Creating automated messaging campaigns that align with the customer journey helps you effectively engage with your customers on WhatsApp. Automating your messaging campaigns ensures timely and relevant communication, improves customer satisfaction, and drives engagement.
This article shows you how to set up automated messaging campaigns using ActiveCampaign flows, tailored to the different stages of the customer journey.
Create your customer journey
To begin, map the customer journey stages and identify the touchpoints where a WhatsApp message can be most effective.
Set up automated messaging with ActiveCampaign WhatsApp flows
ActiveCampaign's WhatsApp flows let you automate messaging based on triggers and conditions. Here’s how to set up automated messaging for each stage of the customer journey:
1. Awareness Stage
WhatsApp campaigns do not achieve optimal results in this stage.
Example Flow 1
- Trigger: A contact or lead scans a QR code at an event your company is attending to download an infographic.
- Flow Steps:
- Message Step: In an inbound flow, you can use this step to send a greeting to the contact
- Question Step: Ask a couple of questions to qualify the prospect before the download
- Delay Step: Add a delay between text steps to simulate a natural typing pace
Example Flow 2:
- Trigger: A contact lands on a blog post that offers a downloadable lead magnet (content upgrade).
- Flow Steps:
- Message Step: You greet the contact who is downloading the content. This step type also allows you to send images (jpg, png), documents (pdf), or videos (mp4)
- Question Step: Ask the contact whether they would like to subscribe to receive more content.
- Conditional Step: If the contact wants to receive more info, you can create a path that updates their information and sends a "thank you" message
- Update Contact: You can update the contact's details and interests to add them to the newsletter list
2. Consideration Stage
In the consideration stage, customers are evaluating different options. Use our WhatsApp flows to send product information, comparisons, and customer testimonials.
Example Flow 1:
- Trigger: A contact or lead interacts with a product page on your website.
- Flow Steps:
- Template Step: Send a message with detailed product information
- Message Step: Share customer testimonials and case studies
- Question Step: Ask if the contact has any questions or needs further assistance
Example Flow 2:
- Trigger: A contact or lead downloads a product brochure.
- Flow Steps:
- Template Step: Send a message thanking them for their interest
- Action Step: Check inventory for the product they are interested in
- Message Step: Inform the contact about the product’s availability and offer a demo
- Menu Step: Provide options to schedule a call, request a demo, or ask more questions
3. Decision Stage
In the decision stage, customers are ready to make a purchase. Use our WhatsApp flows to send promotional offers and incentives to encourage purchase.
Example Flow 1:
- Trigger: A contact adds a product to their cart but does not complete the purchase.
- Flow Steps:
- Template Step: Send a message with a limited-time discount code
- Message Step: Highlight the product's benefits and any ongoing promotions
- Question Step: Ask if the contact needs help completing the purchase
Example Flow 2:
- Trigger: A contact views the pricing page multiple times.
- Flow Steps:
- Template Step: Send a message offering a free trial or consultation
- Conditional Step: Check if the contact has previously engaged with a sales representative
- Message Step: If yes, provide a direct line to the representative. If no, offer to connect them with a sales expert
4. Purchase Stage
In the purchase stage, customers are making the purchase. Use our WhatsApp flows to send order confirmations and delivery updates.
Example Flow 1:
- Trigger: A contact completes a purchase on your website.
- Flow Steps:
- Template Step: Send an order confirmation message
- Message Step: Provide delivery updates and tracking information
- Question Step: Ask for feedback on the purchase experience
Example Flow 2:
- Trigger: A contact selects express shipping.
- Flow Steps:
- Template Step: Send a confirmation message with express shipping details.
- Delay Step: Wait 24 hours
- Message Step: Send a follow-up message confirming the order shipment
- Contact Update Step: Update the contact’s profile with their shipping preference for future orders
5. Post-purchase Stage
In the post-purchase stage, customers are using the product or service. Use our WhatsApp flows to send contact guides, satisfaction surveys, and support information.
Example Flow 1:
- Trigger: A contact receives their order.
- Flow Steps:
- Template Step: Send a message with a contact guide or tutorial
- Message Step: Provide customer support contact information
- Question Step: Send a satisfaction survey to gather feedback
Example Flow 2:
- Trigger: A contact activates a product warranty.
- Flow Steps:
- Template Step: Thank the contact for registering their product
- Action Step: Fetch the warranty details from your database
- Message Step: Share the warranty details and how to make a claim
- Conditional Step: Check if the contact is interested in an extended warranty. If yes, provide more information
6. Loyalty Stage
In the loyalty stage, customers become repeat buyers and brand advocates. Use our WhatsApp flows to send loyalty rewards, referral programs, and exclusive offers.
Example Flow 1:
- Trigger: A contact makes a repeat purchase or refers a friend.
- Flow Steps:
- Template Step: Send a message with a loyalty reward or referral bonus
- Message Step: Provide exclusive offers and early access to new products
- Question Step: Ask for a testimonial or review
Example Flow 2:
- Trigger: A contact reaches a milestone (e.g., 10 purchases).
- Flow Steps:
- Template Step: Congratulate the contact and offer a special reward
- Action Step: Update the contact’s loyalty status in your CRM
- Message Step: Invite the contact to a VIP event or offer a sneak peek of upcoming products
- Menu Step: Allow the contact to choose their preferred reward (e.g., discount, free gift, or donation to charity)
Recurring Mass Messages
When you have recurring mass messages, such as monthly updates or promotions, you can create a flow that automatically sends them based on a trigger.
Example Flow 1:
- Trigger: A specific date or event (e.g., the first of the month).
- Flow Steps:
- Template Step: Send a recurring message with updates or promotions
- Message Step: Provide relevant content or offers based on the contact’s preferences
Example Flow 2:
- Trigger: A seasonal change (e.g., start of summer).
- Flow Steps:
- Template Step: Send a message highlighting seasonal products or services
- Conditional Step: Check if the contact has purchased seasonal items before. If yes, offer a special discount.
- Message Step: Share tips or advice related to the season (e.g., summer travel tips)
By implementing these flows, you can effectively manage customer interactions throughout the Customer Journey. Start setting up your automated messaging flows today and take your customer engagement to the next level.