WhatsApp Retargeting: Boost Conversions with Smart Strategies

1. Everyone's already on WhatsApp

Let's start with the obvious: WhatsApp has nearly 3 billion monthly active users (Statista). And there are pretty high chances your customers are on the platform. So instead of hoping they check their inbox or open a random browser tab again, you show up in the one app they open 50 times a day.

2. You get better visibility

WhatsApp has open rates of up to 98%, which is much higher than emails. That means almost everyone you retarget on WhatsApp will see your message. And since it shows up like any regular chat notification, it doesn't get buried under spam filters or promotional tabs.

3. It supports hyper-personalized messaging

The best part about WhatsApp retargeting is that your messages don't feel robotic. You're not copy-pasting the same generic template to thousands of people. For example, Mindy gets a message that matches exactly what she was browsing. As such, it feels more personal and relevant rather than a sales pitch.

4. You can have real-time conversations

One of the biggest limitations of most retargeting channels is that they're static. Say Mindy has a question about the return policy or delivery timelines. If not for WhatsApp, she'll have to connect with the support team via call or email. This can lead to unnecessary back and forth, wasting time. WhatsApp solves this issue. It lets you offer real-time support to customers to remove buying friction and encourage conversions.

5. It's perfect for post-click nurturing

Say Mindy finally makes a purchase. That shouldn't be the end of your relationship with her. By creating a solid WhatsApp retargeting strategy, you can keep her engaged, encourage future sales, and turn her into a loyal customer.

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Step 1: Make sure you have access to the WhatsApp Business API

You can't pull off a WhatsApp retargeting campaign on your regular WhatsApp Business app. You need access to the WhatsApp Business API, which is designed for larger-scale, automated communications. A simple way to do this is by partnering with WhatsApp business API tools like Gallabox.

Step 2: Build a retargeting audience

The next step is to identify the users you want to retarget and segment them based on the following criteria:

• People who abandoned their cart
• Users who clicked a link but didn't convert
• Customers who haven't re-engaged in specific days

Remember, the goal is to segment them based on behavior, not just demographics.

Step 3: Get user opt-in

WhatsApp retargeting campaigns can be rewarding. But only as long as you stay on the right side of the law. Just because someone entered their number on a lead form doesn't mean you have permission to text them on WhatsApp. You need to get explicit opt-in through a checkbox during checkout, a lead form, or a chatbot flow. Skipping this step can get your business banned from using the API.

Step 4: Create message templates

WhatsApp doesn't let you send just anything. You need to use message templates that must first be approved by Meta. Make sure the templates are conversational, relevant, and personalized to make them feel less like a mass blast.

Step 5: Set up automation workflows

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Once you've locked your templates in place, the next step is to automate. This is where tools like CRM integrations and chatbot builders come in.

For example, say someone adds a product to their cart. Your automation workflow could trigger a WhatsApp message after 30 minutes of inactivity. (Someone adds a product to their cart > Wait 30 minutes > Send reminder with a 10% off code)

Step 6: Track performance and optimize

After you've sent the message, track metrics like open rates, click-through rates, response rates, and conversion rates. Based on this data, tweak your message copy, timing, or audience segments to optimize for the desired outcome.

1. Hyper-personalization

Let's say a customer browsed a pair of sneakers on your site but didn't hit 'Buy.' A day later, they get a WhatsApp message that says, 'Hey Ryan, Still thinking about those black runners? They're back in stock. Plus, here's a 10% off just for you.'

This isn't spam. The message is relevant and tailored to user behavior, preferences, and past interactions.

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2. Reach the right people

Another standout benefit of a WhatsApp retargeting strategy is that you're not reaching out to random prospects. You're talking to people who've already visited your site, clicked your ad, or chatted with you on WhatsApp. These are warm leads and just need a nudge to come back.

For example, instead of chasing brand-new users who've never heard of you, you're focusing on customers who just need a little push. This might just be a reminder, a promo, or even an exclusive deal.

3. High engagement rates

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Take your own example: how often do you ignore a WhatsApp message? Now, compare that to over 70% of emails that go unopened. And since WhatsApp facilitates two-way communication compared to a passive inbox, users are way more likely to reply.

4. Seamless set up

Running a full-blown WhatsApp retargeting campaign sounds technical. But if you're working with a reliable partner, you get access to all the tools you need to make it simpler.

For example, you get drag-and-drop workflows, ready-to-use message templates, chatbot builders, and even detailed analytics to track what's working. And the best part? You need zero coding capabilities.

1. Some users read your message while others didn't

You can retarget users depending on whether they opened your message or not. You can maybe offer a limited-time discount to those who read but didn't act. Or nudge the ones who didn't open it with a punchier message. The idea is to tailor your follow-ups based on engagement.

2. Some users replied to your message, while others didn't

Say someone replied with, 'Tell me more.' They can be immediately categorized as warm leads. But another person left the message to read. You can segment and target both groups differently based on where they are in the buying journey.

3. Hyper-personalization based on replies

You can take your personalization game up a notch and retarget people based on what they replied. Let's say you ran a festive offer, and a bunch of people replied, 'Interested.' You can focus on just this group for a quick sales push. In fact, you can do this based on how quickly they responded too - like within 1 hour, 3 hours, or 24 hours.

4. Failed retargeting messages

Sometimes, your message might not go through. Maybe they aren't on WhatsApp, or there's a glitch with the broadcast. While you can't retarget users who aren't on WhatsApp, you can focus on the ones who are but didn't receive the message. All you need to do is resend the message. For the other lot, simply send a nudge encouraging them to get on WhatsApp.

1. Segment your audience

Sending the same generic message to every user on your list is a sure-shot way of driving them away. Remember, WhatsApp isn't email. It's way more personal. And so, your messages need to resonate with each user, too. Segment them into different buckets like:

• Users who opened but didn't click
• Those who replied with interest
• Those who abandoned their cart
• Existing customers vs. new leads

For example, let's say you're a skincare brand. You wouldn't send an acne-care promo to someone who just bought your anti-aging kit, right? Proper segmentation lets you avoid these awkward slip-ups.

2. Keep the message relevant

Remember, if your audience has to wonder, 'Why am I getting this?' you've already lost them. Therefore, it's important to build on something that's already happened. Say a user clicked on your Diwali offer but did not buy. Maybe they need a little nudge with a limited-time discount. It's important to establish context so your message feels like a continuation of the journey.

3. Don't ignore personalization

No, we're not talking about first names. We're talking about user behavior, expectations, and preferences. Mention the product they browsed, share relevant recommendations, and offer the right deals timely.

4. Include a clear CTA

You might've crafted the most compelling, hyper-personalized message. Great! But without a clear CTA, it's just a dead-end conversation. So, don't assume the user knows what to do next. Tell them. Make it bold, specific, and timely. For example,

• Grab your 20% off before midnight
• Tap to see your saved items
• Sign up now. Only 3 spots left!

And while you're at it, make sure to only include one primary CTA per message to avoid confusing the user.

5. Use automation

Contrary to popular belief, automation isn't the enemy of personalization. In fact, it's what makes personalization possible at scale. So, use chatbots, automated workflows, and drip marketing campaigns to stay consistent without having to send every message manually. Just make sure your flows sound like a person, not a script.

1. Is WhatsApp retargeting campaign effective for small businesses?

Yes, running a WhatsApp retargeting campaign is a great way for small businesses to connect with people who've already shown interest in their products.

2. Is a WhatsApp retargeting campaign cost-effective?

Yes. WhatsApp retargeting campaigns let you reach out to warm leads rather than blindly marketing to everyone and hoping for the best. This helps you channel your resources in the right direction, boosting ROI.

3. Can I automate WhatsApp retargeting campaigns?

Yes, automation provides an efficient, cost-effective way to scale your WhatsApp retargeting efforts. You can use AI-powered chatbots to send follow-up messages, re-engagement nudges, or personalized offers based on user actions without any manual intervention.

4. What types of messages are suitable for WhatsApp retargeting campaigns?

You can send WhatsApp retargeting messages for abandoned cart reminders, restock updates, limited-time deals, exclusive discounts, and educational content.

5. Are there any legal considerations for a WhatsApp retargeting campaign?

Yes, it's legally required to get user consent before messaging them, either through opt-ins on your site. At the same time, you must stick to WhatsApp's Business Policy and local data protection laws to avoid any legal consequences.