Hello Marketers,

Welcome back to another post in Marketers' Space! We’re continuing our WhatsApp Journeys series, diving into strategies that ensure your marketing efforts don’t go unnoticed.

So, you drafted an email with personalization, a compelling subject line, and irresistible offers for your customer, only to realize it hasn’t been opened and is sitting idly in their inbox. Now all that hard work seems wasted… or so it seems. In this week's post, we'll explore how to re-engage customers using WhatsApp Journeys in Zoho Marketing Automation.

People don’t open emails for various reasons: They might be too busy, the content might be boring, it might lack personalization and seem like a generic mass message, or your emails could be coming too often or too seldom.

This is why engaging customers via multiple channels is crucial. It’s essential to know where your customers are most active so you can engage with them there. Engaging on WhatsApp offers numerous benefits, including access to detailed reports with stats like reads, link clicks, and button clicks. If you’re curious about why marketers should be engaging via WhatsApp, make sure to check out our previous post.

Now, how do you engage customers who didn’t open your email? Zoho Marketing Automation's WhatsApp Journey functionality makes it easy to accomplish this task, as it enables you to target specifically those who haven’t opened your email. Let’s break it down with a use case.

Mark, a marketer at a B2B tech services provider, sends out an important email campaign to their clients, offering a personalized demo of their new software suite. However, Mark notices that a significant number of emails remain unopened.

To re-engage these clients, Mark goes to Journeys in Zoho Marketing Automation and adds an "Email Action" trigger. He sets it to a specific email, selects the campaign that wasn’t opened, and sets the email action as "Delivered," and he sets a time delay of one hour after sending the email campaign.

Mark then adds a "Check Email Activity" process, selects the campaign, and adds a branch for "Unopened."

Finally, he adds an action to "Send WhatsApp" and configures the contents of the WhatsApp message, tailoring it to catch the attention of those who missed the email. After that, he clicks "Launch."

Now, when the email campaign gets sent, the journey is triggered. An hour later, a WhatsApp message is sent to those contacts who didn’t open the email.

Now you know how to re-engage customers who haven’t opened your emails. This strategy not only increases engagement rates but also boosts revenue. Stay tuned for more posts in the WhatsApp Journeys series, where we help you make the most of WhatsApp for marketing. Until then, happy marketing!

User Education | Zoho Marketing Automation