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| Access | Admin |
Five things that catch people out when they start messaging customers first, all of them avoidable.
1. People reply
The one teams forget. Send a thousand delivery notifications and a proportion will answer, often with a question. Those are conversations arriving in your queue, and somebody has to be there.
A proactive campaign without staffing for the replies produces a worse experience than not sending at all.
2. Timing is personal
WhatsApp arrives on a phone with a notification. Nine in the evening is a different thing there from an email at nine in the evening. Send during reasonable hours in the recipient's time zone.
3. Templates get disabled
Quality ratings fall when people block or report. A template that stops working takes your notification flow with it, usually with no warning to whoever built it.
4. Every message costs
Templates are charged per send. A flow that seemed sensible at a hundred a day is a different proposition at ten thousand.
5. Opting out has to work
Somebody replying "stop" has to actually stop receiving messages. That means a process, not just an intention, and it means the person handling the reply knows what to do.
Continuing to message somebody who asked you not to is the fastest way to damage the channel for everyone.
Start small. One template, one use case, a few hundred messages. Watch the replies, the opt-outs and the quality rating for a fortnight before scaling.
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