WhatsApp Marketing: Use cases, practical examples and statistics 
WhatsApp is the most installed and most popular app in the world. Young and old use WhatsApp in their daily lives in almost all latitudes. It is therefore only natural that more and more companies are interested in scalable and GDPR-compliant sales, support and marketing via WhatsApp.
WhatsApp is the most popular messenger in the world_
What is WhatsApp marketing?
"WhatsApp Marketing" describes the direct 1:1 chat with your stakeholders or end customers via WhatsApp. The aim is scalable and GDPR-compliant communication with key stakeholders for company growth via WhatsApp. These include customers, business partners and sponsors. WhatsApp Marketing is used in B2B and B2C and is directly related to "WhatsApp Sales" and "WhatsApp Support".
With WhatsApp marketing, you can use a WhatsApp marketing tool based on the "WhatsApp Business Platform" (WhatsApp API) to target your end customers with campaigns, newsletters and automations and encourage them to buy your products and services.
waterdrop® lead generation and enrichment via mobile popup for website traffic at waterdrop.de
We at Chatarmin have been working on the topic of "GDPR-compliant and scalable WhatsApp" for 18 months now and have established ourselves as the leading WhatsApp CRM in the DACH region. My name is Johannes Mansbart, founder of Chatarmin, and in this article you will find out more:
- What WhatsApp marketing is
- How WhatsApp marketing works
- Why you should start with WhatsApp marketing
- When you should start with WhatsApp marketing
- Who is already doing WhatsApp marketing and how
- Use cases and case studies from practice
WhatsApp marketing therefore describes the possibility of generating new customers and additional sales via WhatsApp. WhatsApp is most similar to the "email marketing" channel.
WhatsApp marketing differs from email marketing in a few key ways
- Double opt-in for lead generation
- Existing customer marketing to increase customer lifetime value ("CLTV")
- Campaigns to promote your company's most important promotions and events
- Lead generation ("Lead Gen") and lead enrichment ("Lead Enrichment") are in the foreground
- Interaction with email as the "perfect retention marketing duo"
If you are already super curious about scalable and GDPR-compliant WhatsApp and WhatsApp marketing, feel free to book your call with us:
WhatsApp marketing practical examples & use cases
When identifying WhatsApp marketing, we must consciously differentiate on the basis of the user journey and the integration of WhatsApp in conjunction with other marketing channels.
We distinguish between:
- Push marketing: You "force" your product or service on your target group, so to speak, and thereby generate demand that your customers were previously unaware of
- Pull marketing: The customer searches for a solution, and in the process remembers your brand or product, or finds you through word of mouth, recommendations or search engine results
For example, depending on whether you play out your WhatsApp chatstart link via Facebook or Instagram Ads, you can create individual and customized WhatsApp automations in Chatarmin's Flowbuilder that are different from chatstart links on mobile website popups or SEO blog posts.
It is also important to differentiate where you use WhatsApp along the user journey of your customers. Because the areas of application of WhatsApp marketing for
- New customer acquisition
- Existing customers
are very diverse. As you can see in the following graphic, it is possible to use WhatsApp along the entire user journey from:
to use. Initially through training and educational content, later with user-generated content and tetstimonials, and along the customer journey with great offers and psychological levers such as urgency, social proof, etc.
WhatsApp marketing along the entire user journey, using eCommerce as an example
Let's now take a look at three popular WhatsApp marketing use cases:
WhatsApp Marketing Use Case #1: Acquiring new customers with click-to-WhatsApp ads
It sounds so simple, and yet for 99.99% of marketing teams it is still completely uncharted territory. While most lead-gen campaigns refer to poor-converting landing page and sales funnels, you can just as easily include the "WhatsApp chat start link" in ads and CTAs. The advantage of this? You have much higher conversion rates, faster lead generation and seamless "WhatsApp-Inflow-Lead-Conversion". This means you can automatically save the cell phone number of your target group immediately, automatically obtain the WhatsApp username of the customer and can sell your product in the welcome flow, make appointments to discuss your service or link "lead enrichment flows".
Austrian FinTech "froots" leverages WhatsApp for its WhatsApp-Lead-Gen, Lead-Enrichment and appointment-scheduling-automation
WhatsApp Marketing Use Case #2: Customer acquisition through promotion, PR and offline leads
Your promotional marketing strategy most likely has the following problem: You're standing around at trade fairs, events and the like, handing out your products, talking to people and perhaps keeping a list. One or two people follow you on Instagram. When your team asks you "how was it?" you say "great". But what was your quantifiable success? How do you measure the value of your offline marketing?
- Quantifiable customer feedback
- Collected leads (& appointments)
- Clearly measurable traction
...promotion and sponsorship budgets are simply wasted. Do it like our customer Spacies:
Spacies only lets you spin the wheel of fortune if you sign up for the "WhatsApp newsletter". This way the guys from Essen collect 1000+ leads per day_
or like our customer BAUHAUS:
BAUHAUS Austria advertises its WhatsApp channel via print and landing page, desktop and mobile_
Secure offline and sponsorship leads where there were none before. Do you work with influencers, events and print advertising such as banners, flyers or posters? Pop your WhatsApp chat start everywhere and collect quantifiable results that grow your community and your account balance through additional sales!
WhatsApp Marketing Use Case #3: Existing customer marketing through promotion, PR, retail POS leads or direct mailings
Every piece of packaging, every piece of merchandise and generally every exposure to your community can be decorated with a CTA (call-to-action). Both offline and online. Various use cases have already been discussed, so here's the next one from "Wholey":
Source: Wholey CEO Philipp Stahr on LinkedIn
WhatsApp Marketing Use Case #4: Lead Gen and Lead Enrichment via Mobile Popup
7-digit Shopify & Klaviyo D2C brand "Kloster Kitchen" has almost perfected WhatsApp lead gen and WhatsApp lead enrichment. Through Chatarmin's Klaviyo integration, Kloster Kitchen creates 100% synchronization of Chatarmin and Klaviyo, as well as propperty enrichment along WhatsApp lead enrichment. See:
Kloster Kitchen 7-figure D2C Brand built on Shopify & Klaviyo, Direct WhatsApp-Leadgen, -Lead Enrichment and -Lead Sync through Chatarmin
This way, you can already ask your customers about the most important "properties" in the welcome journey, such as
- Names of children or pets
- Previous history with your fire
ask, filter, segment and address accordingly. And the best thing? You synchronize 100% of your data directly with Klaviyo and Shopify.
WhatsApp Marketing Use Case #5: Influencer marketing and giveaways via social media
The aforementioned cereal start-up "Wholey" from Berlin ran its "Elevator Boys" influencer campaign via WhatsApp, among other things, and has much more potential in this direction.
Wholey User Journey Influencer Collab "Elevator Boys" WhatsApp-Leagen, Mobile-First through Tik Tok and Instagram
Let us advise you on how to run your first WhatsApp influencer campaign:
Our customers "Kloster Kitchen", "Bitterliebe" and "Smilodox" have also been able to generate 4 to 5-digit leads within 24 hours through influencer campaigns.
We hope that you now have a good overview of use cases for acquiring new customers via WhatsApp.
WhatsApp Marketing Use Case #6: Shipping information as a service hook for lead generation
Easily embed your "shipping information" thank you page widget - for both desktop and mobile - on the order confirmation website.
Offer your customers a shipping confirmation and shipping information via WhatsApp immediately after purchase
Chatarmin has optimized this journey for mobile devices: On a smartphone, a "one click" is all it takes to immediately request a shipping confirmation. On the desktop, the user unfortunately has to enter their phone number again.
Experience has shown that lead gen KPIs of 35-45% of your customers are possible here, which means a very valuable increase in leads.
Chatarmin clients leverage their thank you page traffic through offering automated and scalable shipping infos via WhatsApp
Above you can see a best-practice shipping info flow after the customer has signed up for it in the Thank You Page widget. It is important to differentiate between "Transactional Optin", "Single Optin" and "Double Optin" and to obtain the latter for future marketing campaigns.
WhatsApp Marketing Use Case #7: Abandoned Checkout and Abandoned Browse Retargeting via WhatsApp
Here is the theory behind "Abandoned Checkout Recovery": You can assume that 80-90% of your customers who reach the shopping cart will abandon it for various reasons.
Shopify statistics on abandoned shopping carts
Here are the results of the "Abandoned Checkout Recovery" via WhatsApp:
Chatarmin customers rave about 5%-15% Abandoned Checkout Recovery via WhatsApp_
It is important to note when you switch WhatsApp-Abandoned-Checkout-Automations live:
- distinguish whether your customer is already a "warm WhatsApp lead" (if/else logic in the flow on property or optin "WhatsApp Optin-true")
- optionally do not trigger the Abandoned Checkout Recovery every time your customer abandons a shopping cart (If/Else logic in the flow on "last received")
- optionally pair the WhatsApp Abandoned Checkout Recovery with email (If/Else logic in the flow on Klaviyo-Property)
Now you know the strategic and practical considerations for Abandoned Checkout Recovery via WhatsApp.
Criteria for successful WhatsApp marketing
These are the criteria for getting started with WhatsApp marketing in the first place:
- You have an optimized email setup and want to use a second channel to reach your existing customers. OR you don't have a CRM yet and see more value in the phone number and WhatsApp contact of your target group than in their email address. This can be the case with very expensive products, for example, or if your target group is older or younger than average. This is because young and old people often no longer have an email address, but do use WhatsApp. In this case, it can make sense to go "WhatsApp-First " or "WhatsApp-Only ".
- You have the marketing resources, capacity and budget to grow your list via WhatsApp lead gen measures
- You have a META Business Suite to set up your WABA ("WhatsApp Business Account")
- You have a telephone number to register your WABA via
- You have an online presence in the form of a website
- You have a registered company with founding documents, such as an excerpt from the commercial register (Germany) or an excerpt from the commercial register (Austria)
- You have a sufficient target audience so that the alternative WhatsApp Business solutions are insufficient for you.
We hope that these seven criteria will help you decide whether professional and GDPR-compliant WhatsApp marketing is the right fit for you and your company. If you are still unsure, book your free consultation with our Account Executive:
Go-To-Market: Get started! Final questions before the WhatsApp launch
If you have ticked off the above criteria as positive, you are ready to get started. You should have asked yourself the following questions:
**What do I want to use WhatsApp for anyway?
Many of our customers or leads think WhatsApp is great and don't even know what they should use it for. Due to the paid nature of the WhatsApp Business Platform in particular, it is important to explore use cases and find a new "mini product market/fit" every time. The case must
- either save sufficient costs compared to the alternative, e.g. direct mailings
- or be so profitable that "the WhatsApp costs fall through the cracks"
- or have such a value for the company that it is happy to accept the additional costs that scalable and GDPR-compliant WhatsApp entails in any case
If you have answered these criteria positively, you are ready to go! If you find this difficult, feel free to book your call with us.
Do I have the resources, the time and the capacity to implement WhatsApp in a meaningful way?