Personalized WhatsApp Messaging for a leading D2C Brand
Measuring the incremental revenue impact of real-time, personalized WhatsApp messaging.
Executive summary
High-growth D2C brand focused on driving repeat purchases and customer lifetime value through personalised communication.
The objective is to evaluate the incremental uplift generated when customers receive 1:1 visually personalised WhatsApp messages, compared to a standard broadcast message.
If clear uplift is observed, data will be used to justify scaling personalization across all CRM channels.
Experiment overview
Primary goal
To measure the real ROI of personalization and evaluate the material improvement in conversions and revenue uplift.
What Was Tested
To do this, we set up a controlled A/B experiment. Testing personalized messages on 50% of customers vs. generic broadcast for other 50% customers.
Customer Base
20,000
Random Split
50/50
Control group
Generic Broadcast
Test group
1:1 Personalized
Methodology
Two groups were created.
Test group
50% of customers will receive a dynamically generated 1:1 personalized message, tailored to their past behavior.
Personalised Image and Text + Localisation
Different landing page based on Order frequency
Personalisation based on Location and Order frequency
Behavior-driven, user cohort-specific
Control group
Other 50% of customers will receive the standard (non-personalized) WhatsApp message.
Generic WhatsApp Image
Same product and landing page for all
None
Static, Identical for all
Process & Setup
Objective
Measure the revenue impact of 1:1 personalized WhatsApp messaging based on location and order frequency.
Customer segments
27 Customer segments created based on Location & Order frequency.
Setup
Personalized campaigns were created for each audience segment with images, Ad copy and CTAs.
Push to WhatsApp service providers
Contract for all campaigns, creatives, copies, redirect links configured and published.
KPIs Measured
We tracked five critical metrics to measure the impact of personalization on engagement and revenue.
Delivery Rate
Percentage of messages successfully delivered to recipients.
Seen Rate
Percentage of delivered messages opened by customers.
CTR (Click-Through Rate)
Percentage of users who clicked on product links in the message.
Conversion Rate
Percentage of clicks that resulted in completed purchases.
Revenue Generated
Total revenue attributed to the WhatsApp campaign within 7 days.
Experiment results
The 1:1 personalized messaging group demonstrated substantial improvements across all key engagement and revenue metrics.
Conversion rate
Revenue per user
Total revenue (uplift)
Key Finding
1:1 personalized WhatsApp messaging generated 3x higher revenue from the same base of 10,000 customers.
The impact compounded due to three key factors:
1. Personalized asset (Image + copy) and localized messaging in the customer's preferred language
→ Higher read rates and significantly improved CTRs.
2. Customer-specific landing page routing
→ Improved relevance, higher conversion rates, and increased AOV
3. Consistent, relevant experiences across touch-points
→ Stronger customer trust and long-term loyalty
Impact
From a single component in landing page campaign with cohort based personalization.
