Archive for category: General

Easter is one of the most significant holidays in Christian tradition, and over the years, it has also gained a special place in the world of marketing. It’s hard to find a company or organization that doesn’t launch a special promotion, plan a major campaign, or at the very least, send out a festive greeting to engage with their audience.

There’s no doubt that these activities are valuable and worth the preparation, but it doesn’t end there. Easter is a great opportunity to assess your marketing communications, analyze what worked and what didn’t, gain insights, and make improvements.

The holiday typically falls in early to mid-April, which means that by this time, first-quarter data is already available. Analyzing this data can reveal important trends, sharpen messaging, and enhance the effectiveness of marketing efforts—all while allowing for quick implementation of insights.
With a few adjustments, refined wording, or a better-targeted message, you can make a significant impact.
Here are the tools and questions that will help you do some “Easter marketing refresh” for your marketing communications:

Renewing your marketing strategy – The analytics dashboard in inwise system provides valuable insights into your email, SMS, and WhatsApp campaigns. By analyzing key performance metrics such as open rates, click-through rates, and engagement levels over the first quarter, you can identify trends. Which marketing platform is performing best? Which audience segments show high engagement, and which need a boost? What drives action, and what might be unclear? Your data holds the answers, offering an up-to-date picture and highlighting areas for improvement.

New opportunities – Understanding the current landscape is only the first step in your “Easter renewing .” The ultimate goal is to drive conversions, increase engagement, and boost sales. More often than not, new opportunities—such as untapped audience segments—are already present in your data. Proper analysis can help you identify trends, segment audiences more effectively, and tailor messages, frequency, and timing accordingly.
For example, if you notice a group of customers opening every email and clicking on product links but not making a purchase, consider sending them personalized product recommendations, a special discount coupon, or tailored offers to encourage action.

Refining messages – When it comes to marketing messages, clarity and impact are key. This is the perfect time to evaluate how well your messaging has performed. Reviewing and comparing different messages alongside audience responses can help refine your approach for better results. If you’ve used A/B testing, the system has already done much of the work for you.
Additionally, AI-powered content writing tools can assist in crafting compelling subject lines and optimizing messaging for future campaigns.

Delivering the right Easter message to the right audience – Before sending out Easter promotions, remember that irrelevant messages can be a major turn-off. A discount offer for an in-store event in London won’t resonate with a customer based in Manchester. In fact, poorly targeted messaging can lead to unsubscribes or even spam complaints. On the other hand, a relevant, valuable, and well-tailored message will grab attention, drive engagement, and convert.
That’s why audience segmentation is crucial. The data is already in your system—you just need to define your segmentation categories and let the system do the rest. It’s always worth the effort.

Think like your customer – Before sending out your Easter email or campaign, put yourself in your customers’ shoes. Is the wording clear? Is the design visually appealing? Would you click on the call-to-action? If the answer is a confident “yes,” you’re on the right track. If you hesitate, it might be worth a second look.
The good news? AI tools can also help refine your call-to-action buttons, improve phrasing, and enhance visual appeal.

A refreshing pause – As marketers, we’re always looking for ways to improve, but sometimes, when something is working well, it’s best to leave it as is. At most, consider a slight refresh or an innovative twist to surprise and engage your audience.

So take a moment to appreciate the great work you’ve done, recharge, and get ready for even more successful campaigns ahead.

Wishing you a joyful and prosperous Easter with your loved ones!

We may not always recognize them by name, but transactional messages are something we all receive regularly: from SMS confirmations of recent orders, to password reset emails, and even reminders about tomorrow’s doctor appointment or a technician’s visit.

In simple terms, these are ‘operational’ messages, sent in response to specific actions and often providing additional information, confirmations, or requests for further action.

But these messages are much more than just operational. Transactional messages offer significant value to your customers: from reassurance and confirmation of payments or transactions (completed charges or shipped deliveries) to restoring access and reducing anxiety (password resets enabling system logins) or solving problems (e.g., doctor or technician visits).

This makes them an excellent opportunity to take customer attention one step further. By using these messages wisely, with the right balance and tone, you can enhance their impact. Here are some tips to help you:

Timing – Most transactional messages need to be sent immediately to provide reassurance and confirmation. For example, a delayed password reset email could frustrate the customer or worsen their problem—especially when the issue is easily solvable. Similarly, order confirmations act as purchase validation and should arrive promptly.
However, for reminders, consider sending the message the evening before. You can even include a response option, such as a “Yes” or “No” button to confirm attendance.

Deliverability – Many transactional messages end up being filtered by email servers and sent straight to spam folders. In other cases, they may fail to arrive on time or not be sent at all due to technical errors. These issues can disrupt the customer journey, causing confusion and friction.
Using a reliable and advanced messaging platform ensures messages are sent and delivered as intended, helping maintain a smooth customer experience.

Monitoring – Some transactional messages, such as payment invoices, automated confirmations, or updates on received documents, can be critical for customers. It’s essential to have monitoring capabilities in place to track message delivery.
Look for indicators when messages fail to send or reach their destination (due to incorrect numbers, technical issues, etc.). This feature enables targeted troubleshooting and prevents potential harm caused by undelivered or delayed messages.

A Crucial Step, Not the Whole Journey – Transactional messages are an important part of the customer journey, but they’re not the whole story. It’s important to synchronize all triggers, stages, and messages to create a seamless and cohesive experience.
For instance, after receiving a payment confirmation, customers may want to know the next steps, such as additional approvals or shipment updates. Provide reassurance and clarity about what’s next without overwhelming them with excessive messages.

Clarity – As operational messages, they need to be clear and to the point. While it might be tempting to include witty wordplay or jokes, this isn’t the time or place for it.
Using AI writing tools can help maintain a friendly, personal, and concise tone while ensuring clarity.

Credibility – Make sure to use your company’s official domain, phone number, or business name to prevent your messages from being perceived as phishing attempts. Additionally, align the design with your brand’s identity.

Add Value – Since you already have your customers’ attention, consider how you can help them further. For instance, if they need to bring a document to an appointment, remind them in the message. If there’s nearby parking, share directions or a link. Bonus points for mentioning any parking discounts or arrangements!

Stay Elegant – You can include marketing messages or offers in transactional communications, but do so thoughtfully. For example, sending a discount alongside a reminder for a doctor’s appointment might feel out of place. However, including it with an order confirmation could make more sense. To decide, put yourself in the customer’s shoes: does it make sense to you? If in doubt, leave it out.

Transactional messages are a powerful tool for ensuring a smooth and positive customer experience. Use them wisely by maintaining clarity, credibility, and added value, and ensure they’re sent on time to guide your customers through their next steps effectively.

 

 

Marketing through WhatsApp is often seen as a challenge by many companies and organizations. On one hand, the marketing potential is enormous—WhatsApp is a cross-generational platform that many of us use constantly. In fact, it’s not an exaggeration to say that we manage much of our daily lives through it: messaging with friends and family, work-related updates, group chats for schools, and more. However, this vast potential faces a significant barrier—not necessarily metaphorical. Meta, the company that owns WhatsApp (along with Instagram and Facebook), frequently updates its advertising guidelines to maintain the platform as an anti-spam environment and enforces strict blocking restrictions. These restrictions can be so severe that violating them and getting blocked on WhatsApp may also affect your activity on other Meta-owned social media channels, which are valuable marketing assets.

But here’s the good news: you can create effective marketing communication with customers on WhatsApp, and it’s absolutely worth the effort. How do you do it? Think like a user, understand the boundaries, don’t cut corners, make your content more interactive, and use a system that ensures proper sending and backs you up.

The Strategy: Response Creates Reality

Meta’s policies and frequent changes do make things harder, but there is a very clear and logical rationale behind them: they want to give us content and information that’s relevant to us. That’s why they filter out content we haven’t shown interest in or have no concrete need for. If you compare it to your email inbox, emails you’ve opened and clicked on will likely land in your main inbox, while irrelevant ones will automatically end up in your spam folder.

The Tactic: Get Users to Respond

When a customer responds, it indicates that the information or content in the message is relevant to them. This is why it’s important to allow them to respond throughout the entire interaction. For example, an educational institution using WhatsApp to confirm attendance for an open day can add buttons like “Attending” or “Not Attending,” creating relevance and value for interested parties—while also receiving a very reliable status update. In several academic institutions where we distributed WhatsApp messages, we saw extremely high open rates and quick responses, leading to optimal preparation for the open day.

This type of response can also be applied to event attendance confirmations, service surveys (with smileys, etc.), and more. Another type of response could be clicking on links within the message. For instance, add a link for directions, to your website, or to an information source. This way, users understand what is required of them, gain value, and let WhatsApp know they are interested in your message.

Added Value: Keep It Authentic, Relevant, and Focused

Messages like “We have a special offer” won’t work on WhatsApp—and they’ll probably get you blocked quickly. On the other hand, specific and focused messages like “Asaf, did the rain arrive early? 50% off all jackets for club members,” with a link to the website, sent on the first rainy day, will grab attention—and clicks.

This type of message is exactly the kind we, as consumers, would open, especially in an app that feels more personal and private.

The Twist: Limit the Crowd

WhatsApp is not a trial-and-error platform. To extract value, you need to create optimal value and connection with your audience—and segment accordingly. It’s better to send messages to a very small group of customers with whom you already have consistent and ongoing communication than to blast it out to many and risk being blocked. With inwise, you can see user responses and activity levels, which helps you understand exactly who to send to.

The Winning Formula: Control the Sending

One of the problems that could stop your messages from being sent and lead to a block is repeatedly sending messages to users without a WhatsApp account, with an invalid number, or due to technical issues. Meta’s system sees these as sending failures (even if it’s entirely a technical issue), so things may get stuck. Additionally, WhatsApp distribution is gradual: you can start by sending to 1,000 contacts, and only after confirming the quality of the distribution, you can progress to 10,000, then 100,000.

If you distribute messages through a WhatsApp account that has not been approved by Facebook Business, sending is limited to 250 contacts per day. If you try to send to more, whether by mistake or on purpose, it’s a violation that could lead to a block.

Therefore, it’s crucial to send messages through systems that automatically limit sending to users who have bounced back and to valid devices, reducing risks in advance.

The Secret Weapon: The Chat Interface

It’s important to keep the responses coming from users and maintain the conversation as relevant and valuable. inwise’s chat interface allows customers to respond at a time and place that’s convenient for them, while you, as the system operator, can continue to reply and answer their inquiries—providing high-quality service. As a result, a continuous, ongoing conversation is created, which allows WhatsApp’s systems to recognize that it’s relevant to the users and, more importantly, that you’re providing great service.

The Bottom Line

Think like a user, invest in relevant and focused content, and manage conversations in a responsive and effective way. By doing so, you’ll be able to run successful and impactful marketing communication, overcoming any obstacles that come your way.

For more information on WhatsApp marketing, visit: https://inwise.com/whatsapp-business/.

 

 

Our customers’ attention is often their most precious resource. Therefore, if we’ve managed to capture it, it better be worth it. Success? Kudos! But how do you maintain it over time? By creating continuous value, sending in the right context, not as part of a broad distribution, and at the precise timing. Most importantly: don’t overwhelm the customer and grab their attention in vain. Sounds complex? We’ve simplified one of the most critical marketing terms—touchpoint.

A touchpoint is any place or moment where your brand or business interacts with customers. This can be a popup on your website, an SMS with a discount code, a personal email, or even a WhatsApp message with an order number.

Touchpoints build and shape the customer journey, making them highly significant: Proper management and consideration of each point and the overall journey can lead to desired actions (purchase, registration, leaving details in a form). Conversely, a touchpoint with inaccurate or irrelevant interaction leads to abandonment.
For this, inwise provides the tools for creating accurate and relevant touchpoints easily and conveniently:

Precise contacts list management – As customers, we receive countless messages, SMS, and marketing emails, but they often miss their target for a simple reason—they are irrelevant to us. Receiving an email about a popup store in Los Angeles while the contact lives in San Francisco misses the point. inwise allows creating accurate segments based on criteria you define: residence, customer type (new, returning, etc.), last purchase date, interests, and additional criteria. This allows you to fine-tune messages sent to each segment, providing users with practical and valuable information and beneficial touchpoints.

Accurate frequency – Although our customers consent to join marketing content mailing lists, this doesn’t mean incessantly and limitlessly. Our system allows setting a maximum number of mailings, creating an interaction based not just on quantity but on quality. For example, you can set a limit so that a customer on multiple mailing lists won’t receive more than three emails per month and, if they received an email from one list last week, they won’t receive another in the following week.

Message customization for audiences – The AI text writing feature embedded in the system allows adapting the wording and message for the relevant audience or specific mailing list. For example, if the intention is to send an email with a benefit to customers who purchased a TV in the past year, the text writing feature will tailor the message for this group, making the communication personal, relevant, and effective.

Understanding the Full Picture – The automation interface allows building the entire customer journey and viewing it clearly. Accordingly, each touchpoint can be fine-tuned and built in a way that aligns with previous or subsequent points.

Don’t Forget the Personal Touch – Here’s an important tip from us. Our system indeed provides tools for creating and refining touchpoints, but to make them optimal, leverage your own experiences as customers. After all, we all receive messages, emails, and SMS constantly, but the instances that truly capture our attention are few. Before sending, ask yourself these questions:

What value do customers derive from this interaction?
Is this the right stage to send it?
What action is required from the customer?
Is this the right group of customers to receive it at this moment?

As your answers become more precise and clear, the touchpoints will improve—meeting your customers at the right point.

“Our customers quickly embrace innovation. They’ve already heard about the brand through overseas promotions, discuss it in internal communities, and are eagerly waiting for it to arrive in their country, as they say, to ‘update the version’.” This was how our meeting with a fascinating and international brand began, ahead of its launch.

The brand’s marketing department understood that to successfully launch their activities locally, they needed a system that allowed personal, direct, immediate, and reliable communication. One that would support the activities and provide updates to customers at every point in the journey—from interest, through purchase and delivery, to ongoing communication.

Now, after a successful launch, we present the needs that arose and how the inwise system provided optimal solutions.

The Needs

• A system for personal, direct, and immediate communication – As part of the brand launch, direct responses were needed for interested parties, to inform them about launch events and enable registration.
• Digital platform – The audience interested in the new brand are early adopters of technology. Therefore, communication with them needed to be digital, direct, and innovative.
• Knowledge sharing – An organic discussion began on social networks and internal communities of buyers ahead of the launch. This wave of interest led to the understanding that the potential audience is curious and engaged, generating interaction with the brand. To leverage this discussion and harness it for the launch, a platform was needed to enable knowledge sharing with all interested parties, not just those in specific communities.
• Knowledge accessibility – The product launched is one where technology and innovation are integral. It is the first product in its category to undergo a “version update” similar to operating systems of mobile phones. This necessitates updating customers on new features and version updates.
• Multi-channel communication –  Messages and responses to customers needed to be on a platform suited to the message type and customer needs.

The Solutions

• Immediate solutions – The increasing interest in the new brand during the launch was reflected in the order pace and customer handling. Our system supported the high demand and provided holistic solutions to meet all needs, including design (landing page and email campaign design in brand style) and operational (lead synchronization and contacts list management). Throughout the launch, analysis was conducted to understand what mattered to customers, allowing for precise campaign adjustments and logistical planning.
• Ease of Use – The current launch was characterized by an exceptionally fast pace, but the system’s ease of use allowed for the independent and rapid production of marketing materials—without the need for developers, designers, or other roles. The support team was available to assist with specific needs and provide solutions or guidance.
• Multichannel capability – Each communication channel with customers has its advantages and disadvantages. However, when everything is measurable and managed from a single system, it is easy to understand which messages and channels work best. In this launch, due to the specific messages and audience, this integration played a crucial role in ensuring precise and optimal activity.
• Customer Journey – The system enabled the management of the entire customer journey: from event registration, through the purchase process, to ongoing communication with customers, some of whom even acted as brand “ambassadors.”

Result

The feedback we received from the client speaks for itself. “Our success in is not taken for granted, and many factors need to work well together for it to happen. The aspect of personal and direct digital communication with leads and customers is crucial in this context. The reliability of the system and the support team, who guided and supported us, played a significant role in the success of the launch in the country