As the Black Friday and Cyber Monday (BFCM) frenzy approaches, email inboxes are bracing for impact. But while everyone's obsessing over the perfect subject line, there's a sleeping giant in the world of digital marketing—WhatsApp.

With over 2 billion monthly active users, WhatsApp is the perfect way to stand out in a sea of unread/promotional emails. A WhatsApp message feels more personal—sort of like a VIP pass to your customer’s attention (and maybe their wallets, too).

In this blog, we'll cut through the clutter and provide you with a no-nonsense, action-oriented WhatsApp marketing checklist that'll help you create campaigns that stand out and drive sales. 

Ready to make your WhatsApp marketing campaign the talk of the town this BFCM 2024? Let's dive in!

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BFCM WhatsApp Marketing Checklist for D2C Brands

If you're new to the WhatsApp game or just need a little nudge, we’re here to help. Grab a coffee (and maybe a notepad), settle in, and let's walk you through the steps to kickstart your Black Friday WhatsApp campaign.

Step 1: Create a WhatsApp Business account

Before you start sliding into your customers' DMs with irresistible BFCM offers, you need to set up shop. And by shop, we mean your WhatsApp Business Account. It is like your digital storefront, but instead of a fancy window display, you have a profile that says, "We mean business!"

You may ask, I already have a WhatsApp account—why do I need a WhatsApp Business account?

Unlike your personal WhatsApp, where you share memes with friends or are victims of the endless forwards from your family group(thanks, mom!), a WhatsApp business account comes packed with marketing tools that'll make your BFCM campaigns pop:

• Product catalogs 
• Short product links 
• Quick replies and message scheduling 
• Sorting with labels, so you can organize conversations faster—you’ll need it when you want to give that next update to your manager

To create a WhatsApp Business account, follow the steps below. Prefer watching a video instead? We got you:

• Download and install the WhatsApp Business app from your app store (Android or Apple store) 
• Review and agree to the terms and services. We know you'll actually read them, right? Right?
• Register with your business contact number 
• Allow WhatsApp to access your contacts and media files. Don't worry, it's not interested in your personal pizza order history.
• Fill out details like business name, description, profile picture, catalog, etc., to complete setting up your account 
• Start sending those irresistible offers via WhatsApp campaigns to your customers

And if you're a business with a large customer base, the WhatsApp Business API could be a game-changer. It lets you integrate with your existing systems, connect to your analytics tools, and automate high-volume conversations and campaigns. 

Step 2: Integrate your WhatsApp account with a service provider

Now that your WhatsApp Business account is up and running, it's time to give it some serious marketing muscles. Enter customer engagement platforms or marketing automation tools that can be your new best friend for BFCM campaigns that practically run themselves.

Sure, you could use standalone WhatsApp service providers, but why settle for a one-trick pony when you can have a whole marketing circus? Here's why you should integrate with a full-fledged customer engagement platform:

• Customizable Templates: Create messages that reflect your brand's unique voice and style.
  
• Intelligent Segmentation: Group your audience based on behavior, preferences, and past interactions for more relevant communications.
  
• Automated Workflows: Set up customer journeys that respond to real-time actions and triggers.‍
• Cross-Channel Integration: Easily connect your WhatsApp strategy with email and other channels for a cohesive customer experience.

And with a tool like ZEPIC, which is packed with all the features you need, you can upgrade your WhatsApp marketing game and boost your sales this season.

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Step 3: Segment your customers 

Once you’ve identified the right tool, you can now start channeling your inner marketing superhero! Most tools come with advanced search filters and data integrated from every corner of your digital universe—whether it’s your website, emails, or, if you're using ZEPIC, data from literally any other tool in your tech stack. You can segment and categorize your audience like a playlist—tailored, and on-point.

Here are a few ideas to keep you going:

#1 New customers 

Meet your newest WhatsApp subscribers—they could be deal seekers on the lookout for welcome offers, exclusive discounts, and free shipping. Win them over now, and you could turn these new shoppers into loyal fans. 

#2 Loyal customers 

Say hello to your store's VIPs—the regulars who practically keep your cash register ringing. For BFCM, it’s time to give them the star treatment with loyalty bonuses that’ll make them smile or affiliate discounts that turn them into your personal hype team.

#3 Email-fatigued customers 

Looking to refresh your email list and re-engage customers who’ve gone silent? Your BFCM campaigns are the perfect opportunity to win them back. WhatsApp could be the perfect channel to send them personalized deals and big discounts based on their previous purchases or their website activity. It’s time to highlight their wishlist items at unbeatable prices and bring them back.

Step 4: Plan your message and engagement sequences (Pre-BFCM and during BFCM)

Now that you've got your campaign blueprint and customer segments sorted, it's time to compose your messaging. Let's break this into two:

Pre-BFCM campaign 

• This is when you get customers to opt into your WhatsApp list through social posts, ads, email newsletters, referrals, and other touchpoints. 
• Engage the customers even before the launch by dropping offer sneak-peeks, providing unique access to the SALE, and engaging them with trivia quizzes and videos to build interest. 

The idea is to warm up the customers before the event so they can pick their products quickly and complete purchases before items are sold out. 

During-BFCM campaign 

• Launch your campaigns and constantly track them 
• Based on advanced filters of customer activities eg. opened and clicked on specific product over the BFCM campaign or as seen in other recent browsing, focus on creating new and personalized offers for each segment 
• As soon as Black Friday is over, optimize for Cyber Monday 
• Offer live customer support available to answer customers’ queries about payment failure, returns, and refunds

Step 5: Launch the campaigns and analyze performance 

Think of yourself like a detective, gathering clues to figure out what’s working and what’s not in your BFCM WhatsApp campaigns. Remember, the holiday season is more of a marathon than a sprint. With Christmas and New Year just around the corner, you’ve got to keep the momentum going. Treat each campaign as a warm-up for the next, fine-tuning your approach and getting better with every round.

Most WhatsApp business solution providers, marketing automation tools, and customer engagement platforms come with built-in analytics. To truly gauge your campaign's performance, keep a keen eye on these key metrics:

• Message open rates (aka "Did they even look at it?")
• Replies (the digital equivalent of "They're talking back!")
• Unsubscribes (the dreaded "It's not you, it's me" of marketing)
• Other customer actions (the "What did they do next?" of the digital world)

Armed with these insights, you'll be ready to create irresistible WhatsApp campaigns . And by the time New Year's rolls around, you might just be celebrating more than the ball drop!

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Conclusion 

Your campaign is only as strong as the tools in your tech stack. A top-tier WhatsApp marketing solution should offer:

• Easy, multimedia, multi-step campaigns
• Quick WhatsApp template approval
• Real-time personalization, and hands-free automation
• Compliance features to keep the legal team off your back (and your campaigns on track)
• Accurate and accessible analytics that doesn’t need a data expert to interpret

ZEPIC ticks all these boxes perfectly, so why not take it for a spin?

Start your free trial today!