With Papo (https://papo.global/), you plan and execute seasonal campaigns such as Black Friday using the WhatsApp Disparador, the Email Marketing module, and automations integrated with the CRM. You can segment contacts by engagement or tags, create themed templates, schedule sends for the best time, and track performance metrics in real time — all centralized in the same platform.
Planning overview
Preparing a seasonal campaign in Papo can be divided into five steps. The table below shows what to do in each one and which main module to use.
| Step | Main action | Papo module |
|---|---|---|
| 1. Segmentation | Create lists based on purchase history, tags, or previous interactions. | CRM (Contacts and Segments) |
| 2. Content | Build visual email and WhatsApp message templates with a Black Friday theme. | Email Marketing and Disparador |
| 3. Scheduling | Schedule sends for the best days and times, according to the “Best Time to Send” metric. | Email Marketing and Disparador |
| 4. Automation | Set up automatic follow-up sequences and coupon sends after an action. | Flows |
| 5. Analysis | Track opens, clicks, deliveries, and replies to optimize the campaign. | Email Marketing and Disparador reports |
How the step-by-step planning works
1. Segment the right audience
Before creating any message, define who will receive the campaign. In Papo’s CRM, you can segment contacts by:
- Static lists: imported via CSV or built manually.
- Tags: group customers who bought during previous Black Fridays, leads who requested a quote, or contacts who clicked past campaigns.
- Dynamic segments: create groups that update automatically based on criteria such as last purchase date, Kanban pipeline, or recent interactions.
Good segmentation avoids waste and increases the relevance of your offer.
2. Create themed content
With the audience defined, it’s time to prepare the campaign assets.
- Email: In the Email Marketing module, build templates with the block editor. Add images, CTA buttons, and variables such as
{{name}}to personalize the text. You can use a visual tone aligned with the seasonality (colors, banners, flash offers) and save the template in folders for future edits. - WhatsApp: In Disparador, prepare approved message templates (HSM), respecting the channel’s policies. Include a direct call to action, such as “Reply YES to secure the coupon.”
Both modules let you preview the content before sending.
3. Schedule at the best time
Papo offers a feature called Best Time to Send within Email Marketing statistics. It shows, in a grid format, the days of the week and times with the highest open rate for your base. Based on this data, you can:
- schedule email campaigns for the hottest periods;
- configure a sending window (allowed days and times) and a delay between messages, protecting the sender’s reputation.
For WhatsApp sends, you also schedule the campaign and control the cadence directly in Disparador.
4. Set up follow-up automations
Not everyone converts on the first message. That’s why you should use Flows to create automated journeys:
- after the offer email is sent, if the contact opens it but doesn’t click, send a WhatsApp reminder two days later;
- those who reply “YES” on WhatsApp can immediately receive a personalized coupon and be moved to the “Offer accepted” stage in Kanban;
- at the end of the campaign, those who didn’t interact enter a re-engagement list for future actions.
Automations are visual and connect to the CRM, avoiding manual work.
5. Track results in real time
After the campaign starts, Papo’s dashboard shows live metrics:
- Email Marketing: volume sent, open rate, clicks, CTOR (Click-to-Open Rate), unsubscribe rate, and bounce. The “Stats by Step” statistics detail the performance of each email in sequences.
- Disparador (WhatsApp): number of messages sent, delivered, read, and failed. You cross-reference this data with the Kanban funnel to see how many leads advanced stages.
With these reports, you can pause, adjust, or even duplicate campaigns that are performing well.
Who this planning is useful for
- Marketing and sales teams that want to take advantage of dates such as Black Friday, Christmas, or Mother’s Day without depending on multiple tools.
- Companies already using Papo as their CRM and wanting to run campaigns directly on their existing contact base.
- Operations looking to automate reminders and follow-ups, reducing manual work.
Frequently asked questions
Do I need to configure anything before sending the email campaign?
Yes. You need an inbox of type “Email” configured in Settings. It is recommended to use a professional SMTP server (Amazon SES or SendGrid) for better deliverability. Without this credential, the system won’t be able to send the emails.
Can I use the same email template in different campaigns?
Yes. Templates are saved in the Email Marketing module and can be reused, edited, or duplicated in new campaigns.
How do I know the best time to send my campaign?
The “Best Time to Send” feature, within the Email Marketing overview, displays the times with the highest open rate for your own base. Use this reference to schedule your sends.
Can I measure how many sales came from the campaign?
Indirectly, yes. By linking contact interactions with Kanban stages, you can see how many deals advanced after receiving the campaign. Sales reports complement the analysis.
What if many emails bounce?
A high bounce rate indicates problems with the list. Export failed contacts from the report, correct the data, or remove them from the base. The platform also shows the bounce rate per campaign.
Can I pause a campaign that has already started?
Yes. Email campaigns and sequences can be paused at any time directly from the campaign list, allowing adjustments before resuming sending.
Read also
- How to use WhatsApp campaign reports to optimize your sends?
- How to create and use email templates for your campaigns?
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