Oracle has bolstered its Responsys Campaign Management solution by expanding CPaaS disruptor Mitto’s offerings in its marketplace so users can leverage its advanced WhatsApp Business solutions.
Responsys is a popular platform amongst many marketing and sales teams for developing, testing, and optimizing campaigns via an easy-to-use interface.
Its email marketing functionality is perhaps the standout feature. Yet, Oracle maintains its market pull with advanced audience targeting, customer segmentation, and cross-channel customer journey orchestration features.
Those channels include SMS, in-app messaging, Facebook, and many more. However, WhatsApp has remained a considerable gap - until now.
With Mitto’s integration, marketers can create WhatsApp Business messages from inside the Responsys app.
This allows organizations to engage billions of WhatsApp users worldwide. The messaging app also boasts a remarkable 99 percent open rate.
To put that in perspective, email open rates are just 24.8 percent.
Excited to bring these new possibilities to Oracle customers, Andrea Giacomini, CEO of Mitto, said: “WhatsApp is a remarkably powerful channel, and we firmly believe that it should be accessible to all companies, both large and small.
“Mitto’s Oracle Responsys integration capabilities do just that and let marketers and sales teams unlock the power of WhatsApp Business to engage and support customers across the globe.”
By utilizing WhatsApp to “support and engage” customers, marketers enable real-time messaging and notifications – breaking the traditional boundaries of B2C communication.
As a result, brands often benefit from more relaxed, less formal interactions that foster closer customer relationships.
Yet, that’s just skimming the surface. Here’s a sneak peek at some more of the possible benefits.
Oracle Responsys and WhatsApp: A Powerful Partnership
WhatsApp is the preferred messaging app across large swathes of Europe, Latin America, and India.
However, its reach is not only geographical, but it’s also generational – with many older users joining family group chats since the early days of the pandemic.
As such, WhatsApp is proving an evermore valuable tool for marketing and sales teams as they move into new markets and attempt to attract new customer demographics.
Alongside more personal engagement and higher open rates, that is quite the value proposition for marketing and sales teams.
But it doesn’t stop there. Integrating WhatsApp with Responsys helps to build trust with end-to-end encryption and brand badges that verify businesses.