According to statistics, the open rate of messaging in Viber and WhatsApp (Open Rate) is four times higher than email marketing. Firstly, messages in instant messengers are considered more personal. Also, applications for exchanging short letters have a convenient interface. After all, instant messengers are much more popular than mobile email client apps.

Four rules for quality messaging in Viber and WhatsApp

Viber and WhatsApp are one of the main channels of communication between companies and customers. The effectiveness of a brand's marketing strategy depends on the content of the letters. We have prepared 4 tips that you should listen to in order to increase the conversion of mass messaging in instant messengers.

Customer segmentation

Messaging in instant messengers should not be limited to the mass sending of messages. According to Engage Hub, 46% of customers click on a link in an email if the content is relevant to their preferences.

When setting up an SMS campaign, analyze the target audience: gender, age, GEO, and other characteristics. If your audience is divided into several segments, set up automatic messaging for each of them.

Readability of the letter

The first thing that a client who opens an SMS sees is the text formatting. If the message is a solid canvas, the client is unlikely to want to delve into its content. 

To make yourViber and WhatsAppmessaging good, follow these rules: 

1. The optimal length is up to 270 characters. 
2. Each thought is in a separate paragraph.
3. Don't use emojis when you don't need to. 
4. Focus on the essentials with bold, and italics.
5. Use short clickable links. 

The fewer rules you follow, the more likely it is that the user will perceive the message as spam and close the correspondence. 

The power of trigger words

The peculiarity of messaging in messengers is that you must convince the user to contact you using the minimum number of characters. Every word should be meaningful and useful.

Stimulate the conversion of the messaging trigger words: 

• active verbs — buy, order, subscribe; 
• time limiters — today, only until *time*, now;
• amount limiters — only, total, limited number;
• profitable offers — free, only for *price*, 50% discount.

Don't use abstract adjectives and constructions that don't characterize your product.

The right calls to action

The last element of any email is the call to action (CTA) section. This is a phrase or word that should prompt the client to take action: go to the website, register, complete the purchase, etc. 

The call to action should be compelling and clear. Here are some conversion CTA examples: buy now, find out more, want to try, get a discount. 

Messenger marketing is a great way to boost conversions and increase leads for your business. To make the process easier, you can partner with an A2P messaging service and a voice carrier with DecisionTelecom omnichannel communications platform. Our team will help you make messaging inViber and WhatsApp and manage them at a good price.