Messenger Marketing via WhatsApp – Everything you need to know

What is Messenger Marketing?

Messenger marketing is the term used to describe a marketing method in which companies approach their target audience via instant messaging services – such as WhatsApp, Telegram or Facebook Messenger. The focus of this method is not solely on the dissemination of a pure advertising message. Instead, the focus is on personalized, real-time interaction with potential and existing customers, as well as branding. This is done with the help of newsletter campaigns and other content with added value.

What is already an integral part of the marketing mix of forward-looking companies in Asia and the USA is only now taking off in this country. Integrating messenger marketing into your strategy therefore also represents a competitive advantage for you. Optimize lead generation, provide better customer service, increase brand awareness – customer communication via Messenger contributes to the achievement of your company’s goals. What is the reason for the high effectiveness of this marketing method, reveals a look at the numbers.

Studies show: Messenger marketing is increasingly replacing other channels

In the digital age, companies are constantly looking for new, efficient ways to get through to their target audience. The majority of online marketing trends originate in the private sector. This is also true of messenger marketing. From the comparison of messenger user numbers, it is clear that WhatsApp is the most popular channel. In Germany alone, 87% of the population – and thus more than 60 million people – use the service. What’s special about WhatsApp is that, unlike other messengers, the app is also used by the older generation.

Facebook Messenger and the like have long been an integral part of people’s everyday lives. Being able to communicate quickly, easily and at any time is the new normal – and 85% of consumers now expect smooth communication from companies, too. Accordingly, 71% of people prefer to buy from providers that send messages and newsletters via Messenger.

The trend reports from online marketing paint a clear picture:

WhatsApp is the most popular channel to exchange messages.
More than 60 million Germans use Messenger.
Customers prefer companies with fast, easy communication channels.
Messenger is increasingly replacing email as a marketing channel.
In terms of effectiveness, messenger marketing wins out over email newsletters.

Unlike e-mails, messages and newsletters via WhatsApp land directly on the display of the target group. Opening them is an intuitive, enjoyable process for customers due to the heavy use of Messenger in their personal lives. Accordingly, the open rate of these messages at 99% and the click rate at 60% are around five times higher than those of e-mails.

The trends in online marketing show: If you want to make your company’s marketing future-proof and customer-oriented, messenger marketing via WhatsApp is indispensable.

The process of Messenger Marketing via WhatsApp

To understand the process of today’s messenger marketing, it’s worth taking a look at the near past. Due to the high number of users, the enormous reach and the free use, WhatsApp became the focus of companies in various industries several years ago. Many switched to sending newsletters with promotional content to end users using the service. In 2019, WhatsApp officially banned the sending of newsletters via Messenger.

This measure was intended to curb spam, because: According to its own statements, WhatsApp is a service for private communication and not intended for sending newsletters. The dream of rapidly increasing sales figures and uncomplicated new customer acquisition seemed to be over – until WhatsApp introduced new possibilities for exchanging messages between companies and customers in June 2021.

WhatsApp Business App and WhatsApp API in comparison

Nowadays, there are two communication channels to choose from for sending newsletters:

WhatsApp Business App
WhatsApp API

The difference: The WhatsApp Business app is free, but it is only suitable for small businesses with a limited number of customers. Moreover, it can only be used by one user on one device, which makes teamwork difficult. If your business is larger and/or you are aiming for steady growth, WhatsApp API is the better option. This is not free of charge, but achieves greater, measurable success. The term “API” stands for Application Programming Interface and describes an interface through which different systems can be connected with each other.

Since WhatsApp does not provide an interface for WhatsApp API, you need a provider – like Flinkit – to use this communication channel. Cumbersome programming work on your part is not necessary. At the same time, you benefit from a broad repertoire of marketing tools (newsletters, campaigns, media content) that you can use for interactive customer engagement via WhatsApp.

In order to use WhatsApp API in a legally compliant manner for sending messages and newsletters, the customer’s consent – the so-called opt-in – is required. Consent is automatically requested, whereby the scope of application is strictly defined. In the course of this article, you will learn what you need to keep in mind when it comes to privacy-compliant messenger marketing.

Sending newsletter campaigns is simple with WhatsApp API:

The provider – for example, Flinkit – sets up the interface.
The communication channel will be integrated as a widget on your website.
Customers can start communication via click-to-chat or QR code to ask questions or describe problems.
Marketing, sales and service can use the customer data to address the customer with individual, relevant content via WhatsApp.
Customer service, marketing and sales work more efficiently and customer-oriented, which has a positive impact on your company’s success.

You create the content for the newsletter campaigns via WhatsApp API. How many design options you have and how smooth the interaction between the interface and your CRM system is depends on your provider. With Flinkit, you can create individual newsletters and entire campaigns in just a few clicks. You will learn more about the other advantages at the end of the article.

WhatsApp campaigns: Goals and examples

Exchanging messages with your potential and existing customers and sending newsletters opens up new opportunities for customer acquisition and retention. This, in turn, is essential for consistently high sales figures. Messenger Marketing has a positive impact on your goal achievement – regardless of whether they are quantitative or qualitative in nature. The following examples illustrate the variety of uses for WhatsApp in the areas of marketing, sales and service.

Example 1: Win new customers with WhatsApp

To convert a prospect into a paying customer, make the touchpoints with your company intuitive. It is important to have a seamless connection between your business units. When a prospect lands on your website, they are not always ready to buy right away. They may have questions about your product or service.

With the help of WhatsApp API, you can make it easier for your website visitors to contact you. Through Messenger, the potential customer can communicate with your company in real time – using automated responses or a real person. The more accessible you are to a prospect, the faster you gain their trust. This also benefits the customer: they do not have to endure a queue or take into account the opening hours of your customer hotline.

Since WhatsApp API is connected to your company’s CRM system, the new customer data is automatically stored. Your marketing, sales and service staff can use this to convert the lead into a loyal customer through targeted, personalized support.

Example 2: Product launch via WhatsApp newsletter

By using newsletters via messenger marketing, you will enjoy the unlimited attention of your target audience – anytime, anywhere. This makes the marketing method an effective way to introduce new products to the market. As a multimedia service, you can easily include images, videos and gifs in the Messenger newsletter to refine the marketing message with visual stimuli.

The advantage of messenger newsletters for businesses is that communication is not a one-way street. The goal is an interactive exchange with customers. The goal is an interactive exchange with customers.In the context of the market launch of a product, this benefits you. Recipients of the WhatsApp newsletter can reply in real time and share their feedback on the new product. You can use this feedback in the future to make your product range even more customer-oriented.

Example 3: Branding with the help of the WhatsApp newsletter

Successful marketing does not only consist of pure advertising messages. To remain in the memory and favor of your target group in the long term, targeted branding is important. Branding is easy with Messenger Newsletters because you, as a business, are in constant contact with your clientele.

Marketing via WhatsApp is thus also an effective way to emphasize your brand’s philosophy. Via WhatsApp, the entire media bandwidth of the messenger is available to you. Successful branding means being positively remembered by customers. There are no limits to your creativity here.

Example 4: Optimize cooperation between marketing, sales and service

The advantage of WhatsApp API for business is that multiple users can access it on different devices. This favors cross-departmental collaboration in your company. Marketers, sales staff and service employees know at all times in which contact or purchase phase the customer is and gain deep insight into their needs, wishes and expectations.

Working together on a customer allows you to provide them with the appropriate content at the right time. This individual approach via WhatsApp newsletter strengthens the customer relationship and ensures that marketing, sales and customer service are all pulling in the same direction. With Messenger Marketing, tickets can be assigned to specific departments or individual consultants via WhatsApp – no more wrangling over competencies, no more duplicate workflows and no more wasted potential.

Are WhatsApp campaigns compliant with the GDPR?

Yes, as long as you use the API with opt-in to send your WhatsApp newsletters. The free WhatsApp Business app, on the other hand, does not comply with the General Data Protection Regulation (GDPR) because messages can theoretically be viewed. In addition, WhatsApp itself can forward the content to Facebook – at least in theory.

If you want to send privacy-compliant campaigns via WhatsApp, WhatsApp API via a provider is the legally secure way. Here, the messages are encrypted end-to-end and cannot be viewed by third parties. The storage, management and processing of customer data is therefore up to you, which is in line with the requirements of the EU’s GDPR.

The decisive factor is still the consent of the individual to receive your WhatsApp newsletter. You may only send content to which the recipient has consented. For example, if the customer agrees to receive further information on a particular product, another opt-in is required for cross-selling and up-selling. This can be easily integrated in the WhatsApp newsletter.

Exchanging messages with customers via Messenger offers you numerous advantages as a company. If the figures and trend outlook in WhatsApp newsletter campaigns mentioned at the beginning have not yet convinced you, let’s summarize the benefits of messenger marketing for businesses once again.

Messenger facilitates lead generation

If interested parties have to overcome extensive forms or long waiting loops when making contact, their interest quickly drops again. This is different with WhatsApp. As a widget on your website, the interface facilitates communication between the company and its customers, which favors lead acquisition.

WhatsApp newsletters optimize lead nurturing

A first customer contact is good – it’s better if you can convert it into a loyal customer. This lead-nurturing is easy with the help of Messenger Newsletters, because all relevant data and information about the lead comes together in one place. The helps marketers, sales reps and service to shape their strategy.

Messenger newsletters strengthen customer relationships

Trust is an essential factor for prospects to choose your company as a provider and remain loyal to you. With the help of WhatsApp, you are “in the pocket” of customers at all times to provide them with personalized newsletters and other value-added content. This close, valuable contact with you reduces the likelihood that your customers will switch to your competitors.

WhatsApp newsletters record a high opening rate

Unlike email newsletters and other marketing methods, Messenger Marketing doesn’t require you to overcome a spam filter or algorithm to reach your target audience. In addition, WhatsApp notifications rarely go unread, with open rates of 99%, which is not the case for emails. tegrated links in the WhatsApp newsletter are clicked five times more often than links in emails.

Marketing via WhatsApp increases productivity in your company

Using WhatsApp API, your clientele will get quick, specific answers to questions that would otherwise end up with your marketing, sales or service department. Instead of having to manually answer recurring requests, your employees can now focus on creating relevant content for Messenger marketing – while your customers receive automated responses with a personal touch via WhatsApp.

Messenger marketing is cheap and highly efficient

The use of WhatsApp API is subject to a fee. However, in view of the numerous advantages, the financial outlay is quickly amortized Accordingly, you achieve ten times higher ROI with WhatsApp newsletters than with email newsletters. As you can see: The investment in Messenger Newsletter pays off for you in several ways.

Effective and DSGVO-compliant: campaigns via WhatsApp with Flinkit

Do you want to offer your clientele a pleasant way to exchange messages with you? With Flinkit, you can tap the full potential of Messenger newsletters and campaigns.

Your advantages with WhatsApp newsletter campaigns via Flinkit

Sending Messenger newsletters with opt-in – in compliance with the GDPR.
German servers – all data thus remain in the EU.
Easy creation of reply templates and WhatsApp campaigns.
Integrated live translator in 180 languages.
Easily assign customer requests to team members.
Uncomplicated integration of the interface on your website.
One-click integration with your CRM or ERP system.

Sources:

Messenger newsletters are digital like emails and personal like a phone call. With Flinkit, you master the balancing act between personal customer contact and automated processes. Enter the world of WhatsApp newsletters now and take your company’s success to the next level.