85% response rate on WhatsApp vs 12% on email for African customers. Here's how to write messages that get results.
Core Principles
1. Keep It Conversational
Don't
"Dear valued customer, We have detected anomalous activity patterns..."
Do
"Hi Sarah! 👋 Noticed you haven't logged in lately. Everything okay?"
2. Get to the Point Fast
Don't
"Hope you're doing well. Just checking in to see how things are going..."
Do
"Quick question: What's blocking you from using the dashboard?"
3. Make It Easy to Respond
Ask yes/no questions or give 2-3 options:
"Which issue is blocking you?
A) Too complicated
B) Missing a feature
C) Something else"
Message Templates
Low Usage
"Hey [Name]! 👋 Haven't seen you in [X] days. Is something not working right? I'd love to help fix it."
Payment Failure
"Hi [Name] ⚠️ Your M-Pesa payment failed. Want to retry? [link]"
Timing Tips
- Best time: 9-11am (highest response rate)
- Avoid: After 8pm or weekends
- Follow-up: Wait 3 days before second message