Crafting Personalized Messaging Experiences through WhatsApp using SFMC

Imagine seamless, mobile-centric messaging experiences tailored to everyone. That’s precisely what the integration between Marketing Cloud and WhatsApp offers. Here’s how it empowers users:

1. Automated Customer Engagement: Say goodbye to manual responses. With WhatsApp Messaging, businesses can automate interactions, ensuring timely and relevant communication.

2. Boosting Sales: Leveraging WhatsApp’s popularity, companies can reach customers where they already spend their time. Whether it’s order updates, promotions, or personalized recommendations, WhatsApp becomes a powerful sales channel.

3. Elevated Customer Support: No more waiting on hold. Customers can chat directly with businesses via WhatsApp, resolving queries efficiently. It’s a win-win for both parties.

WhatsApp vs SMS: The Game-Changer

What sets WhatsApp Messaging apart? Let’s dive in:

• Analytics: Unlike traditional SMS, WhatsApp provides detailed analytics. You can track message delivery, read receipts, and engagement levels. For businesses, this means data-driven decision-making.

• Popularity: WhatsApp is a global phenomenon. With billions of messages exchanged daily, it’s where conversations happen. Businesses tapping into this user base gain a competitive edge.

As companies worldwide embrace WhatsApp Business, it’s time for Salesforce Marketing Cloud (SMFC) users to take notice. If you’re looking to enhance customer communication, explore the possibilities of WhatsApp Messaging. It’s not just a trend; it’s a strategic move toward meaningful connections.

Types of WhatsApp Messaging

1. Template Messages:

   • Purpose: Template messages serve various business needs, including transactional updates, marketing promotions, and one-time passwords.

   • Approval Process: Each template requires WhatsApp’s approval. Once approved, these templates appear in the Marketing Cloud Content Builder.

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2. Session Messages:

   • User-Initiated: Session messages are responses triggered by user-initiated conversations.

   • Flexibility: Unlike template messages, session messages don’t need prior approval. Brands can engage in free-form, unapproved communication.

   • Use Cases: Session messages can welcome users, capture personalization details, or seek feedback about a product.

How to implement WhatsApp Messages

1. Provision Chat Messaging:

   • Collaborate with your Marketing Cloud Account Executive to enable this feature on your Marketing Cloud Account.

2. Create a WhatsApp Business Account and Channel:

   • To send WhatsApp messages, you’ll need a WhatsApp Business account. Journey Builder will use this Business Account to display the sender’s name and phone number.

3. Integrate WhatsApp and Marketing Cloud:

   • Depending on your preferred method, configure WhatsApp Messaging within Marketing Cloud:

     • Meta

     • Sinch

4. Build Your WhatsApp Audience:

   • Once WhatsApp Messaging is enabled, use Contact Builder to create audiences. Consider these best practices:

     • Ensure that skipped imports don’t result in unsent messages.

     • Flag opted-out contacts for Journey Builder.

     • Run an opt-in campaign via Journey Builder to collect subscriber consent in a Data Extension.

     • Note that customers only need to opt-in to the channel, not each template message.

5. Craft WhatsApp Messages:

   • Like audience creation, build WhatsApp messages in Content Builder. However, before sending any transactional messages, ensure WhatsApp approves your template. Refer to the help portal for detailed information:

     • 1. Meta

       2. Sinch

6. WhatsApp Messaging Journey:

   • With your audience and message (whether Template or Session) ready, use Journey Builder. Explore additional options under the Split Activities section, including Wait Until Chat Response.

Key Considerations for WhatsApp Messaging Implementation

When venturing into WhatsApp Messaging, pay attention to the following crucial points:

1. Implementation Methods: Meta vs. Sinch:

   • Both Meta and Sinch offer similar functionality for WhatsApp Messaging. However, their setup processes differ. Consider these nuances before proceeding with implementation.

2. WhatsApp Usage Considerations:

   • Phone Number: The phone number used for sending WhatsApp messages cannot be associated with an existing personal or business WhatsApp account. Therefore, a new account is created specifically for business purposes.

   • Business Units: Each business unit requires a separate WhatsApp Business Account. Depending on your organizational structure, plan accordingly.

   • Template Approval: Once your template is approved, you cannot edit it directly. If subsequent changes are needed, submit a new template message for approval.

   • Template Sharing: Approved templates can be shared across different WhatsApp channels, but not across different business units.

Conclusion

In summary, WhatsApp Messaging offers a win-win scenario. Customers benefit from a free, convenient channel for engagement, while users gain flexibility in crafting personalized customer journeys. With features like Session Templates and lead capture widgets, WhatsApp becomes a powerful tool for enhancing customer service and communication.

By  Ameen Rahman