SMS and WhatsApp Marketing

1. Setting Up SMS and WhatsApp Campaigns

• Navigate to the Campaigns Section:

  • Within the Mercuri app in Pipedrive, go to the Campaigns tab. This is your starting point for creating and managing all your SMS and WhatsApp marketing campaigns.

• Create a New Campaign:

  • Click on the Create Campaign button to start a new campaign. You’ll be prompted to choose between SMS and WhatsApp as your communication channel.

  • Enter a name for your campaign to help you easily identify it later.

• Select Your Audience:

  • Choose the segment of your Pipedrive contacts that you want to target. You can filter contacts based on criteria such as deal stage, tags, geography, or any custom fields you have set up in Pipedrive.

  • You can also import a specific list of contacts if you have one prepared externally.

2. Crafting Your Message

• Compose Your Message:

  • In the campaign creation window, type out the message you want to send. Whether it’s a promotional offer, product update, or personalized greeting, ensure your message is clear, concise, and relevant to your audience.

  • For SMS, keep in mind the character limit and consider using short URLs if you’re including links. For WhatsApp, you have more flexibility with media such as images, videos, and documents.

• Personalization:

  • Utilize Pipedrive’s merge tags to personalize your messages with the recipient’s name, company, or other relevant information. Personalized messages often yield higher engagement rates.

• Using Templates:

  • If you have pre-configured templates, you can use them by selecting the Templates button. Choose from existing SMS or WhatsApp templates, or create a new template to save time on future campaigns.

• Add Media (WhatsApp Only):

  • For WhatsApp campaigns, you can enhance your message by attaching images, videos, or documents. This is particularly useful for showcasing products, sharing event details, or providing detailed instructions.

3. Scheduling and Sending Campaigns

• Schedule Your Campaign:

  • Once your message is ready, you can choose to send it immediately or schedule it for a later time. Scheduling allows you to send messages at optimal times when your audience is most likely to engage.

  • Select the date and time for the campaign to be sent out. Ensure you consider time zones if you’re targeting an international audience.

• Preview Your Campaign:

  • Before sending, use the Preview feature to see how your message will appear on your recipients’ devices. This helps you catch any formatting issues or last-minute changes.

• Send or Schedule:

  • If everything looks good, click Send Now to launch your campaign immediately, or Schedule to send it at your chosen time.

4. Monitoring and Optimizing Campaign Performance

• Track Campaign Performance:

  • After sending your campaign, navigate to the Campaign Analytics section within Mercuri. Here, you can monitor key metrics such as delivery rates, open rates, and click-through rates.

  • For WhatsApp, you can also track metrics like media views and responses, giving you deeper insights into how your audience is engaging with your content.

• Review and Analyze:

  • Use the analytics dashboard to understand the effectiveness of your campaign. Identify what worked well and areas for improvement. For example, if a particular message had a high open rate but low click-through, consider tweaking your call-to-action.

• A/B Testing:

  • To continuously improve your marketing efforts, consider running A/B tests by creating multiple versions of your message and testing them with different segments of your audience. Analyze the results to determine which version performs better.

• Refine and Resend:

  • Based on the performance data, refine your messaging, targeting, or timing. If needed, you can resend the campaign to contacts who didn’t engage the first time or follow up with a new message.

5. Compliance and Best Practices

• Opt-In and Opt-Out Management:

  • Ensure that all recipients have opted in to receive communications from your company. For SMS, include an option for recipients to opt out by replying with a keyword like “STOP.”

  • For WhatsApp, respect the platform’s policies by only sending messages to contacts who have agreed to receive them. Use Mercuri’s built-in compliance tools to manage opt-ins and opt-outs.

• Segmenting Your Audience:

  • Segment your audience based on their behavior, interests, and engagement history to send more targeted messages. This increases the relevance of your campaigns and improves overall effectiveness.

• Frequency and Timing:

  • Avoid bombarding your contacts with too many messages. Establish a balanced frequency that keeps your audience engaged without overwhelming them. Additionally, send messages at times when your audience is most likely to be responsive.

• Content Quality:

  • Keep your messages informative, engaging, and concise. Whether you’re sending a promotional offer or an update, make sure the content provides value to the recipient.