WhatsApp marketing: The new email?

In this blog post, I will explain everything you need to know about WhatsApp marketing and why this channel could be relevant for your business.

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How does WhatsApp marketing work?

WhatsApp is more popular than other messaging apps, which is why it makes sense for businesses to use WhatsApp marketing. WhatsApp marketing includes all advertising messages sent via the messenger. Due to WhatsApp's high popularity, wasted reach is low, and open rates, particularly compared with emails, are especially successful.

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However, if businesses want to use WhatsApp for commercial purposes, they should be careful: advertising should not be sent via a private account, in order to avoid flooding users with advertising and to comply with data protection regulations. It is also important to DSGVO-compliant WhatsApp solutions to resort to.

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To nevertheless carry out WhatsApp marketing, the messenger offers two options: the WhatsApp Business App and the WhatsApp Business API.

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Business account on WhatsApp

There are “two different Business WhatsApps” that give companies the opportunity to use WhatsApp at scale.

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WhatsApp Business App:

The WhatsApp Business App is a standalone application for companies that can be used to create product catalogues and provide company information. Up to 256 people can send messages simultaneously, and these can also be automated if desired. The Business App is essentially no different from the private messenger. Issues with the professional use of the WhatsApp Business App are 

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• the lack of scalability, the lack of DSGVO compliance
• the lack of available automations and the limitations of operation via a mobile device.

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This solution is therefore only suitable for small and micro-business owners and self-employed people. However, you quickly reach its limits. But META has created a new solution here since 2021:

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WhatsApp Business Platform (formerly “API”):

Unlike the WhatsApp Business App, the WhatsApp Business API is an interface that is particularly suitable for larger companies. It enables companies to integrate their WhatsApp Business account with a CRM or marketing tool in order to carry out WhatsApp marketing. 

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Software tools for WhatsApp marketing are linked together so that they can exchange data. Messages to your contacts are therefore not drafted in the app, but in a tool of your choice. This incurs provider and maintenance costs.

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However, the advantages of the WhatsApp Business API outweigh the disadvantages. An overview of your WhatsApp business account benefits:

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• Contact list of any length
• Ability to send bulk messages
• Message templates
• Chatbots
• Advanced customer support features
• GDPR-compliant
• Option to apply for a green tick

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To use the WhatsApp Business Platform, you need a business account, which you can create free of charge, and a third-party provider that can set up this API. 

‍WhatsApp marketing makes particular sense if you want to use it for customer service and advice. Customers are more likely to expect advice via WhatsApp than advertising from your company.

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Creating WhatsApp newsletters

A WhatsApp newsletter can share special offers, exclusive discount promotions, the launch of new products or updates on new blog posts. The only difference from an email newsletter is the delivery channel. Sign-ups for WhatsApp newsletters can be made via a QR code or CTA on the website or through email campaigns. As an incentive for subscribers, you can offer a discount, for example. Once they have signed up, a chat automatically opens in WhatsApp with a predefined message that triggers an internal opt-in workflow as soon as it is sent.

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WhatsApp newsletters are a simple way to reach new and existing customers. Customers become loyal fans when they feel appreciated. WhatsApp also makes it possible to keep customers up to date on their order status. Through direct contact with individual customers, it is worthwhile to address them with tailored offers.

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You can start building a customer relationship as soon as a potential customer shows interest in your products. WhatsApp provides an easy way for customers to quickly get in touch with your company if they have questions, problems or suggestions. Double opt-in ensures that your WhatsApp marketing is GDPR-compliant and can theoretically reach millions of users, as the majority of people in Germany use WhatsApp.

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Advantages of marketing via WhatsApp

WhatsApp marketing offers many advantages to companies of various sizes. You can actively reach your customers where they already spend a great deal of time. As the WhatsApp Business App is free, it is particularly suitable for smaller companies to reach customers with newsletters. However, advanced marketing options such as push notifications or drip campaigns are only available via the paid API.

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Open rates on WhatsApp are generally higher than for email campaigns, where newsletters often end up in the spam folder.

WhatsApp is one of the most personal channels for getting in touch with your customers. Communicate on equal terms and avoid excessive advertising, which is more off-putting than beneficial. Adhere to WhatsApp's guidelines regarding formatting, links and content to ensure that your messages actually reach and are read by your end customers.

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Click-to-WhatsApp ads: Acquiring new customers via WhatsApp

As one of the leading paid media advertising agencies in the DACH region, Digiknall is naturally interested in performance use cases for acquiring new customers through WhatsApp marketing. 

Lead generation and lead conversion are of particular interest to us, as is testing cost-effective and attractive CPLs and CPOs via WhatsApp for "mobile-first" user journeys.

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Conclusion: WhatsApp marketing

WhatsApp marketing will never replace email marketing, nor can it keep up with viral, self-scaling channels such as Instagram or TikTok. Nevertheless, WhatsApp marketing offers excellent KPIs and can complement your retention marketing mix alongside email and direct mailings. However, it is important to keep an eye on costs, choose the right provider and develop an understanding of this new marketing channel. 

However, this can be rewarded with cost-effective CPLs, incredibly good KPIs and an unprecedented level of customer proximity.

We look forward to hearing from you Get in touch about WhatsApp marketing!

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