Marketer’s Space: Creating Personalized Experiences with WhatsApp Journeys
Hello, marketers!
Welcome to another post in Marketer's Space. In our previous post, we explored the basics of WhatsApp marketing and why it’s a must-have tool for marketers like you. This week, we’re diving deeper into how to maximize your WhatsApp campaign efforts by using WhatsApp Journeys to streamline your work and achieve personalized interactions with ease.
What is a WhatsApp Journey?
In Zoho Marketing Automation, a Journey is an automation tool that helps you create processes for your contacts to follow based on specific criteria. You can automate tasks, set up engagement flows with triggers, and guide your contacts through different steps, performing actions like sending targeted campaigns along the way.
Within the context of WhatsApp, these Journeys involve setting up triggers and corresponding actions to ensure relevant, personalized communication with your audience through WhatsApp.
How Do WhatsApp Journeys Enhance Personalization?
WhatsApp Journeys are designed to respond to specific actions, making them highly precise in their execution. Unlike random messaging, Journeys are triggered only when a specific, relevant action occurs. This ensures that each message is delivered at the perfect moment, tailored to each individual. Let’s look at a practical use case to see how you can utilize WhatsApp Journeys for a personalized customer experience.
Automating Price Sheet Distribution for a Pop-Up Bakery
Maria manages a bakery known for its pop-up stores across the US. During one of these pop-up events, several customers express interest in receiving a price sheet via WhatsApp. Maria faces the challenge of efficiently sending the price sheet to a large number of customers without manual effort. She also wishes to streamline the ordering process. Here’s how she uses Zoho Marketing Automation to solve this problem.
1. Creating the Signup Form:
Maria begins by designing a signup form through Zoho Marketing Automation, where customers can submit their details.
She prints a QR code linked to this form and places it on banners throughout her store for easy scanning.
When customers scan the QR code, they are directed to the form, where they can provide their contact information.
Maria sets the response action so that each new contact is automatically added to a list named “Sent WhatsApp Menu.”
2. Setting Up the WhatsApp Journey:
Next, Maria creates a journey in Zoho Marketing Automation with a trigger set to “Added to List,” targeting the “Sent WhatsApp Menu” list. This journey is activated whenever a contact is added to the list, which is whenever a customer submits the form.
As the action, Maria selects “Send WhatsApp” and creates a new campaign titled “Send Menu to Customer.” She attaches the bakery menu as a PDF in the header and personalizes the body of the message using the personalization feature. To enhance engagement, Maria adds three quick replies to the message content: “Order Now,” “Visit Our Website,” and “Got a Question?”
3. Leveraging Quick Replies:
Maria then configures each quick reply to trigger its own campaign:
For “Order Now,” she creates a campaign featuring a catchy image and a CTA button that links directly to the bakery’s order page.
For “Visit Our Website,” she designs a campaign with an image and a CTA button that directs customers to the bakery’s website.
For “Got a Question?,” Maria sets up a campaign that includes a CTA button labeled “Let’s Talk Food,” which connects the customer to the bakery via a phone call.
This simple automation illustrates how WhatsApp Journeys can be seamlessly integrated into Maria’s marketing strategy, particularly when managing large volumes of customers. Zoho Marketing Automation not only simplifies her workflow by automating the process but also enhances the customer experience by delivering personalized content. Customers receive exactly what they request, making the interaction more engaging and efficient for both the bakery and its patrons.
This is just one example of how you can send personalized messages to your customers using WhatsApp Journeys. We encourage you to explore the possibilities by experimenting with different triggers and actions to discover how powerful and effective your automations can be. We’ll see you in the next post with more ways to leverage WhatsApp Journeys. Until then, happy marketing!
Regards,
Pearlin Nitika
User Education | Zoho Marketing Automation
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James Treanor
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