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Display | Guess who's back: What you need to know about the return of WhatsApp marketing

The outcry was great when the temporary suspension of WhatsApp marketing in the form of the popular WhatsApp newsletter was announced in December 2019. At this point in time, companies of all industries and sizes used the many advantages of the B2C channel – whether publishers like the Süddeutsche Zeitung, e-commerce giants like Otto or political parties like the SPD.

The figures spoke a clear language: a 90 percent open rate within the first half an hour and a 25 percent click-through rate – that made for smiling faces on the part of marketers: inside and outside the company. In addition, there were advantages of messenger marketing such as the complete attention of the users: inside, the possibilities of real-time communication as well as the independence from an algorithm, as we otherwise know from Facebook or Instagram.

Phoenix from the ashes

But then, shortly before Christmas 2019, the message: WhatsApp no longer supports the sending of WhatsApp newsletters to a selected customer mailing list. The sudden end of the former shooting star in conversational marketing.

Then came the surprising news in June 2021: From now on, push notifications from companies can again be sent to their customers. What has changed in the setup? Which old and new features are on board? What can and may companies communicate when and how to their customers? We want to clarify these and other questions here.

The new (and old) possibilities in WhatsApp marketing

About the WhatsApp business API, which WhatsApp brought out for companies in 2018, is now again able to design, plan and send WhatsApp newsletters using templates.

When using the WhatsApp- Business API differentiates between two types of messages: User-initiated messages and Business-initiated messages. While the former are primarily used for personal advice and customer service aspects and are initiated by the user, the real magic lies in the latter: Companies can use so-called promotional messages to communicate on their own and send important updates, offers or personalized recommendations to their users to ship.

Which use cases can companies cover with business-initiated messages?

In the future, marketers will have a wide range of options for managing a wide variety of scenarios via WhatsApp and recording them for their users. This includes:

  • Current news or offers
  • Personalized product recommendations
  • Order confirmations including tracking links
  • Back-in-stock messages
  • Updates on delays or postponements, e.g. B. from events, flights or public transport
  • Malfunctions and failures
  • Customers must agree to receiving such messages in advance via an opt-in. Sending these business-initiated messages will in future be priced per message and will be based on the respective local SMS tariffs. The potential behind this has long been known: For example, the “Urlaubspiraten” portal was able to win over a million WhatsApp subscribers to its previous WhatsApp newsletter. “We see it as a great opportunity to be able to send our customers the latest offers that they are interested in directly to the lock screen of their smartphone in real time,” enthuses Holiday Pirate CEO David Armstrong.

    An overview of the most important use cases in Whatsapp marketing. (Source: MessengerPeople)

    How can companies use the WhatsApp Business API?

    In order to embrace the advantages of WhatsApp marketing, companies must have an official partner at their side – a so-called WhatsApp business Solution provider. This partner gives you access to the WhatsApp Business API, often with a software solution with which the API can be used immediately without your own programming effort.

    Your partner in WhatsApp marketing: MessengerPeople

    MessengerPeople started as one of the first players in the WhatsApp newsletter business in 2015 and is an official WhatsApp business solution provider. With them you can quickly and easily use the new possibilities in WhatsApp marketing for your purposes. Many helpful tools are available, for example target group selection, the integration of multimedia content or chatbots and automations. Thanks to the intuitive user interface, all of this is easy to do and at the same time it is the central control unit for all your messenger marketing activities, even beyond WhatsApp.

    Curious, like your WhatsApp for your customer communication and use your marketing? Then take a look at the free video tutorial now, which gives you concrete practical tips on the new, exciting possibilities in WhatsApp marketing!

    To the free tutorial

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    Sallie Anderson
    Sallie works as the Writer at World Weekly News. She likes to write about the latest trends going on in our world and share it with our readers.

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