WhatsApp Newsletter: How to effectively complement your email newsletter
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Combining Email Marketing and WhatsApp Newsletters: How to Get More Responses
Your email campaigns provide reliable information. Nevertheless, there are moments when a message needs to have an impact more quickly. A registration deadline is approaching. A webinar starts in one hour. An additional appointment becomes available. This is exactly where WhatsApp complements your email marketing. Not as a replacement, but for short, relevant and timely messages where reach and quick responses matter.
The two channels serve different purposes: Email explains. WhatsApp reminds and activates.
Our first customer projects show: When used correctly, WhatsApp can be an effective additional channel. The technology can be set up quickly. What matters is setting up the channel properly from the start – from the target audience and consent to the first campaign. As the saying goes: The hardest part of hiking is finding the starting point. Once you are on the path, you move forward step by step.
In this article, we show you step by step how you, as an eworx customer, can successfully get started with WhatsApp newsletters and get the most out of combining email and WhatsApp.
At a glance:
The essentials in 60 seconds
1. Does WhatsApp replace my email newsletter?
No. And that is exactly the point. Email remains the foundation for information, explanation and regular communication. WhatsApp complements it where a message is particularly relevant, time-sensitive or action-oriented.
2. When does a WhatsApp newsletter really make sense in B2B?
When your target audience is waiting for a message or needs to respond quickly: for event reminders, limited offers, additional appointments, seasonal updates, partner information or community updates.
3. Do I have phone numbers – and the appropriate consent?
Many companies already have phone numbers in their systems. However, the key is verifiable consent for WhatsApp. With a proper double opt-in or externally documented consent, existing data becomes a usable channel.
4. Isn't WhatsApp more expensive than email?
Yes, sending messages costs more. But the better question is: What does the message generate? If a smaller WhatsApp audience clicks, registers or makes a purchase significantly more often, the channel can quickly pay off.
5. How do I get started without a major additional project?
Start with a clear use case: one target audience, one relevant message, a proper opt-in process, a welcome message and a first campaign.
What is a WhatsApp Newsletter?
A WhatsApp newsletter is a structured company message that is sent to multiple recipients via WhatsApp. Unlike a personal 1-to-1 chat, it is professional marketing communication with defined templates, sending rules and consent processes.
With the eworx Marketing Suite, companies can use WhatsApp as a direct communication channel that is integrated into their digital communication strategy. eworx describes WhatsApp newsletters as a direct connection to target audiences, integrated with email and event marketing.
It is important to note: A WhatsApp newsletter is not a replacement for sales communication and not a second email newsletter. It is an independent channel for short, relevant and action-oriented messages.
![[Translate to English:] Beispiele: Welche Inhalte gehören auf WhatsApp?](/fileadmin/_processed_/4/3/csm_BSP_Inhalte_WA_3fb9457b0f.png)
Email Remains the Foundation,
WhatsApp Provides the Impulse
Email or WhatsApp? The best decision is: both. Because both channels complement each other perfectly. Email remains the strong channel for information, explanation, regular communication and building interest. WhatsApp complements it where a message is particularly relevant, timely and action-oriented. It is important that WhatsApp does not become a second email newsletter. The channel works best when the message is short, clear and useful. Not everything needs to be on WhatsApp. But some messages belong there.
How to Plan Your
First Combined Campaign
You often already have more prepared for WhatsApp newsletters than you think: phone numbers, existing customers and target audiences. What matters now is a clear start.
Step 1: Define the Goal and Target Audience – Start WhatsApp Where There Is a Need
Define a measurable action that the first WhatsApp newsletter should achieve. Start with recipients who have a clear connection to the topic, such as an event, product, membership, etc.
For Enterprise customers, it is best to start WhatsApp where the specific benefit is visible: in a tenant, region, brand, business unit or clearly defined target audience. This is exactly where the eworx Marketing Suite has an advantage: your target audiences, tenant structure and campaign processes are already in place. WhatsApp thus becomes a targeted extension within your existing setup.
Step 2: Check Consent
The most important point: A phone number alone is not enough. For WhatsApp, you need valid consent. In the eworx Marketing Suite, this consent can be properly collected and documented via double opt-in. If consent has already been collected through other channels, you should check whether it is actually sufficient for WhatsApp.
Step 3: Evaluate Results – Compare Costs and Campaign Success
WhatsApp costs more per message than email. However, what matters is not the sending price, but the result of the campaign. Therefore, evaluate how many clicks, registrations, bookings or responses your campaign generated, and compare these results with the sending costs. The eworx Marketing Suite shows you the expected costs before sending and provides all important key figures after sending. For example, if a campaign costs 80 euros and generates 20 registrations, the cost per registration is 4 euros.
Compared to email, WhatsApp is usually used later in the customer journey – when there is already concrete interest. This means you reach smaller but more specifically selected target audiences with a higher likelihood of a response. The key is therefore not to send as many messages as possible, but to reach the right people at the right time.
In a customer conversation, we once broke it down very simply: “If just one more person makes a purchase as a result of a WhatsApp campaign – does it pay off?” The answer was: “Yes, actually it does.”
And that is exactly the point. WhatsApp does not need to reach everyone. WhatsApp needs to reach the right people. Those for whom the occasion is relevant, the need is there and the next step is obvious.
When you think this way, you no longer evaluate the channel solely based on sending costs, but on its impact: clicks, registrations, bookings, orders and responses.
Best Practices
For the First WhatsApp Newsletter
The first step is the most important: Start. Do not wait for the perfect first campaign, but gain initial experience and optimize step by step. We are happy to support you along the way. Even small successes build trust – among your recipients, your customers and your own team. Because success is convincing and ensures that new communication channels are quickly accepted.
At the same time, remember: You never get a second chance to make a first impression. So start with a message that is immediately understandable, relevant and of real value to your target audience. A clear message and a specific benefit are more important than an elaborately designed campaign.
Do not view WhatsApp as a replacement for your existing channels, but as their ideal complement. The greatest successes arise when email marketing and WhatsApp work together intelligently:
- Email explains an offer → WhatsApp reminds recipients at the right time.
- Email builds interest → WhatsApp activates people to make a purchase or register.
- Email reaches the entire target audience → WhatsApp specifically addresses your engaged community.
- Email provides detailed information → WhatsApp brings the most important message directly to the smartphone.
When designing your content, you should also consider the character of the channel. WhatsApp thrives on short, clear and personal messages. In the eworx Marketing Suite, you can design your content flexibly with text, images or videos, buttons, personalized text elements and dynamic fields. In addition, header, main and footer areas as well as calls to action with buttons and links are available.
Examples of effective introductory messages are:
- “Only until tomorrow: Additional appointment for our training available. Secure your spot now.”
- “New partner materials for your consulting are available. Open directly.”
- “Your webinar starts tomorrow at 9 a.m. Here is your access link.”
- “COMPETITION: Win 3 days of wellness in Styria.”
You have already laid the foundation for successful customer communication. Now it is about taking the next meaningful step: with a first WhatsApp campaign that reaches your target audience, provides added value and makes them want more.
Getting Started Is That Easy
In the eworx Marketing Suite
For existing eworx customers, getting started is significantly shorter than with a completely new tool. The typical start looks like this:
The eworx Marketing Suite provides a clear overview of WhatsApp campaigns, templates and target audiences, as well as information on approval status, sending history and live preview with error checking.
That is exactly the point: Once you are on the path, you move forward step by step.
WhatsApp is becoming one of the most exciting communication channels for businesses. In our first projects, we are seeing how effectively relevant information can be delivered directly to smartphones. At the same time, we are finding that many companies know they want to use the channel, but are still looking for the right way to get started – from strategy and consent to the first successful campaign.
Selina Wögerbauer, MSc
Online Marketing | eworx Marketing Suite
Let's Find the Right Starting Point Together
You do not need to plan WhatsApp newsletters for months. What is much more important is a clean first step: the right target audience, a suitable use case, a clear consent process and a campaign that is measurable.
If you already work with the eworx Marketing Suite, the process is even shorter.
Frequently Asked Questions
A WhatsApp newsletter is a structured company message that is sent to multiple recipients via WhatsApp. It is suitable for short, relevant and action-oriented messages – for example, event reminders, limited-time offers, additional appointments or important partner information.
No. Email remains the foundation for information, explanation, regular communication and building interest. WhatsApp complements email where a message needs to be particularly timely, direct or action-oriented. The best results come from the interaction of both channels: Email explains, WhatsApp provides the impulse.
A WhatsApp newsletter is worthwhile when your target audience has a clear benefit from the message. Good examples include event reminders, regional updates, partner information, limited-time vouchers, seasonal updates or community news. The channel works particularly well with target audiences that are already interested and closer to making a decision.
Yes, WhatsApp incurs higher sending costs than email. However, what matters is the impact. WhatsApp is used later in the customer journey – where interest, desire or willingness to buy already exists. Therefore, the target audiences are usually smaller, better segmented and closer to taking action. If just one additional booking, order or registration results from a WhatsApp campaign, the channel can already pay off.
Billing is based on each WhatsApp sending number and each message sent. Costs vary depending on the destination country. In the eworx Marketing Suite, you can see the expected amount to be charged before sending. This allows you to keep track of the costs before the campaign is actually sent.
Yes, for WhatsApp newsletters, you need valid consent for this channel. Phone numbers alone are not sufficient as a basis for sending messages. In the eworx Marketing Suite, consent can be properly collected and documented via double opt-in. If consent has already been collected through other processes, it should be checked whether it is also valid for WhatsApp communication.
Promote the specific benefit – not just the channel. Instead of “Subscribe to our WhatsApp newsletter now,” it works better to say: “Receive event reminders directly on your smartphone,” “Secure limited-time offers” or “Never miss seasonal promotions.” Good starting points are email newsletters, websites, forms, events, sales representatives, QR codes, printed materials and email signatures.
The process is straightforward because you already work with the eworx Marketing Suite. You discuss the appropriate tenant, target audience and first use case with eworx. Then eworx messaging is activated, the WhatsApp Business account is connected, the double opt-in process is checked, a template is created, a test message is sent and the first campaign is evaluated.
Start with a message that is immediately understandable and relevant. Good examples include: “Only until tomorrow: Additional appointment available,” “Open new partner materials directly,” “Your webinar starts tomorrow – here is the access link,” or “Limited-time voucher for selected offers.” First impressions matter. The message should be clear, concise and useful.
WhatsApp is particularly suitable for target audiences that already have an existing relationship with your company or are waiting for specific information: partners, customers, members, event participants, regional communities, season ticket holders, sales contacts or prospects with a high level of purchase interest.
Email is more effective at building awareness and interest. WhatsApp comes into play later: at the desire, decision or specific call to action stage. That is exactly why WhatsApp needs to reach the right target audiences – not everyone. Relevance beats reach.
Only send messages when there is a genuine reason. WhatsApp should offer a clear benefit: saving time, exclusivity, a reminder, availability, a deadline or a specific action. The more relevant the message, the more likely WhatsApp is perceived as a service – and not as additional advertising pressure.
The biggest misconception is to compare WhatsApp only with email costs. WhatsApp is not a low-cost mass channel. WhatsApp is the direct impulse for target audiences that are already closer to making a decision. That is why the channel should be evaluated based on its impact: clicks, registrations, bookings, orders and responses.
Start with a clear use case. One target audience, one relevant message, proper consent and a first campaign are enough to get started. As with hiking, the hardest part is finding the starting point. After that, you move forward step by step.