Brand
WhatsApp Business Solution Provider
The Argentinian bank used marketing messages on WhatsApp to motivate new customers to take advantage of a special offer and use their accounts for the first time, driving higher open and clickthrough rates than similar messages sent via email and push notifications.
15X
Higher open rate than push notifications*
3.75X
Higher open rate and 8.3X higher clickthrough rate than emails*
11%
Higher activation rate than push notifications and emails*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
Their Story
A full suite of financial services
Banco Santander Argentina is a large private bank with millions of clients across 22 Argentinian provinces, involved in investments, payment methods, transactions, cash management and more.
Their Goal
Motivating new customers
The bank was looking for a way to motivate new accountholders to make their first transaction by offering a special cash-back offer that could be applied to purchases at one of several major retail stores.
Traditional campaign approaches such as email marketing and push notifications sent via the bank’s app hadn’t been delivering the account activation results the team wanted to see, so it decided to try something new.
“WhatsApp has become an inflection point in our growth strategy. Thanks to the channel’s simplicity and closeness, we achieved customer activation with much greater efficiency. I have no doubt in saying that WhatsApp marked a ‘before and after’ in the way we communicate with our customers.”
Carla Andrade
Head of Growth, Banco Santander Argentina
Their Solution
Marketing messages sent to new customers
Banco Santander Argentina partnered with Meta Business Partner Genesys to deliver the campaign via marketing messages on WhatsApp. Messages were delivered to an audience of new digital banking customers who had opened an account in the past month and a half but still hadn’t used it at the time of the campaign. These customers had already created a username and password, so everything was in place for them to take the next step and start using their account.
The campaign highlighted the cash-back promotion and the stores where it could be used. After opening and clicking on the link in the message, customers were directed to the campaign’s landing page to learn more. The campaign was also sent via email and in-app push notifications at the same time.
Their Success
Better performance than push notifications and emails
The team measured performance for the campaign and found that marketing messages on WhatsApp drove higher open and clickthrough rates than emails and push notifications, as well as an increase in account activations:
- 15X higher open rate than push notifications*
- 3.75X higher open rate and 8.3X higher clickthrough rate than emails*
- 11% higher activation rate than push notifications and emails*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
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