Are Newsletters Shifting from Email to WhatsApp?

Email Newsletters: A traditional approach to communication

Email newsletters are a tried and tested and still very popular way to communicate with customers. They allow companies to regularly inform subscribers about the latest products, events or special promotions. A key advantage of this type of newsletter is its reach and the possibility of precise targeting. Advanced email marketing platforms allow the segmentation of recipients based on their behaviour, purchase preferences or interaction history, which enables the creation of personalised and more effective campaigns. What's more, email is a universal platform, accessible to users regardless of device type, which means that these newsletters can reach a vast audience.

However, the key to success in email marketing is not only reach, but also content. Effective newsletters are well-designed, visually appealing and, above all, provide valuable content. Organisations often use a variety of content formats, such as articles, how-to guides, videos or infographics, to keep their audience interested and encourage further engagement with the brand. Additionally, the ability to use dynamic elements, such as personalised offers or interactive quizzes, can significantly increase audience engagement and contribute to higher open and click-through rates on sent messages.

On the other hand, email newsletters have to contend with technological and regulatory challenges. Spam filters are increasingly sophisticated and can sometimes block even legitimately sent messages, redirecting them to spam folders. What's more, data privacy regulations such as the General Data Protection Regulation (GDPR) in the European Union require companies to obtain consent to send marketing content, further complicating the process of building a subscriber base. Despite these hurdles, email remains a key tool in the marketing arsenal, capable of delivering robust results, provided it is used strategically and with industry best practices in mind.

WhatsApp Newsletters: a modern approach to direct communication

WhatsApp newsletters are becoming an increasingly popular tool among businesses looking to build stronger and more personal relationships with their customers. Known for its fast and efficient messaging, the WhatsApp app offers businesses the opportunity to reach users directly on their mobile devices. This form of communication is particularly valuable in regions where WhatsApp is popular, such as Latin America and Europe. Adopting WhatsApp as a channel for newsletters allows for instant communication, which is crucial for time-limited offers or updates that require a quick response.

WhatsApp's interactivity and immediacy encourage high audience engagement. Messages sent through the app have a much higher open rate compared to emails, mainly due to instant notifications and the advantage of mobility. Companies can also take advantage of WhatsApp's multimedia features, such as sending photos, videos, voice files and locations, which enriches communication and allows for more creative and engaging offer presentations. In addition, the quick response option and the ability to conduct two-way communication make customers feel more valued and better understood.

However, using WhatsApp for marketing purposes comes with some challenges. First of all, the platform requires each recipient to give explicit consent to receive messages, which can limit the scale of marketing efforts. Additionally, managing a large subscriber base and keeping the personalisation of messages high is more complex and time-consuming than with email campaigns. Despite these difficulties, advantages such as high interactivity, instant delivery and greater user engagement make WhatsApp an attractive tool for companies looking to modernise their customer communication strategy.

Advantages and disadvantages of Email Newsletters

Advantages:

Reach: Email is widely used worldwide, allowing you to reach a huge audience regardless of their location.

Analytics: Email newsletters offer advanced tracking and data analysis capabilities, such as open rates, click-through rates and conversion rates, enabling accurate evaluation of campaign effectiveness.

Personalisation: The ability to segment audiences and personalise content increases message relevancy and improves user engagement.

Disadvantages:

Filtering into spam: High risk of messages ending up in the spam folder, which significantly reduces the effectiveness of the message.

Information overload: Recipients often receive a large number of emails per day, which can lead to them being ignored or automatically deleted.

Technical limitations: Differences in the display of emails on different devices and email clients can affect the consistency and effectiveness of the message.

Advantages and disadvantages of WhatsApp Newsletters

Advantages:

High interactivity: Messages on WhatsApp are usually read within minutes of receipt, resulting in immediate engagement.

Personal approach: The direct and personal nature of communication fosters a closer relationship with customers.

Multimedia functionality: WhatsApp allows easy sharing of multimedia content, which can enrich the message and increase the appeal of the message.

Disadvantages:

• Legal restrictions and platform rules: WhatsApp has strict regulations on mass communication, which requires strict adherence to rules and limits marketing opportunities.
• Scalability: Managing large audiences and keeping personalisation high can be more challenging than email.
• Application dependency: Campaign effectiveness is limited to users who actively use WhatsApp, which may restrict reach in certain demographic or geographic segments.

Both forms of communication offer unique advantages and present a variety of challenges. Choosing the right tool depends on a company's specific needs, its communication goals and the preferences and habits of its audience.

Research into the effectiveness of different digital communication channels is continually providing data that can be useful for companies deciding on the right platform for newsletter distribution. According to a study by Mailchimp (2020), the average email open rate in the e-commerce industry is around 15.68%. For sectors such as non-profit, the open rate can rise to around 25.17%. These figures show that the effectiveness of emails can vary significantly between industries, highlighting the importance of tailoring content and offers to the specific expectations and needs of the audience (Mailchimp, 2020).

In the case of WhatsApp, on the other hand, this platform offers significantly higher open rates, which can reach up to 98%, a result of the direct and immediate nature of the messages (Forbes, 2019). This high open rate is linked to instantaneous mobile notifications and the fact that WhatsApp is often used as the main communication channel in many countries, especially in South America, Asia and Europe. The effectiveness of this tool in marketing communication highlights its potential in building closer relationships with customers and responding quickly to their needs (Forbes, 2019).

Furthermore, when comparing the reach of the two platforms, it is worth noting the global usage statistics. According to data from the Digital 2020 Report, email has more than 4 billion users worldwide, making it one of the most widespread communication tools (Digital 2020). On the other hand, WhatsApp, despite being more popular in some regions, globally has more than 2 billion monthly active users, which also makes it a powerful direct communication tool (Digital 2020). Both platforms therefore offer a broad reach, but their effectiveness may vary depending on cultural and regional contexts.

In summary, WhatsApp newsletters have the potential to revolutionise the way companies communicate with their customers. The high open rate, instant delivery and direct nature of communication via WhatsApp means that users can be closer to the information that interests them most. These features make WhatsApp an attractive tool for brands seeking to build deeper, more engaged relationships with their audiences. As mobile technology and communication apps evolve, there is a good chance that other platforms could follow the path set by WhatsApp, which could mean a reduction in the dominance of email as the main marketing communication tool.

Interestingly, although the world of digital communications is evolving at a dizzying pace, traditional email marketing still has its place, although at times it can be akin to trying to talk on a dusty old mobile phone while everyone around you is using a smartphone. So it's worth remembering that while email sometimes seems like a tool of the past, when used properly, it can still work wonders in the hands of a creative marketer who can turn even the most 'archaic' tool into something that will grab the recipient's attention. After all, who among us doesn't sometimes like to feel like an explorer, finding something more than just another invoice in the inbox?