WhatsApp template message best practices - A quick guide

Best Practices for Sending Promotional or Marketing Messages

Effective marketing messages are essential for driving engagement and boosting conversions. Crafting the right message can make all the difference in how well it resonates with your audience. In this article, we’ll break down the anatomy of both a well-crafted and poorly-crafted marketing message, highlighting key best practices to ensure your message stands out.

Anatomy of a Poorly Crafted Marketing Template

On the other hand, poorly crafted marketing messages can lead to disengagement, frustration, and even unsubscribes. Here’s what to avoid:

1. Missed Opportunity to Include Media

A lack of images or visuals can make a message feel too plain and uninspiring. If your offer or promotion is visual (e.g., a product, service, or special event), include relevant imagery to bring it to life.

2. Long, Dense Block of Text

Messages with large chunks of text are overwhelming and hard to read. Break up text into short paragraphs or bullet points to make it more digestible.

3. Promotional Code Buried in the Message

If you’re offering a discount code, don’t hide it. Place the code in a prominent position, ideally near the beginning, and highlight it clearly so customers can easily spot it.

4. Too Many Special Offers

Don’t overwhelm the recipient with too many competing offers. Multiple promotions in a single message can confuse the reader and make it difficult to know what action to take.

Anatomy of a Well-Crafted Marketing Template

A successful marketing message should grab attention, convey value, and prompt action without overwhelming the recipient. Here are the essential elements:

1. Keep Your Message Focused and Concise

• Focus on the core message and keep it short. People are busy and may only skim your message, so make sure the main information is clear and impactful from the start.
• Bold and Highlight Key Information: Emphasize important details like discounts, deadlines, and key offers, especially at the beginning of the message.

2. Optimize the First 5 Lines

• Marketing messages longer than 5 lines are often truncated, especially on mobile devices. Focus on getting the main point across in those first lines to ensure the message doesn’t get cut off.
• If the message exceeds 5 lines, use clear and concise sections to break it up. Limit the sections to 3-4 to avoid visual clutter and confusion.

3. Selective Use of Emojis

• Emojis can help set the tone and draw attention, but use them sparingly. Make sure they align with the message and enhance the reader’s understanding or emotional connection.
• Avoid overusing emojis, as it can make your message feel unprofessional or hard to read.

4. Use CTA Buttons

• Instead of including long URLs in your message, use Call-To-Action (CTA) buttons to link directly to your website or promotion page. CTA buttons are more user-friendly and less likely to get overlooked.
• Make your CTA button clear (e.g., "Shop Now," "Claim Offer," etc.) and action-oriented to prompt immediate engagement.

5. Ensure Images are Self-Explanatory

• While images can be powerful, they should be able to communicate their message even without text. Ensure that the image conveys the intended message clearly, and avoid overly complex visuals.
• Text should still be understandable even if the media is not downloaded. This is particularly important for recipients with limited data or who prefer to read content without images.

6. Refresh Your Templates Regularly

Keep your creative fresh by refreshing your marketing templates every few weeks. Repetitive or stale messaging can lead to “creative fatigue,” where recipients stop engaging with your content.