WhatsApp Newsletter – Everything you need to know
Since June 2021 Companies are again allowed to send newsletters on WhatsApp. But there are certain rules and details they should keep in mind.
In this article, we will show you which possibilities WhatsApp offers companies and which businesses are already successfully using WhatsApp to send newsletters.
You will learn:
WhatsApp newsletter (Non-transactional Notifications) are paid push messages from WhatsApp and thus the supplement to the free Customer Care Chat.
Possible use cases are currently special offers, personalized product recommendations; re-engagement or relevant news.
Under the somewhat unwieldy term “Non-transactional Notifications”, companies can again proactively send information to their customers. However, there are some requirements to be observed and it is not completely free of charge! But we will provide you all you need to know in this article.
Despite the fact that many businesses are well aware of all WhatsApp capabilities, they are not taking full advantage of them. Usually, most of these companies give preference to more traditional ways of sending newsletters, e.g. emails. However, is it the right choice? Let’s have a look at the data.
“The “WhatsApp customers” spent on average 60% more than the “email customers”
Johannes Kliesch, Managing Director & Founder of SNOCKS
That statement was followed by an update showing that SNOCKS has achieved a conversion rate of 28% through WhatsApp messages.
“All relevant CRM values are clearly higher on WhatsApp”,
Johannes Kliesch, Managing Director & Founder of SNOCKS
WhatsApp is a fast, convenient and simple way of communicating with family & friends, creating groups, and sharing photos & videos.
Since WhatsApp imposed a ban to use its services for commercial purposes in December 2019, it was no longer possible to send out a promotional newsletter via the channel. However, as of July 2021, the rules have changed and now WhatsApp Business-Initiated Messages are available again.
When sending a newsletter on WhatsApp, it is important to keep in mind:
- The possibilities of the WhatsApp Business Ecosystem
- Costs for WhatsApp Push-Notifications / Newsletter
- General requirements
Now let´s go through each of the points.
The crucial thing to keep in mind is the difference between the three services that WhatsApp offers. WhatsApp Chat App for consumers we all know. The free WhatsApp Business App for small businesses or self-employed. And the WhatsApp Business API for medium and large companies that want to communicate professionally with their customers.
💡 Learn more about the WhatsApp Business Ecosystem here or check out our free webinars dedicated to the WhatsApp Business API
❗ Important! GDPR and data protection are guaranteed only using the WhatsApp Business API, therefore you can communicate with your customers via newsletter ONLY by using it!
Furthermore, it is only possible to use an efficient ticket system and Chatbots via the WhatsApp Business API in connection with an official business solution provider. With hundreds or thousands of requests on different topics, this is absolutely recommended in order to satisfy the customer’s expectations of good customer service.
Messages that your customers send to you are always free unlike traditional SMS messages, where your phone provider charges both sides.
In case a company wants to send a message to a customer there is a fixed fee depending on the country. The price per business-initiated messages are e.g. for user with the country code of UK are £ 0.0467.
❗ Tip: There are some scenarios when companies can send newsletters for free: From February 2022 businesses can send 1.000 messages per month for free. 💡 Read more about current prices model here!
In an effort to control “automated or bulk messaging, or non-personal use” WhatsApp is taking more seriously the content that is shared via the platform. The goal is to improve the user experience of messaging between customers and companies on WhatsApp.
The downside of this is that every message sent to costumers should be checked once and approved by WhatsApp. Therefore you can create multiple templates and use them after approval.
The good news is that you can facilitate the whole process easily with the MessengerPeople software.
Good to know about the WhatsApp newletter templates:
✅ You can create an unlimited number of templates (e.g. offers, news, content, giveaways, Black Friday deals).
✅ Quick approval within 5 minutes.
❌ In case of rejection, do not try to just upload one more time! Try to change the content.
❌ Before submitting for approval make sure that you do not violate any type of rules from WhatsApp in line with business-initiated messages.
💡 Make sure that your template for evaluation is fulfilling these requirements:
- They are in accordance with WhatsApps Commerce and Business Policies.
- They are formatted correctly according to WhatsApp guidelines. (Message Template Guidelines)
- Provide enough context for review like samples. This accelerates the process.
- For multilingual content: Provide samples for all.
- Present a timeline for when the Newsletter is scheduled.
- Promotions are no longer rejected in approved countries.
In order to achieve your predefined business goals, it is necessary to realise the needs of the target group. In fact, by sending your newsletter via WhatsApp you should also keep in mind the target group (same way as for e-mail marketing).
It is important to create notifications straightforward and relevant to your target audience. Here we explain on which database you can create target groups, so users receive the most valuable content.
3.1. Data from WhatsApp
When the user subscribes to your channel, you can get access to their profile name and telephone number. You can access them in the Messenger Communication Platform by MessengerPeople.
3.2. Data from the contact
If the user has previously interacted with your business through your online shop, WhatsApp or another communication tool, you can further use this profile data in your targeting options. This information can be saved in the single-user profiles.
💡 Note: you should connect your CRM tools to export and import customer data and synchronize the processes.
3.3. Data from user
When starting a conversation via WhatsApp with customers you have the option to ask them directly for important information. Based on the provided data, companies can now create relevant target groups settings.
In addition, this data helps you to continuously improve the customer service experience. At the next contact, this data is already available and enables a personalized conversation. The customer feels much more valued!
The first step towards sending your newsletter to prospective customers is getting them to opt-in. For this, your customers have to agree to receive newsletters via WhatsApp from your business.
The question now is how to do it the best way? Let´s have a look at some examples.
SNOCKS: WhatsApp newsletter from Exit Intent pop-up.
One of the most important channels for your business to generate leads is your webiste. SNOCKS attracts their opt-ins through the Exit Intent pop-up. The shop visitors could enter their mobile phone number to get a 10% voucher each.
As mentioned earlier, the result was astonishing.
Vodafone gives an option for users to receive newsletters not only via email or push notification but also via WhatsApp messenger.
❗ Important! When it comes to WhatsApp newsletters it is relevant that your potential customers are well aware of your Data Policy. It is not a bad idea to create a landing page where your company can explain all the important details regarding your policies.
Although WhatsApp is a great channel to communicate with your customers, some users maybe favor other messaging apps.
There are several channels that can do a good job with newsletters as well. Apple Messages for Business, RCS and Telegram are particularly suitable for this.
The widespread use of Apple smartphones in general should be on companies’ radar if they want to send out newsletters. This premium target group is definitely worth the investment! For all other target groups, an ROI (Return on Invest) analysis should be made in advance to put the costs incurred into perspective.
For example, at MessengerPeople, we make it possible for companies to provide multi-messaging newletter serivce. So you can offer your customers all relevant messaging apps and manage that in one solution without extra work. And your customers can choose what messaging app they prefer to receive information.
It is always a good idea to offer a chance to choose.
As you can see in the following example companies are proactively advertising their messaging channel on Instagram or Facebook. That helps customers to start a conversation with a company on WhatsApp and can be asked to become a subscriber of the messaging newsletter service.
But there are many more ways to get users to subscribe to your newsletter.
- Communicate your WhatsApp service number everywhere!
Where do you have points of contact with your (future) customers? Think, for example, of
- Store windows
- Product packaging
- Out of Home
- Business cards
- Sales slips
- Company cars
- Use Click to Chat (links directly into the messaging app)!
- Embed the MessengerPeople widget on your website
- Tip: Checklist to download
WhatsApp newsletter is a perfect solution that complements the classic newsletter sent by e-mail. It is not only a more personal way of communication with your clients but it is also a very effective and simple platform.
High open and click rates, as well as non-existent algorithms are probably the best arguments.
But also that customers can be retained in the long term. In addition, you should keep in mind that the costs of reaching customers again and again are significantly lower.
In the post-cookie and post-retargeting times, customers who have saved the contact in their address book are worth their weight in gold.
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