How to improve the response rate of WhatsApp campaigns

These are the practices that most influence the response rate of a WhatsApp campaign: real personalization, timing, short messages, segmentation, sequences, testing, and following WhatsApp's rules. Use this as a guide to review your campaigns before sending.

Available on: Accounts with a connected WhatsApp channel.
Who can do it: Anyone who creates and sends WhatsApp campaigns.

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1. Personalize beyond the name

Basic personalization (“Hi #{{nome}}”) isn't enough anymore; leads get dozens of messages like that every day. What sets you apart is real context.

Use custom fields for specific references. For example:

Hi #{{nome}}! I noticed you're #{{cargo}} at #{{empresa}} and that you use #{{tecnologia}}. That's exactly why I think you'll like to learn about...

Fields that usually work well: job title/role (“VP of Sales”), company/segment (“food marketplace”), product/service the company uses (“HubSpot”), company size (“50-200 employees”), last interaction (“replied X days ago”), and behavior (“visited your site about X”).

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2. Get the day and time right

It's not just what you say, it's when you say it.

Best days (reference):

Best times (reference):

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3. First message

The first message is your chance to win the lead. WhatsApp only shows the first few characters before “read more”, so the shorter it is, the better the chance of it being opened and sparking curiosity.

Long (avoid):

Hello #{{nome}}, I learned that you're #{{cargo}} at #{{empresa}} and work with #{{produto}}. We have a solution that can increase your productivity by up to 40%. Would you like to talk?

Short (recommended):

Hi #{{nome}}, I really liked the work #{{empresa}} is doing with #{{produto}}. We have something that might interest you. Does it make sense to talk?

Recommended structure: a short opener (“Hi #{{nome}},”), a one-sentence hook (a specific reference that shows you did your homework), and a one-sentence CTA (“Does it make sense to talk?”). Keep the total around 150-160 characters; beyond that, the message falls out of the WhatsApp preview.

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4. Segment your audience

Don't send the same message to everyone. Create different Lists or Audiences based on funnel stage (cold, warm, hot), job title (the approach for a CEO is different from one for an operational role), industry, time since last contact, and past behavior (did they reply? did they click the link?).

For example, a campaign for cold leads focuses on curiosity and credibility, in 2-3 steps; a re-engagement campaign (for people who replied before) starts from a specific offer based on the previous contact, with no extra steps.

Segmented campaigns usually perform much better than generic ones.

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5. Create 2-3 step sequences with increasing intervals

A single message is easy to ignore. Sequences work better:

• Step 1: initial contact (day 0): a short message with a personal hook.

• Step 2: follow-up (day 3-5): brings back the value with proof (case study, metric, result).

• Step 3: last touch (day 8-10): a more direct offer or a request for feedback (“is this the right time?”).

Sample sequence:

Step 1

Hi #{{nome}}, I saw that #{{empresa}} grew a lot in the last year 👀 Would you be up for a chat? 5 min.

Step 2

Been busy 😊? I get it. Other companies in your segment are using [solution] and gaining in [metric]. It could be relevant.

Step 3

Last try — is it worth checking if this is the right time? If not, no problem 👍

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6. A/B test your templates

You find the best message by testing, not by guessing.

Step 1: Split the Audience's contact list in 2

Step 2: In Nuvia, create two identical campaigns, change only one element (hook, CTA, or length), let them run for 1-2 weeks, and compare the response rate in Dashboards > Campaigns tab.

Elements worth testing:

• Opener: (“Hi #{{nome}}” vs. “Hey #{{nome}}”)

• Length: (100 vs. 150 characters)

• Tone: (professional vs. casual)

• CTA: (“Does it make sense to talk?” vs. “Can I send you something?”) and time (2 p.m. vs. 5 p.m.)

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7. Respect WhatsApp's 24-hour window

WhatsApp has rules about when you can send. Ignoring them hurts delivery.

• To start the conversation, use a template. The first message (or any message outside an open window) must be a template approved by Meta (formerly called HSM). Templates can be sent outside the 24-hour window. How to use it in Nuvia: Side menu > Campaigns > (new campaign) > First step > select an approved template.

• Within the 24-hour window, you can send free-form messages. The window opens when the contact replies to you and lasts 24 hours. Outside it, only with a template.

• The window reopens with each reply from the contact. If they haven't replied within 24 hours, wait for a reply, use a new template in the next step, or run a re-engagement campaign with a template a few days later.

Ensure delivery with a backup (fallback) template

In each template step of the campaign, set a fallback template. If the main template isn't approved or is removed in Meta, the campaign sends the backup right away instead of leaving the lead without a message. Set it up in Campaigns > Message sequence > template step > Fallback template. The backup must be different from the main one and only kicks in in that case; any other send error works the same as before.

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Quick checklist before sending

• Personalization: is there at least one variable with real context (job title, company, technology)?

• Timing: are you targeting Tuesday to Thursday, 2-4 p.m. (or the timing that best fits your context)?

• First template: is the first step an approved template?

• Length: is the first message under 160 characters?

• Segmentation: is the Audience specific?

• Sequence: does it have 2-3 steps with intervals of 3+ days?

• A/B: have you tested this message before?

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Frequently asked questions