At a glance

"A WhatsApp message is harder to miss. That's exactly what we were looking for to improve customer retention."

— Egle Delsanto, Growth Manager Dalfilo

Dalfilo is an Italian premium bedding brand known for high-quality linen and refined home textiles. With a loyal customer base built on craft and attention to detail, retention isn't just a metric but a reflection of the brand's relationship with its customers.

The brand had a well-structured email marketing program, but the inbox is a crowded place. They needed a complementary channel that could cut through the noise to improve customer retention and create a closer relationship with clients.

TextYess gave Dalfilo a WhatsApp marketing channel that sits alongside email without replacing it. With a strategy built around exclusivity and low send frequency, Dalfilo turned WhatsApp into their most intentional retention touchpoint.

Top performing results

Impact TL;DR

• Added WhatsApp as a fully operational retention channel with dedicated flows and campaigns

• Designed a Black Friday strategy around WhatsApp-exclusive early access — driving strong conversions and a measurable boost in perceived brand exclusivity

• Built a campaign calendar that complements, not competes with, their email program

• Onboarded the team independently after a few training sessions, with minimal ongoing support needed

• Moved from ticket-based support to a consulting-style relationship with their TextYess success manager

Email alone doesn’t get the job done

Dalfilo's retention strategy was built on email marketing. It was structured, well-executed, and delivered results.

"Email is a solid channel that delivers results," she says. "But by its nature, it can't offer the same immediacy that a WhatsApp message can."

Saturation is a problem that even a good strategy can't solve in email marketing. Clever subject lines, promotional urgency, well-timed sends: all good tactics, all widely used, all competing for the same second of attention. Even the best email can get buried.

The gap in attention between inbox and Whatsapp is immediate and visceral, and for a premium brand whose entire identity is built on quality and care, communicating through a channel that actually gets seen felt like the right move.

What they needed wasn't a replacement for email but rather a channel that worked differently, more personal, and significantly less crowded.

WhatsApp as an exclusivity channel, not a broadcast tool

When Dalfilo started using TextYess, the decision about how to use WhatsApp was as deliberate as the decision to adopt it in the first place.

The logic was simple and intentional: fewer messages, more impact. Where email allows, and often demands, higher frequency, WhatsApp is treated by Dalfilo as a premium slot. They send fewer campaigns through the channel than via email. And that's by design.

"We limit the volume on purpose," Egle explains, "because we want to preserve the sense of exclusivity that a WhatsApp message can and should communicate to each individual customer."

The flows — always-on retention that feels personal

Before any campaign-level thinking, Dalfilo set up automated flows within TextYess — the always-on layer of their WhatsApp strategy.

These flows run alongside their email automation, covering moments like post-purchase follow-ups and re-engagement touchpoints. But where email flows are typically long-form and content-rich, the WhatsApp versions are stripped back to what matters: direct, warm, personal.

Egle draws a connection to something almost old-fashioned: "It feels a bit like writing to each individual customer. Obviously it's the brand behind it — but there's something almost personal about it."

That tone — crafted, direct, human — is something WhatsApp naturally enables in a way email structurally doesn't. And for a brand like Dalfilo, where the product itself is built on the idea of care and craftsmanship, it resonates.

Black Friday — turning exclusivity into conversions

If the always-on flows are the foundation, the Black Friday campaign is where the strategy came to life at its highest point.

Black Friday is the retail moment when every brand screams the loudest. But how do you show up in a meaningful way during the industry's busiest week without diluting what you stand for?

The answer, built in collaboration with the TextYess team, was an early access strategy.

Dalfilo's WhatsApp subscribers received access to Black Friday offers before anyone else. A simple gesture with a clear message embedded in it: you're part of a group that gets more.

"At first, the volume of planned sends made me a little nervous," Egle admits. "We were sending more than our usual one or two campaigns per month. But the strategy was smart — and the results fully confirmed that."

The campaign drove strong conversions. But perhaps more notably, it generated something harder to quantify: a genuine sense of exclusivity among the customers who received it.

"It was one of those campaigns I managed from start to finish and it gave me a real sense of pride," Egle says. "When you plan something, execute it well, and then see it actually work, there’s a real sense of satisfaction in knowing the strategy produced tangible results."

What makes TextYess work day-to-day

Beyond the strategy, Egle points to three things that make TextYess easy to use as a day-to-day platform.

The UX is genuinely intuitive. Egle took over the WhatsApp channel from a colleague, which meant learning the platform mid-stride. "I had one proper onboarding session, then everything felt natural. The platform is intuitive, well structured, and clear, so it’s easy to understand what needs to be done."

The analytics make decisions easy. The performance view for each campaign and for the channel overall is built for quick decisions. "The data gives me an immediate understanding of what’s working and what needs optimization. Having everything clearly available helps me track the channel’s evolution and identify the strategies worth replicating in future campaigns."

The platform keeps getting better. TextYess is actively working on new features with improvements and weekly updates building a platform that is shaped around the final users and with a strong orientation towards success. "Every time I open the platform I see something new. I don't find that disorienting: I find it genuinely positive. It tells me people are working on it and that it's going somewhere."

"If someone asked me about TextYess, I'd say it’s a continuously evolving platform backed by a genuinely collaborative team. You bring your strategic vision, and they actively help you strengthen it. There’s a strong alignment around the end goals: building a better relationship with your customers and turning that into stronger results."