Dotdigital insider: How to add WhatsApp messaging to your marketing strategy

We all know WhatsApp. It’s where we share memes, coordinate plans, and stay in touch with loved ones. But what happens when that familiar app becomes a direct line to your customers?

Marketers are increasingly exploring WhatsApp for marketing, and for good reason. I’m Przemek Szustak, Product Manager at Dotdigital, and I’m here to share my insights on why you should integrate WhatsApp messaging into your marketing strategy.

Why WhatsApp is a game-changer for mobile messaging

You don’t need to go to conferences to learn about how WhatsApp is used, you need to speak to the people around you. You probably know that most people use it to talk to family and friends, and it’s been that way since the channel was invented.

In more recent times, businesses have started using the channel too – changing the way consumers interact with brands. Initially, it was used to provide fast and personal customer support. This quickly caught the attention of marketers, and interest in the channel is rising quickly, and for good reason too.

Part of our daily lives

People are already using the app regularly – 33 minutes a day on average, in fact. It’s quite likely your WhatsApp message will sit at the top of someone’s empty inbox rather than being swallowed up. It’s a great way to stand out.

Global reach

WhatsApp is truly global app. End users of WhatsApp can communicate with people all over the world for free. That’s probably why it continues to gain popularity. Marketers who adopted WhatsApp early did so because they wanted new ways to communicate with international audiences. That’s why we see marketers in industries like travel, finance, and insurance using the channel most because they need to send messages to their audience wherever they are.

Strong engagement rates

When you receive a WhatsApp message, you likely check it promptly, right? The same applies to your audience. Since WhatsApp is commonly used for personal conversations with friends and family, it naturally captures attention.

The great thing about sending messages on WhatsApp is that they are much more likely to be seen. We’re talking about significantly higher open rates compared to your average email.

But it doesn’t stop there—people are also more likely to engage with the message, whether it’s clicking a link or replying. It feels more like a one-on-one conversation, which naturally leads to higher engagement.

WhatsApp x Dotdigital

WhatsApp is the fastest growing messaging app worldwide. It’s in our DNA to empower marketers to use channels that help them speak to their audience exactly where they’re at. If so many of us are using WhatsApp, we want our customers to get their messages seen there. Simple. And whilst there are plenty of channels out there for marketers to experiment with, WhatsApp has a degree of maturity that others don’t have just yet.

Why marketers should use WhatsApp for growth

Well, besides its global scalability and familiarity, early adopters of WhatsApp with Dotdigital have seen campaign performance dramatically improve. There’s a much higher chance of getting your message seen in a customer’s app compared to an email, and that’s reflected in its incredible open rates (over 90%). Also, the UI of WhatsApp messages just looks great. Swap hyperlinks for call-to-action buttons, and add visual media to bring your brand to life.

But most of all, the entry barrier to adopting WhatsApp in your cross-channel strategy is really, really low. It’s easy to get set up with Meta, and we’ve made it easy in Dotdigital, too. In fact, it’s just as easy to send a WhatsApp as it is to send an email.

How marketing teams can fit WhatsApp into their cross-channel strategy

Email is still king, and I don’t see that changing any time soon. However, your marketing strategy will be supplemented by adding in a channel like WhatsApp. It brings a wealth of different strengths to the table, like its personal feeling and how easy it is to inspire action. 

Since it’s not yet widely adopted by marketers, becoming an early adopter of WhatsApp gives you the opportunity to stand out from the competition. When you have a truly diverse channel strategy, you can be confident you’re meeting your audience exactly where they want to be met. 

If you’re looking for step-by-step advice on adding WhatsApp to your marketing strategy, be sure to read our WhatsApp Playbook. 

Who thrives with WhatsApp marketing

Of course, I’ve already mentioned how international businesses benefit from WhatsApp since it’s such a widely used channel globally. It’s also great if you have a really strong visual brand that resonates, or you want to showcase your new products in a place where your customers are engaged.

WhatsApp supports rich media formats, including images, videos, and GIFs, allowing businesses to create engaging and visually appealing content. This is perfect for showcasing products, sharing promotional content, or telling a visual story.

The channel benefits many industries. A great example of this is non-profits using visual media to bring their causes to life. Similarly, travel companies use showreels of their top beach holidays to excite holidaymakers about summer getaways.

Above all, it’s for marketers who want to build real connections with their audience, no matter the industry. We’re making it more accessible for our customers to connect with their audience on a more 1:1 basis. Conversations are what it is all about.

How Dotdigital customers are using WhatsApp for marketing

One of our early adopters has seen an impressive 46X ROI in their very first campaign with WhatsApp, which speaks volumes about how effective the channel can be. Our preview showed universally high deliverability and open rates for all customers. This shows the new benefits of this channel and its potential to benefit marketers across all industries.

The future of WhatsApp

I’ve been championing WhatsApp for quite some time now, but the statistics are promising. WhatsApp is forecasted to grow exponentially as a marketing channel. We may even see WhatsApp overtake traditional communication channels one day, making now the ideal time for early adopters to embrace this powerful platform. With WhatsApp’s potential, you can position your business as innovative and forward-thinking in the marketing landscape.

What’s more, Meta is constantly investing in WhatsApp, and it’s constantly evolving. If you think back to when you first downloaded the app, compared to now, I’m sure you’ll agree that it’s changed a lot. 

Meta has also made it cheaper to send WhatsApp messages. In the last year alone, the cost of messages in the UK has halved. As Meta continues to make WhatsApp the next big thing for marketers, we can expect great functionality and competitive pricing.

Final thoughts

WhatsApp offers brands a unique opportunity to connect with customers in a space they already trust and use daily. Integrating WhatsApp into your marketing mix is not just about keeping up with trends—it’s about meeting your audience where they are and building genuine, one-to-one connections. With Dotdigital making it easier than ever to get started, now is the perfect time to experiment, innovate, and set your brand apart before the competition catches up.