How to Use WhatsApp in the Marketing Funnel: The Spoki Case
Content
In marketing strategies, very often, we use emails to send valuable content to our audience. Promotional, informative, educational content that has the objective of improving the consideration of the product/company and pushing the recipient to a conversion. In this article we will see how to predict the sending of a WhatsApp message in the marketing funnel.
Emails play a very significant role in the strategy, yet only 20% of recipients open them. This figure, 20%, tells us that it is no longer possible to use only email as a means of communication with our customers for successful communication.
WhatsApp in the Marketing Funnel: A Concrete Case
Il case study Objective: lead increase Marketing Automation Tool
Utilizzato: Active Campaign
We created a lead campaign on Facebook and connected the contact form to Active Campaign with Zapier. With each new form submission, user data is sent to Active Campaign and placed in a specific phase of the designated pipeline.
Each stage of the pipeline corresponds to a moment in the user’s Customer Journey.
To give the right priority to requests and distinguish the most interested users, we have created a Calendly to allow users to schedule a free introductory call with our account manager.
We have thus built an automation on AC that, for each new form submission, sends a WhatsApp message to the user. The WA message informs the person concerned that the form has been completed, about the introductory email, and adds a chat button through which to schedule the call.
The inclusion of the WhatsApp message and related “Book a call” button led to a 30% increase in new bookings on Calendly.
The reason is simple: emails do not always arrive instantly, the recipient may not have the mailbox 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 their interest, is more likely to take action towards the company. We have seen that with the inclusion of the WA message, the opening rate of the information email has also improved from 20% to 35%. This is one of the many areas of use that Spoki can have in the corporate communication strategy. Using the WA channel to support emails has proven to be a winning and very effective strategic choice.
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