Feature
WhatsApp and email campaigns built on your CRM data
Naffes CRM sends WhatsApp broadcasts with approved templates and email campaigns to audiences you define from your own records: lifecycle stage, tags, lead source, deal status and more. You can split the audience between message variants, and anyone who blocked your thread or unsubscribed is left out automatically.
Why run campaigns from the CRM
A seasonal offer for existing customers, a renewal reminder before contracts lapse, an invitation to an exhibition, a win-back message to leads you lost last quarter. The usual routine is to export numbers to a spreadsheet and upload them to a separate sending tool. Opt-outs get lost along the way, sales has no idea who received what, and some customers get the same message twice.
Campaigns in Naffes skip the export. The audience is a live filter over contacts and their deals, the message is an approved WhatsApp template or your own email, and the result is logged per recipient. A contact never receives the same campaign twice, and WhatsApp replies arrive in the shared inbox like any other conversation, ready for a rep to pick up.
Sending a campaign in Naffes
Create it
Open Marketing > Campaigns, click New campaign and choose the channel: WhatsApp or email.
Choose the audience
Pick a saved audience or build a New audience from filters. An approximate contact count updates as you change the conditions.
Add message variants
Click Add variant. For WhatsApp, pick an approved template and fill its variables, with an approximate preview of the message; for email, write the subject and content. Add a second or third variant to run an A/B test.
Review, then send
Click Mark ready once the audience and variants look right, then Send now. Naffes walks the audience, skips anyone it must not message, and records a send status for each recipient.
Read the results
The campaign page shows sent, opened, clicked, bounced and unsubscribed counts with their rates. On WhatsApp, each message also appears in the customer's thread with its delivery status.
WhatsApp template variables accept merge tags that are filled per contact, such as {first_name} and {company}, so each message carries the customer's name and company without preparing a separate file.
Audiences made from CRM filters
An audience is a named, reusable set of conditions. You can combine:
- Lifecycle stage: subscriber, lead, MQL, SQL, opportunity, customer or evangelist.
- Tags, country, owner, lead source and company.
- Has an email address or a phone number; a phone number is required by default when the audience is built for a WhatsApp campaign.
- Added before a date or between two dates, no contact since a date, or never contacted.
- Deals: pipeline, stage, status (open, won, lost) and close date, or contacts with no deal at all.
A win-back example: contacts with a phone number, lead source Instagram ads, and a lost deal closed in the last three months. That audience takes a minute to build, and its count refreshes as you adjust it.
Running an A/B test that means something
With more than one variant, Naffes splits the audience between them. From the screen the split is even; custom weights, such as 80% for the proven message and 20% for the challenger, can currently be set only through the API.
- Change one thing between variants: the subject line, the opening line or the offer. Change three things and you will not know which one worked.
- For email, weigh click rate more than open rate. Naffes counts each recipient's first open only, but open tracking depends on the mail app loading images: some apps block them, others load them automatically.
- For WhatsApp, each variant is its own approved template, so get both approved in Twilio before launch. Judge them by the replies that land in the inbox and the deals that move afterwards.
- Give each variant enough recipients before you call a winner. A few points of difference on a small list is noise.
Meta's rules for WhatsApp marketing messages
A broadcast usually reaches people who have not written to you in the last 24 hours, and outside that customer service window Meta accepts only template messages. That is why every WhatsApp variant is an approved template plus its variables. Meta sorts templates into marketing, utility and authentication categories and reviews each one when it is created or edited; review can take up to 24 hours. Templates are written and submitted in Twilio's Content Template Builder, then imported into Naffes once approved.
- Opt-in first: Meta requires that people agree to receive your messages, and that the opt-in names your business and makes clear they are opting in.
- Honor opt-outs: businesses must explain how to stop messages and respect those requests. In Naffes a blocked thread counts as an opt-out, and that contact is skipped by every WhatsApp campaign.
- Per-user marketing limits: Meta caps how many marketing templates one person receives from all businesses, and the cap moves with that person's engagement. Meta refuses such a message with error 131049 (Twilio reports it as 63049) and advises waiting at least 24 hours before sending that person another marketing template. Naffes shows this reason in plain language on the message status.
Email campaigns: tracking and unsubscribes
Each campaign email carries an open-tracking image, click-tracked links, an unsubscribe link in the footer and a one-click List-Unsubscribe header that some mail apps show as a button next to the sender. Contacts on the unsubscribe list, addresses that bounced or complained, and contacts without an email address are skipped automatically.
Google requires senders of more than 5,000 messages a day to Gmail accounts to set up SPF, DKIM and DMARC for their sending domain, support one-click unsubscribe and keep reported spam below 0.3%. Check your domain before the first large send.
Campaign, workflow or sequence?
| Tool | Use it for | Channels | Example |
|---|---|---|---|
| Campaigns | One message to a large audience at once | WhatsApp template or email | A seasonal offer to every current customer |
| Workflows | A message triggered by a CRM event | WhatsApp, SMS, WhatsApp template, email | A welcome message after a web form is submitted |
| Sequences | Timed steps for one contact over several days | WhatsApp template, wait, task and condition steps | Follow-up after a quote goes out |
In sequences, WhatsApp-template, wait, task and condition steps run today. Email steps can be added but do not send yet, because a sequence cannot be linked to a sending mailbox.
Limits and what to expect
- Campaigns go out with Send now; the screen has no field to schedule a later send.
- The variant split is even from the screen; custom weights need the API.
- SMS campaigns are not available. SMS appears as a channel option but does not send text messages.
- WhatsApp campaigns use approved templates only, and templates cannot be written or submitted for Meta approval inside Naffes.
- Contacts with no phone number and no WhatsApp thread are skipped rather than counted as failures.
Questions
Questions 4
Can I message customers who have never written to us?
Yes, with an approved template, which is the only message type Meta delivers outside the 24-hour window. Meta's policy still requires that those customers opted in to hear from your business.
How do opt-outs work?
On WhatsApp, anyone whose thread is blocked is skipped. On email, unsubscribes, bounces and complaints are skipped. A contact never receives the same campaign twice, even if the send is restarted.
Can I schedule a campaign?
Not from the screen today; campaigns go out when you click Send now.
Where do WhatsApp replies go?
Into the inbox, like any inbound WhatsApp message. The customer's reply opens a new 24-hour window, so the rep who picks it up can answer freely.