How do you recommend handling inactivity on WhatsApp

Hi! 

If you are not seeing engagement with WhatsApp messages, I would focus on two questions: 

1) Does the campaign have low engagement rates in general? If so, you might want to pivot the content, targeting, or triggering of the message. 

Here are some tips for maximizing campaign performance: 

- Create personalized WhatsApp campaigns by leveraging your first-party customer data. Include content that reflects their preferences and behaviors. Think recommendations, dynamic promotions, loyalty points, alerts, and more.

- Connect in the moments that matter by triggering campaigns and user journeys based on real-time customer behaviors, campaign interactions, and backend updates. This will make your messages feel more authentic, and you’ll see more engagement. 

- Remember to fine-tune your audiences. Target customers who are most likely to convert with real-time granular segments and filters. Consider using WhatsApp to communicate with your most valuable customers—for example, loyalty program members or those with a high LTV.

To boost performance and optimize your spend even more, be sure to:

- Leverage optimization and AI tools to help you tailor experiences at scale and run experiments with your WhatsApp campaigns for maximum impact.  

- Orchestrate WhatsApp with other conversion-driving channels, including email, push, and in-app messages, which I touched on previously.

2) Do certain cohorts of users have low engagement with the channel? If so, you could use segmentation to target future campaigns to those who are more likely to engage.