How did Gloria Skincare approach this?
Gloria took a structured approach from the start. WhatsApp went straight into the existing CRM world and got connected with email, rather than running as a standalone channel.
Three principles carry the setup. Signups get collected across several touchpoints instead of a single channel. The recurring journeys run fully automatic, set up once and active every day. And every message is personal, with first name and tailored to purchase behavior.
The thinking behind it is simple. WhatsApp is its own direct line to the customer. Exclusive offers, early access to launches, and a tone that reads like a message from a friend instead of an ad.
This was built in close collaboration with the amail agency.
