Have you seen potential customers browsing your e-commerce site but leaving without a purchase? This makes you wonder how to bridge that final gap. What if you could send a timely, personalised reminder directly to their WhatsApp, gently nudging them back towards the items they were considering?

This is the power of personalised WhatsApp retargeting ads. By strategically re-engaging individuals, you can reignite their interest and increase your chances of converting them into paying customers. 

This blog will explore how WhatsApp retargeting ads work and how you can use them to boost customer engagement and conversions. So, let's reconnect with your most promising leads!

What is WhatsApp Retargeting?

Retargeting is a smart marketing tactic focused on reconnecting with individuals who have already shown interest in your online store by interacting with your website, mobile app, or other digital touchpoints. It’s about staying visible to those who were considering your offerings but didn't finalise a purchase. The primary goal is to bring these warm leads back into your sales process and encourage them to convert.

WhatsApp retargeting uses the WhatsApp Business API to reach and engage these interested customers directly within their WhatsApp conversations. Here’s an example to better understand how personalised WhatsApp retargeting ads can encourage your customers to make a purchase:

• A customer viewed a specific pair of shoes on your website and even added them to their wishlist but did not buy them.
• With WhatsApp retargeting, you can send them a tailored message on WhatsApp, highlighting a key feature of the shoes or offering a limited-time discount. 
• This direct and personalised approach can be incredibly effective in reigniting interest and driving conversions in a space where customers are highly engaged.

But why use WhatsApp as a platform for retargeting when you have other tools? Let’s find out!

Why Should You Use WhatsApp Retargeting?

WhatsApp is the most popular communication tool. It presents a powerful opportunity for e-commerce businesses looking to re-engage potential customers. Here's why WhatsApp is an increasingly vital platform for your retargeting efforts:

• Widely Used Messaging Platform: WhatsApp boasts a massive global user base, making it highly likely that a significant portion of your potential and existing customers are active on the app. This widespread adoption provides an extensive reach for your retargeting campaigns.
• Higher Open and Engagement Rates: Compared to traditional channels like email or SMS, WhatsApp messages have higher open and engagement rates. If email and SMS have open rates of 21.33%, WhatsApp has 98% open rates. This ensures that a substantial segment of your target audience sees your messages and campaigns.
• Direct, One-on-One Communication: WhatsApp facilitates direct, personalised conversations with your customers. This allows you to tailor your retargeting messages to their specific interests and past interactions, making the communication feel more relevant and less like generic advertising.
• In-the-Moment Chats: WhatsApp is often used for immediate communication and quick check-ins. This immediacy means your retargeting messages can reach customers while their interest in your products is still fresh, increasing the likelihood of a positive response and a conversion.

So, what’s the process behind WhatsApp retargeting?

How Does WhatsApp Retargeting Work?

Have you ever wondered how to retarget those customers who've shown interest in your products? It all starts with understanding their digital footprint. Here’s a simplified overview of the WhatsApp retargeting process:

• Define Your Retargeting Goal: What do you want to achieve? Recover abandoned carts, promote viewed items, or highlight a special offer on previously browsed categories? Understanding your goals will help you create better WhatsApp retargeting ads and messages.
• Assemble Customer Data: Gather information about your customers who have shown interest in your products from the following sources:
  
  • Website Activity: Track which products users have viewed, items they've added to their wishlist or cart, and the duration of their website visits.
  • App Usage: If you have a mobile app, monitor user behaviour, such as products viewed, items saved, and actions taken within the app. 
  • Prior Contacts with Your Business: Keep records of customers who have previously contacted you through WhatsApp, inquired about specific products, or engaged with your promotional messages.  
• Analyse the Customer Data: The collected data is then analysed to understand individual customer preferences, behaviours, and how they interact with your brand. 
• Segment Your Audience: Group users based on their specific actions and interests (e.g., those who viewed 'running shoes,' those who abandoned 'summer dresses,' etc.).
• Customise Your Campaigns: Craft engaging and relevant messages tailored to each user's previous interactions. Personalise messages with the user's name, prior purchases, or browsing history.
• Broadcast to Target Audience: Use WhatsApp Broadcast to send personalised retargeting messages to your selected audience. Choose from pre-approved message templates or create custom templates.
• Monitor and Optimise: Track the performance of your retargeting campaigns by monitoring key metrics like message delivery, read rates, and replies. Analyse the data to identify what resonates with your audience and adjust your strategy accordingly. 

If you have questions about implementing WhatsApp retargeting for your e-commerce store, get in touch with our experts at Zoko.

Now that you know the mechanics of WhatsApp retargeting, how do you transform these messages into genuine engagement and a surge in sales?

How to Boost Engagement and Sales through WhatsApp Retargeting Campaigns?

WhatsApp retargeting campaigns are about crafting compelling and relevant interactions that feel less like marketing and more like helpful follow-ups. Here are effective strategies to amplify engagement and sales through your WhatsApp retargeting campaigns:

• Personalised Recommendations and Messages: Tailor your messages based on the specific products a customer viewed or added to their cart. If someone looked at a specific brand of coffee maker, your retargeting message could say, "Still thinking about that [Coffee Maker Brand]? It's a customer favourite for its [key feature]. Do you have any questions?"
• Reminders for Abandoned Shopping Carts: Gently nudge customers who left items in their cart. A simple reminder like, "Did you forget something? The [specific item] in your cart is waiting for you!" can be highly effective. You could even include a small incentive like free shipping to complete the purchase.
• Exclusive Offers, Discounts, and Rewards: Make your retargeting messages more enticing by offering exclusive deals to those who previously showed interest. For instance, "As a thank you for browsing our [product category], enjoy 10% off your purchase today!" 
• Flash Deals and Limited-Time Offers: Create a sense of urgency with time-sensitive promotions for previously viewed items. "That [product name] you were looking at is now on a flash sale for the next 24 hours! Don't miss out." 
• Updated Content and Newsletters: If a customer shows interest in a particular product category, send them updates about new arrivals or relevant blog posts related to that area. For example, someone who viewed hiking boots might appreciate a message about "5 Essential Hiking Trails for Beginners" with a subtle link back to your boot collection.
• Optimise Messages for Mobile Display: Keep your WhatsApp messages concise, scannable, and visually appealing on mobile devices. Use short paragraphs, bullet points, and relevant emojis to capture attention quickly. A wall of text can be easily ignored.
• Customer Surveys and Feedback: After a successful retargeting conversion or even after a customer interacts with your retargeting message, consider sending a short survey to gather feedback on their experience.
• Experiment with New Strategies and Test Different Approaches: Don't be afraid to try different messaging styles, offers, and timing for your retargeting campaigns. A/B test different approaches to see what resonates best with your audience and continuously optimise your strategy based on the results.

Let's see these strategies in action with specific scenarios.

Practical Use Cases of WhatsApp Retargeting

Understanding the theory behind WhatsApp retargeting is one thing; seeing it in practice is another. Let's explore concrete scenarios that demonstrate how you can use customer data to create highly effective retargeting campaigns. 

Scenario 1: Re-engaging Based on Message Engagement (Read Status)

Target users who received your initial broadcast or promotional message but didn't take immediate action (e.g., didn't click on a product link).

• Example: You sent a WhatsApp broadcast about a new summer clothing line. Track users who read the message but didn't visit the product page within 24 hours. Retarget them with a follow-up message:

"Still thinking about our fresh summer styles? See what's new and get free shipping on your first order! [Link to your new arrivals]."

Scenario 2: Nurturing Leads Based on Response Behaviours

Focus on users who actively responded to a previous WhatsApp message, indicating a higher level of engagement and purchase intent.

• Example: A customer replied to your message about a specific gadget, asking for more details. They didn't buy immediately. Retarget them a day later with:

"Following up on your interest in the [Gadget Name]! Here's a quick video showcasing its key features. Ready to learn more or place an order? [Link to product page or a direct chat option]."

Scenario 3: Time-Sensitive, Content-Specific Follow-Ups

Retarget users based on their interaction with specific content within a defined timeframe, capitalising on recency and relevance.

• Example: You shared a WhatsApp message about a limited-time discount on running shoes. Users who clicked the link to view the shoes but didn't purchase within the offer window are prime for retargeting just before the offer expires:

"Just a reminder! Your exclusive discount on those running shoes ends tonight. Don't miss out on stepping up your run! [Link to product page with the discount automatically applied]."

Scenario 4: Strategically Addressing Broadcast Failures (and Missed Opportunities)

Understanding why a broadcast failed to reach certain users can inform a targeted follow-up strategy on other channels or a refined WhatsApp approach.

• Example: A segment of your WhatsApp broadcast list didn't receive the message due to inactive numbers. 

Identify these users (if possible, while respecting privacy) and consider reaching out via a different channel (like email, if you have their consent) with the same offer, mentioning they might have missed it on WhatsApp. Alternatively, for future WhatsApp campaigns, refine your list hygiene practices.

If you’ve understood the power and potential of WhatsApp retargeting, why not choose the right tools to execute your campaigns effectively? Let’s see how Zoko can help with your messaging and marketing efforts! 

Create Effective WhatsApp Retargeting Ads with Zoko

Zoko's robust WhatsApp Business API solution is designed to be your ideal partner in creating and managing high-impact retargeting initiatives that drive engagement and conversions. We help you move beyond manual messaging and reach and engage customers at large. Here are the key features of Zoko that make your WhatsApp retargeting campaigns a success:

• Seamless WhatsApp Business API Integration: Zoko provides a reliable and easy-to-use interface to connect with the official WhatsApp Business API, ensuring secure and compliant communication with your customers.
• Advanced Audience Segmentation: Precisely segment your WhatsApp contacts based on their website activity, app usage, prior interactions, and message engagement, allowing for highly targeted retargeting campaigns.
• Personalised Message Automation: Create automated message flows triggered by specific user behaviours, ensuring timely and relevant retargeting messages are sent without manual intervention.
• Broadcast and Bulk Messaging Capabilities: Efficiently send targeted retargeting messages to specific segments of your audience, ensuring your follow-ups reach the right people at the right time.
• Integration with Your E-commerce Platform: Connect Zoko with Shopify or other e-commerce platforms to pull customer data and personalise retargeting messages based on their specific browsing and purchase history.

Do you want to discuss how WhatsApp retargeting with Zoko can be tailored to your specific e-commerce needs? Contact our team for a personalised consultation.

Conclusion

Customers who browsed your products or added items to their cart on your website have already shown interest. Now, it’s your time to gently fan that spark back into a flame through WhatsApp retargeting ads. By reaching them directly with personalised reminders and offers in a space they use every day, you can significantly boost your engagement and turn those near-misses into successful sales. 

Let’s ensure that those promising leads don't simply fade away with Zoko. Are you curious to see how WhatsApp retargeting, powered by Zoko, can transform your e-commerce conversions? Start your 7-day free trial today and discover the difference direct, personalised engagement can make firsthand!