarding drip content focused on small commercial objectives like booking an appointment, scheduling a test drive, downloading an app, or purchasing a product.
4. Recommendations for customers
“You might also like” has been in the world of marketing way before the “Netflix age”. Product recommendations have reached the internet from the streets where vendors understand every customer’s likings to help them with product selection. This is exactly what you can do through WhatsApp marketing with the help of recommendation drip campaigns.
For every market segment and customer persona, you can define product recommendations and automate the message delivery after a particular time. That way, a customer who’s already using one of your products, would come to know about other similar ones. This allows you target customers based on their purchasing tendencies, which results in high ROI.
For example- if a person is looking for ‘Crooked teeth treatment’, he or she might also like information about ‘Teeth whitening treatment’.
5. Renewal notifications
If you provide subscription-based services, you can utilize WhatsApp drip campaigns to notify customers throughout the renewal procedure.
An automatic alert can reach a customer’s WhatsApp notifying about the upcoming renewal date. Notification of renewal on the due date will also be effective to inform customers about how much they have been charged for renewal.
6. Confirmation notifications
After closing a sale, or renewing a service package, you would want to inform the customer about the same. A confirmation drip campaign does more than saying “booking confirmed”, or “thank you”. It allows you to send more resources of engagement like tips & tricks of using a product, maintenance guidelines, and more. You can provide booking confirmations along with digital tickets, receipts, registration IDs, or any other relevant document.
7. Engagement campaigns
Engagement campaigns via WhatsApp will increase customer visits to your offline and online stores, resulting in more sales. These campaigns are designed to indulge customers in different activities surrounding your brand. You can promote your social media marketing campaigns on WhatsApp to involve existing customers. Or, design marketing campaigns specific to every individual prospect and customer you have.
How to Create a Drip Campaign on WhatsApp?
With ORAI, you can conveniently create and run WhatsApp drip campaigns with the power of automation. We will enable you with a WhatsApp Business API account and WhatsApp Conversational AI along with our exclusive WhatsApp drip campaign feature. That way, you will be able to perform all the following steps of creating and running automated drip marketing campaigns:
Step 1 - Identify and segment your prospects based on their persona.
Step 2 - Create engaging, actionable, and targeted messages for every drip objective.
Step 3 - Set up a time and sequence of a campaign based on your objectives.
Step 4 - Evaluate results and modify your approach.
What’s Next?!
Now, with all the knowledge of WhatsApp drip campaigns, you are ready to leverage ORAI’s automation feature with WhatsApp Business API and AI-powered virtual assistant.
Call us today to book a FREE DEMO for yourself!
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Swapnil Jain
CEO-ORAI Robotics