Marketing Broadcast Optimization

Marketing Broadcast Optimization in Qiscus is powered by Marketing Message Lite (MM Lite from Meta). MM Lite helps businesses create and improve more effective broadcast campaigns by ensuring that messages reach the right customers at the right time. MM Lite also enables businesses to identify which customers are most likely to engage based on behavioral insights, making broadcasts more optimal and relevant. Messages are delivered to the most engaged and suitable recipients from your uploaded customer list, helping prevent spams and strengthening customer relationships.

The Marketing Message Lite (MM Lite from Meta) works in the background to optimize your marketing broadcast campaigns through the following steps:

1. Customer Identification with Meta Signals

Analyzes Meta Signals, a behavioral and engagement indicators, such as message opens, clicks, or responsiveness, to identify which customers are most relevant to receive your broadcast.

2. Targeting and Filtering

From your full broadcast list (e.g., a CSV file), MM Lite filters and prioritizes customers who are most likely to respond positively. This ensures that broadcasts are not wasted on disengaged or irrelevant recipients.

3. Frequency Capping

To maintain a positive customer experience, MM Lite enforces frequency capping, which limits how often a single customer receives broadcast messages within a certain timeframe.

4. Optimized Delivery

Once targeting and capping rules are applied, the broadcast is delivered to the selected customers. This results in equal or higher delivery and read rates, as well as improved engagement compared to a regular broadcast.

5. Analytics & Insights

MM Lite generates richer analytics, covering delivery rates, read rates, click-button rates, and conversion insights so businesses can measure the effectiveness of their campaigns.

Based on the explanation above, by enabling Marketing Broadcast Optimization through MM Lite, you gain access to:

• Equal or Higher Delivery and Read Rates: Ensure your customers receive valuable messages that drive better engagement.
• Enhanced Analytics on Key Metrics: Track delivery, read, and button-click rates for deeper insights into customer behavior.
• Seamless Use of Existing Marketing Message Templates: Continue using your current templates within the optimized MM Lite framework.
• No Additional Costs: Improve message performance while maintaining the same pricing rate.
• Conversion Insights: Understand how your messages contribute to customer actions and conversions.

Getting Started

To start using Marketing Broadcast Optimization, there are three main steps you need to follow:

1. Integrate a WhatsApp Account
2. Enable Marketing Broadcast Optimization
3. Send Marketing Broadcasts Optimization

For more detailed , follow these steps:

Integrate a WhatsApp Account

Marketing Broadcast Optimization requires a connected WhatsApp Business account to Qiscus Omnichannel Chat. This integration is essential to access the tools and features. You can integrate your WhatsApp account in the following ways:

1. Through Facebook: Log in to your Facebook account to link your WhatsApp Business API.
2. Through Whatsapp Coexsistence: Connect your existing Whatsapp Business App number to Qiscus. For integration using Whatsapp Coexsistence, please follow this document.
3. Through Qiscus : Reach out to the Qiscus Support Team to facilitate the integration process.

Follow this document for the other integration process.

Enable Marketing Broadcasts Optimization

After integrating your WhatsApp account, enable the Marketing Broadcast Optimization feature by following these steps:

1. Click Integration menu, then choose WhatsApp.

2. Choose the WhatsApp Account you want to enable Marketing Broadcast Optimization for

3. Click Enable Marketing Broadcast Optimization.

4. Review the feature benefits on the Marketing Broadcast Optimization page and proceed by clicking Enable Marketing Broadcast Optimization.

5. Complete the Facebook Request Access process, which involves providing business details, WhatsApp Business profile, and verification. Click Finish once completed.

6. When you have successfully enabled it, the information “Automated marketing broadcast optimization is enabled in this channel” will appear, you can click Back without save the changes.

7. You will see the "Marketing Optimization" label in the WhatsApp Channel Integration, indicating that this WhatsApp account has Marketing Broadcast Optimization enabled.

Send Marketing Broadcasts Optimization

Once enabled, you can start sending targeted and optimized broadcasts. This feature ensures your messages reach the most relevant customers.

Before send broadcasts using Marketing Broadcast Optimization, you need to know:

• Supported Templates

  • Only Marketing Templates are supported.
  • Broadcasts can only be sent using customer data from a select from Customer Groups or Upload from CSV

• Broadcast Objective Options

  • Targeted: This objective is ideal for the businesses that already know exactly who their customers are. If you’re confident that your broadcast will delight or meet the needs of your customers, this objective ensures your broadcast message reaches the right customer efficiently.
  • Optimized: This objective helps businesses that are uncertain of their target customers. Marketing Message Lite API form Meta identifies which customers are most likely to benefit from your broadcast and ensures that your messages reach the right customers. This makes credit use more efficient, as broadcasts are targeted and reduce wastage. Marketing Message Lite API focuses on sending high-quality marketing messages by Meta Signals. It uses frequency capping to limit how often users receive messages, prioritizing valuable ones to balance user experience and message load.

If you want to send a broadcast using Marketing Broadcast Optimization, follow these steps:

1. Go to Outbound Message, then navigate to WhatsApp Broadcast. Here, you can choose to use Select from Customer Groups or Upload from CSV.

2. In this example, we will use Select from Customer Groups. Select a Customer Group from the available options, input the Broadcast Name, and then click Next.

3. On the Send Customer Groups Broadcast Message page, select the Marketing template category. Only Marketing templates category can be used for Marketing Broadcast Optimization.

4. Next, you will find two broadcast objectives to choose, Targeted or Optimized. If your business is uncertain whether your customer data aligns with the broadcast's target, select Optimized to maximize the effectiveness of your broadcast by ensuring it reaches the best fit customer.

5. Select the Template Message you want to use for the broadcast. The selected template message will display the WhatsApp account and the language being used.

6. Upload your customer data file in .csv format. Ensure it follows the required format. You can download a sample template before, to confirm that your CSV file complies with the format.

7. Set up the broadcast schedule. You can choose to send the broadcast schedule immediately or specify a date and time for the delivery.

8. Once everything is ready, click Send to execute the broadcast.Please wait for a verification pop-up to appears. Click the Continue and wait for the broadcast process to finish.

9. After sending the Broadcast, in the Broadcast List will display a column Objective indicating whether the broadcast was send with a Targeted Objective or an Optimized Objective.

Send Marketing Broadcast Optimization Using Direct API

You can also send Marketing Message Lite (MM Lite) broadcasts via the direct API, enabling automation and integration with your system. For more detail, please follow the instruction below.

URL:

POST

https://omnichannel.qiscus.com/whatsapp/v1/{{APP-ID}}/{{CHANNEL-ID}}/marketing_messages

Header:

{

  "qiscus-secret-key": "{{QISCUS_SECRET_KEY}}",

  "qiscus-app-id": "{{QISCUS_APP_ID}}",

  "Content-Type": "application/json"

}

Body:

{

  "to": "6281*****",

  "type": "template",

  "template": {

    "name": "marketing_food",

    "language": {

      "code": "id",

      "policy": "deterministic"

    }

  }

}

Example Request:

curl --location 'https://omnichannel.qiscus.com/whatsapp/v1/{{APP-ID}}/{{CHANNEL-ID}}/marketing_messages' \

--header 'qiscus-secret-key: ***' \

--header 'qiscus-app-id: ***' \

--header 'Content-Type: application/json' \

--header 'Authorization: Bearer ***' \

--data '{

  "to": "6281*********",

  "type": "template",

  "template": {

    "name": "marketing_food",

    "language": {

      "code": "id",

      "policy": "deterministic"

    }

  }

}

Example Response:

{

    "contacts": [

        {

            "input": "6281*********",

            "wa_id": "6281*********"

        }

    ],

    "messages": [

        {

            "id": "wamid.***"

        }

    ],

    "messaging_product": "whatsapp"

}

Example Result in Dashboard:

The message will be flagged as "Optimized" on its Objective.

Marketing Message Templates Insight

To support the implementation of Marketing Broadcast Optimization, adjustments have been made to the WhatsApp Templates feature. You can view these updates by navigating to the Outbound Message menu, selecting WhatsApp Templates, and clicking on the template you wish to review. This will display detailed template information, including its Template Insight. Template Insight provides a comprehensive performance report for the template, sourced from Meta, and is accessible within Qiscus Omnichannel Chat

Using Template Insight, you can monitor a template's performance over various time ranges or a single-day selection. The data includes the following metrics:

• Sent Messages: The total number of messages attempted for delivery to recipients.
• Delivered Messages: The total number of messages successfully delivered to recipients' devices.
• Read Messages: The total number of delivered messages opened or read by recipients.
• Button Link Click: The total number of clicks on links included in buttons within your template message (available only for Marketing Broadcast Optimization enabled).
• Button Click: The total number of clicks on buttons included in your message.

Click Metrics

Click metrics provide insights into user engagement with buttons in your template messages. Click tracking is available only for URL buttons and quick-reply buttons in templates categorized as MARKETING or UTILITY. The available click metric types are:

• url_button: The total number of clicks on a URL button. This metric counts every instance a recipient clicks the button, including multiple clicks from the same user.
• unique_url_button: The number of distinct WhatsApp accounts that clicked on a URL button. Unlike total clicks, this metric eliminates duplicate clicks from the same recipient, providing a more accurate measurement of engagement.

In addition, if your business has used the template for Marketing Broadcast Optimization, rate percentages for each category will also be displayed:

• Delivery Rate: The percentage of sent messages that were successfully delivered.
• Read Rate: The percentage of delivered messages that were opened or read by recipients.
• Button Click Rate: The percentage of delivered messages that resulted in button clicks.

This feature allows you to efficiently monitor and evaluate the performance of each template, enabling you to improve the overall effectiveness of your campaigns.