How to get your WhatsApp newsletter up and running

How do WhatsApp newsletters work?

Before you get started, it's worth taking a look at how WhatsApp newsletters work.
WhatsApp newsletters are structured messages that your contacts subscribe to and receive regularly, containing news, offers, event invitations or product updates.
Unlike traditional 1:1 chats, WhatsApp newsletters are professional marketing communications with clearly defined templates and fixed sending rules.

Important:
Sending works exclusively with contacts who have agreed to receive WhatsApp newsletters via double opt-in. This ensures that your communications are legally compliant.

Define your goal – what do you want to achieve with your WhatsApp newsletter?

Before planning content, you should consider what purpose your WhatsApp newsletter should serve.

Do you want to increase customer loyalty?
Do you want to gain new leads or achieve conversions?
Do you want to optimise your event communication?
Do you want to expand your service and support communication?

Based on your objectives, you can specifically target your audience, content and mailing frequency.

Decide how you want to use WhatsApp newsletters.

Which application scenarios would you like to use?

Once you have defined your goals, select the appropriate application scenarios. The following table provides guidance on this:

Set the frequency and timing of your mailings.

While email newsletters often rely on a regular sending rhythm to increase consistency and visibility, WhatsApp newsletters are used in a more targeted manner or linked to specific events or campaigns. However, avoid over-communicating with irrelevant content. Since users perceive the push nature of this channel as very direct, too many messages can quickly become annoying.

There is no universal formula for the right sending frequency. However, we would like to give you a few pointers.

Pointers:

One message per week is considered appropriate in many industries.
Two or more messages per week work if the content is considered relevant (e.g. service information, sports updates, stock market information).
Segment your subscriber groups to deliver relevant content.
The morning (9-11 a.m.) and late afternoon (4-7 p.m.) are considered proven times for high open rates.
Avoid sending messages too early or too late.

Build your subscriber list

What do you need to bear in mind when compiling your subscriber list?

The success of a WhatsApp newsletter depends entirely on its reach. However, as described above, WhatsApp newsletters may only be sent to contacts who have agreed to receive them via double opt-in confirmation. This means that you must compile your subscriber list using DOI confirmations.

This is how the DOI process works in the eworx Marketing Suite:

You advertise your WhatsApp newsletter on your communication channels.
The subscriber scans the QR code you have placed or clicks on a chat link.
eworx automatically sends the pre-written DOI message via WhatsApp, including a ‘Start’ button for confirmation.
Once the registration is confirmed, the double opt-in is complete. The subscriber receives a confirmation message.

Important note:

You may not use existing email subscriber lists for your WhatsApp newsletters. WhatsApp requires a separate DOI.

Which channels are suitable for building your subscriber list?

You can use all existing channels to promote your new WhatsApp information service:

Website: landing pages, main menu, pop-ups, footer
Email newsletter: note in the content or footer
Email signature: with chat link or QR code
Social media: posts, ads
Offline channels: QR codes on flyers, receipts, invoices
Events & trade fairs: active promotion on site with incentives

Our tips for more registrations:

Offer quick registration via QR code or chat link with clear instructions.
Use not only QR codes but also chat links for registration to enable quick registration on mobile devices.
Use incentives such as discount promotions, exclusive advance information or downloads.

Define your topic and value proposition

Before you actively promote your WhatsApp newsletter, you should be clear about why subscribers should subscribe to your messages.

Ask yourself these questions:

Which topics or content offer real added value?
How do WhatsApp newsletter posts complement your email or social media marketing?

Based on this analysis, formulate a clear value proposition that makes your newsletter offering concrete, understandable and attractive.

Plan your first content – just get started instead of perfecting it

Many companies hesitate to send their first message because they are looking for ‘the perfect content’. The rule of thumb is: it's better to start than to wait.

WhatsApp newsletters are not glossy campaigns, but work well with short, authentic messages.

Ideal formats for getting started:

Welcome message with personal thanks
New products or company news
Event announcements or promotional offers
Tips or insights

Our practical tips:

WhatsApp thrives on directness and brevity. Therefore, make sure you use compact wording and clear calls to action.
Develop a content plan at the beginning to ensure regular mailings.
Monitor reactions such as replies or clicks.

Measuring and optimising success

Even the first few mailings provide valuable insights:

How many opens and clicks do you get?
Which content gets a response?
At what times of day is there the most activity?

Use this data to gradually optimise your content and timing.

Getting started with WhatsApp newsletter marketing is straightforward:

With clear objectives, a visible sign-up offer and regular, personalised content, you can quickly get your channel up and running.

Start small, learn from the responses of your subscribers, and develop your newsletter step by step.

Get started with WhatsApp now

Contact us to find out how you can activate your WhatsApp newsletter directly in the eworx Marketing Suite.

Get started now! More information about WhatsApp newsletters