Your email sale campaigns get 0.9% purchase rate. Your Instagram ads cost ₹150–400 per click. WhatsApp broadcasts to your opted-in list cost ₹0.88 per conversation and convert at 4–7%. The ROI maths are impossible to ignore.
Most Indian D2C brands run sale campaigns on email + Instagram ads. Both are increasingly expensive and decreasingly effective. WhatsApp broadcasts to your own opted-in list sit in a completely different ROI category.
| Channel | Open / view rate | Click rate | Purchase rate | Cost per message |
|---|---|---|---|---|
| Email campaign | 22–28% | 3–6% | 0.7–1.2% | ₹0.05–0.15 |
| Instagram feed ad | — | 1.5–3% | 0.5–1% | ₹150–400 per click |
| SMS campaign | 72–80% | 8–12% | 1.5–2.5% | ₹0.10–0.18 |
| WhatsApp broadcast (WA.Expert) | 90–96% | 22–35% | 4–7% | ₹0.88 per conv |
The owned list advantage: A WhatsApp broadcast to your own opted-in list is different from cold outreach. These customers have already bought from you and explicitly opted in. That's why conversion rates are 5–8× higher than cold advertising channels.
Sending the same campaign message to everyone on your list is leaving money on the table. Segmented campaigns consistently outperform blanket broadcasts by 40–60% on purchase rate.
| Segment | Definition | Best campaign type | Expected purchase rate |
|---|---|---|---|
| VIP / High LTV | Top 20% by spend or order frequency | Early access, exclusive offers, new launches | 8–12% |
| Recent buyers (0–30 days) | Purchased in last month | Cross-sell, complementary products | 5–8% |
| Lapsed buyers (60–120 days) | Haven't bought in 2–4 months | Win-back offer, "we miss you" discount | 3–5% |
| First-time buyers | Only 1 order, within 30 days | Second-order incentive, brand story | 4–6% |
| Browse-only (no purchase) | Opted-in but never bought | Social proof, best-seller showcase, first-order discount | 2–3% |
Build your opted-in list, segment it, and send your first broadcast in under 2 hours. 4–7% purchase rate waiting for you.