How can I use Whatsapp marketing in my retention strategy?
Customer retention isn't a bonus: it's a priority for any e-commerce brand that wants to optimize costs and build lasting relationships.
What if WhatsApp, with its direct, interactive approach, became a key tool in your strategy? With its unbeatable open rate of around 90% and its potential for personalization, this channel lends itself particularly well to retention.
In some cases, you can increase your ROI tenfold by using this channel and the right methods, up to x18 in one of the examples in these 10 WhatsApp and SMS templates for building customer loyalty.
In this article, we'll take a look at how to integrate WhatsApp Marketing into your strategy to build loyalty and offer your users an experience that's both engaging and effective.
But before we dive into the tactics, let's first take a look at what exactly WhatsApp Marketing is.
What is WhatsApp Marketing?
WhatsApp Marketing is all about using the famous messaging app to engage, inform and retain your users through direct, personalized exchanges.
Unlike other marketing tools, it's not about sending impersonal messages en masse, but about creating relevant, value-added conversations.
Thanks to its many features, which we'll detail in this article, WhatsApp becomes much more than a simple communication channel: it's a retention tool that brings brands closer to their customers.
Why is this channel different from other marketing tools?
1. A channel focused on conversation
Where email or ads are often perceived as one-way, WhatsApp encourages instant, two-way exchanges.
Your users can ask questions, give feedback or interact directly with your brand, all while remaining in a familiar environment.
2. Unbeatable open rates
With over 90% of messages read within minutes of receipt, WhatsApp far surpasses email or SMS in terms of visibility.
This is a huge advantage for retention campaigns where every interaction counts.
3. Personalization that goes further
WhatsApp makes it possible to send targeted messages based on your users' behavior or preferences.
This ability to personalize on a large scale is essential for building loyalty and creating a unique experience for every customer.
4. A mobile-first approach
Unlike other marketing tools, WhatsApp is designed exclusively for mobile use.
In a context where a vast majority of interactions take place on smartphones, this guarantees a fluid and optimal experience.
The benefits of WhatsApp for e-commerce brands
WhatsApp is much more than a classic messaging application.
For e-commerce brands, it's becoming a strategic lever for communication and customer loyalty.
1. Advanced personalization for tailor-made exchanges
WhatsApp's strength lies in its ability to personalize exchanges.
Brands can tailor every message to users' preferences and behavior.
Whether it's product recommendations, post-purchase thank-yous or follow-ups, these personalized interactions reinforce brand attachment.
2. Interactive features for an enriched experience
WhatsApp's interactive tools, such as product catalogs, CTA buttons and quick replies, simplify exchanges while making the user experience more engaging.
These features make it easy for consumers to interact with brands, promoting fast and smooth purchasing decisions.
3. A direct and engaging conversational channel
WhatsApp offers instant and direct communication, conducive to building strong relationships with users.
With an open rate of over 90%, messages sent on this platform reach their target, guaranteeing maximum visibility and enhanced engagement.
4. A mobile-first approach to adapt to consumer habits
Designed for mobile devices, WhatsApp perfectly matches current consumer usage.
This accessibility enables brands to reach their audience at any time, in a format tailored to users' expectations.
5. A powerful loyalty tool
By combining personalization, interactivity and accessibility, WhatsApp is positioned as a key tool for converting simple interactions into lasting loyalty opportunities.
Whether through post-purchase follow-up or exclusive offers, brands can build a relationship of trust over the long term.
5 KPIs for measuring performance on WhatsApp
To effectively measure the impact of your WhatsApp campaigns, keep an eye on these 5 KPIs. They enable you to adapt your actions, identify what's working and optimize your efforts to exploit the full potential of WhatsApp in a customer retention strategy.
1. Message open rate
One of WhatsApp's greatest assets is its exceptional open rate, often in excess of 90%.
This means that almost all users see your messages, a statistic difficult to achieve with other channels such as email.
A high open rate guarantees that your content is reaching its target audience, but sudden variations can signal problems, such as poorly targeted or irrelevant messages.
Analyzing this indicator regularly will enable you to adapt your campaigns to maintain an optimal open rate.
2. Response rate
The response rate measures how many of your users actively interact with your messages.
On WhatsApp, this KPI is crucial as it directly reflects the interest and engagement generated by your content.
For example, a campaign that invites users to ask a question or confirm their participation in a private sale can offer valuable insights.
A low response rate may indicate a lack of personalization or irrelevant content.
3. Average response time
In a channel as instantaneous as WhatsApp, responsiveness is essential.
Average response time measures how long it takes your users or team to respond to a message in chat.
Fast interaction reinforces the perception of quality service and contributes to user satisfaction.
This indicator is particularly important for companies using chatbots or APIs to automate certain responses.
Make sure your automated systems work without undue delay, and supplement them with human responses when necessary.
4. CTA click-through rates
Interactive buttons, links or product catalogs on WhatsApp are key tools for directing users to a specific action.
This KPI evaluates how many people click on these elements and complete the expected action, such as viewing a product page or finalizing a purchase.
A high click-through rate indicates that your calls-to-action (CTAs) are well designed and adapted to the user profile.
If this rate is low, it may be useful to test variations of images, text or buttons to find out what works best.
5. Unsubscribe rate
The unsubscribe rate, which measures how many users unsubscribe or block your messages, is a warning signal.
A high unsubscribe rate may indicate that you're sending too many messages, or that your content is intrusive or irrelevant to your audience.
By monitoring this indicator, you can adjust your strategy to maintain a positive relationship with your users.
Maintain a balance between engagement and discretion, and always offer a clear option to unsubscribe.
6 steps to get started with WhatsApp Marketing and retention
Getting started on WhatsApp to retain your users requires a structured approach.
Unlike traditional tools like email or SMS, WhatsApp offers a conversational and interactive experience, but this requires a few key steps to get the most out of it.
Here's how to set up an effective, retention-oriented strategy:
1. Create a WhatsApp Business account
To get started, you need to choose between the WhatsApp Business app and the WhatsApp Business API, depending on your company's needs.
The app is ideal for small businesses managing a limited volume of contacts, while the API offers advanced features for automating responses, integrating CRM tools, and managing a large number of simultaneous conversations.
2. Obtain user consent (opt-in)
Respecting privacy is essential to building a relationship of trust.
Before sending a message to your users, you need to obtain their explicit consent.
This can be done via online forms, pop-ups on your site, or invitations to sign up directly from an email campaign or CTA link.
Make sure the process is clear and simple, while explaining the added value they will receive (e.g. exclusive offers or personalized reminders).
3. Segment your contacts with labels
One of the great features of WhatsApp Business is the ability to segment your contacts using labels.
Organize your users into groups like “New Buyers”, “Loyalists”, or “VIP Customers” to tailor your messages to their specific needs. Effective segmentation ensures that every interaction is relevant and increases your chances of building loyalty.
4. Integrate WhatsApp with your existing tools
To maximize efficiency, synchronize WhatsApp with your existing tools like a CRM (e.g. HubSpot, Brevo) or marketing automation platforms like Meta Business Suite.
This allows you to centralize your users' data, automate workflows, and ensure accurate performance tracking.
Loyoly also offers 11 integrations for the e-commerce tool stack (Klaviyo, Brevo, Shopify, Gorgias, Prestashop...). The solution also offers a Whatsapp mission for brands, enabling them to encourage their customers to join a dedicated Whatsapp group!
5. Set up automated messages and CRM scenarios
Automated messages are a great way to manage large-scale interactions without sacrificing quality.
Schedule welcome messages for new users, reminders for abandoned carts, or post-purchase thank-yous.
Integrate these scenarios into your CRM to coordinate your multi-channel campaigns and deliver a consistent experience across all your channels.
6. Leverage WhatsApp tools to build loyalty
WhatsApp offers unique features that can turn your retention campaigns into real successes. Here's how to take advantage of these tools:
Automate purchase or promotion reminders
Set up automated reminders to inform your users of exclusive offers, time-limited promotions, or to encourage them to complete a purchase left in their shopping cart. These messages, sent at just the right moment, considerably increase your conversion rates.
Create post-purchase conversational flows
After a purchase, schedule a series of messages to thank your users and provide them with useful information, such as usage tips or recommendations for complementary products. These interactions reinforce satisfaction and encourage repeat purchases.
Remind inactive users
Identify contacts who haven't interacted recently and re-engage them with targeted messages. For example, offer them a promotional code or highlight new products that might interest them. This approach allows you to effectively reactivate part of your audience.
5 WhatsApp marketing best practices for retention
An effective strategy on WhatsApp relies on solid practices to ensure a fluid, personalized experience in line with user expectations.
Here's how to maximize the channel's potential in a retention strategy.
1. Create a fluid customer experience
Make sure every interaction is fast and frictionless.
With automated messages, you can offer instant responses, even during off-hours.
Fast responses allow you to deal efficiently with frequently asked questions, such as delivery times or returns.
These tools simplify the experience while improving the perception of your company.
2. Personalization on a grand scale
WhatsApp excels at personalization.
By leveraging your users' behavioral data, you can send relevant messages, such as an abandoned cart reminder or recommendations based on purchase history.
This approach increases engagement while strengthening loyalty.
3. Effective segmentation
We can't stress this enough: knowing your target audience and who you're talking to is essential.
Use WhatsApp Business labels to organize your contacts into precise segments: VIPs, first-time buyers, inactives, etc.
Clear segmentation enables you to target your messages with optimum precision, ensuring that they meet the expectations of each profile.
4. Keep the balance
Don't overload your users with messages.
Find the right rhythm to avoid being perceived as intrusive.
A reasonable frequency, combined with genuinely useful content, helps maintain a positive relationship with your audience.
5. Respect privacy rules
Respecting privacy is essential to building trust.
Get a clear opt-in before sending your messages, explaining the value they will bring.
Also offer a simple unsubscribe option to respect your users' expectations.
3 tools to boost retention with WhatsApp
To maximize the effectiveness of your WhatsApp retention strategy, you can rely on specialized tools. Here are three must-have solutions to optimize your campaigns and boost user loyalty:
WAX
WAX is an innovative platform that enables retail brands to transform WhatsApp into a primary communication channel.
Thanks to its intuitive interface, WAX makes it easy to create and manage personalized marketing campaigns, while offering advanced features for analyzing performance and adjusting strategies in real time.
Simio
Simio is an application available on Shopify that specializes in conversational marketing via WhatsApp.
It offers a no-code editor to create targeted campaigns, automate abandoned cart reminders and send replenishment notifications.
Simio also integrates with CRMs such as Klaviyo and customer support platforms like Gorgias and Zendesk, enabling centralized management of customer interactions.
Brevo
Brevo, formerly known as Sendinblue, offers full integration with the WhatsApp Business platform.
This solution enables you to create mass WhatsApp campaigns, manage contacts within your CRM, and automate the sending of personalized messages.
Brevo also facilitates the collection of user consent via integrated forms, ensuring compliance with current regulations.
To find more tools for your business check out the 200 best tools for your e-commerce web site
3 examples to boost your retention with WhatsApp
1. Send personalized replenishment reminders
Anticipate your users' needs by sending them a reminder before they run out of their favorite products.
For example:
"It looks like your stock of [Product name] is coming to an end. Order within 48 hours and get 10% off your restock!"
Add an interactive button leading directly to the relevant product to simplify purchasing.
This type of message improves the user experience while increasing your sales.
2. Offer a post-purchase survey to strengthen the bond
After a purchase, send out a quick survey to gather your users' opinions.
Specify that it will only take a few minutes and reward their participation, for example with loyalty points or a discount on their next order.
For example:
"Your opinion matters to us! Take this 2-minute survey and receive 20 loyalty points 🎉. Click here to start 👉 [link to survey]"
This type of campaign not only improves your products and services through feedback, but also strengthens the relationship with your users.
3. Re-engage inactive users with a targeted offer
WhatsApp is an excellent tool for reconnecting with users who haven't interacted with your brand in a while.
A warm, personalized message, accompanied by an incentive, can motivate them to return.
For example:
"We miss you! 💔 Take advantage of -15% off your next order, valid this week only. Don't miss this exclusive offer 👉 [link to store]."
To maximize impact, mention a product they've already bought or loved, to rekindle their interest.
Add a touch of urgency with a time-limited offer, and include a CTA button to simplify the process.
This type of message increases your chances of re-engaging users
To go further in optimizing your retention strategy, discover our e-book dedicated to WhatsApp and SMS templates.
You'll find concrete ideas and practical examples to maximize the impact of your campaigns.
