Should You Use WhatsApp in Salesforce Marketing Cloud?
WhatsApp, a dominant messaging network with over 2 billion users, sees more than 1 million messages sent every second. This impressive activity highlights its potential as a vital marketing channel. Interestingly, while only about 17% of people respond to emails within 30 minutes, nearly 90% respond to WhatsApp messages within the same timeframe.
Given this high engagement, it’s worth considering integrating WhatsApp into your marketing strategy through Salesforce Marketing Cloud.
Salesforce's WhatsApp Functionalities
- WhatsApp for Service Cloud: This platform is designed for customer service agents operating from the Service Cloud App, enabling personalized, one-to-one customer interactions based on unique case records. WhatsApp for Service can be enhanced with Digital Engagement, an add-on for Service Cloud, and is also integrated with Salesforce’s Contact Center in the Communications Cloud.
- WhatsApp for Salesforce Marketing Cloud: Engage with your audience on a larger scale by sending targeted promotional and transactional messages directly through WhatsApp, tailored to each customer’s interests and needs.
Detailed Integration Options
- WhatsApp Chat Messaging: In collaboration with Sinch, Meta’s official partner, this feature facilitates account creation and WhatsApp channel management. It is available as a downloadable package from the AppExchange.
- WhatsApp First Business Integration: A more recent and direct cloud API integration between Salesforce Marketing Cloud and Meta offers enhanced performance. This is seen as the future of integration and is recommended for those looking to upgrade. Contact your Account Executive for more information.
Pricing and Account Provisioning
The cost and specifics of your Salesforce Marketing Cloud (SFMC) setup will depend on several factors:
- Do you need multiple WhatsApp business accounts for various brands or regions?
- What volume of messages do you intend to send?
- Where are your customers located?
Additional Considerations
- Consent and Opt-in Management: It’s crucial to obtain explicit consent from users to receive messages via WhatsApp. This can be achieved through SMS, WhatsApp, in-person, or written consent.
- Account Setup: A Meta Business Account is necessary for utilizing WhatsApp for Business. Separate accounts may be required for organizations operating under different brands or in various locations.
- Performance Reporting: Performance metrics can be accessed through the Journey Builder UI or the WhatsApp Intelligence Dashboard in SFMC. Data can also be extracted via Automation Studio if needed.
Is WhatsApp the Right Choice for Your Salesforce Marketing Cloud Strategy?
Salesforce’s tailored solutions, including WhatsApp for Service Cloud and WhatsApp for Salesforce Marketing Cloud, provide versatile tools to cater to both individual customer service needs and large-scale marketing campaigns. By leveraging these integrations, companies can send personalized messages that resonate with their audience, thereby driving engagement and boosting customer satisfaction.
However, setting up and optimizing these features within Salesforce Marketing Cloud requires careful planning and consideration. Consult with a Salesforce partner like Munvo to address the following:
- What should your contact strategy be?
- Which use cases are most beneficial?
- Who is your target audience?
- How many conversations are expected to lead to purchases?
- How many channels need to be configured?
- Are your WhatsApp opt-in practices compliant?
As a certified Salesforce partner, Munvo specializes in maximizing the potential of Salesforce solutions. We can provide a comprehensive health check of your Salesforce Marketing Cloud setup to ensure you’re getting the most out of your investment.
Ready to get started?
Ready to take your Salesforce Marketing Cloud to the next level? Contact Munvo, a certified Salesforce partner, to enhance your setup and leverage the full potential of WhatsApp integration.
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