Brand
The ecommerce-only fashion brand sent marketing messages on WhatsApp to re-engage inactive customers and saw higher conversion rates, click-through rates and return on ad spend than from conventional channels such as push notifications and emails.
67%
Higher conversion rate for marketing messages on WhatsApp compared to push notifications*
50%
Higher conversion rate for marketing messages on WhatsApp compared to email*
17X
Higher click-through rate for marketing messages on WhatsApp compared to email*
6X
Higher return on ad spend for marketing messages on WhatsApp compared to push notifications*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
Their Story
One of the region’s biggest ecommerce fashion brands
Styli was founded in 2019 by Landmark Group, a multinational retail conglomerate. Styli has grown to become one of the biggest ecommerce-only fashion and lifestyle brands serving customers across Saudi Arabia, the UAE, Kuwait, Bahrain and India.
Their Goal
Re-engaging inactive customers
Styli usually used traditional CRM channels such as email and push notifications to re-engage inactive customers. But with click and conversion rates on the decline, the team decided to test a new approach by sending marketing messages to inactive customers on WhatsApp.
“For Styli, WhatsApp is a definitive conversion driver. Very effective in converting high-intent cohorts and the best performing amongst all available channels for dormant customer reactivation.”
Anand Bhagwani
Senior CRM Specialist, Styli
Their Solution
Marketing messages on WhatsApp
Styli defined inactive users as previous customers who haven’t made a purchase in more than 180 days. Over a three-month trial period (October 1–December 31, 2024), Styli sent marketing messages to these people on WhatsApp, featuring offers and incentives segmented by gender (male or female) and language (English or Arabic). Messages were personalized and typically featured an element of urgency.
After clicking on an offer, people were directed to Styli’s app and shown a pop-up timer nudging them to complete their purchase. The brand also sent reminder messages on WhatsApp within a 24-hour follow-up window to motivate people who hadn’t completed their purchase yet.
Their Success
Outperforming emails and push notifications
Styli compared the performance of WhatsApp marketing messages against its usual approach of emails and push notifications sent during the same time period, and reported:
- 67% higher conversion rate for marketing messages on WhatsApp compared to push notifications*
- 50% higher conversion rate for marketing messages on WhatsApp compared to email*
- 17X higher click-through rate for marketing messages on WhatsApp compared to email*
- 6X higher return on ad spend for marketing messages on WhatsApp compared to push notifications*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
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