Let’s be honest: push notifications are often more cost-effective than WhatsApp, and they can provide an ultra-efficient user experience. Why? Because they redirect users directly to a specific page within the app (promo, new arrivals, updates…) while showcasing the brand’s identity.
Simply put, push notifications are powerful for customer activation.
But there’s a catch: activation rates.
On average, our clients report a 40% activation rate for their push notifications.
What’s holding them back? It all boils down to the fact that brands need user consent for push notifications:
On Android:
For versions older than Android 13, notifications are enabled by default.
However, for Android 13 (released August 15, 2022) and updated phones, this is no longer the case.
On iOS:
Users must go through multiple steps in their settings to enable notifications.
Conclusion: relying solely on push notifications limits your reach, as you only engage part of your user base.
The solution? An orchestration strategy.
Combining WhatsApp (and sometimes SMS) with push notifications allows you to maximize your reach and significantly enhance the impact of your campaigns.
How to Orchestrate Push Notifications and WhatsApp/SMS
Here’s the method we recommend for your CRM strategy:
Schedule your push notifications as usual.
Add a conditional split:
If push notifications are not enabled → escalate to SMS or WhatsApp.
Choose SMS:
For simple, direct messages that don’t require visuals.
Example: “-15% on our website. Don’t miss out!”
Choose WhatsApp:
For more immersive and engaging messages.
Example: A new collection launch with inspiring visuals, a personalized birthday message, etc.
By combining these channels, you maximize your reach while tailoring the channel to the context and message.
Top 3 WhatsApp Campaigns to Boost App Usage
Developing a mobile app is often a key (and costly!) project for a brand. Naturally, a lot of CRM efforts focus on maximizing app usage to ensure the best ROI.
To improve your results, here are three highly effective WhatsApp campaigns to include in your CRM strategy 👇
1️⃣ WhatsApp Campaign to Boost App Downloads
You’ve built an amazing app, but first, your customers need to download it. Use WhatsApp to:
Target users who haven’t downloaded the app yet.
Send them a personalized message including:
A key selling point (exclusive features, unique content, in-app promotions…).
A clear call-to-action with a download link (App Store or Google Play). Ideally, use a universal link that automatically redirects users to the correct store based on their device.
Some brands add download incentives to further boost campaign results.
2️⃣ WhatsApp Campaign to Activate Push Notifications
You already have a good number of users on the app, but many haven’t enabled push notifications (hello, Apple 👀). Here’s how WhatsApp can help:
Segment your user base to identify those who haven’t enabled push notifications.
Explain the concrete benefits of enabling notifications in just a few words (exclusive updates, flash offers, useful reminders).
Provide a quick, visual tutorial to guide users in enabling notifications (especially on iOS, where it’s more complex).
If desired, include an incentive to encourage users to activate notifications and improve your campaign results.
3️⃣ WhatsApp Campaign to Encourage App Store Ratings
App store reviews are essential for improving visibility and credibility. Turn your satisfied users into ambassadors!
Identify active and engaged users who haven’t enabled push notifications.
Send them a NPS-style message to request their support:
Highlight the importance of their feedback for the community.
Include a direct link to the app’s review page on the store.
4️⃣ WhatsApp campaign to re-engage "inactive users" and "one-time users"
A major re-engagement challenge: targeting customers who have only visited the app once since their first download and haven't enabled notifications, as well as those who visited a few times but haven't returned.
Whether they are opt-in or not, the goal is to encourage them to reconnect with the app.
Identify these users and reach out to them by offering a special deal or benefit for visiting the app.