Introduction

Conversational messaging is a two-way communication between brands and customers on the preferred channel. Conversational marketing keeps all interactions within a single thread, reducing friction and improving the customer experience. WhatsApp's immediacy allows businesses to effectively engage with customers.

Advantages of using conversational messaging in WhatsApp

• Less cost incurred: You can use Meta charges only once for each category in the 24-hour window, so no cost is incurred from the second message.
• Increased trust: When customers can interact with a brand directly, they are more likely to trust it. 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 be used to power innovative engagement strategies. The following are some of the innovative strategies: 
  • 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 prices directly.

Use Cases for WhatsApp Conversational Messaging

The following are some use cases for WhatsApp conversational messaging:

In this article, we will create a WhatsApp campaign to nudge users to select a health insurance plan through conversational messaging.

We will achieve this use case in two steps:

• Create a WhatsApp campaign
• Configure a Flow for the WhatsApp campaign created

Expected Result

The final outcome looks as shown in the following video:

Step 1: Create a WhatsApp Campaign

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

Step 1.1: Target Users

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 then click Event Triggered.
4. Add a Campaign name.
5. Select the required audience. In this use case, you can select users without insurance plans as the required audience.
   For more information, refer to Select Audience section under Step 1: Target Users of Create a WhatsApp Campaign.
6. For an event-triggered campaign, select the required trigger criteria. For more information, refer to Event Triggered Campaigns section under Step 1: Target Users of Create a WhatsApp Campaign.

Step 1.2: Content

1. Select the required sender. 
2. Select the required template that contains the quick reply.
3. Personalize the message body with customer attributes or event attributes such as the name and location of the user who you are nudging to select an insurance plan.
   For more information refer to Step 2: Content of Create a WhatsApp Campaign.

Step 1.3: Schedule and Goals

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).
   For more information, refer to Step 3: Schedule and Goals of Create a WhatsApp Campaign.
3. Click Publish. A campaign ID is generated.

Step 2: Create a Flow

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

Step 2.1: 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. In the following Create new flow page, you can create the flow using the flow templates available or + Start with a blank canvas.
4. Enter a Flow name and click Next.
5. In the When will users enter the flow section, click On event trigger and select the trigger criteria as WhatsApp Message clicked.
6. Click + Attribute and select the campaign ID generated when you published the WhatsApp campaign created in the previous section.
7. You can schedule the flow as per requirement and click Next.
8. In the Who will enter the flow section, select the required audience to enter this flow and click Next.

Step 2.2: Set Up a Trigger for the Flow

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

1. Click +.
   
2. Under Conditions, add the entry condition as Conditional Split.
3. Add a branch for each quick reply button. For this use case, you can create two quick reply buttons: Term Insurance and Health Insurance.
   1. Hover your mouse on Conditional Split and click the Edit icon.
      
   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.
            
   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):
      
4. Click + on the path of the required branch.
5. Click WhatsApp under Actions.
   
6. Hover your mouse on WhatsApp and click the Edit icon to configure the WhatsApp message.
   
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.
      
   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.  
      1. Click + on the path of the required WhatsApp message.
      2. Click Conditional Split under Conditions.
      3. Hover your mouse over 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.
         

Step 2.3: Publish the Flow

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

Conclusion

In this use case, we created a WhatsApp campaign and set up the Flow for the WhatsApp campaign to nudge users to select a health insurance plan through conversational messaging.