In recent years, WhatsApp has been widely adopted across industries, including eCommerce, healthcare, fashion, consumer electronics, beauty, and more. Beyond the big brands, almost 80% of small businesses use WhatsApp for business communication in countries like India and Brazil.
However, as the number of messages received by customers increases, even WhatsApp can take a hit when it comes to open and click-through rates.
But the good news is that by following a few best practices, you can optimize WhatsApp Business API messages on open rates and click-throughs. Let’s look at how you can do this.
Best practices for optimizing WhatsApp API open rates
Here are a few WhatsApp API messaging best practices that you can follow to maintain good open rates:
Personalize messages
Generic messages are bound to get ignored, so using customer names, purchase history, and customer preferences to give a tailor-made appeal to the messages can go a long way. You can even share personalized recommendations to guarantee sales and conversions. Here is an example:
“Hey [NAME]! Caught you eyeing our shelves for new boots! Here are a few great ones that we think might complete your drip!”
Send timely notifications
Timing is everything when it comes to ensuring that your messages are opened and seen. Ensure that important messages like order updates, reminders, sales alerts, and exclusive offers, are sent to customers when they are most relevant.
Keep messages concise
Users prefer WhatsApp for quick, to-the-point communication, so it is ideal to avoid lengthy text blocks. Create shorter, more impactful messages that can deliver value to the reader instantly. Instead of saying something like
“We have an exciting new collection that you might love.”, you can try “New arrivals just dropped! Check them out now!”
Use clear, engaging language
Instead of robotic tones, it’s always better if your messages use conversational, simple, and engaging language that can spark customer interest. Additionally, the message should also be clear and comprehensible, and should convey what it intends to convey seamlessly.
Leverage rich media
Images, videos, GIFs, interactive buttons, etc. can instantly make your messages more engaging as well as visually appealing, resulting in better engagement. A carousel of product images or a short video demo can be much more compelling and impactful than a simple plain text.
Optimize message frequency
Too many messages can get you blocked, whereas too few messages can result in the customer forgetting your brand. Hence it is important to find the right balance when it comes to messaging frequency, sharing messages only when they add value.
Craft attention-grabbing previews
The first line of the message will determine whether it will be opened or not. So, ensure that the previews are attention-grabbing, by using curiosity or urgency, or by stating direct benefits.
Include clear CTA
The role of a CTA is to guide customers into the next desired action, and with a strong and clear CTA, this becomes more effective and smoother. Short and strong CTAs such as “Claim offer!”, “Shop Now”, “Reply YES to book”, etc. can be highly actionable and effective.
Test and refine messaging
Not all messages perform the same, so regularly A/B tests different formats, tones, CTAs, etc. to see what resonates with different audiences. You should also track your open rates to continuously improve your WhatsApp messaging strategies.
Advanced strategies for boosting click-through rates
These are a few advanced strategies you can take to boost your WhatsApp click-through rate:
Craft hyper-personalized messages
You can take personalization a little further, by going beyond first names to tailor messages based on past interactions and purchase history. Here is a good example:
“Hey [NAME]! Still thinking about [PRODUCT]? Here is a 15% off coupon for you!”
Use curiosity-driven hooks
Customers are sure to click through the message if it can raise an adequate amount of curiosity in them. Spark customer interest by leaving just enough mystery so as to entice a click from them. Here is an example:
“You’re in for a surprise! Tap to reveal!”
Guide conversations with interactive prompts
Instead of static one-way messaging, you can engage customers through WhatsApp buttons and quick replies, guiding users toward the desired action. For example, you can ask customers “What are you looking for today?”, and provide options such as new arrivals, best sellers, limited deals, etc.
Frame CTAs as personalized recommendations
While CTAs work best short and strong, framing them as personalized recommendations can also be a great tactic to encourage action. A relevant and personalized CTA such as “Your perfect gym shoes are waiting! Find your Fit!” can be much more effective than a simple “Click here.”
Leverage sequential messaging
You can leverage sequential messaging to build interest and keep the users engaged. Your structured message flow can have a teaser to start with such as “Something exciting is on its way!”, which can be followed by messages that gradually share details and build urgency.
Build and utilize FOMO
Urgency is highly effective for driving action. Messages that are time-sensitive, like “Hurry! Only 3 hours left to grab 35% discount!” have a much higher chance of being opened and clicked on.
Trigger messages based on user behavior
Automated, behavior-driven messages can ensure timely and relevant communication. Whether triggered by an action or inactivity, relevant and context-aware messages can engage readers effectively.
Use storytelling to build engagement
Stories have the power to make messages feel more personal and less like a sales pitch. Leverage stories to make the messages more relatable, thus building emotional connections that encourage clicks.
Optimize message flow for quick action
Another important step to ensure a good click-through rate is to create frictionless user journeys by optimizing the message flow for quick action. Simply put, the easier the action, the higher the click-through rate.
Incentivize clicks for exclusive access
You can make the users feel special by offering them incentives such as VIP perks, creating excitement while guaranteeing clicks. A good message example for this can be:
“Early access to our biggest sale! Just for you! Tap to enter.”
Conclusion
WhatsApp click-through rates and open rates can be easily maintained with the right strategies, but it greatly relies on timeliness.
And to achieve timeliness, WhatsApp automation and API are a necessity. That’s where Interakt can help you.
