WhatsApp marketing is a very new and modern way for companies to transmit content and simplify communication. WhatsApp offers many types of communication, such as short texts, voice messages, images, videos and surveys. This is why WhatsApp is one of the most successful messenger services. Due to the high number of users and, above all, its personal elements and direct contact, WhatsApp also offers an excellent platform for marketing. WhatsApp newsletters have higher open rates than traditional email newsletters and should therefore be taken very seriously as a marketing supplement. Here you can find out about the tools, functions and opportunities of WhatsApp marketing. We also discuss the data protection framework.
Basics and functions
Direct communication
WhatsApp enables companies to communicate directly and personally with customers. This can be used for customer service, product information, offers or feedback.
WhatsApp Business App
For smaller companies, there is the WhatsApp Business app, which offers special functions such as automatic replies, company profiles and catalogs to present products and services.
WhatsApp Business API
Larger companies can use the WhatsApp Business API. This enables communication to be automated, sorted and responded to, which is particularly useful for customer service and large-scale marketing campaigns. Chatbots can be used here and even invoices and orders can be transmitted via this.
Tips for success
Content and frequency
Valuable content
Larger companies can use the WhatsApp Business API. This enables communication to be automated, sorted and responded to, which is particularly useful for customer service and large-scale marketing campaigns. Chatbots can be used here and even invoices and orders can be transmitted via this.
Avoid flooding
Avoid flooding customers with too many messages. Too high a frequency can be perceived as annoying and lead to unsubscribing.
Personalization and segmentation
Targeted communication
Use customer data for personalized and targeted messages to increase the relevance and effectiveness of your communication. Automation tools can help, but don’t lose the personal touch, as that is the whole purpose of WhatsApp marketing.
Measurement and analysis
Performance review
Monitor and analyze the reactions to your WhatsApp marketing activities to continuously optimize the strategy.
Data protection and compliance
Obtaining express consent
Voluntary consent
It is essential that customers give their express consent to communication via WhatsApp. This consent must be voluntary and specific to the purpose of the WhatsApp communication.
Opt-in procedure
Use a clear opt-in procedure in which customers must actively agree to receive marketing messages via WhatsApp. This can be done via a checkbox on your website or webshop or via a consent form.
Data protection and transparency
Privacy policy
Inform users in your privacy policy about how you use WhatsApp for marketing purposes and how their data is processed.
Data security
Make sure that the data of the customers is handled and stored securely in order to comply with the GDPR.
Option to opt out
Simple deregistration
Provide an easy way to unsubscribe from WhatsApp messages, for example by sending a message with the word “Stop”.
Compliance with the WhatsApp guidelines
WhatsApp Business Guidelines
Follow WhatsApp’s specific terms of use and policies for business accounts to avoid having your account restricted or blocked.
In summary, WhatsApp marketing is an effective strategy for building a direct and personal relationship with customers, but in strict compliance with data protection guidelines.
Does WhatsApp marketing make sense for you?
WhatsApp marketing is an interesting addition to the rest of your marketing. WhatsApp offers direct contact and greater accessibility. It can therefore be useful for companies from all kinds of industries and serve as a means of building relationships. Positive customer contact can lead to recommendations and positive reviews, which can increase your authenticity in the long term.
