How Amama Jewels saved costs, maintained account health & improved ROI by using Skip Rules

Introduction:

Database decay is a real problem in DTC marketing. Scores of emails and phone numbers decay every day, stalling marketing operations in the process. Marketers ignore this decay and continue delivering messages to irrelevant contacts.

A disengaged audience exacerbates this problem. They do not open, read, or click your campaigns. However, in the face of growth pressures, we ignore this problem until it starts staring us in the face.

They waste marketing dollars on such contacts and, worse, risk their account health, which ultimately lands them in spam boxes.

Case in point: Meta’s updates in the week of 4th March 2024. Meta announced that users who have recently blocked marketing messages from brands will no longer receive messages FROM ANY BRAND, EVEN IF THEY HAVE CONSENTED FOR COMMUNICATION.

This is precisely why QuickReply built the “Skip Rules” feature. This story is about Amama Jewels using skip rules to automatically filter disengaged contacts to save costs and improve their ROI.

Read on for the lowdown on the story.

Enter WhatsApp Skip Rules

Skip Rules is a sophisticated feature available exclusively for WhatsApp broadcasts, designed to refine audience targeting in three key ways:

1. Remove Duplicate Contacts: Automatically clear out duplicate contacts, ensuring a pristine list.
2. Dead Audience Filtering: Zero in on those who interact with your messages, leaving behind the inactive for laser-focused campaigns and smarter spending.
3. Control Spam: Set limits on message frequency to maintain a healthy, engaging relationship with your audience, preventing opt-outs and blocks.

This functionality is crucial for brands aiming to maintain a healthy, engaging relationship with their audience while maximizing ROAS and minimizing costs.

Technical Insight

Skip Rules operates through three filters—inactive contacts, promotional messages, and duplicate contacts—the first being optional and configurable and the latter mandatory for all contact list uploads.

An inactive contact has no engagement, such as replies, button clicks, or message reads. This precision ensures that brands can direct their efforts towards users likely to engage and convert.

Amama Jewellery's Strategy

Amama Jewellery used Skip Rules for its 2023 Black Friday Sale WhatsApp Broadcast.

They significantly sharpened their targeting by employing two filters:

1. Removing duplicates contacts
2. Ruling out all inactive contacts within the past 15 days

This strategy was underpinned by a detailed understanding of their audience's behavior, acknowledging that a 15-day inactivity period indicated low engagement for their specific campaign frequency.

Campaign Outcomes

The results speak volumes:

• Reducing the audience list size by 52% due to removing irrelevant contacts directly translates to a 52% saving in messaging costs.
• The broadcast reached 14,198 potential customers, achieving a unique engagement rate of 4.50%, 41 orders, and a 6.42% conversion rate.
• The campaign generated a total revenue of Rs 2,23,589 from an expenditure of Rs 15,942, marking a 14x return on investment.

Anatomy of a Successful Broadcast

Amama's campaign was meticulously crafted to create urgency and encourage impulse purchases. It leveraged celebrity endorsement and clear, compelling calls to action. Using Skip Rules ensured this powerful messaging reached only the most engaged and relevant audience segments, contributing to the campaign's outstanding success.

Key Takeaway for D2C Marketers

Amama Jewellery's experience underscores the importance of targeted, efficient marketing practices in D2C. Skip Rules offers a potent tool for refining audience targeting, enhancing engagement, and optimizing campaign costs. Brands, especially those with large audience lists and active promotional schedules, stand to benefit immensely from this feature, driving higher ROAS and fostering sustainable growth.

Conclusion

In the evolving landscape of D2C marketing, tools like WhatsApp Skip Rules are invaluable for brands seeking to maximize efficiency and impact. Amama Jewellery's success story is a testament to the power of strategic audience targeting and the tangible benefits of embracing innovative marketing technologies.

Engage smarter, spend wiser, and grow faster with WhatsApp Skip Rules—a must-have feature in your WhatsApp marketing toolkit.