⏱️ Understanding the 24-Hour WhatsApp Window
When sending messages via WhatsApp, you pay not per message but for a 24-hour conversation window. This means that once a conversation is initiated with a customer or prospect, you have 24 hours to continue exchanging messages at no additional cost.
Why is this important?
Optimized cost: You can maximize the use of each 24-hour window to engage the prospect without paying multiple times.
Continuous engagement: The window allows you to maintain an active conversation without incurring extra charges.
🏄♀️ Structuring Your Campaigns to Optimize the 24-Hour Window
To make the most of this window and avoid unnecessary costs, it's essential to plan a follow-up strategy accordingly.
Initial message: Send an introductory message at hour zero.
Targeted follow-up: After the first message, you may consider a follow-up, but only for contacts who haven't made a purchase since receiving the first message.
This allows you to maximize the conversation while managing your marketing pressure, ensuring that you're targeting only those who haven't yet converted.
🔍 Limiting the Number of Follow-Ups
While the 24-hour window allows you to continue the conversation, it is advisable not to overdo follow-ups to avoid damaging the user experience and campaign performance. Here are some recommendations:
Standard follow-up: For regular campaigns, one follow-up after the first message is often enough.
Additional follow-ups: If necessary, you can add a second follow-up, but it is recommended not to exceed two follow-ups in a standard campaign.
For special campaigns like limited-time offers (e.g., Black Friday, winter sales, etc.), you can use specific templates like the "Limited Time Offer." These templates create a sense of urgency and are perfect for encouraging action within the 24-hour window.
🤓 Recap: Effectively Managing the 24-Hour Window
Select your targets: Do not send follow-ups to contacts who have already made a purchase or interacted satisfactorily.
Maintain urgency: For certain campaigns, urgency is key. Use messages that encourage quick action without being intrusive.
Avoid overloading: Too many follow-ups can damage the customer experience. Limit yourself to a maximum of 2 follow-ups to avoid overwhelming your contacts.