Why you should start with WhatsApp marketing now [2024]

Are you sitting it out, waiting for the right time to start with WhatsApp? Here are reasons you should get started with a WhatsApp marketing channel sooner rather than later.

We realize that buying WhatsApp software is a big decision. It comes with costs, business and personal risks, and some uncertainties. We know that it's an emotional decision as much as a rational one.

But sadly we see companies missing out on revenue and relationships because they wait too long to invest in tools that will allow them to start with WhatsApp marketing.

We're seeing that WhatsApp Business is growing fast in Europe, following in the footsteps of WhatsApp in Brazil and WeChat in China

This is sad to see because as a channel it has higher open rates when compared to email and revenue potential for enterprise brands. In fact, the technology is much more mature than many realize.

Enterprise brands like ABOUT YOU and Dermalogica have already proven the value of WhatsApp for larger consumer brands. 

We want to help you understand the benefits of being an innovator in this space. And waiting to start with WhatsApp could mean losing out on a potential competitive edge as well as the advantages of testing and iterating the channel for your business early on.

What you'll learn in this article

To help you understand the benefits of starting earlier rather than later, in this article we cover:

• How businesses can benefit from starting with a WhatsApp marketing tool early: why it's a good idea for brands (in Germany in particular) to get off the fence and start with WhatsApp marketing now 
• The maturity of WhatsApp marketing software: the current state of WhatsApp software and why it's now ready for large businesses
  
• The Black Friday effect: why Black Friday 2024 can be a good time to start with WhatsApp
• A timeline for implementing a WhatsApp marketing tool: a plan for how long it will take to onboard with WhatsApp software
• How your career could benefit from investing in WhatsApp marketing software early: beyond business goals, implementing a new channel before your peers could assist your job development
  
• Why choose charles' WhatsApp marketing solution: a tour of our WhatsApp platform
  

Of course there are usually multiple people involved in making a software purchasing decision within your company, all with different concerns. If you're keen to get going with WhatsApp marketing but are experiencing some blockers, it might help to share this with the relevant teams and people.

And of course feel free to contact us to speak with an expert in WhatsApp for businesses.

How getting a WhatsApp marketing tool in 2024 benefits your business

From a business perspective, we advise European enterprise brands and agencies to prioritise WhatsApp marketing in 2024 - and get set up for success in 2025.

Here's why:

• Get ahead of  competitors
  We're seeing a rise in bigger companies adding a WhatsApp marketing channel to their mix. But you still have a chance of being one of the first in your industry with a WhatsApp channel. 
• Gain WhatsApp expertise early
  WhatsApp is a new marketing channel for many – for consumers much as brands. Now is the time to test a WhatsApp channel, learn what works, learn best practice advice from your WhatsApp Business Solution Provider and be more successful than those who arrive in WhatsApp next year.
• Get your marketing mix right for 2025 planning
  WhatsApp works closely with other channels, particularly email, as part of your CRM strategy. You'll need a little time to integrate email with WhatsApp and plan it into your strategy for 2025. Why? So you work more efficiently and more importantly, your customers experience a seamless journey from your brand, no matter what touchpoint.
• Test WhatsApp before expectations grow
  Customers may forgive some mistakes (in frequency, wording, attachments...) while WhatsApp is a new experience for them. As they get more used to dealing with European businesses on WhatsApp, they may be less forgiving. This makes 2024 the perfect time to do A/B testing and optimize your WhatsApp activities.
• Earn extra revenue
  Adding a new marketing channel to your mix should help create new revenue for your brand. In WhatsApp our customers are seeing some excellent results in terms of open rates and revenue.

• Be ready when the WhatsApp wave comes

  Meta is investing heavily in WhatsApp Business. New functionality already exists in more established markets like India and Brazil. For example, you can make purchases natively in WhatsApp, without leaving the app (see JioMarkt in India). And consumers can search a WhatsApp Business Directory. This is all functionality that we expect will come to Europe too. If you're already set up with WhatsApp, you can accelerate faster.

• Set up your WhatsApp automation flows for 2025
  You can automate entire WhatsApp conversations (in charles, this is through Journeys). These help with retention, customer service enquiries – and can bring in revenue in the background. Set up these flows now and let them do the work for you in 2025.
• Gain a reputation as a pioneer
  WhatsApp can be a way of demonstrating your innovation as a brand. For Jack Wolfskin, for example, it aims to help them reach a younger audience as well as the existing one – thanks to the broad age range of WhatsApp users.

"WhatsApp is really going to be the next chapter, with business messaging and commerce being a big thing there"

Mark Zuckerberg, Meta
   (Source: CNBC)

Why not wait for WhatsaPp?

As well as many positive reasons for starting with WhatsApp Business now, there could be some negative implications for businesses that hold back:

• Missing out on relationships and revenue
  Every day you don't have a WhatsApp marketing channel, you could be losing the chance to connect in a personal and long-term way with your customers. And the chance to get instant feedback on products, learn about customers, make them feel special, offer early access, automate repeat purchases, send interactive product finders and more. Plus, you could be missing out on purchases and potential revenue flowing in through automated WhatsApp flows.
• Letting Black Friday pass you by 
  More on this below, but Black Friday is your biggest chance this year to grow a WhatsApp channel. We often seen an increase in brands starting with WhatsApp before Black Friday. 
• Not fulfilling consumer needs
  Your customers may have experienced WhatsApp in countries like Brazil and India where WhatsApp Business is part of daily life. They see how SMS marketing is common in the US. And at the same time, people want closer connections with brands. 
• Repeating email mistakes
  Many companies waited too long to get going with email, thinking it was overhyped. Late to the game, some businesses floundered while those who recognized the potential for email sped ahead. 

"70 per cent of people feel more connected to businesses they can message"

The Independent, UK

Many WhatsApp platforms are now mature

WhatsApp let businesses send bulk marketing messages to customers in 2018. While it created a free WhatsApp Business app for small business owners, it didn't create software for larger business to send unlimited messages to an unlimited number of people. 

Instead, it made the WhatsApp Business Platform (formerly API) available to WhatsApp Business Solution Providers (BSPs) and Tech Providers so they could build an interface on top of it.

With several years of development, many Whatsapp software platforms are mature and ready for enterprise businesses.

In general, choose one that:

• Offers popular integrations

  Many WhatsApp platforms offer integrations with CRM, service and shop softwares like Klaviyo, Zendesk, Shopify to use existing data and offer a smoother customer experience.  

• Helps you stay GDPR compliant
  Can WhatsApp be compliant with GDPR? Yes, if done right. To help with GDPR compliance and data protection, choose an ISO 27001-accredited software provider that offers GDPR features and advice. See more on WhatsApp and GDPR.

• Follows established best practices
  Your provider should have documentation readily available about WhatsApp best practices, as well as detailed product guides. This will help you build on a solid foundation of knowledge and avoid starting from scratch. 

We partnered with Klaviyo to enableCRM teams with email plus WhatsApp – with customers like German fashion brand, WORMLAND

How your career can benefit from investing in WhatsApp marketing software early

Beyond KPIs and budgets and business goals and screens, we all care about our careers, promotions, learning and growth.

Here's how your career and personal satisfaction could benefit from a WhatsApp marketing tool:

• Be an innovator
  Pioneering WhatsApp marketing is a chance to stand out – even within a traditional company.
• Achieve impressive results 
  Like all marketing channels, WhatsApp is is about analytics. With open rates above email these can be very impressive and can be an positive addition to your career achievements.     
• Get speaking opportunities
  Become an early WhatsApp expert and you'll be in demand from conferences, and even within your own company.
• Grow your LinkedIn profile
  We see content about WhatsApp marketing increasing on LinkedIn as people wake up to its potential. This is your chance to be known one of the pioneers, and grow your LinkedIn standing. 
• Be one of the first Whatspp marketing managers
  WhatsApp marketing manager is a new job role that you can help to define.

BFCM: the ideal time to start with whatsapp

We advise that Black Friday and Cyber Monday can be the strongest time of year to start with WhatsApp marketing.

Consumers are primed for Black Friday deals and may be more willing to sign up to your WhatsApp channel that at other times of year. It's also a chance for you to test WhatsApp and make learnings to be ready for 2025.

Get our WhatsApp BFCM playbook

Timeline for implementing a WhatsApp marketing tool

WhatsApp marketing is something you add to the marketing mix you already have. It doesn't replace it. Now, with integrations for everything from email to shop systems to service software, it's easier than ever to just plug in and play. 

The main stages are:

1. Choose a WhatsApp tool: Research software providers and find one that offers the right use cases, integrations and support. Take your time to understand if they can support your use case and business goals.
2. Onboard and integrate: typically it does not take long to get started with a WhatsApp platform - sometimes only a day or two.
3. Build your audience: this can take a month or so, though Black Friday should help speed things up. See tips for growing your WhatsApp audience here.

Why choose charles?

Choose the charles WhatsApp platform for our combination of functionality and expertise.

Our platform is used by brands like ABOUT YOU, Dermalogica and Jack Wolfskin and we have well-reviewed customer support. 

We're also an official Meta Partner and WhatsApp Business Solution Provider. We're built in Europe and offer support with GDPR compliance. 

Here are some more reasons to choose charles:

• Commerce in our DNA: we used to be a fashion brand, and one of our founders, Artjem Weissbeck, also founded fashion brand Kapten & Son
• Marketing focus: while we offer the functionality and integrations for customer service, we focus on the marketing use case and automation for greater revenue potential, customer experience and time saving
• Rich functionality: we have a strong development team and connection with Meta and regularly implement new features and integrations (see our product here)

Want to get started?

Talk to charles and get a free 30-minute demo.