> For the complete documentation index, see [llms.txt](https://docs.360dialog.com/partner/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.360dialog.com/partner/messaging/marketing-messages/marketing-messages-best-practices.md).
# 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.
---
# Agent Instructions
This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com.
## Querying This Documentation
If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question.
Perform an HTTP GET request on the current page URL with the `ask` query parameter, and the optional `goal` query parameter:
```
GET https://docs.360dialog.com/partner/messaging/marketing-messages/marketing-messages-best-practices.md?ask=&goal=
```
`ask` is the immediate question: it should be specific, self-contained, and written in natural language.
`goal` is optional and describes the broader end goal you are ultimately trying to accomplish on behalf of the user. GitBook uses it to tailor the answer towards what is most useful for that goal.
The response will contain a direct answer to the question and relevant excerpts and sources from the documentation.
Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.