A strategy in 3 key phases:
Teasing: create exclusivity and excitement before the promotion.
Early access: reward your VIPs with early access.
Keeping the momentum: drive sales with urgency-focused follow-ups and exclusive offers.
1 / Teasing your promotion period
The goal of this phase is to build anticipation and encourage potential customers to join an exclusive VIP list that gives them early access to your promotion. It also maximizes your WhatsApp opt-ins, building a qualified audience for your future campaigns.
Key goals:
Build anticipation for the upcoming promotion.
Collect as many VIP list sign-ups as possible through different channels.
Increase your WhatsApp opt-ins and grow your engaged audience.
On average, brands that run a teasing phase get 5 times more ROI than brands that don't.
Ways to collect members for your VIP list:
Outbound WhatsApp campaigns:
Concept
Send a personalized message to all your existing WhatsApp opt-ins inviting them to join the VIP list and get early access.
Setup & tutorial
To prepare a WAX outbound warm-up campaign before your promotion, we recommend using our Campaign Template and customizing the messages: the structure is already built for you.
Send it only to contacts who have given their consent (opt-in) for WhatsApp communications.
Email-to-WhatsApp campaigns:
Concept
Send an attractive email to your whole subscriber base, with an engaging message that redirects to your WhatsApp to join the VIP list.
Setup & tutorial
Write an engaging email encouraging customers or prospects to join your VIP list. In the email's CTA (call to action), insert a URL that redirects directly to WAX.
To generate this URL, use the "Welcome To Your VIP List - Inbound Message" template, which creates a personalized link optimized to add your contacts to your VIP list via WhatsApp.
Dedicated pop-up on your website:
Concept
Add an attractive pop-up to your website highlighting the benefits of joining the VIP list via WhatsApp.
Setup & tutorials
Add a pop-up to your website
Invite visitors to join your VIP list by highlighting the exclusive perks.
Redirect from the pop-up button
There are two options:A. Redirect directly to WhatsApp:
Set up the pop-up button to redirect directly to a WhatsApp conversation.
Use the "Welcome To Your VIP List - Inbound Message" template, which lets you create a "trigger" phrase and a clickable link to add to the button.
To set up this flow, you can follow the email-to-WhatsApp tutorial, which uses the same logic to generate the URL.
B. Feed a list in your CRM:
Set up the pop-up to collect visitors' phone numbers.
Once submitted, this data feeds a list in your CRM.
Trigger a WhatsApp welcome message through an automated process:
Create a flow in your CRM triggered by: "Someone is added to the list".
Add a webhook to this flow to trigger a WAX welcome message flow.
To set up the WAX flow, use the "Welcome To Your VIP List - Webhook" template.
Ads-to-WhatsApp:
Concept
Run ad campaigns on your social platforms (Facebook, Instagram, Google) that redirect users to WhatsApp to join your VIP list.
Setup & tutorial
Create an ad that feeds a data collection form
Once submitted, this data feeds a list in your CRM.
Trigger a WhatsApp welcome message through an automated process:
Create a flow in your CRM triggered by: "Someone is added to the list".
Add a webhook to this flow to trigger a WAX welcome message flow.
To set up the WAX flow, use the "Welcome To Your VIP List - Webhook" template. The WAX flow can be the same as for the pop-up to WhatsApp, so you can follow the same tutorial for the setup.
2 / Early access for your best customers
Concept
This step rewards your loyal customers and creates a feeling of exclusivity. Give the members of your VIP lists early access to the promotion. This can be done with a private link, a specific promo code, a secret code to access a landing page…
Setup & tutorial
1. Prepare your segment in WAX or in your CRM
If you create your segment in WAX: follow this tutorial to set up your segment based on your tags and attributes.
If you create your segment in Klaviyo: this tutorial shows you how to use the conversational data collected in WAX to refine your segmentation in Klaviyo.
2. Create your campaign Once the segment is ready, create your campaign. Use the Early Access Campaign template, which gives you a ready-made structure and a first copywriting draft to get started quickly.
Early access campaign template:
3. Schedule and launch your campaign Once the campaign is finished and the segment is ready, all that's left is to schedule the campaign.
3 / Keeping your promotion period lively
Concept
Once your promotions are live, it's crucial to keep them dynamic to maximize sales. Several strategies can keep the period lively and maintain consumer interest:
Reverse auctions: gradually increase the price over a 24-hour window to encourage quick purchases.
Surprise extensions: unexpectedly extend the promotion to keep the excitement going and encourage customers to take advantage of the offer before it's too late.
Classic "Last Call" reminders: remind customers that the end of the promotion is approaching to create a sense of urgency.
"Limited Time Offer" templates: these templates include a visible countdown, reinforcing urgency and prompting consumers to act fast.
Setup & tutorial
To run these campaigns efficiently, you can use the following templates:
"Flash Deal Campaign" template: perfect for "Limited Time Offer" promotions, with visuals and a countdown to reinforce urgency.
"Campaign Template": ideal for "Last Call" campaigns and surprise extensions. Easily adapt it by changing the copy and visuals to fit your strategy.
Reverse auctions: to create a reverse auction, set up a dedicated flow. Use wait nodes between messages to simulate the gradual price increase, creating a sense of urgency and competition.
Make sure your automations are set up before your promotion period
Maximize your conversion rate with your abandoned checkout flow
During promotions, your website will see a major traffic peak. To make the most of it, you need to maximize your conversion rate. Make sure your abandoned checkout flow is properly set up and active. It will help you recover as many abandoned carts as possible, significantly increasing your revenue.
Post-purchase experience
Promotions often attract shoppers making their first purchase with your brand. These customers, already interested in your products, find a reason to buy in your offers. It's a valuable opportunity: giving them an exceptional experience is key to keeping them.
Here's how:
Set up an order tracking flow:
Let customers easily track their order on WhatsApp with the order tracking flow. Easy access to parcel tracking reduces friction and the number of tickets sent to your customer service.Send an NPS flow a few days after delivery:
Measure satisfaction and collect feedback on the product with the post-purchase NPS flow. A well-designed post-purchase flow shows customers they're at the heart of your concerns, strengthening their attachment to your brand.
Collect data to improve your strategy
This kind of post-purchase approach sets you apart from competitors, who often don't have one. Collecting NPS data and customer feedback also helps you better understand how satisfied your new buyers are. You can use these insights to refine your audience segmentation and personalize your future marketing campaigns.