Meubel Bass is a Dutch furniture brand that designs custom furniture for homes and offices using loose planks and beams. They wanted to experiment with WhatsApp marketing to retarget customers who abandoned their carts and target new customers. With their high AOV, it was interesting to see how our WhatsApp marketing strategy performed with minimal spend.
The State of Things
Meubel Bass needed to target new newsletter subscribers and needed to push them to make a purchase. They were also experiencing a lot of abandoned carts and needed to retarget this audience group and get them to complete the purchase. Meubel Bass started using Chatarmin WhatsApp marketing with Shopify and Klaviyo integrations for less than two months. The results have been nothing short of impressive.
Our Approach and Results
Since we had to target two separate audience groups, we created two marketing flows - one to target the new WhatsApp subscribers and the other to target audiences who abandoned their carts.
The Welcome Flow
We sent out a campaign notifying the new WhatsApp subscribers of their eligibility for a €25 discount that they could redeem immediately by clicking a link to the website. Meubel Bass already had an AOV of €500. So, this discount didn’t affect the profit and served as a great incentive to motivate new subscribers to engage with the website and make a purchase.
€65K in Sales with €43.14 Spend!
The welcome flow generated €65,056.88 in sales in just two months. 942 people enrolled, and 128 orders were placed. This is a conversion rate of 13.58% and €69.06 revenue per recipient.
Audience Retention
Since the validated email address in this flow is synced with Klaviyo, we were able to generate more leads from two angles without any cannibalisation.
Abandoned Cart Flow
Customers who abandoned their carts received a friendly message reminding them of their order and a direct link to the cart on WhatsApp. Using the sandwich method, we coordinated this flow with email to take advantage of both platforms. We sent follow-up messages to customers who didn’t respond but didn’t unsubscribe from the service.
€10K in sales with €22.07 Spend
The abandoned cart flow brought in €10,848.24 in sales in just two months. 384 people enrolled, and the conversion rate was 5.46%. This flow also recorded a €28.25 revenue per recipient.
Value for Brand
By leveraging WhatsApp and integrations with Klaviyo and Shopify, we were able to effectively target two audience groups at once. We also increased customer engagement and retention while driving more conversions on a very minimal budget for both flows. We are super eager to see how MeubelBass continues to progress in this space.
