How Napiers the Herbalist achieved 22x return (ROAS) with WhatsApp
Napiers the Herbalists, is a 165 year old, Edinburgh-based brand specialising in herbal remedies, skincare and natural health products. They offer a diverse range of products, including herbal medicines, food supplements, skincare items, natural beauty products, and aromatherapy oils.
"Using Merx has been a game changer for us. The setup was incredibly straightforward with excellent support, and the intuitive interface means we can run highly targeted campaigns with minimal effort. Since adopting it, we’ve seen a significant uplift in customer engagement and a measurable increase in conversions and revenue. Our WhatsApp campaigns consistently deliver the highest ROIs across our marketing channels. It's become an essential part of our toolkit."
The NUMBERS:
The CHALLENGE:
Declining Email Engagement in a Crowded Digitial Landscape
Despite having a healthy-sized email list, Napiers was seeing the usual suspects when it came to challenges:
- Open rates were flatlining
- Click-throughs were dropping
- Audiences were disengaged and simply not responding to promotional content the way they used to
The team knew that to reignite engagement, they needed a channel that was more immediate, personal, and friction-free.
The SOLUTION:
Meet Customers Where They Already Are: WhatsApp
Rather than pushing harder on email, Napiers took a bold step: they introduced WhatsApp as a primary marketing and communication channel.
Here’s what the strategy looked like:
1. WhatsApp Call-to-Action on Website
Visitors were invited to subscribe to exclusive offers via WhatsApp. The message was simple: “Get VIP deals, straight to your phone.”
2. Value Exchange
In return for sharing basic data - like birthday and shopping preferences, users received exclusive discount vouchers and early access to promotions.
3. Ongoing Campaigns via WhatsApp
Once subscribed, customers received timely, personalised messages through WhatsApp. These weren’t spammy blasts - they were curated updates, birthday offers, and tailored product promotions that felt useful, not intrusive.
Why it worked: The WhatsApp Advantage
The shift to WhatsApp as a primary marketing channel proved successful for several key reasons:
- High visibility: WhatsApp messages are nearly impossible to ignore - unlike emails that get lost in cluttered inboxes.
- Direct and personal connection: The conversational nature of WhatsApp creates an intimate connection that feels more like a one-to-one interaction than a broadcast.
- Frictionless UX: Signing up was easy, and the rewards were instant.
The RESULTS:
Measurable Impact on Engagement and Revenue
The implementation of Merx’s WhatsApp solution delivered impressive results for Napiers:
- >76% opt in rate
- 90% of VIP customers now actively engage with the brand through WhatsApp
- 71% uplift in AOV
- 31% voucher conversion
- 26% engagement rate (weighted)
- <1% opt out rate
- Highest ROI across all marketing channels
TAKEAWAYS for brands:
The Napiers success story offers valuable insights for other direct-to-consumer brands:
1. Meet customers where they are: WhatsApp isn't just for friends and family anymore - it's fast becoming one of the most effective marketing channels for DTC brands.
2. Create clear value exchanges: Offering exclusive benefits in exchange for opt-ins drives subscription rates and builds a valuable marketing asset.
3. Personalise communications: The intimate nature ofWhatsApp demands more personalised, relevant messaging than traditional broadcast channels.
4. Measure and optimise: Track engagement, conversion, and ROI metrics to continuously refine your WhatsApp marketing strategy.
5. Partner with experts: Working with a specialised platform like Merx can significantly reduce implementation time and maximise results.
Looking FORWARD: The Future of Conversational Commerce
For Napiers, WhatsApp has evolved from an experimental channel to a cornerstone of their customer engagement strategy. The brand continues to explore new ways to leverage the platform, including customer service integration and product recommendation features.
"What started as a solution to declining email engagement has become a fundamental part of how we connect with our most valuable customers," says Arjun."We're excited to continue innovating in this space with Merx as our partner."
Is WhatsApp the Missing Piece in Your Marketing Strategy?
If you're struggling with low email engagement or want to create more personal, high-performing campaigns, it might be time to meet your customers where they actually want to engage. Curious how a WhatsApp strategy could work for your business?
Let's talk.
