Messenger Newsletters – Everything you need to know!

 In Messenger Communication, Messenger Newsletter

Despite the end of messenger newsletters on WhatsApp, push communication continues to be a high priority for companies. There are attractive and effective messaging app alternatives. In this article, you’ll learn everything you need to know about messenger newsletters.


This article gives you an overview of:

1. Review: Why does WhatsApp no longer support messenger newsletters and focuses on customer service now?

2. Why are messenger newsletters interesting for companies?

3. What can companies do with WhatsApp today in terms of push and pull marketing?

3.1 Push marketing via WhatsApp Notifications

3.2 Pull marketing by command on WhatsApp

4. Which alternative messaging apps for newsletters are available?

4.1 Telegram Messenger: The secure messenger newsletter

4.2 Notify App: The quick and easy messenger newsletter

4.3 Facebook Messenger: Newsletter via subscription or sponsored messages

4.4 Apple Business Chat – the 360-degree service

5. The right content strategy for your messenger newsletter

6. What is the benefit of a messenger newsletter without users – what do you have to consider when generating users


1. Review: Why does WhatsApp no longer support messenger newsletter and focuses on customer service now?

Even if it was a bit sudden, the development is very positive and understandable for us. Our customers have been using our solution increasingly and successfully for dialogue rather than for newsletters for quite some time now. Communication is simply moving away from mass and towards class.

Matthias Mehner, CMO MessengerPeople

WhatsApp has decided in December 2019 to stop offering a messenger newsletter function. Instead, WhatsApp is fully focused on customer service with the WhatsApp Business Solution, consisting of the WhatsApp Business App and the WhatsApp Business API. In cooperation with WhatsApp Business Solution providers such as MessengerPeople, companies can use WhatsApp for their customer communications in a legally compliant, privacy-compliant, and scalable manner.

Learn more in our article WhatsApp Business API at a glance – Features, Potentials, and Costs.


2. Why are messenger newsletters interesting for companies?

Push marketing through messaging apps is still popular in politics and with companies, especially in the field of e-commerce and media. The reasons for this are:

  • Reach: Via messenger newsletter, you reach about 95% of your recipients (Social Media: Approx. 10%)
  • Click-through-rate: It is 35% (e-mail: 3%, social media 5%, banners 1%)
  • Realtime: The push message is sent in real-time – there are no delays in receiving
  • Lock screen: Push notifications for messenger newsletters land directly on the lock screen between notifications from friends or family
  • No algorithm: Unlike social media, there is no algorithm in messaging apps – messages reach the recipient immediately
  • No spam filter: Messenger newsletters arrive directly and do not end up in spam as it is often the case with e-mails

3. What can companies do with WhatsApp today in terms of push and pull marketing?

3.1. Push: WhatsApp Notifications

Companies can send WhatsApp notifications. WhatsApp Notifications (“Message Templates”) are usually fee-based push messages from WhatsApp and are therefore a supplement to the free Customer Care Chat. There are limited messages templates for special use cases, e.g. appointment reminder “Don’t miss your appointment with the doctor”, reservation update “We are happy to upgrade you” or travel update “Your flight is now ready for boarding”.

Learn more about WhatsApp Notification in our article: WhatsApp Business API What are notifications?

3.2. Pull: The user starts the communication

It is no longer a question of flooding customers with information, but of providing them with the information they really want. Preferably 24/7 through the channel they use most. Customers are given the opportunity to retrieve content by a keyword or a hashtag exactly when they need it in WhatsApp.

💡 Bloomberg Quint: Real-time content from the financial sector increases relevance for users

Bloomberg Quint, an Indian joint venture of Bloomberg News and Quintillion Media founded in 2016, provides decision-makers and executives with relevant real-time financial market information via WhatsApp.

bloomberg-quint_whatsapp_content_on-demand

Content on demand: Bloomberg Quint offers users real-time content from the financial sector

Find out more about push and pull communication in our article: From push to pull: The future of Messaging App Communication


4. Which alternative messaging apps for newsletters are available?

There are four messenger newsletter alternatives, which are relevant for companies & politics: The Telegram Messenger, the Notify App, the Facebook Messenger and the Apple Business Chat

4.1. Telegram Messenger: The secure messenger newsletter

Telegram sees itself as a secure alternative to WhatsApp & Co. The messaging app advertises on its website with the theme of security: “Telegram is a cloud-based mobile and desktop messaging app with a focus on security and speed.”

About 400 million people worldwide use Telegram every month. Many of the users are consciously looking for an alternative to WhatsApp & Co. and companies can reach a different target group here.

Companies can send Telegram messenger newsletters (subscription similar to WhatsApp with the help of commands) just like they used to with WhatsApp. There is a key advantage of Telegram over the other messaging apps: users can search for and subscribe to company profiles via the Discover feature. In addition, companies can create chatbots on Telegram. These become particularly relevant when a dialogue with the customer is initiated. For example, they can take over the pre-qualification of an inquiry and automatically answer recurring questions.

You can find out more about the Telegram Messenger in our article: Messaging Apps & Brands: Telegram Messenger

4.2. Notify App: The quick and easy messenger newsletter

Notify is a free app to receive news from different sources in a simple, secure, safe, and of course freeway. Over 1,000 companies from media to online shops already rely on Notify. Notify offers companies the chance to reach other target groups and users who do not use the well-known messaging apps and who expect a great news character from the pushed content and are less interested in dialogue.

You can read more about the Notify App in our article: Overview: Everything you need to know about the Notify App!

4.3. Facebook Messenger: Newsletter via subscription or sponsored messages

After WhatsApp, Facebook Messenger is the second most popular messaging app in the world with approximately 1,3 billion monthly active users and is already successfully used by many well-known companies, newspapers, or sports. If you want to reach a really broad mass of users, Facebook Messenger is the best alternative to the WhatsApp newsletter.

Facebook Messenger offers companies two options for sending news: subscription messages and sponsored messages

a) Subscription Messages (or broadcast messages): Since 4 March 2020, only news sites are allowed to send this type of message. For this newsletter alternative, publishers must apply with their Facebook pages for the News Page Index, or NPI for short. Once this is done, subscribers must actively subscribe to the newsletter. Content must not contain advertising – information about events or in the categories sports, finance, economy & Co., as well as reminders and personal trackers (fitness, health) are allowed.

exchange4media_facebook-messenger_newsletter

Exchange4media sends news as push-notifications through the Facebook Messenger

b) Sponsored Messages: Facebook Messenger has a 24-hour customer service window, i.e. within this time window the company can reply to messages from customers free of charge. Outside this window, messages from the company’s website are subject to a charge (Sponsored Messages). This means that companies can only send sponsored messages. But here advertisement content is allowed. You can only address users with such messages with whom you have been in contact before on Facebook Messenger.

mygov-corona-hub_india-goi_facebook-messenger-push-notification

Facebook Messenger Notification form an Indian Government

You can find out more about Facebook Messenger as a newsletter alternative in our article: Messaging Apps & Brands: Facebook Messenger

4.4. Apple Business Chat – the 360-degree service

Apple Business Chat was introduced in 2018 and is like iMessage (developed for private communication), but only for communication between customers/individuals and companies. Apple Business Chat offers companies the possibility to get in personal contact with customers directly in the “message app” on an iOS device.

With Notifications, companies can send content to the customer in real-time. They are notified directly on the lock screen of their smartphone. It is important to know that companies are not allowed to only send notifications without providing customer service/customer dialogue too.

Apple Business Chat offers companies a wide variety of applications to help them guide and support their customers throughout the customer journey. Built-in features such as Apple Pay or descriptive lists for selecting specific options, such as topic categories, make the experience smooth and enjoyable for customers and your employees.

messenger-newsletter-device-tagesschau-apple-business-chat

The German news format Tagesschau informs twice a day about the latest developments via Apple Business Chat

Learn more about the Apple Business Chat as a newsletter alternative in our article: Innovative Alternatives to WhatsApp Newsletters! There you will also find articles and links to other messaging apps like Threema, WeChat, or Viber.


5. The right content strategy for your messenger newsletter

Messaging apps like Telegram, Apple Business Chat, or Facebook Messenger are ideal for sending content quickly and directly. But what content belongs in a messenger newsletter? Content strategy, media selection, interaction, timing, and target group are crucial.

Even after the end of the WhatsApp newsletter, messaging apps still offer huge potential for anyone who has content and wants to distribute it to their target audience. As with any new medium, the question that arises with messaging apps is: What content is appropriate?

Learn more about content strategy for Messenger Newsletters in our article “How to develop a working content strategy for your newsletter marketing


6. What is the benefit of a messenger newsletter without users – what do you have to consider when generating users?

You should keep this in mind when setting up your messenger newsletter:

  1. Place your widget wherever it fits. Your target group can easily subscribe to your messenger newsletter through the MessengerPeople widget. Communicate the widget through all channels available to you, whether online or offline (website, email signature, etc.)
  2. Integrate your Messenger newsletter landing page into your website, where users and customers are looking for contact, support, and information.
  3. Set up click-to-chat. This means, for example, that you include a link on your website, the messenger newsletter landing page or other digital spaces available to you. When the user clicks on this link, the corresponding messaging app opens directly. You should use or communicate this link everywhere on your own touchpoints. This ranges from your website to flyers with QR codes.
  4. A QR code will help you too. It’s how users can access your Messenger Newsletter. You can place the QR code on your products, invoices, or flyers, for example, and thus enable customers to subscribe to your messenger newsletter directly via a click-to-chat link.
  5. Use social media to promote your messenger newsletter. Communicate the number or use the click-to-chat link to lead people from Facebook or Instagram directly to your messenger service. On Facebook, for example, you can draw attention to your messenger newsletter with small videos plus the click-to-chat link. On Twitter, it is also short videos plus link, while on Instagram you should use “Link in Bio”.
  6. Keep track of all the touchpoints you have with your customers and consider using these to draw people’s attention to your messenger newsletter so that you can get as many users as possible into your messaging service.

Find out more about how to set up users for your messenger newsletter in our article How to get more users into your Messenger service!


Conclusion: Despite the end of the WhatsApp newsletter: There are good messenger newsletter alternatives!

Push communication and push marketing are still in demand and possible. The many successful examples of messenger newsletters on Telegram, Notify, Apple Business Chat or Facebook Messenger underline it!

The examples we have presented in this article can be implemented with our software solution in compliance with common data protection laws. Hundreds of companies already use it daily to manage their customer communication via the most common and relevant communication channels. The software solution is browser-based and can be used immediately. The unified messaging apps approach is a benefit for you and your customers. On the one hand, your company or organization is available to customers 24/7 on the most popular messaging apps such as WhatsApp, Apple Business Chat, Facebook Messenger, Viber, or Telegram. On the other hand, you can use our tool to centrally process the inquiries of customers and interested parties from various messaging apps. With our software solution, you can also implement push communication via messenger newsletter on channels such as Notify, Facebook Messenger, Telegram, or Apple Business Chat. Finally, the Chatbot Builder helps you and your company to make the collection and processing of customer data as well as customer advice and customer information more efficient and cost-effective through targeted automation via a chatbot.

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