Marketing Messages Best Practices

Marketing messages are a powerful way for businesses to deepen relationships with customers, and help increase sales, loyalty, and engagement.

By using messaging platforms like WhatsApp that are already part of your customers’ daily routine, you reach people where they are already spending time. That means more personalized, impactful communication in an environment they are familiar with.

Here is what you need to know before you start, plus best practices to help your campaigns land with impact.

Before you begin

Before you create your messages, make sure the right groundwork is in place. Work with 360Dialog to integrate your business with Cloud API and enhance your marketing messages with optimizations. Deliver the right message to more of the right people.

Best practices for optimized results

When it comes to marketing messages, detail matters. These practices help your campaigns achieve more:

1. Obtain and honor consent

Marketing messages require customer opt-in, unlike traditional ads. Respect every customer’s choice. Always deliver marketing messages only to those who have opted in and avoid bundling consent with other types of updates (e.g. account updates). Offer a simple way to unsubscribe or update preferences at any time.

2. Deliver your messages at optimal times

Timing is everything. Schedule messages when your audience is most likely to engage. Relevant timing lifts visibility and results. Tools like dynamic delivery limits with APIs can help the most engaging campaigns go further.

3. Ensure quality content and relevant outreach

Generic messages get ignored. Tailor content to each customer’s interests, behavior, and history. Deliver value with exclusive offers, updates, or recommendations. Content that matters to those you want to reach.

4. Send messages strategically

Less is often more. Avoid flooding inboxes with too many messages. Aim for thoughtful, well-timed outreach that fits naturally in the customer journey, and give people a break if they stop engaging. Service, don’t spam.

5. Respond promptly to customer interactions

People expect a two-way conversation. If someone replies or asks a question, respond quickly using quick replies or chatbots. Automation helps you better allocate manpower for priority tasks.

6. Make each message count

Attention is limited. Lock screens show only the start of your message, so lead with the most important information and optimize the first 5 lines. People can click “read more” to see additional text.

7. Offer incentives and include a call-to-action

Incentives like exclusive discounts, free delivery, or special perks grab attention and inspire action. Pair these with a direct call-to-action (CTA) so customers know what to do next. You can also offer the option of in-app voice calling in the same thread to strengthen customer engagement and connection.

8. Measure and optimize consistently

Track how your campaigns perform with metrics like open rates and engagement. Pay attention to signs of declining results, like opt-outs or high block rates, so you can adjust quickly.

9. Address and adjust for block triggers

Understand why customers might block your messages. Common reasons are irrelevant content, poor timing, or too many messages. Fix these issues to keep your audience engaged.

10. Test and iterate regularly

Keep improving. Try different templates, calls-to-action, and messaging strategies. Set clear goals, check results, and refine your approach to unlock better outcomes.

Following these practices helps transform every campaign into a growth engine for engagement and loyalty.