How to use marketing messages to boost your WhatsApp campaigns

Welcome to the future of customer engagement. Messaging platforms have fundamentally changed how we connect, and for businesses, this shift represents a monumental opportunity. It’s no longer about broadcasting to the masses; it’s about starting valuable, one-on-one conversations.

For years, marketing was a one-way street. Businesses talked, and customers listened (or didn't). Today, that model is obsolete. Customers expect personal, timely, and relevant interactions on the platforms they use every day. This is where well-crafted marketing messages excel, transforming monologues into dynamic, engaging dialogues.

This is where effective marketing messaging truly shines, allowing you to re-engage customers at scale, increase sales, foster loyalty, and build a brand that feels personal and responsive.

This guide will show you how to harness the power of marketing messages to create campaigns that customers actually want to receive.

Before launching a brilliant campaign, you need to lay the proper groundwork. Setting up your tools correctly ensures your messages are delivered effectively and gives you the power to optimize for incredible results. Your first step is to establish your official presence on the WhatsApp Business Platform, which involves obtaining a dedicated phone number and creating a business profile that builds trust and legitimacy.

• Verifying your business to gain customer trust.
• Creating your business profile with helpful information like your address, business description, and website.
• Connecting to an API to send and receive messages programmatically.

This is where the magic happens. Integrating your WhatsApp Business Account with a powerful platform like Kommo unlocks a world of new capabilities. Instead of just sending messages, you can manage conversations, automate responses, and gain deep insights into your campaign performance.

With Kommo, you can:

• Leverage AI-integrated systems to deliver the right message to the right person.
• Streamline template management for faster campaign execution.
• Use AI-powered personalization to craft marketing messages that truly resonate.
• Access real-time campaign optimization to maximize results as they happen.

Quality and relevance are your most critical assets for effective marketing messages. Follow these best practices to create campaigns that strengthen relationships and drive action.

Marketing messages require customer opt-in. This isn't just a rule; it's the foundation of a trust-based relationship.

• Be clear: When asking for permission, clearly state what kind of messages you’ll send.
• Separate consents: Avoid bundling promotional message consent with other updates (like order confirmations).
• Honor opt-outs: Provide a simple way for users to unsubscribe and promptly honor all requests.

Generic messages get ignored. Personalized, valuable content gets results.

• Tailor your content: Use customer data to send messages that align with their interests, behavior, and purchase history.
• Deliver value: Every message should offer something useful, whether it's an exclusive discount, a helpful tip, or a personalized recommendation.

Timing is everything. Sending a message at the right moment dramatically increases its impact.

• Be timely, not intrusive: Schedule messages when your audience is most likely to be engaged. Consider their time zone and daily routines.
• Less is more: Avoid overwhelming customers. Plan a thoughtful outreach cadence that feels natural and give contacts a break if they stop engaging.

Remember, this is a conversation. Be prepared to respond when a customer engages.

• Be responsive: Use quick replies, chatbots, or human agents to answer questions and continue the conversation promptly.
• Automate intelligently: Use automation to handle common queries, freeing up your team to manage high-priority interactions.

You have only a few seconds to capture attention. Structure your messages for maximum impact.

• Lead with the hook: The first few lines are the most important, as they appear on the lock screen. Place your key information here.
• Keep it concise: Optimize the first five lines of your message. Users can always click “read more” for additional details, but your core point should be immediately clear.

Give customers a reason to act and make it easy for them to do so.

• Offer incentives: Exclusive discounts, free delivery, or special perks are powerful motivators.
• Include a strong CTA: Tell customers exactly what you want them to do next, whether it’s “Shop now,” “Learn more,” or “Claim your offer.”

You can't improve what you don't measure. Tracking your campaign performance is essential for understanding what’s working, identifying areas for improvement, and proving the real-world impact of your efforts. Stop guessing and start making data-driven decisions with your marketing messaging.

Focus on the metrics that truly reflect customer engagement and campaign success.

• Delivery rate: The percentage of messages successfully delivered.
• Read rate: The percentage of delivered messages that were opened. This is a crucial indicator of content relevance.
• Click-through rate (CTR): The percentage of users who clicked on a link or CTA button in your message.
• Conversion rate: The percentage of users who completed a desired action (e.g., made a purchase, filled out a form).
• Cost metrics: Track cost-per-click or cost-per-conversation to understand your return on investment.

Low engagement is a warning sign. Pay close attention to your audience's feedback, both direct and indirect.

• Track quality ratings: Monitor the quality ratings provided in your WhatsApp Manager. Low ratings can impact your messaging limits.
• Analyze block reasons: Understand why customers are blocking your number. Common reasons include irrelevant content, poor timing, or excessive frequency.
• Take action: If you see read rates or quality ratings drop, act immediately. Refine your audience, adjust your frequency, or test new content.

Your first campaign is just the starting point. The best marketers are always testing and learning.

1. A/B test everything: Experiment with different message templates, calls-to-action, send times, and audience segments.
2. Set clear goals: Know what you want to achieve with each test.
3. Iterate and refine: Use the insights from your tests to continuously improve your strategy and unlock better outcomes.

Having the right strategy is only half the battle; you also need the right tools to execute it flawlessly. Powerful platforms and intelligent automation can transform a good campaign into a great one, especially with effective marketing messages.

Kommo is designed to be the command center for your conversational marketing. It provides the integrated tools you need to manage the entire customer journey, from the first message to the final sale.

• Unified inbox: Manage all your conversations from WhatsApp and other channels in one central place.
• Visual sales pipeline: Track leads as they move through your funnel and identify bottlenecks.
• AI, Automation, and chatbots: Build sophisticated bots to qualify leads, answer FAQs, and respond to customers 24/7.
• Analytics and reporting: Access real-time performance dashboards to track your KPIs and optimize your campaigns on the fly.

AI-enabled platforms like Kommo help you work smarter, not harder.

• AI-powered personalization: Go beyond using a customer's first name. AI can analyze behavior to suggest products, tailor offers, and craft messages that feel uniquely personal.
• Optimized delivery: Advanced APIs use AI to analyze engagement signals. Messages with higher engagement can reach more customers, dynamically expanding your reach for your most successful campaigns.
• Automatic creative enhancements: Future-forward tools can automatically enhance your visuals, such as by cropping images for optimal display or converting static images into engaging animations.

Unlock the full potential of your messaging strategy with advanced APIs like the WhatsApp MM Lite API. This next-generation solution uses AI to supercharge campaign efficiency, automatically optimizing delivery to target your most engaged customers. This allows your best-performing messages to reach a wider audience.

With dynamic messaging limits that expand as your engagement grows, you can maximize your campaign’s impact far beyond standard API offerings. Plus, these tools are built with compliance in mind, adhering to international frameworks like GDPR. This means you can scale your outreach confidently, knowing your messaging respects customer privacy and regulations.

Marketing messages are a powerful engine for building lasting customer relationships. By delivering expected, timely, and relevant content, you can transform every interaction into an opportunity for growth.

• Permission is paramount: Always start with a clear, explicit opt-in. Trust is your most valuable asset.
• Quality trumps quantity: A single, highly relevant message is more effective than a dozen generic blasts.
• Conversation is a two-way street: Be prepared to listen and respond. Engagement builds loyalty.
• Measure and adapt: Use data to understand what resonates with your audience and continually refine your approach.

1. Set up your foundation: Ensure your WhatsApp Business Account is properly configured and integrated with Kommo.
2. Plan your first campaign: Define your audience, your offer, and your goals.
3. Craft your message: Create a compelling, concise message template that follows best practices.
4. Launch and learn: Send your campaign, monitor the results closely, and gather insights for your next one.

With Kommo as your Meta Business Partner, marketing messages become a major growth driver, empowering smarter outreach and customer relationship management.

Explore what’s possible with Kommo and Meta today.