D2CCookwareWhatsAppBuilt on MoEngage
Three in four WhatsApp messages never arrived. A month later, delivery nearly doubled.
Cumin Co's WhatsApp delivery had slid to 23% and kept falling. Every campaign reached fewer people than the last. The fix started with how the number earned trust, before any offer changed.
The brand
Cumin Co, premium cast iron cookware sold direct.
The problem
WhatsApp delivery at 23%, and dropping with each campaign.
The cost
Every broadcast reached fewer customers, so channel revenue shrank with it.
The bet
A number people actually talk to gets delivered more often.
Pain point
WhatsApp was meant to be Cumin Co's most direct line to customers. Instead, fewer than one in four messages were landing, and the rate slipped a little further after each send.
More sends didn't help. Each ignored broadcast told the platform the same thing: people weren't engaging with this number. Pushing harder would only have deepened the hole.
The channel needed a different kind of traffic before it could carry more of it.
Delivery is earned one conversation at a time.
What I did
- 01
Tested template categories side by side.
Ran different WhatsApp template categories against each other to see which reached inboxes most reliably.
- 02
Wrote messages that invite a reply.
Built conversations customers wanted to answer, so each send could open a two-way thread.
- 03
Grew engagement before volume.
Replies and real conversations gave the number a healthier track record, and delivery climbed with it.
Before and after
| Before | After | |
|---|---|---|
| Delivery rate | 23%, falling with every send | 44% within a month |
| Message style | One-way broadcasts | Conversations that invite a reply |
| Channel health | Declining each campaign | Improving with each conversation |
Results
WhatsApp delivery rate, from 23% to 44% in one month
More messages reaching customers
WhatsApp-attributed revenue in the same month