More like a gathering of minds than a typical seminar, the session explored topics like practical goal setting, what it means to be bold with your email strategy, and how relevant messages can inspire customer loyalty. Read on to find out our top takeaways from the day.

Be SMART about your GROWTH

Have you heard of the GROWTH framework? The GROWTH framework is a super scalable approach to planning and executing your marketing activities. You can use it for everything from top-level strategy to single-run campaigns because it helps you stay focused, data-driven, and agile. Here’s how…

What is the GROWTH framework?

GROWTH stands for:

• Goals: Without clear goals, you can’t measure success. Setting SMART (specific, measurable, achievable, relevant, and time-bound) goals will increase focus and accountability
• Reason: Understanding the ‘why’ keeps you focused on the customer needs and business value
• Observe: Review your current efforts to prevent duplication and reveal opportunities for optimization
• Work the plan: Execution without a plan leads to inefficiency, creating a clear roadmap keeps you on track
• Test and learn: Experimentation drives innovation and continuous improvement, so never be afraid to try something new
• Hone and optimize: Regularly refine and adapt your plan for long-term success and better ROI

The power of SMART objectives

Businesses that plan their marketing efforts are 538% more likely to achieve their objectives – but only if marketers have clear goals. SMART objectives like “increase newsletter sign-ups by 15% within the next quarter” will produce better results than simply aiming to “improve engagement.”

To turn objectives into results, marketers should embrace a culture of testing and continuous improvement. Every campaign is an opportunity to learn. Try these top testing tips:

• Test one variable at a time
• Set a clear goal or objective
• Define your success metrics before launching
• Use (Dotdigital) testing tools to help
• Document everything you learn, even if it fails

For more on smarter testing, check out our guide on the A/B/Cs of split testing.

Be brave enough to try something new: Insights from The Royal Ballet School

Maddy Carroll, Audience and Insights Executive at The Royal Ballet School, shared how she used automation to take her email strategy to new heights. Here‘s her story: 

Starting with a blank canvas

Maddy joined the marketing team at The Royal Ballet School shortly after the brand onboarded with Dotdigital. As a result, she inherited something of a “blank canvas” – there were no automations, messy mailing lists, or outdated segments to work her way through. Seeing this as an opportunity instead of a setback, Maddy decided to make the most of her untouched customer data.

Building a foundation for growth

1. Segmentation and integration
   Maddy’s first move was to segment her audiences according to location and interests, and connect Dotdigital to the school’s ecommerce platform. This helped her to track interactions like donations, purchases, and class sign-ups and use that data to inform her campaigns. 

2. Automations that free up time
   With insights into customer interactions, Maddy was able to build automations based on recent engagements and purchase behavior. This freed up her one-person team to focus on high-impact initiatives and creative outreach.

3. Testing, learning, and evolving
   Automation is a great place to test and experiment with your email strategy. When you start small, you can monitor results as customers flow through. If there is an issue, a typo, or a broken journey branch, the program can be paused and issues resolved quickly. As Maddy explains, “it never feels like a big risk.” 

Top advice for marketers

Maddy’s top piece of advice was simple: “Be really brave and don’t hold yourself back.” Do your research, prepare thoroughly, and take the leap to experiment with automation. Agility is key, especially for small or one-person teams. A willingness to adapt and try new approaches can lead to seriously good results.

What customers really want from your brand

The loyalty divide report found that while 78% of consumers feel brands are personalizing their marketing well, only 23% find those messages relevant. Your audience wants more authenticity and relevancy from their favorite brands. Here’s how you can close that gap:

1. Segment and personalize across channels

Email remains the top choice for 61% of consumers, but other channels are gaining ground. Gen Z is more open to push notifications, while Millennials are 34% more likely to engage on messaging apps like WhatsApp – segment and target customers to reach each group on the channels they prefer.

2. Choose the right rewards

Points-based programs and cashback are super popular, but Gen Z and Millennials also value gifts and freebies. Free shipping and birthday discounts are also top drivers of loyalty, so take the time to discover what your customers really want.

3. Identify your brand loyalists

The report revealed that brand loyalists – those are your most dedicated repeat customers – are often women, over 40 years old, who like receiving freebies, birthday rewards, and free shipping. Engaging this audience consistently with value-driven content will see them flourish and grow.

By taking the time to get to know your audience and adapting your approach, you’ll inspire deeper loyalty and keep customers coming back.

Discover hidden gems inside Dotdigital

Even if you’ve been using Dotdigital for years, there are always a few features that slip under the radar. But these sweet little hidden gems can make a big difference to the success of your marketing campaigns. These are some of the standout tools and tricks shared at our event:

1. Personalize without preferences

You don’t always need a full preference profile. Use link groups and campaign tags to target customers based on recent actions, like grouping all donation links to spot interested subscribers, or tagging campaigns to easily identify engaged audiences. This makes segmentation simple, even with limited data.

2. Prevent personalization fails

Avoid awkward “Hi {First_Name}” moments with dynamic content blocks. These let you personalize messages when you have the data (like “Hi Jenna”) and skip it when you don’t, so every customer gets a seamless experience.

3. Manage links even after they’re sent

Never panic over a broken link again. Dotdigital’s link manager lets you update campaign links even after sending, and highlights which URLs are valid or invalid, so you can fix issues before customers notice.

4. Easy image editing in-house

You can resize, filter, and add alt text to images right inside the platform using our image manager, saving you a trip to external editors. Plus, when you add alt text in the image manager, it updates the alt text for that image everywhere. 

5. Streamline cross-channel campaign creation

Creating cross-channel campaigns doesn’t have to add to your day-to-day workload if you use AI to convert your emails into SMS campaigns. With WinstonAI, you can create an SMS based on your top-performing email campaigns with just the click of a button.

The good news is that these features aren’t really hidden. They’re right on hand to help you manage and optimize your campaigns every day. With these tools, it’s easier than ever to personalize your campaigns, manage your content with confidence, and reach customers across multiple channels.

That’s a wrap

The best marketing results come from staying curious and keeping your audience at the heart of every decision. The stories, strategies, and practical tips shared at our event show that even small changes, like refining your segmentation or testing a new channel, can spark big wins. Good marketing isn’t about ticking boxes or following trends. It’s about real connections, creative thinking, and having the confidence to try something new.

So, keep experimenting, keep learning, and, most importantly, keep it connecting. Because when marketers share successes and learnings with other marketers, that’s when the magic happens.

To make sure your messages reach people and follow the rules, you need to understand these WhatsApp messaging limits and how to manage them effectively. Crucially, this isn’t just about technical limits, but about message quality as perceived by WhatsApp and, more importantly, by your customers. 

In this guide, we’ll dive into what causes messages to get blocked, how to ensure your messages are actually delivered, and a few other handy tips to keep your communications flowing smoothly and effectively.

What is WhatsApp warm-up?

WhatsApp warm-up is a gradual process of increasing the number of messages sent from a new or inactive WhatsApp account. Just like warming up a car before driving, warming up your WhatsApp account helps it work better, ensuring your messages are reliably delivered.

The core idea behind the warm-up is to build trust with WhatsApp’s system. WhatsApp assesses the health of your account and your capacity to send more messages based on how recipients engage with them. 

This engagement is measured by message opens. While replies are valuable, the system prioritizes whether your messages are being opened, and ideally, whether recipients are interacting with any embedded buttons or content within those messages. A higher rate of positive engagement signals that your account is a legitimate and valuable sender.

The warm-up process starts with sending a small number of messages and then slowly increasing that amount over time. This helps WhatsApp recognize the account as trustworthy, which reduces the chances of messages getting blocked. A good warm-up strategy can improve the chances of important messages reaching the right people.

Initially, it’s best to start with a small group of people, such as loyal customers who are likely to engage well. By having real conversations, the account builds a reputation as a legitimate source of communication. Tracking how people engage, like their response rates, can show how well the warm-up is going and if any changes are needed.

Additionally, using different types of messages—such as text and images—can make communication more interesting and encourage more responses. This not only helps establish your account’s credibility but also keeps your audience engaged. As the warm-up continues, you can gradually send more messages while keeping the content high quality to prepare the account for larger communications in the future.

Why warm up your WhatsApp account?

Warming up your WhatsApp account sets you up for success. Here’s why it’s a must:

Build trust with WhatsApp

When your account is new or hasn’t been used much, WhatsApp’s systems might be cautious. By slowly sending more messages over time, you can build trust, which helps your messages get delivered to the right people.

Avoid spam flags and bans

If you send too many messages too quickly from a new account, WhatsApp might think it’s spam, which could lead to restrictions or even banning your account. Warming up helps by starting small and gradually increasing activity, making it look like normal use.

Long-term stability

Since 2023, WhatsApp uses AI to detect unusual activity, so warming up is even more important. It helps your account look like it’s used by a real person, reducing the chance of problems.

How to warm up your WhatsApp account

When you first create a WhatsApp Business account, you’ll face some limits on how many messages you can send. Meta, the company behind WhatsApp, uses a tier system to increase these limits over time:

1. Start small: Start by messaging a small number of users. For instance, aim to reach about 1,000 unique users each day (this is called Tier 1).
2. Focus on quality: Make sure your messages are engaging and that people aren’t complaining.
3. Scale up slowly: If you maintain good engagement, WhatsApp may automatically increase your messaging limit over time.

Example warm-up plans

Here are some plans you can use to warm up your account:

General warm-up

• Day 1: Send messages to 500 of your most active customers.
• Day 2: Reach out to another 500 different, engaged users.
• Days 3-7: Gradually increase the number of unique users you message each day, while continuously monitoring engagement. If your engagement remains strong, you may see your limit increase towards 10,000 users and beyond relatively quickly.

Email to WhatsApp journey 

This plan focuses on a triggered approach rather than a broad broadcast campaign, ensuring high initial engagement from opted-in users. The process typically includes the following steps:

1. Email invitation: Start by sending an email invitation to your target audience. This email should clearly explain the benefits of connecting with your business on WhatsApp and include a strong call to action for them to opt in.
2. Collecting numbers: Once users express interest, collect their WhatsApp numbers. It’s important to obtain explicit consent during this step, clearly stating that they are opting in to receive communications from your business via WhatsApp, as well as outlining the type of messages they can expect to receive.
3. Send welcome messages on WhatsApp: After successfully collecting their numbers and obtaining consent, send a personalized welcome message to them on WhatsApp. This initial interaction is a key part of the warm-up process, as it involves real, opted-in users engaging with your account.

How to follow WhatsApp compliance in 2025

As privacy laws like GDPR get stricter, compliance with WhatsApp’s policies is important for any marketer. 

To remain compliant, you should prioritize obtaining explicit consent from users before sending messages. This means making sure that customers have opted in to receive communications and understand what type of messages they will receive. 

When obtaining opt-ins, you must:

• Clearly state that the person is opting in to receive communication from your business.
• Clearly state your business’s name and that the person is opting in to receive messages from you.
• Comply with all applicable laws regarding consent and communication.

Make it easy for people to opt-out anytime from your messages like with a quick reply “STOP” option. This respects user preferences and helps maintain a healthy, engaged contact list.

Also, focus on sending useful messages, like order updates or tips, instead of spammy promotions. This keeps you compliant and builds trust with your customers.

Understanding WhatsApp messaging tiers

After verifying your WhatsApp Business account, you start with a limit of 250 messages per day, jumping to 1,000 after verification. To increase this limit, you need to send high-quality messages that people open and engage with.

To move up a tier, at least half of your messages over the past 7 days need to be opened by recipients. For example, if your limit is 1,000 messages daily, 500 of those need to be opened in a week to qualify for a higher tier.

WhatsApp messaging tier breakdown

Tier and Messaging limit (24 hours)

Initial: 250 unique customers

Tier 1: 1,000 unique customers

Tier 2: 10,000 unique customers

Tier 3: 100,000 unique customers

Tier 4: Unlimited unique customers

Some key points to remember:

• Daily limit exceeded: If you exceed your daily messaging limit, any further messages you try to send will not be delivered. Importantly, you will not get any charges for these undelivered messages.
• Avoid over-sending: Although you won’t be charged for undelivered messages, it’s important to stop sending messages once you reach your limit. This practice helps maintain the quality and reliability of the WhatsApp platform.
• Check limits: You can easily monitor your current daily messaging limits by going to the Phone Numbers section within your WhatsApp manager. This will help you track your usage and plan your communications effectively.

Top tips for better message delivery

Improving message delivery on WhatsApp requires a combination of strategy, compliance, and engagement. Here are some top tips to significantly improve your message delivery rates and ensure your communications reach your audience effectively:

• Start with engaged segments: During the warm-up phase, prioritize sending messages to your most active and loyal customers. Their positive engagement (opening, reading, replying) sends strong signals to WhatsApp that your account is reputable.
• Personalize and segment your audience: Generic messages are easily ignored. Tailor your content to individual recipients or specific audience segments. Personalization drastically increases relevance, leading to higher open and response rates.
• Vary your message content: Don’t just stick to text. Incorporate rich media like images when appropriate. This makes your messages more dynamic and engaging, encouraging interaction.
• Optimize your sending cadence and timing: Analyze when your audience is most active and receptive to messages. Sending messages at optimal times can significantly improve open rates. Avoid sending too many messages too frequently, which can overwhelm users.
• Monitor and analyze performance metrics: Regularly review your message delivery rates, open rates, response rates, and any feedback or complaints. Use this data to refine your strategies, identify what’s working, and adjust what isn’t.
• Maintain a clean and validated contact list: Regularly audit and clean your contact list, removing inactive or invalid numbers. Sending messages to disengaged users can negatively impact your sender reputation. Consider using WhatsApp’s templates for transactional messages, which have high deliverability.
• Adhere strictly to WhatsApp’s Business Policy: Familiarize yourself with and consistently follow all of WhatsApp’s guidelines regarding content, acceptable use, and user interactions. Non-compliance can lead to warnings, restrictions, or even account termination.

Warm-up your WhatsApp today

Warming up your WhatsApp Business account is key to getting your messages delivered and staying compliant. By slowly increasing your activity and sharing engaging content, you build trust with WhatsApp and avoid spam flags. Always prioritize user consent, especially with evolving privacy laws. Follow these tips, and your brand will thrive on WhatsApp for the long haul.

Whether you’re a solo entrepreneur or a global brand, this guide breaks down each option’s features, benefits, and limitations to help you pick the perfect fit for your customer mobile messaging strategy. Let’s dive in.

What is WhatsApp Messenger?

WhatsApp Messenger is the original application that started it all. Launched in 2009, it was created with a single purpose: to provide simple, reliable, and free communication between individuals worldwide, using only an internet connection. It quickly became the preferred app for connecting with friends and family and chatting in small groups.

Some key features of WhatsApp Messenger are: 

One-on-one and group chats

This feature allows you to engage in text conversations. You can create groups for family discussions, event planning with friends, or managing interactions within small communities.

Voice and video calls

Make free, high-quality calls over the internet, saving you from hefty phone bills when connecting globally.

Media sharing 

Share photos, videos, documents, voice notes, or contacts to make conversations vibrant. For example, you can send a quick video of your vacation to your group chat.

Status updates 

You can share temporary updates—such as text, photos, videos, or GIFs—that disappear after 24 hours (similar to Instagram Stories). This feature provides a simple way to share moments from your day with selected contacts, similar to the stories feature on early social media platforms.

End-to-end encryption for privacy

With default end-to-end encryption, your messages and calls are secured so only you and your recipient can access them, ensuring your privacy and peace of mind.

Can you use WhatsApp Messenger for business?

It’s not recommended to use WhatsApp Messenger as a business tool. While some micro-businesses or freelancers use WhatsApp Messenger to chat with clients, it’s not designed for professional use. Here’s why:

• No business tools: Lacks profiles, product catalogs, or automation to showcase your brand professionally
• Privacy risks: Mixing personal and business contacts can lead to accidental data sharing or privacy breaches
• Unprofessional image: Customers expect a professional and distinct communication channel from businesses, not a personal chat experience
• No analytics: You can’t track message delivery, read receipts, or engagement, leaving you in the dark about customer interactions

How to get started with WhatsApp Messenger

Getting started with WhatsApp Messenger is a breeze:

1. Download the app: Available for free on iOS, Android, or desktop via the App Store, Google Play, or WhatsApp’s website.
2. Set up your profile: Verify your phone number and add a name and photo.
3. Start chatting: Connect with contacts who have WhatsApp installed or invite others to join.

What is the WhatsApp Business App?

Running a small business and looking for a free, easy way to manage customer conversations? The WhatsApp Business App is specifically designed for you. Aimed at small businesses, startups, and solo entrepreneurs, this free app helps you connect one-on-one with customers, build trust, and improve interactions throughout their journey. It’s a step up from the personal Messenger app, offering dedicated business tools.

Some key features of the WhatsApp Business App are: 

Business profile

You can create a virtual storefront with helpful information for your customers like your logo, business description, email address, website, and location.

Catalog

Showcase your products and services directly within the app. You can create a mobile storefront with product images, descriptions, and prices, allowing customers to browse and inquire about items easily.

Quick replies

This feature allows you to create shortcuts to save and reuse messages you frequently send, saving time on repetitive inquiries.

Automated messages

You can set up welcome messages for first-time contacts or away messages when you’re unable to respond.

Manage customer relationships

Easily interact with customers while saving time and energy, using tools to automate, sort and quickly respond to messages.

Labels for organization

You have the option to organize chats and filter information with labels. This allows you to quickly find and respond to messages and manage conversations.

Broadcast lists

Send announcements or promotions to multiple customers at once (up to 256 contacts per list). Note: Recipients must have your number saved to receive broadcasts.

Basic analytics

Gain simple insights into your messaging, such as how many messages were sent, delivered, and read.

How businesses use the WhatsApp Business App

From local cafes to online sole traders, the WhatsApp Business App enables more personalized customer interactions:

• Processing orders: Accept orders, confirm bookings, and send updates directly via chat. A local bakery, for instance, can share its menu (via the Catalog) and confirm custom cake orders.
• Providing customer support: Answer product queries, provide details, and resolve issues quickly and directly.
• Sharing updates: Announce new arrivals, promotions, or events using broadcast lists (within the contact limit).
• Gathering feedback: Easily request reviews or testimonials in ongoing chat threads.

Limitations of the WhatsApp Business App

Single device

The app is fundamentally tied to one phone number and designed for use by a single individual. While you can link a few companion devices via WhatsApp web and desktop, it’s not built for multiple team members to collaboratively manage conversations under the same number. 

Limited automation

The automation features are limited to simple welcome and away messages. It does not support more advanced workflows, chatbots, or integration with external systems for triggered messaging.

Not suitable for high volume 

The manual management of conversations, combined with the lack of advanced automation, makes the app less suitable for businesses experiencing a high volume of customer interactions.

Limited broadcast capabilities 

Broadcast lists are capped at 256 contacts, which makes it challenging to send marketing or informational messages to larger customer segments.

How to get started with the WhatsApp Business App

To get started with the WhatsApp Business App, follow these steps:

1. Download the app:  It’s free on iOS or Android from the App Store or Google Play. Make sure you download the business version.
2. Set up your Business Profile: Add your business name, logo, contact details, and a compelling description to create a professional online presence.
3. Explore features: Populate your Catalog, set up Quick Replies, and activate welcome/away messages.
4. Engage customers: Let your customers know you’re on WhatsApp Business and start messaging contacts who have saved your number.

What is the WhatsApp Business Platform?

The WhatsApp Business Platform (formerly WhatsApp API) is the go-to solution for medium to large businesses needing robust, scalable communication tools. Unlike the Business App, it’s not a standalone app but an API that integrates with your existing systems—like CRMs, customer support platforms, or WhatsApp marketing software. This makes it ideal for automating high-volume messaging and delivering personalized customer experiences.

Key benefits and capabilities of the WhatsApp Business Platform include:

Scalability

Handle thousands of messages daily and support multiple team members at the same time, ideal for large customer bases.

Rich message formats

Go beyond text with rich media like images, videos, PDFs, and crucially, interactive message types with call-to-action or quick-reply buttons (e.g., “Track Your Order,” “View Details,” “Yes/No”). 

Integration capabilities

Seamlessly connect WhatsApp with your existing CRM, helpdesk software, e-commerce platforms, and marketing automation tools.

Customizable automation

Build sophisticated chatbots to handle FAQs, qualify leads, or process simple transactions. Trigger automated messages based on customer actions or data in your CRM (e.g., abandoned cart reminders, shipping notifications, appointment confirmations). Integrate with WhatsApp marketing software for campaigns.

How to get started with the WhatsApp Business Platform

Setting up the WhatsApp Business Platform can be complicated and often needs some technical know-how. Most businesses collaborate with an official WhatsApp business solution provider (BSP), like Dotdigital, to help them through the process. Here are the main steps involved:

• Verify your business with Facebook (Meta)
• Create a WhatsApp Business Account
• Connect the API using the BSP’s platform or your own system
• Get message templates approved by WhatsApp

Costs vary based on factors like how many messages you send, the type of messages (whether they are started by users or by your business) and your location. 

While there is some upfront investment needed, the advantages in terms of better efficiency, happier customers, and new ways to communicate can be significant, especially for businesses that deal with many messages or have complex needs. 

The setup time can take anywhere from a few days to several weeks, depending on how prepared you are and how you plan to integrate it.

Which solution is right for you?

Choosing the right WhatsApp solution depends on your business size, messaging needs, and technical resources. Here’s a quick checklist to guide your decision:

WhatsApp Messenger:

• Ideal for personal communication with friends and family
• Not recommended for business due to privacy risks, lack of tools, and unprofessional appearance

Best for: To plan a family event, not to manage customer orders.

WhatsApp Business App:

• Perfect for small businesses or solo operators with moderate messaging needs
• Offers professional tools like Catalogs and Quick Replies but limited to one device and basic automation

Best for: A local bakery uses it to share menus and confirm orders.

WhatsApp Business Platform: 

• Best for medium to large businesses with high-volume messaging and complex workflows.
• Supports multiple agents, advanced automation, and integrations, but requires technical setup and investment.

Best for: An ecommerce brand using it for automated order updates and customer support.

Decision checklist

• Do you need a free solution? Choose the Business App or Messenger (personal use only)
• Do you handle high message volumes? Opt for the Business Platform
• Need integrations with CRM or support tools? The Platform is your best bet
• Are you a small team with limited tech resources? Start with the Business App

Ready to connect with customers effectively on WhatsApp?

Choosing the right WhatsApp solution is really important for improving how you communicate with your customers. 

If you’re a small business, the free WhatsApp Business App is perfect for having direct conversations. However, if you want to grow, automate your messages, and connect WhatsApp with other tools, you’ll need the WhatsApp Business Platform.

This is where Dotdigital comes in. We’re experts at helping businesses like yours get the most from WhatsApp. We provide the tools and guidance for a smooth setup. We make sure your team can easily handle many messages and build smart automation that keeps customers happy and engaged.

Don’t miss the chance to connect with customers on one of the world’s top messaging platforms.

Marketers are increasingly exploring WhatsApp for marketing, and for good reason. I’m Przemek Szustak, Product Manager at Dotdigital, and I’m here to share my insights on why you should integrate WhatsApp messaging into your marketing strategy.

Why WhatsApp is a game-changer for mobile messaging

You don’t need to go to conferences to learn about how WhatsApp is used, you need to speak to the people around you. You probably know that most people use it to talk to family and friends, and it’s been that way since the channel was invented.

In more recent times, businesses have started using the channel too – changing the way consumers interact with brands. Initially, it was used to provide fast and personal customer support. This quickly caught the attention of marketers, and interest in the channel is rising quickly, and for good reason too.

Part of our daily lives

People are already using the app regularly – 33 minutes a day on average, in fact. It’s quite likely your WhatsApp message will sit at the top of someone’s empty inbox rather than being swallowed up. It’s a great way to stand out.

Global reach

WhatsApp is truly global app. End users of WhatsApp can communicate with people all over the world for free. That’s probably why it continues to gain popularity. Marketers who adopted WhatsApp early did so because they wanted new ways to communicate with international audiences. That’s why we see marketers in industries like travel, finance, and insurance using the channel most because they need to send messages to their audience wherever they are.

Strong engagement rates

When you receive a WhatsApp message, you likely check it promptly, right? The same applies to your audience. Since WhatsApp is commonly used for personal conversations with friends and family, it naturally captures attention.

The great thing about sending messages on WhatsApp is that they are much more likely to be seen. We’re talking about significantly higher open rates compared to your average email.

But it doesn’t stop there—people are also more likely to engage with the message, whether it’s clicking a link or replying. It feels more like a one-on-one conversation, which naturally leads to higher engagement.

WhatsApp x Dotdigital

WhatsApp is the fastest growing messaging app worldwide. It’s in our DNA to empower marketers to use channels that help them speak to their audience exactly where they’re at. If so many of us are using WhatsApp, we want our customers to get their messages seen there. Simple. And whilst there are plenty of channels out there for marketers to experiment with, WhatsApp has a degree of maturity that others don’t have just yet.

Why marketers should use WhatsApp for growth

Well, besides its global scalability and familiarity, early adopters of WhatsApp with Dotdigital have seen campaign performance dramatically improve. There’s a much higher chance of getting your message seen in a customer’s app compared to an email, and that’s reflected in its incredible open rates (over 90%). Also, the UI of WhatsApp messages just looks great. Swap hyperlinks for call-to-action buttons, and add visual media to bring your brand to life.

But most of all, the entry barrier to adopting WhatsApp in your cross-channel strategy is really, really low. It’s easy to get set up with Meta, and we’ve made it easy in Dotdigital, too. In fact, it’s just as easy to send a WhatsApp as it is to send an email.

How marketing teams can fit WhatsApp into their cross-channel strategy

Email is still king, and I don’t see that changing any time soon. However, your marketing strategy will be supplemented by adding in a channel like WhatsApp. It brings a wealth of different strengths to the table, like its personal feeling and how easy it is to inspire action. 

Since it’s not yet widely adopted by marketers, becoming an early adopter of WhatsApp gives you the opportunity to stand out from the competition. When you have a truly diverse channel strategy, you can be confident you’re meeting your audience exactly where they want to be met. 

If you’re looking for step-by-step advice on adding WhatsApp to your marketing strategy, be sure to read our WhatsApp Playbook. 

Who thrives with WhatsApp marketing

Of course, I’ve already mentioned how international businesses benefit from WhatsApp since it’s such a widely used channel globally. It’s also great if you have a really strong visual brand that resonates, or you want to showcase your new products in a place where your customers are engaged.

WhatsApp supports rich media formats, including images, videos, and GIFs, allowing businesses to create engaging and visually appealing content. This is perfect for showcasing products, sharing promotional content, or telling a visual story.

The channel benefits many industries. A great example of this is non-profits using visual media to bring their causes to life. Similarly, travel companies use showreels of their top beach holidays to excite holidaymakers about summer getaways.

Above all, it’s for marketers who want to build real connections with their audience, no matter the industry. We’re making it more accessible for our customers to connect with their audience on a more 1:1 basis. Conversations are what it is all about.

How Dotdigital customers are using WhatsApp for marketing

One of our early adopters has seen an impressive 46X ROI in their very first campaign with WhatsApp, which speaks volumes about how effective the channel can be. Our preview showed universally high deliverability and open rates for all customers. This shows the new benefits of this channel and its potential to benefit marketers across all industries.

The future of WhatsApp

I’ve been championing WhatsApp for quite some time now, but the statistics are promising. WhatsApp is forecasted to grow exponentially as a marketing channel. We may even see WhatsApp overtake traditional communication channels one day, making now the ideal time for early adopters to embrace this powerful platform. With WhatsApp’s potential, you can position your business as innovative and forward-thinking in the marketing landscape.

What’s more, Meta is constantly investing in WhatsApp, and it’s constantly evolving. If you think back to when you first downloaded the app, compared to now, I’m sure you’ll agree that it’s changed a lot. 

Meta has also made it cheaper to send WhatsApp messages. In the last year alone, the cost of messages in the UK has halved. As Meta continues to make WhatsApp the next big thing for marketers, we can expect great functionality and competitive pricing.

Final thoughts

WhatsApp offers brands a unique opportunity to connect with customers in a space they already trust and use daily. Integrating WhatsApp into your marketing mix is not just about keeping up with trends—it’s about meeting your audience where they are and building genuine, one-to-one connections. With Dotdigital making it easier than ever to get started, now is the perfect time to experiment, innovate, and set your brand apart before the competition catches up.

Did you know that 71% of adults are more likely to buy from a company they can easily message? That’s a big deal. It shows that being reachable through messaging isn’t just a nice perk; it’s key to boosting sales and keeping customers coming back. If you ignore this trend, you might miss out on a lot of potential customers.

With so many messaging platforms out there, how do you pick the right one? Two popular choices are SMS and WhatsApp, and both have their own pros and cons. It’s important to think about what fits your needs best. Let’s explore both SMS and WhatsApp to determine which one could help you engage your customers more effectively.

What is SMS?

Short Message Service (SMS) is a text messaging service you can use to send short messages between mobile phones. It’s part of the communication systems used by most phones and mobile devices.

Key characteristics of SMS:

• Broad device compatibility: SMS works on any mobile device, from basic feature phones to the latest smartphones, which makes it very versatile
• No internet required: You don’t need an internet connection to send or receive an SMS message since it uses cellular networks
• Network support: SMS works on all cellular networks, so you can count on it to send messages almost anywhere

Overall, SMS is an easy and reliable way to communicate, which is why you can use it to connect with a wide range of people.

What is WhatsApp?

WhatsApp, owned by Meta, is a popular messaging app used by 2.5 billion people around the world each month. Users typically spend around 33 minutes a day chatting on the platform, making it a major part of daily communication.

Key characteristics of WhatsApp:

• Internet connectivity: Sending and receiving WhatsApp messages requires an internet connection. You don’t have to pay for SMS or international network charges.
• Rich conversations: WhatsApp supports rich media, allowing two-way conversations, and the ability to send pictures, videos, audio messages, documents, emojis, and format text, making conversations more engaging.
• Security: WhatsApp takes user privacy seriously by using end-to-end encryption. This means that messages can only be read by the sender and the recipient, helping to keep your information safe.

With its many features and strong security, WhatsApp is a great tool to connect with your customers effectively.

Key advantages of SMS

There are many advantages of SMS marketing, making it a great channel to communicate with your audience. Let’s delve into the key benefits:

Universal global reach and accessibility

SMS works on every mobile phone, even the most basic ones. It doesn’t need an internet connection, so you can reach people no matter where they are, even if they have limited internet access. This makes SMS perfect for reaching a diverse audience or operating in areas with varying levels of technology.

High delivery rates

90% of SMS messages are read within three minutes of being received. Since people check their phones all the time, SMS messages are seen quickly, making them ideal for urgent updates and time-sensitive promotions.

Strong response rates

SMS marketing also boasts strong response rates, with an average click-through rate of about 45%. This is much higher than the average click-through rate for emails, which is around 6%. This shows that people are more likely to engage with businesses through SMS, making it a powerful tool for driving immediate actions, like responding to offers, confirming appointments, or sending urgent notifications.

Consumer preferences

By using SMS, you can reach your customers on their preferred communication channel, creating an instant connection. This is especially important for delivering promotional offers and important updates, ensuring that customers get the information they need in a timely and convenient way.

Key advantages of WhatsApp

WhatsApp is an excellent marketing tool that can enhance your customer relationships. Let’s explore the key advantages that make WhatsApp an outstanding choice for engaging with customers.

Interactive two-way conversations

WhatsApp transforms the way you can interact with your customers with real-time, two-way conversations. You can offer personalized support, promptly address queries, and build strong relationships. It’s all about creating meaningful interactions that keep customers satisfied and loyal.

Enhanced mobile marketing with rich media

WhatsApp allows you to inject creativity into your messages with rich media. You can send images, PDFs, headers, emojis, and more—making your messages visually impactful and engaging. This flexibility is a game changer for running effective mobile marketing campaigns that truly resonate and help you stand out from the competition.

Global platform 

With over 2.5 billion active users, WhatsApp opens the door to an incredible customer base around the world. If your business operates internationally, WhatsApp offers a streamlined way to connect without the hassle of navigating local regulations. One setup lets you reach customers in almost 180 countries, making it a major time-saver. 

However, it’s essential to remember that user preferences and permissions vary across countries and regions. While WhatsApp is dominant in many parts of the world, its usage varies in other regions.

End-to-end encryption

Privacy is paramount, and WhatsApp has you covered with end-to-end encryption. All conversations between businesses and customers are secure, and sensitive information stays protected. When paired with platforms like Dotdigital, you get extra peace of mind with solid security measures in place.

High open and click-through rates

When it comes to engagement, WhatsApp shines bright. Dotdigital customers see open rates soaring above 90% and click-through rates between 40% and 70%. These impressive stats show WhatsApp’s ability to grab attention and drive action, making it an invaluable asset for marketing and customer engagement.

SMS use cases

Next, let’s take a look at some real-world examples of SMS in action.

Appointment and reservation reminders  

Missed appointments and forgotten reservations can lead to significant revenue loss and operational disruptions for your business. That’s where SMS reminders step in, offering a reliable and effective solution. By sending timely text message reminders, you can significantly reduce no-shows and ensure customers keep their commitments.

Shipment tracking and order status updates 

Customers now expect real-time visibility into the status of their orders. SMS provides a direct and efficient channel to deliver important shipment tracking and order status updates. 

By using SMS, you can notify customers about key milestones, such as order confirmation, shipment dispatch, and estimated delivery times. This not only enhances customer satisfaction by providing peace of mind but also significantly reduces the need for customers to contact your customer service teams for routine inquiries.

Promotions and sale alerts 

SMS is perfect for delivering time-sensitive promotional offers and sale alerts directly to customers’ pockets. The immediacy of SMS ensures your message is seen almost instantly, making it ideal for driving quick sales and creating a sense of urgency. 

You can send limited-time discount codes, flash sale notifications, or exclusive deals to segmented customer lists, maximizing engagement and conversion rates. Personalizing these offers based on customer purchase history or preferences further enhances effectiveness.

Event notifications

SMS is perfect for delivering timely event notifications, whether it’s a webinar, workshop, a local sale, or a community gathering. With its high open rates, you can ensure attendees receive critical details like location, time, and any last-minute changes. A quick, concise text message can make the difference between a packed house and empty seats.

WhatsApp use cases

WhatsApp’s unique features make it a powerful messaging tool; let’s explore how with some examples.

Marketing campaigns

Multimedia promotions

WhatsApp is a game-changer for promotions with its rich media capabilities. You can showcase products using images and videos, design interactive campaigns, and tell stories through multimedia messages to grab attention and boost engagement. This creates a dynamic experience that goes beyond plain text marketing.

Customer support

Real-time assistance

Give your customers instant support through a dedicated WhatsApp channel. They get immediate answers to their queries, and you can set up automated responses for common questions, providing 24/7 support.  Your service will feel immediate and accessible, boosting customer satisfaction and loyalty.

Personalized support

Take your customer service up a notch by assigning dedicated support agents to high-value customers via WhatsApp. Use customer data to offer tailored solutions and personalized recommendations, creating a more intimate and effective support experience, demonstrating your commitment to individual needs, building stronger relationships, and fostering loyalty.

Transactional messages

Order confirmations

Improve the post-purchase experience by sending detailed order summaries through WhatsApp. Include product images, delivery estimates, and a breakdown of the order. Offer QR codes for instant tracking, so customers can easily monitor their shipment’s progress. This ensures transparency and convenience, reducing anxiety and building trust.

Shipping notifications

Keep customers informed with real-time shipping updates and estimated delivery times via WhatsApp. Allow them to modify delivery instructions through the app, giving them flexibility and control. This proactive communication reduces inquiries and enhances satisfaction.

Appointment reminders

Make appointment management easy by sending interactive reminders through WhatsApp. Include options to confirm, reschedule, or cancel appointments directly within the message. Provide last-minute updates or changes via WhatsApp, ensuring clear communication. This reduces no-shows and enhances convenience.

Product updates and launches

New product announcements

Create excitement for new product launches with engaging teaser campaigns on WhatsApp. Use multimedia messages to showcase sneak peeks, behind-the-scenes content, and countdowns. Offer exclusive pre-order opportunities and early access to WhatsApp subscribers, rewarding their loyalty and creating a sense of exclusivity. This builds buzz and drives initial sales.

Product usage tips

Help your customers get the most out of your products by sharing regular tips, tricks, and best practices on WhatsApp. Create how-to videos and tutorials for complex products, providing comprehensive support and enhancing understanding. This proactive approach increases satisfaction, reduces support inquiries, and maximizes product value.

Feedback and surveys

Customer satisfaction surveys

Collect valuable feedback by conducting quick, interactive surveys on WhatsApp. Capture post-purchase or post-support experiences while they’re fresh in customers’ minds. 

Use WhatsApp’s poll feature for easy feedback collection, making it simple for customers to share their opinions. This direct method enhances engagement and provides actionable data for improvement.

Choosing when to use WhatsApp vs. SMS

An effective communication strategy blends WhatsApp and SMS to maximize impact throughout the customer journey. While both platforms are mobile-centric, they offer unique advantages that complement each other, enhancing engagement at every stage.

Let’s explore how to strategically use both channels at different stages of the customer journey.

1. Awareness and discovery

This is where customers first notice your brand or products. SMS works well here because it’s fast and direct, cutting through the clutter to grab attention.

If you’re an online store running a flash sale, send an SMS like:

While SMS establishes the initial contact, WhatsApp can follow up with richer, more engaging content. After sending an SMS, use WhatsApp to send a follow up showcasing your flash sale collection or a poll to see which items your customers like best, sparking further interest.

You can then send a WhatsApp message like:

2. Consideration and engagement

At this point, customers are digging into their options—researching, comparing, and seeking answers. They want solid information and a sense of trust before committing. This is where timely updates and personal interaction can make a difference.

Start with SMS for quick, focused messages that keep them on track. It’s ideal for time-sensitive nudges or confirmations. 

Then, switch to WhatsApp to deepen the connection. It’s perfect for two-way conversations—answering questions, sharing specifics, or offering tailored support. You could send:

It’s direct, personal, and opens the door for two-way communication.

3. Purchase and conversion

This is the tipping point—where customers commit and complete their purchase. The focus here is on making the transaction easy, keeping the process smooth, and delivering updates they need right away.

SMS is great for delivering quick, essential updates about the transaction. Order confirmations, payment receipts, and shipping alerts sent this way ensure customers have the info they need right at their fingertips.

WhatsApp streamlines event entry by delivering digital tickets with QR codes directly to attendees. No more searching for printed tickets. 

It’s also a handy channel for sending e-receipts and tracking info after the sale.

You can also use WhatsApp at this stage to reinforce the sale with a quick follow-up, like confirming details or offering support for next steps. It keeps the interaction alive and builds confidence in their decision.

4. Post-purchase and retention

The sale’s done, but the goal now is to keep customers coming back.

If you have a customer loyalty program, you can keep your customers informed about loyalty program benefits, points balance, and exclusive offers through SMS. This keeps them engaged and encourages repeat purchases.

WhatsApp is perfect for gathering immediate feedback from customers. Quick surveys or satisfaction ratings can help you understand their experience and identify areas for improvement.

You can also use WhatsApp at this stage to keep the conversation going with regular updates, product tips, and engaging content. Share how-to videos, tutorials, and behind-the-scenes looks to keep customers interested and involved.

Choose Dotdigital for WhatsApp and SMS

Selecting the right platform for WhatsApp and SMS is important for maximizing your communication strategy. It’s not just about finding a tool that handles both; it’s about choosing a solution that empowers you to create engaging, personalized, and high-performing campaigns. Here’s what to look for, and why Dotdigital stands out:

Native integration

• Our platform seamlessly integrates WhatsApp and SMS, ensuring fluid communication and data flow
• Dotdigital eliminates the need for complex integrations and prevents data silos, providing a unified customer view

Convert more

• Capture attention and drive conversions with rich media like pictures and PDFs, coupled with compelling call-to-actions within WhatsApp
• Dotdigital’s WhatsApp users consistently experience impressive results, with typical open rates exceeding 90% and click-through rates ranging from 40-70%

Advanced automation and personalization

• Dotdigital’s automation tools empower you to create multi-channel customer journeys, including WhatsApp and SMS
• Trigger SMS alerts based on WhatsApp interactions, or initiate personalized WhatsApp sequences following SMS engagement
• Deliver the right message at the right time, every time, through sophisticated automation across both channels

Global reach and compliance

• You can reach your customers wherever they are with Dotdigital’s global WhatsApp and SMS capabilities
• Enjoy peace of mind with stringent compliance with regulations like GDPR and TCPA
• Deliver your messages with confidence, knowing you’re adhering to international standards

Exceptional support

• Dotdigital’s dedicated support team provides expert guidance and resources to help you maximize the potential of WhatsApp and SMS
• From onboarding to ongoing optimization, we’re committed to your success

Work smarter

• Save time by managing WhatsApp, email, SMS, web, and all your other channels in one platform
• Improve your marketing efforts and gain a full view of your customer engagements

By choosing Dotdigital, you’re not just selecting a WhatsApp and SMS platform; you’re partnering with a company that’s committed to your success. Dotdigital provides the tools, expertise, and support you need to create integrated cross-channel campaigns that drive results.

Start using both WhatsApp and SMS today

It’s clear that mobile messaging is a critical channel for connection, engagement, and driving sales. Your customers use SMS and WhatsApp daily, and they expect the same level of interaction with your business.

You have the opportunity to meet your customers where they are. By using SMS for its immediacy and reach, along with WhatsApp for its rich, interactive features, you can develop a mobile messaging strategy that truly resonates.

Don’t let your business fall behind. Take the initiative to explore how SMS and WhatsApp can work together to strengthen your customer relationships, enhance engagement, and drive sales.

The future of customer communication is mobile-first. Are you ready to lead the way? Now is the time to take action and use both SMS and WhatsApp for your business.

In this blog, we will dive into email and SMS, investigate customer preferences, and offer tips on using these channels effectively to enhance engagement and improve customer satisfaction. Understanding what your customers prefer can help you develop a more effective communication strategy and achieve better results. Let’s get started.

What is the meaning of SMS marketing?

SMS marketing involves sending promotional messages or alerts directly to customers’ mobile phones via text messages. It’s personal, it’s fast, and it gets right to the point. Marketers love it because it’s a super direct way to talk to customers.

Key benefits of SMS marketing

So, why is SMS marketing so effective? Here are some key reasons:

Cost-effective

Sending a text message is generally cheaper than making a phone call. This cost efficiency allows you to handle a higher volume of inquiries and communications without significantly increasing your expenses. It’s an affordable way to reach a large or global audience quickly.

Universal

Almost everyone has a mobile phone, making SMS a highly accessible communication channel. Unlike other forms of digital marketing that require internet access or social media accounts, SMS can reach people regardless of their data plan or online presence. This universality ensures that your message can be delivered to a broad audience.

Convenience 

Text messages are convenient for both you and your customers. Recipients can read and respond to texts at their convenience, without needing to interrupt their activities to take a call. This flexibility makes SMS a preferred method of communication for many people.

Less email overload

Email inboxes are often cluttered with promotional messages, newsletters, and spam. SMS provides a refreshing alternative, allowing your message to stand out without getting lost in the noise of an overcrowded inbox. This can lead to higher engagement rates.

Higher customer satisfaction

If customers are already accustomed to receiving customer service via SMS, they are more likely to respond positively to marketing messages sent through the same channel. SMS marketing can be highly effective for promoting time-sensitive offers, flash sales, and personalized updates.

Ideal for time-sensitive alerts

SMS is perfect for sending time-sensitive alerts, such as appointment reminders, delivery notifications, and urgent updates. The 94% high open rate of text messages ensures that important information is seen promptly by recipients.

Personalized updates

SMS allows for personalized communication, which can be tailored to individual customer preferences and behaviors. Personalized messages can increase engagement and drive better results, as customers are more likely to respond to content that is relevant to them.

These benefits make SMS ideal for time-sensitive alerts, appointment reminders, and personalized updates. Its universal reach ensures your message gets delivered, even to customers without internet access.

Disadvantages of SMS marketing

While SMS offers many advantages, it’s important to be aware of certain considerations. Due to character limits, SMS is best suited for concise messages rather than in-depth content. Additionally, the format offers less design flexibility compared to email. It’s also wise to be mindful of message frequency to ensure a positive customer experience.

By understanding the pros and cons of both channels, you can make informed decisions about when to use email or SMS. In many cases, combining the two can help you maximize their strengths and minimize their weaknesses.

What is the meaning of email marketing?

Email marketing, on the other hand, involves sending promotional messages, newsletters, and targeted campaigns to a group of individuals via email. It’s versatile, budget-friendly, and perfect for sharing more in-depth information and beautiful designs.

Key benefits of email marketing

So, why is email marketing useful? Here are some key reasons:

Detailed content

Email marketing allows you to share comprehensive information with your audience. Unlike social media platforms or SMS messages that have character limits, emails can include detailed text, images, and links. This makes it easier to convey complex messages, provide thorough explanations, and include multiple calls to action.

Cost-effective

Email marketing is generally more affordable compared to other marketing channels. The costs are primarily associated with subscription plans for email marketing services and any additional features you might need. This makes it an attractive option for businesses of all sizes, especially small businesses and startups with limited marketing budgets. 

Also, email marketing delivers impressive returns. For every dollar spent, businesses earn an average of $42 in return, making it a cost-effective choice for reaching a broad audience. This high ROI is a key reason why 30% of CMOs, according to the Dotdigital CMO tracker, identify email as their top channel for ROI.

Design flexibility

Emails support a variety of rich media, including images, videos, and interactive elements. This flexibility allows you to design visually appealing and engaging emails that can capture the audience’s attention. Whether it’s a promotional campaign, a newsletter, or an announcement, the design possibilities are vast.

Long-term relationships

Regular communication through email helps build and maintain long-term relationships with your audience. By consistently providing valuable content, updates, and personalized messages, you can foster trust and loyalty. This ongoing engagement keeps your brand top-of-mind and encourages repeat business.

Measurable results

One of the significant advantages of email marketing is the ability to track and measure results. Most email marketing platforms offer analytics tools that provide insights into open rates, click-through rates, conversion rates, and more. This data helps you understand the effectiveness of your campaigns and make data-driven decisions to improve future efforts.

Targeted marketing

Email marketing allows for precise targeting and segmentation. You can tailor your messages to specific groups within your audience based on their preferences, behaviors, and demographics. This targeted approach increases the relevance of your content, leading to higher engagement and conversion rates.

Automation capabilities

Email marketing platforms often come with automation features that streamline your marketing efforts. You can set up automated email sequences for onboarding new subscribers, nurturing leads, or re-engaging inactive customers. Automation saves time and ensures that your audience receives timely and relevant messages.

Personalization

Personalized emails tend to perform better than generic ones. With email marketing, you can personalize your messages by addressing recipients by their names, recommending products based on their past purchases, and sending tailored content that matches their interests. Personalization enhances the customer experience and drives better results.

Disadvantages of email marketing

Email marketing is a powerful tool, but today, marketers face some challenges, especially regarding consumer privacy. Changes like Apple’s Mail Privacy Protection (MPP) and stricter data protection laws have changed how we measure and run campaigns. However, these challenges can be managed with the right tools.

One major issue is deliverability. Sometimes, emails get blocked by spam filters, which means fewer people see your messages. To combat this, it’s essential to choose an Email Service Provider (ESP) with a strong reputation for deliverability, such as Dotdigital. Our platform has features that improve deliverability, making it more likely that your emails will reach your intended recipients.

Another challenge is email fatigue, which happens when people receive content that isn’t relevant to them, leading to disengagement. The key to preventing email fatigue is personalization. By effectively utilizing personalization tools, such as those offered by Dotdigital, you can make sure that your emails are relevant and engaging for each recipient. This can reduce the chances of people unsubscribing or marking your emails as spam. 

Best use cases for email vs. SMS

Understanding when to use email and SMS can refine your communication strategy and increase engagement. Let’s explore some use cases.

When to use email

Long-form content

Email is an excellent tool for sharing detailed and informative content. Whether you’re providing product updates in a detailed newsletter, introducing new collections, or sharing loyalty program information, email allows you the space and flexibility to communicate effectively.

You can send welcome emails to make a strong first impression and begin building relationships. Sharing educational resources provides valuable information that helps nurture these relationships over time. Additionally, staying in touch with your audience keeps them engaged and builds trust through consistent updates.

Promotions and newsletters

Email is highly effective for promotions and newsletters. It enables you to showcase offers, discounts, and updates in an attractive format. Unlike SMS, email can incorporate rich media such as images and videos, making it particularly well-suited for marketing campaigns. 

You can also use email to attract new leads by offering exclusive deals or free resources. This strategy not only boosts conversions but also helps to strengthen long-term customer relationships.

When to use SMS

Time-sensitive alerts

SMS is unmatched for urgent communications. Its near-instant delivery ensures your message reaches customers when it matters most. Whether you’re announcing a flash sale or sending appointment reminders, SMS grabs attention with its 98% open rate.

The character limit forces concise messaging, making it perfect for quick updates. Additionally, SMS bypasses spam filters, ensuring your message gets delivered directly to mobile phones.

Personalized updates

SMS is highly effective at creating personalized experiences. For instance, if a customer has left a product in their cart, you can send a customized message prompting them to complete their purchase. 

This message could be a multimedia message (MMS) that visually showcases the items left in their cart. MMS messages have a conversion rate of 30%, which is significantly higher than that of standard SMS, making them a powerful tool for driving conversions.

Combining email and SMS for a stronger marketing strategy

Why choose just one? Think of email and SMS as a dynamic duo, working together to make your marketing even stronger.

Why a multi-channel strategy works

Reaching customers across platforms

Adopting a multi-channel strategy allows you to connect with your audience wherever they are. By combining email and SMS, you can leverage the strengths of both platforms to ensure your message reaches a wider audience. SMS excels in immediacy, while email provides depth and detail. Together, they create a seamless communication experience that caters to diverse customer preferences.

Boosting engagement with complementary channels

When you combine email and SMS, you amplify engagement. Email offers the space for detailed storytelling, while SMS grabs attention with its high open rates. This synergy boosts response rates and strengthens customer relationships. For example, you can send a promotional email and follow up with an SMS reminder to drive conversions.

How to integrate email and SMS

Integrating email and SMS marketing isn’t just about using both channels; it’s about creating a cohesive, customer-centric experience. Here’s a deeper dive into how you can effectively combine these powerful channels:

Define your target audience

Before you begin any integrated campaign, you must have a crystal-clear understanding of your audience. Go beyond basic demographics. Delve into their psychographics: what are their interests, pain points, and preferred communication styles? Analyze their online behavior, purchase history, and engagement patterns across your existing channels. 

This data will inform not only who you’re reaching but how you’re reaching them. For example, younger audiences might prefer quick, direct SMS updates, while older demographics might appreciate the detail and context of email.

Set clear marketing goals

Integrated campaigns should have specific, measurable, achievable, relevant, and time-bound goals. Define what success looks like. Are you aiming to increase immediate sales with flash sales via SMS, or are you nurturing long-term relationships with detailed email newsletters? 

Perhaps you want to reduce abandoned carts or improve customer retention. Each goal will dictate the appropriate channel and messaging. For instance, an abandoned cart campaign might start with an immediate SMS reminder, followed by a personalized email with product details and a discount code.

Segment your audience

Segmentation is the cornerstone of effective integrated marketing. Don’t just segment based on demographics; segment based on behavior, preferences, and engagement levels. Use customer data from your CRM, website analytics, and past campaign performance. For example, segment customers who have recently made a purchase for personalized follow-up messages via SMS, or target inactive subscribers with re-engagement emails.

Choose an email and SMS marketing platform 

Selecting the right email and SMS marketing platform is important for a seamless and effective integrated marketing strategy. It’s not just about finding a tool that handles both email and SMS; it’s about choosing a solution that empowers you to create cohesive, personalized, and high-performing campaigns. Here’s what to look for, and why Dotdigital stands out:

• Native integration: Our platform is built with native email and SMS capabilities, ensuring seamless communication and data flow. This eliminates the need for clunky integrations and reduces the risk of data silos.
• Advanced automation and personalization: Dotdigital’s robust automation tools empower you to create multi-channel customer journeys. Trigger SMS alerts based on email interactions, or initiate personalized email sequences following SMS engagement. Deliver the right message at the right time, every time.
• One-click email to SMS: You can use tools like Dotdigital’s WinstonAI to make it easy to convert email campaigns into SMS messages with just one click. WinstonAI does the hard work for you, suggesting SMS campaigns with 160 characters or fewer that align perfectly with your email content.
• Global reach and compliance: You can reach your customers wherever they are. Dotdigital’s global SMS capabilities, coupled with stringent compliance with regulations like GDPR and TCPA, provide peace of mind. Deliver your messages with confidence, knowing you’re adhering to international standards.
• Exceptional Support: Dotdigital’s dedicated support team provides expert guidance and resources to help you maximize the platform’s potential. From onboarding to ongoing optimization, we’re committed to your success.
• Scalability: Whether you’re a startup or a global enterprise, Dotdigital scales with your ambitions. Our platform is designed to handle your evolving marketing needs, ensuring consistent performance and reliability as your business grows.

By choosing Dotdigital, you’re not just selecting an email and sms platform; you’re partnering with a company that’s committed to your success. Dotdigital provides the tools, expertise, and support you need to create integrated email and SMS marketing campaigns that drive results.

Create a consistent brand message

Consistency is key to building brand trust and recognition. Ensure your brand voice, tone, and visual identity are consistent across both email and SMS. While the format may differ, the core message should remain the same. Use consistent language, imagery, and branding elements to create a seamless customer experience. For example, if you use a casual, conversational tone in your emails, maintain that tone in your SMS messages.

Test and optimize

Testing is not a one-time activity; it’s an ongoing process. Conduct A/B tests to determine the most effective messaging, timing, and channel combinations. Test different:

• Subject lines and message copy: See which versions resonate best with your audience.
• Send times: Determine the best times to send emails and SMS messages.
• Channel combinations: Experiment with different sequences of email and SMS messages.
• Call-to-action buttons: Test different CTAs to see which ones drive the most conversions.

Use the data you collect to refine your strategy and continuously improve your campaign performance. Regularly analyze key metrics like open rates, click-through rates, and conversion rates to identify areas for improvement.

Start using both email and SMS today

Choosing between email and SMS isn’t about picking one over the other; it’s about using both to your advantage. By matching your messages to what your customers like and how they interact, you can keep them engaged and build better relationships.

Keep an eye on your results, try different things, and adjust your strategy as needed. The best campaigns focus on making the customer experience great by sending relevant and timely messages through the channels they prefer.

Making mobile messaging as easy as email

Mobile marketing is an essential element of any cross-channel marketing mix.  This year we provided marketers more tools to reach their customers more effectively on their favorite devices.  

It can be hard to find the perfect message in 160 words. That’s why we rolled out the WinstonAI features you know and love for email out to SMS, too.  To save time when creating an SMS campaign, you now have the option to have WinstonAI perform a spelling and grammar check, add emojis, rewrite your copy in a different tone, and shorten or lengthen your copy. 

SMS personalization leaped forward with the introduction of Liquid script, a flexible and dynamic markup language that enables creating highly personalized and targeted content in SMS campaigns. Now, you can use Insight data like order and booking details to create highly personalized experiences going far beyond basic contact data.

Our MMS functionality officially launched for customers in the United States and Canada, delivering impressive results. Companies like ScentAir reported an impressive ROI of 28:1 on when using MMS. MMS offers various benefits, such as enhanced engagement with multimedia content, higher conversion rates, improved brand recognition, and a better customer experience.

We also improved existing integrations with the likes of Adobe Commerce, Hyvä themes, and Zapier, to make mobile syncing as seamless as email.

And we’re not stopping there. To help marketers build deeper connections through mobile messaging, watch out early next year for full details of our native WhatsApp capability. This will include self-service campaign management, two-way chat, user-friendly editing, and much more.

Seamless cross-channel personalization

Our Fresh Relevance platform gives you access to all of the tools you could ever need to ensure that the journey of a prospect or customer is highly personalized and engaging across web and email.

It allows you to create a customized experience for your audience before you even know their name, by leveraging their behavior, location, weather, and price preferences. 

With the Advanced Personalization pack, Dotdigital customers can access this powerful functionality more easily than ever:

• Countdown timers to help add urgency to your promotions and limited-time offers to encourage immediate action.
• Weather tools to allow even more personalized email content based on real-time weather conditions in the recipient’s area.
• Website easy-editor to quickly and easily customize your website’s appearance, layout, and messaging.
• Image personalization supporting the delivery of tailored images reflecting individual preferences, contributing to an engaging visual experience.
• Advanced popovers which enhance the user experience with personalized pop-over messages and banners.
• Advanced product recommendations, providing users with highly relevant product suggestions to boost conversions and sales.

Dynamic social media integrations

Consumer expectations are higher than ever, so it’s important that you reach them on their preferred channels.

Our focus on integrating with additional platforms and channels continued throughout 2024, with a number of new integrations including LinkedIn and TikTok.

Maximizing the potential audience reach on social media platforms is vital for a successful marketing strategy. Dotdigital’s integrations with LinkedIn Lead Gen Forms and TikTok enable you to create highly personalized campaigns to maximize your ROI.

With LinkedIn Lead Gen Forms, you can easily capture leads by pre-filling LinkedIn profile information, resulting in high conversion rates due to the detailed, company-related data provided. Our integration enables seamless syncing of these leads with Dotdigital, so you can follow up and drive conversions through targeted campaigns.

The TikTok integrations opened up possibilities to engage with over 1 billion users worldwide. With the TikTok leads integration, valuable leads can be automatically synced from TikTok to Dotdigital and segmented based on user interests. Our TikTok audience retargeting feature allows you to create hyper-personalized ads by syncing and targeting your most engaged Dotdigital contacts, optimizing your TikTok ad spend.

We also rolled out new ways to help you engage your customers on whatever channel you prefer. With self-service webhooks, you can programmatically push data from Dotdigital to other platforms to create your own bespoke customer journey, whether that’s to your CRM or to fuel a direct mail campaign.

Sharpen your skills with the Dotdigital Academy

Acknowledging the ever-increasing demands on marketers, we launched the Dotdigital Academy to empower our customers to stay on top of industry trends and improve their overall marketing skills. This learning platform covers a wide range of on-demand topics, from campaign creation and automation to analytics and industry best practices.

The Dotdigital Academy lets you learn at your own pace and offers courses tailored to your specific needs and interests. Whether you’re a beginner looking to enhance your marketing prowess or an experienced professional seeking to refine your skills, the Academy has the resources to help you excel. 

As we continually expand the Academy with new courses and certifications, you can stay ahead and unlock your full potential as a marketer.

You asked, we listened

As always, we listen carefully to customer and partner feedback. This year we’ve taken this on board to launch a number of most-requested improvements to help make the day-to-day that little bit easier for marketers.

These time savers include:

• Easily excluding a segment at the point of sending an email
• A quick-find search bar in settings
• Mobile push notifications included in your CXDP allowance – unlocking an extra channel at no extra cost
• Dozens of new verified, quality-assured partner integrations (check out our new and improved partner directory here)
• Easier and deeper reporting on the things that matter, like revenue attribution

Got an idea? Let us know via our roadmap page and it might appear on this blog next year.

Dive deeper

In this article, we’ve just given a snapshot of all the new releases from this year. For a full overview, check out our release summary blogs:

• February 2024 release
• May 2024 release
• September 2024 release
• November 2024 release

What’s next?

Our product team is busy as ever working on new ways to help marketers achieve more through their cross-channel marketing campaigns in 2025. As always, you can find details of our upcoming launches on our public facing roadmap. We’re excited to work together and be part of your success in 2025 and beyond.

Stay tuned for more updates.

In this ultimate guide to cross-channel personalization, we will explore effective strategies and tools that can help you deliver tailored experiences that resonate with your audience.

Whether you aim to boost engagement, increase sales, or build lasting customer relationships, understanding the principles of cross-channel personalization is essential for transforming your customer experience.

What is cross-channel personalization?

Cross-channel personalization goes beyond just sending personalized emails. It’s about crafting a seamless and cohesive experience that connects with customers across all platforms—be it email, SMS, website, mobile apps, or even in-store interactions.

By leveraging customer data and past interactions, you can deliver experiences that are relevant and engaging for each individual. This could mean recommending products based on their purchase history, sending targeted promotions through their preferred channels, or providing personalized support based on their past inquiries.

Key strategies for effective personalization

Here are some key strategies you can use to kick off your personalization strategy: 

Data collection

Collecting and analyzing customer data is important for understanding your audience. You can collect zero-party and first-party data to gather valuable insights directly from your customers. 

Zero-party data is information that customers voluntarily share with a brand. This can include preferences, interests, and feedback. You can build trust and gather highly relevant data by proactively asking customers for their input.

First-party data is collected from email clicks, your website, or an app. It includes information such as browsing behavior, purchase history, and demographics. Implementing a simple script on your website can quickly enable you to collect this data. With a solid data collection strategy in place, you can harness the potential of cross-channel personalization. 

Data analysis

After collecting important data, the following step is to perform a thorough analysis. By unifying data from across your CRM, ecommerce store, automation platform, and more, you can gain clear insight into your customers’ preferences and behaviors.

The expansion of AI functionality in recent years means it’s easier than ever to analyze data and create bespoke customer experiences. You can use predictive analytics to make educated guesses about your customer behavior. 

This includes when your customers are most likely to purchase again or to identify those who are at risk of churning. This enables you to deliver timely and personalized recommendations that drive customer engagement and boost sales.

Customer segmentation and targeting

Once you have a solid understanding of your customers, it’s time to segment them into smaller, more targeted groups. A powerful method for customer segmentation is eRFM (engagement, recency, frequency, monetary) customer modeling. This method provides a comprehensive view of your customer’s value and potential.

By tailoring your messaging to specific segments, you can deliver more relevant and impactful content. For example, you might send personalized product recommendations to frequent shoppers or offer exclusive discounts to first-time buyers.

Creating a consistent brand voice

A consistent brand voice is essential for building trust and recognition. This means using the same tone, style, and language across all your marketing channels. Develop clear brand guidelines that outline your brand’s personality, values, and messaging. By adhering to these guidelines, you can ensure that your brand’s voice is consistent and authentic, no matter the platform.

How to personalize across channels

Cross-channel personalization is all about creating a smooth and consistent experience for customers across different platforms. Here are some effective strategies to make every interaction feel personal and customized.

Cross-channel coupons

Using cross-channel coupons is a great way to enhance engagement and drive sales at various touchpoints. Set up a unified coupon system that generates and tracks offers seamlessly across all channels.

Each coupon can be tailored to a customer’s behavior and their current stage in the buying journey. For example, a new visitor to your website might encounter a pop-up inviting them to share their email in exchange for a discount for first-time customers.

On the other hand, a returning customer could receive a targeted email featuring a different discount to encourage another purchase. If you operate a physical store, think about using QR codes to connect your physical and digital channels, making it easy for customers to redeem their coupons.

Product recommendations

Imagine walking into a store and being greeted by a sales associate who presents you with exactly what you’ve been looking for. Personalized product recommendations can replicate this experience. By analyzing user behavior across various channels, you can create a list of tailored product suggestions.

Whether customers are browsing your mobile app or checking out your website, presenting them with relevant items boosts the chances of conversion. The key is to keep your recommendations current and responsive to their evolving preferences and needs.

Dynamic content

Dynamic content can tailor your message based on the viewer. By updating visuals and messages in real time according to user preferences, you ensure that what you present remains relevant.

From email newsletters to website banners and app interfaces, personalized experiences can significantly boost user engagement. Dynamic content keeps the experience fresh, making customers feel that every interaction is uniquely theirs.

Recently browsed

Helping users continue from where they left off is a powerful strategy. Displaying recently browsed items across different channels serves as a convenient reminder of what caught their interest, simplifying their buying decisions.

If they checked out a new pair of sneakers on their desktop or explored some gadgets through your mobile app, showcasing these items during subsequent visits or on other platforms can gently encourage them to make a purchase.

Social proof

Incorporating social proof into your cross-channel strategy can greatly enhance your success. A study by Trustpilot has shown that 66% of customers are more likely to purchase a product when they see evidence of social proof, making it an essential tool for brands.

However, our Hitting the Mark research indicates that only 19% of brands feature user-generated content (UGC) and reviews on their home pages, while only 26% utilize social proof on conversion pages. Displaying reviews, ratings, and testimonials throughout all interactions with your brand fosters trust and encourages customer action.

Seeing a thumbs-up from a friend or reading a glowing customer review on an item they’ve been eyeing can significantly influence users’ purchasing decisions. Integrate these elements seamlessly into emails, apps, and websites, ensuring customers encounter positive feedback at every touchpoint.

Push notifications

Push notifications can serve as a helpful reminder that encourages browsing to turn into purchases. Customize these messages to add value, whether it’s a nudge about an abandoned cart or a special offer tailored to previous purchases.

It’s important that these notifications resonate with user interests and behaviors, ensuring that customers stay engaged without feeling bombarded. Striking the right balance is essential—provide helpful updates that come across as a friendly reminder instead of unwanted spam.

Examples of successful cross-channel personalization

Let’s explore two real-world examples of brands that have effectively implemented cross-channel personalization:

Blue Sea Holidays

Blue Sea Holidays has optimized and automated customer engagement across email and website channels by leveraging the combined power of Dotdigital and Fresh Relevance. The company created personalized and visually appealing emails using Dotdigital’s email builder and utilized Fresh Relevance’s AI-driven capabilities for dynamic content personalization.

The personalization strategy includes:

1. AI-powered email recommendations: Fresh Relevance’s AI personalizes each email with specific recommendations based on the destination page the customer visited.
2. Seamless email delivery: Dotdigital ensures that these personalized emails are delivered efficiently while maintaining an attractive design.
3. Social proof: The emails incorporate valuable information such as “People like you browse” and “People like you buy,” leveraging social proof to enhance engagement and conversions.
4. Dynamic website content: Visitors to the Blue Sea Holidays website experience personalized content, with recommendations and offers tailored to their preferences and behavior.

By implementing this cross-channel personalization approach, Blue Sea Holidays has created a cohesive and relevant experience for their customers across both email and website touchpoints. 

Neal’s Yard Remedies

Neal’s Yard Remedies effectively enhanced its cart abandonment strategy by implementing a sophisticated email solution through Dotdigital, optimizing their customer engagement process. Here’s how they achieved success:

1. Expert guidance: Dotdigital’s Professional Services team, along with customer success managers, conducted a comprehensive customer journey mapping exercise. This foundational work enabled the creation of a tailored automation strategy that suited Neal’s Yard Remedies’ unique needs.
2. Automated email campaigns: With the new system in place, Neal’s Yard Remedies could send timely and personalized cart abandonment emails to customers who left items in their carts. The automation simplified the process, allowing the team to focus on crafting compelling creative copy for their emails.
3. A/B testing for optimization: The Dotdigital platform facilitated A/B testing, enabling Neal’s Yard Remedies to compare different email strategies. They tested emails that included a 10% discount code against those that provided only basket information, gaining insights into which approach drove higher conversion rates.
4. Leveraging Fresh Relevance: By using Fresh Relevance’s advanced personalization capabilities, Neal’s Yard Remedies enhanced their email content with tailored recommendations based on customer behavior and preferences.

By using Dotdigital and Fresh Relevance, Neal’s Yard Remedies successfully transformed its cart abandonment and improved customer engagement. 

Choose Dotdigital as your cross-channel personalization solution

Dotdigital is the ideal choice to elevate your cross-channel personalization efforts. With a suite of powerful tools and an intuitive platform, you can deliver highly targeted and engaging customer experiences.

• Comprehensive integration: Dotdigital easily integrates with various marketing tools you already use, making it a seamless addition to your existing setup. Whether it’s your CRM, ecommerce platform, or social media channels, Dotdigital connects them all, ensuring that your customer data flows smoothly across different platforms.
• Cross-channel capabilities: Dotdigital provides a comprehensive suite of cross-channel marketing tools under one platform, allowing you to reach customers across email, SMS, push notifications, live chat, and WhatsApp. This unified approach enables you to create consistent and personalized experiences across all customer touchpoints.
• Advanced personalization: With Fresh Relevance, Dotdigital offers enhanced cross-channel personalization capabilities. This integration empowers you to drive excellent customer experiences at every point in the customer journey. You can utilize advanced website and email personalization tools, including countdown timers, weather tools, image personalization, and advanced product recommendations
• Intelligent automation: With Dotdigital’s powerful automation features, you can set up personalized campaigns that run like clockwork. Automate your email marketing, SMS, and more, all while maintaining a personal touch. This means less manual work for you and a consistent experience for your customers.
• Data-driven insights: Dotdigital provides valuable insights into customer behavior and engagement. With detailed analytics and reporting tools, you can track your campaigns’ performance and fine-tune your strategies. More importantly, you can use this data to truly understand your audience and tailor your messaging accordingly.
• Scalability: Whether you’re a small business or a large enterprise, Dotdigital scales with your needs. As your business grows, the platform can easily adapt, providing advanced features that support even the most complex personalization strategies.

With Dotdigital as your cross-channel personalization service, you can effortlessly create impactful marketing campaigns that enhance engagement and deliver results across various channels.

Get started with cross-channel personalization today

Creating meaningful connections with your customers relies heavily on cross-channel personalization. By adopting effective strategies and utilizing platforms Dotdigital, you can create personalized experiences that resonate across various platforms. Start enhancing your customer experience today by implementing the insights and strategies outlined in this guide.

In our blog post, we will demonstrate how leveraging first-party data and understanding the customer journey can help in crafting personalized campaigns that engage, build loyalty, and drive results. 

How can you engage with your customers when there are numerous touchpoints?

In our digital team at The PHA Group, we often hear this challenge from almost all our clients, whether it’s from a paid social or paid search perspective. Both of these channels have traditionally worked together, but with changes in customer behavior and generational shifts, we’re seeing paid search and paid social appearing at all stages of the sales funnel, rather than just the traditional ‘see an ad on Facebook and then go to Google’.

For example, YouTube operates as a search engine that generates directly attributed revenue, while TikTok engages users from the awareness stage down to the point of purchase. However, one advantage we are leveraging is first-party data. We can utilize platforms like Dotdigital to use this data to create lookalike audiences on social media and incorporate signals into search.

This integration was initially as a way to mitigate the impending loss of cookies, and more recently as a way to support our clients’ commercial targets. Beyond looking for new users, we can reflect and start to understand the wider touchpoint journey of our client’s customers.

How can paid media be used to build your CRM?

The most obvious use case for paid media is usually advertising your goods and services to potential customers as part of your wider marketing strategy. It can also be used for lead generation and help support the growth of your pipeline – whether B2B lead generation or your retail customer newsletter.

For example:

• Promotion of content that is gated,
• leveraging platform audience data to entice new customers to your website.

This in turn can then be re-fed into your paid media campaigns to inform the persona of your customers or clients, informing the next step in your ongoing marketing plan and how else to engage with your audience. You can also use your paid media data to evaluate how they reached you and what they engaged with on your site beyond the intended goal of pipeline and newsletter growth, again informing the next steps.

How can paid media promote loyalty and improve lifetime value with your CRM data?

If lifetime value (LTV) is important to your business growth, paid media can be there to support your customer retention and repeat purchase rate goals.

Your CRM data can be split into audience segments and be used in multiple ways, through remarketing and observational targeting:

• Already engaged or loyal customers – can be shown your next launch of the product, or if you have a preview launch or discount.
• Actively engaged, but no purchase – could be shown specific discounts and copy to encourage that all important first purchase to enable you to show off your amazing customer service from purchase to delivery, all the way past with the aftercare.
• Purchased, but nothing since – the beauty of paid media is that we can engage this user in several ways – whether intent driven search or disrupting their feed on socials.
• The cold one, signed up but zero since – in much the same way as above, we can cater the messaging to entice the cold ones back into your warm welcoming business. However, this one will need to have some thought applied as there may be a very good reason they became a cold customer.

Remarketing with CRM data tends to yield the best results for us, much like the right keyword at the right bid can capture your customer at the time of intent to purchase or contact you – adding this beautiful layer of audience detail, can make this a more efficient click, CPA, ROAS etc. For example, in our Google Ads accounts the CRM audience has a 10% CTR vs 3% average, and a 15% conversion rate vs 5% average.

In Google Ads (across search, shopping, performance max, and video) you also have the added benefit of layering your CRM data with platform data, demographics, and website data. When we have done this, we have seen CTR shoot up to 30% and the conversion rate reaches the heady numbers of 45%.

Conclusion

We hope you agree that using your CRM data can not only benefit your paid media performance but can be used to inform your tactics within paid media. If you’re not already implementing segmented audience layering from your CRM, whether it is Dotdigital or another platform, it’s something you really should consider. Especially as cookie-led data is ever-evolving.

All your performance channels should be working as one, and the first-party data – from remarketing to signaling and lookalikes should be a key unifying factor. If you’d like to learn more about how we could elevate your first-party data to achieve thrilling results in your paid media activation – please get in touch, we’d love to chat.

This blog will explore the benefits of push notifications, how to use them effectively in promotional campaigns, and the advantages Dotdigital offers if you’re looking to leverage this powerful marketing channel.

What are mobile app push notifications?

Mobile app push notifications are short messages sent directly from an app to a user’s device, even when the app isn’t actively in use. They appear as popovers on the lock screen or notification bar, attracting user attention and delivering important information. Unlike emails that can get lost in inboxes, push notifications have high visibility and can be a powerful tool for engagement.

Three benefits of mobile app push notifications

Mobile app push notifications can boost your app marketing success. Let’s delve into three key benefits:

1. Boost user engagement 

Push notifications keep users informed about exciting developments within your app. Imagine notifying them about a limited-edition product launch or exclusive app-only discounts. These messages land directly on their phones, driving them back to the app and fostering continued engagement.

2. Improved user retention and re-engagement

Keeping users actively using your app is crucial. Push notifications can be strategically used to win back lapsed users or remind them of unfinished tasks. For example, sending cart abandonment reminders can nudge users to complete their purchases. Additionally, celebrating user achievements within the app through push notifications fosters loyalty and encourages them to keep coming back for more.

3. Increased conversions

Push notifications are a conversion powerhouse. Promote limited-time offers and discounts to incentivize downloads and purchases. A well-timed push notification reminding users of a flash sale can turn app downloads into paying customers.

How you can use mobile push notifications for a promotional campaign

A seamless cross-channel approach is key to a successful mobile app marketing strategy. Here’s how a sportswear brand can leverage push notifications within a promotional campaign:

Stage the excitement

Email (1 week before sale)

Target lapsed customers with an email teasing the upcoming sale and offering them exclusive early access if they download the brand’s app. This email piques their interest and incentivizes app downloads.

Re-engage dormant users

SMS (mid-week)

For users who haven’t opened the email, send a timely SMS reminder about the limited-time sale and the early access benefit through the app. This rekindles interest and captures those who might have missed the email.

Drive last-minute sales

Push notification (24 hours before sale)

Send a final push notification to all users, granting them early access within the app 24 hours before the general sale begins. This creates a sense of urgency and exclusivity, driving a surge in app traffic and sales.

By combining these channels, the sportswear brand creates a cohesive customer journey. The email ignites initial interest, the SMS acts as a mid-campaign nudge, and the push notification delivers the final call to action, driving sales and app engagement.

How Dotdigital customers can leverage mobile push notifications

Dotdigital empowers you to unlock the full potential of mobile push notifications. Here’s how:

Seamless integration

Push notifications integrate seamlessly with your existing marketing channels. This means you can design cohesive customer journeys that combine email, SMS, and push notifications for maximum impact.

Segmentation and personalization

Dotdigital allows you to segment your user base and send targeted push notifications based on demographics, preferences, and past behavior. Imagine sending discount alerts on running shoes to users who have shown interest in that category – this level of personalization enhances the user experience and increases the effectiveness of your campaigns.

Real-time analytics

Track the performance of your push notifications within the Dotdigital platform. Gain valuable insights into open rates, click-through rates, and conversions. This data empowers you to optimize future campaigns and maximize your return on investment.

Cost-effective messaging

An added benefit for Dotdigital users? Sending push notifications won’t affect your messaging allowance within the platform. This allows you to leverage the power of push notifications without worrying about additional costs.

By leveraging Dotdigital push notification capabilities, you can create a robust mobile marketing strategy that drives engagement, retention, and sales for your enterprise app.

Start using mobile push notifications today

Mobile app push notifications are essential for improving your mobile marketing strategy. They can boost user engagement, improve retention and re-engagement, and increase conversions, making them a powerful tool for helping your brand grow. By seamlessly integrating push notifications with your other marketing channels, such as email and SMS, you can create a comprehensive and cohesive customer journey.