Conversational Messaging on WhatsApp

Why to Use Conversational Messaging?

  • Less cost incurred: You can use Meta charges only once for each category in the 24-hour window leading to no cost incurred from the second message.
  • Increased trust: When customers can interact with a brand directly, they are more likely to trust that brand. This can lead to increased sales and customer loyalty.
  • Improved customer service: Two-way messaging can provide excellent customer service. Customers can get help with their questions or problems quickly and easily. This can lead to increased customer satisfaction and loyalty.
  • Increased brand awareness: When customers interact with a brand directly, they are more likely to be aware of that brand. This can lead to increased sales and brand recognition.
  • Innovative engagement strategies: Conversational messaging can power innovative engagement strategies such as:
    • Quiz your customers on WhatsApp and provide relevant offers

    • Collect customer preferences and give personalized recommendations

    • Create curiosity by giving buttons such as Reveal special price instead of giving away price directly

Setting Up WhatsApp Conversational Messaging on MoEngage

Create a WhatsApp Campaign

This section contains steps to create a WhatsApp campaign. For more information, refer to Create WhatsApp Campaign.

Define the Audience

  1. Navigate to MoEngage Dashboard and select Engage > Campaigns from the left navigation. The All campaigns page is displayed.
  2. At the top right corner, click + Create campaign.
  3. Under Messaging Apps, click WhatsApp and select one of the following campaign delivery types:
    • One Time
    • Periodic
    • Event Triggered 
  4. Add a campaign name.
  5. Select the required audience. The following are some of the sample audiences:
    • Users who added items to the cart in the last 3 days but didn’t place an order
    • Users who started watching a TV show or a movie but didn’t complete it 
    • Users who didn’t place order in the last 10 days 
  6. For an event triggered campaign, select the required trigger criteria. 

Define the Content

  1. Select the required sender. 
  2. Select the required template which contains the quick reply.
  3. Personalize the message body with customer attributes or event attributes such as name and location.

Publish the Campaign

  1. Select the following:
    • Duration of the event-triggered campaign
    • Publish date and time for the one time or periodic campaign
  2. Add a conversion goal to track the conversion (if required).
  3. Click Publish. A campaign ID is generated.

Setting Up the Corresponding Flow

This section contains steps to set up the corresponding flow. For more information, refer to Create Flows.

Define the Flow

Define the following flow details:

  1. Navigate to MoEngage Dashboard and select Engage > Flows from the left navigation. The Flows page is displayed.
  2. At the top right corner, click + Create Flow.
  3. Add a flow name.
  4. In the When will users enter the flow section, click On event trigger and select the trigger criteria as WhatsApp Message clicked.
  5. Click + Attribute and select the campaign ID as the campaign ID published in the previous step (generated when you published the WhatsApp campaign).
  6. In the Who will enter the flow section, select the required audience to enter this flow and click Next.

Set Up a Trigger for the Flow

Perform the following steps to set up a trigger for the flow:

  1. Click +.
    conditional flow.png
  2. Under Conditions, add the entry condition as Conditional Split.
  3. Add a branch for each quick reply button. In this use case, you will create two quick reply buttons, Term Insurance and Health Insurance.
    1. Hover your mouse on Conditional Split and click the Edit icon.
      edit conditional split.png
    2. In the Evaluate the following conditions drop-down list, select in the past and required timeframe.
    3. Under Condition is satisfied if the user, enter the following details:
      1. In the Display name field, enter the name of the branch or path. For this use case, enter "Term Insurance".
      2. In User Behavior, select Has Executed as WhatsApp Message Clicked.
      3. Add an attribute to map a button to the event of "WhatsApp Message Clicked":
        1. Click + Attribute.
        2. In the Select attribute drop-down list, select b_id.
        3. Select contains.
        4. In the Select Option drop-down list, select the button name. In this case, "Term Insurance".
          b_id.png
    4. Use the + icon to add more branches as part of the conditional split stage. For this use case, add another branch as "Health Insurance".
    5. Click Done.
      The following image shows the addition of branches for two quick reply buttons (Term Insurance and Health Insurance):
      branches for quick reply.png
  4. Click + on the path of the required branch.
  5. Click WhatsApp under Actions.
    quick reply WA.png
  6. Hover your mouse on WhatsApp and click the Edit icon to configure the WhatsApp message.
    configure WA message.png
  7. For each branch, you can add subsequent WhatsApp messages (if required).
    1. Click + on the path of the required WhatsApp message.
    2. Click WhatsApp under Actions.
      WA sub WA.png
    3. Hover your mouse on WhatsApp and click the Edit icon to configure the WhatsApp message.
  8. At each stage in the respective branch, you can add sub-branches for quick reply buttons (if required). For example, you can display two quick reply buttons when the user clicks the Term Insurance button.
      1. Click + on the path of the required WhatsApp message.
      2. Click Conditional Split under Conditions.
      3. Hover your mouse on "Conditional Split" and click the Edit icon.
      4. In the Evaluate the following conditions drop-down list, select Since exiting the last node and required timeframe.
        Note: For the second and subsequent conditions, you must select Since exiting the last node in the Evaluate the following conditions drop-down list.
      5. Under Condition is satisfied if the user, enter the required details.
      6. Use the + icon to add more branches as part of the conditional split stage.
      7. Enable the Keep evaluating for the next checkbox and select the timeframe if the condition is satisfied for the set time duration from the start time defined in Evaluate the following conditions.
      8. Click Done.
        WA conditional WA.png

Publish the Flow

  1. Click Settings.
  2. Add a conversion goal to track the conversion (if required).
  3. Click Publish.

Final Outcome

After you publish the campaign, the final outcome looks as shown in the following video:

WhatsApp 2 way messaging.gif

Use Cases for WhatsApp Conversational Messaging

Industry Use Cases
Retail and E-commerce Product recommendations, Inventory queries, Shipment updates, Customer feedback
Banking, Finance and Insurance Answering frequently asked questions, Customer feedback, Confirming appointments
Entertainment and Media Confirming event attendance, sending event reminders
Education Confirming appointments, providing course updates, skill tests through quizzes

 

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