Expanding to new markets with WhatsApp localisation

Messaging habits, privacy concerns, and content preferences vary dramatically across the continent, and tapping into these differences can make or break your success.

For charles customers already leveraging our platform in some regions, understanding these nuances can unlock tremendous potential in untapped markets. This guide breaks down exactly how to tailor your approach by market, so you can drive real results, faster.

How WhatsApp engagement differs across Europe—and why it matters

WhatsApp's popularity and usage patterns differ substantially across European countries, impacting how users engage with marketing messages.

Across the majority of European markets, WhatsApp is the dominant messenger app. But in some regions, it hasn’t penetrated as highly yet. It’s important to understand the differences between these markets as you construct your WhatsApp marketing strategy.

Spain and Italy: The WhatsApp powerhouses

In these Mediterranean countries, WhatsApp reigns supreme with an impressive penetration rate of 91% in Spain and 90.3% in Italy. Users here are incredibly active, translating to higher engagement for marketing campaigns. If you're not yet utilizing charles in these markets, you're missing out on a goldmine of customer interaction opportunities. 

Germany and France: The privacy-conscious markets

While WhatsApp is widely used in these countries, users tend to be more cautious about their digital privacy. This translates to a preference for opt-in approaches rather than direct promotions. Campaigns here may not see immediate engagement, but with the right strategy, they can yield valuable, long-term customer relationships.

United Kingdom: The digital melting pot

The UK boasts strong WhatsApp adoption, but it's part of a diverse digital landscape where some users might prefer SMS, email, or other messaging apps. This diversity calls for a multi-channel approach, with WhatsApp playing a crucial role in the mix.

Key takeaway: Personalisation and localisation are not just buzzwords – they're essential strategies, especially in privacy-conscious markets like Germany and France. Generic messages are likely to fall flat, while tailored communications can break through the noise.

 

Testing WhatsApp in one market before expanding

Since WhatsApp has different usage levels in different regions, many companies will test out WhatsApp in a single market before expanding to others.

Bears with Benefits, a German charles client, took this approach. They have a presence in many European countries, but they decided to use Italy as a test region when they first started implementing WhatsApp into their marketing strategy, to determine whether rolling WhatsApp out to all of their regions would be profitable.

They chose Italy as the test region for two reasons: First, as a country with significant mobile phone usage and good WhatsApp adoption, Italy made perfect sense. Second, with a slightly younger target audience, Italy’s demographics aligned with their needs.

Bears with Benefits' strategy proved highly effective for them.

Their results in the Italian test market were significant:

• They achieved a 10x average Return on Ad Spend (ROAS), demonstrating the efficiency of their WhatsApp campaigns in the competitive e-commerce landscape. This impressive return indicates that their approach resonated well with the Italian audience.
• Additionally, they generated 100,000 euros in revenue over just three months through WhatsApp campaigns and customer journeys. This rapid revenue growth not only validated their decision to test in Italy but also provided a strong case for expanding their WhatsApp strategy to other European markets.

These results highlight WhatsApp's potential as a marketing channel when implemented with a clear understanding of regional preferences. For companies considering a similar approach, Bears with Benefits' success offers compelling evidence for the benefits of strategic market testing before a broader rollout.

What tone works best in each market (and what to avoid)

Different markets across Europe also tend to have different preferences for marketing tone and content:

UK and Germany: Just the facts, please

In these markets, users respond well to straightforward, fact-based messaging with clear calls-to-action (CTAs). Less emphasis on storytelling and more on functionality is the way to go. Think of it as the "no-nonsense" approach to WhatsApp marketing.

Italy, Spain, and France: The storytellers' paradise

Here, emotion-driven messages and engaging narratives reign supreme. Users are more receptive to visually rich content that tells a story or evokes a feeling. If your current campaigns in these regions lack this emotional touch, you might be missing out on deeper engagement.

Key takeaway: While your Southern European campaigns should lean into emotional and lifestyle-driven approaches, keep things clear and functional for your German and UK audiences. This nuanced approach can significantly boost engagement across your European markets.

 

Testing different strategies with charles

You can use charles to fine-tune your WhatsApp marketing by using our campaign duplication feature. This functionality allows you to create variations of your campaigns quickly and effectively. Its a very efficient way to test different WhatsApp approaches in your universe's region.

Here's how it works: You can easily duplicate any of your campaigns, copying both the audience and content. Just click on the three dots under the Edit column in your Campaigns screen, then click on Duplicate. This gives you a great starting point for trying out different messaging, offers, or timing to see what resonates in a particular market. This is a quick and effective way to A/B test your campaign variations.

This feature helps you craft WhatsApp marketing strategies that really resonate in each market. It's perfect for businesses looking to maximise their WhatsApp marketing impact across Europe and beyond, taking into account how consumers behave and engage in different places. While the guidelines in this article are a good starting point, every product is different in every market, so it's important to try out different strategies for each market to determine which one works best for you and your product.

Crafting irresistible offers & incentives

The art of the deal varies across Europe, and understanding these differences can supercharge your conversion rates:

Germany and France: The exclusivity seekers

In these markets, trust and exclusivity are paramount. Early access, VIP offers, or limited-time deals often outperform generic discounts. If you're not already using charles to create these exclusive experiences in Germany and France, you're leaving money on the table.

Spain and Italy: The deal hunters

Flash sales, discounts, and urgency-driven offers work exceptionally well here. Users in these markets are more reactive to promotions, making them perfect for dynamic, time-sensitive campaigns.

United Kingdom: The service appreciators

UK users expect high-quality service and convenience-based offers. Free trials, extended returns, or other perks that enhance the customer experience tend to resonate well.

Key takeaway: Tailor your incentives to regional preferences. Use "exclusive early access" for Germany and France, "limited-time flash sales" for Spain and Italy, and "convenience-based perks" for the UK. This targeted approach can significantly boost your conversion rates across different markets.

 

Implementing a market-specific approach to your WhatsApp strategy

Takko Fashion has effectively leveraged charles' WhatsApp Marketing platform to establish instant connections with customers, delivering tailored promotions, announcements, and engaging content. Their approach demonstrates the importance of adapting strategies to specific markets:

In Italy, where Takko had no existing loyalty program, they introduced WhatsApp as a primary engagement channel. By placing QR codes at checkout counters and offering a €5 discount for new subscribers, they've created a strong incentive for customer participation.

In Germany, Takko took a different approach due to their established app-based loyalty program. They're collecting WhatsApp opt-ins via email and their website, offering the same €5 discount for new subscribers both online and offline. Additionally, they're creating synergy between WhatsApp and their existing loyalty program by inviting new subscribers to join Takko Friends.

The results of these market-specific strategies have been notable:

In Italy, Takko has seen significant subscriber growth, adding over 9,000 new subscribers per month. Their campaigns have achieved impressive engagement rates, with 92% open rates and 15% click-through rates on average. A promotional campaign led to an 82% increase in daily in-store purchases per store, with a 7% conversion rate of in-store shoppers and a remarkable 36.8x return on ad spend.

In Germany, while subscriber growth has been more modest at 2,000 new subscribers per month, engagement rates remain high with 88% open rates and 17% click-through rates. Their approach has resulted in a true omnichannel strategy, with low opt-out rates of 0.2% on average, indicating strong customer acceptance.

These results underscore the effectiveness of tailoring WhatsApp marketing strategies to specific market conditions and existing customer engagement programs. Takko's success in both markets demonstrates the potential of WhatsApp as a versatile marketing channel when implemented thoughtfully and with consideration for regional differences.

Navigating privacy and trust factors

In the post-GDPR era, privacy concerns vary significantly across Europe, impacting how users perceive and engage with WhatsApp marketing:

Germany and France: The privacy pioneers

These are GDPR-heavy markets with strong data protection awareness. Users here strongly prefer campaigns where they've clearly opted in. Transparency about data usage is not just appreciated, it's expected.

Italy and Spain: The open communicators

Users in these markets are generally more open to marketing messages, especially if there's an immediate reward. While GDPR still applies, the receptiveness to promotional content is higher.

United Kingdom: The personalisation expectators

GDPR is a factor, but UK users expect well-targeted, personalised messages rather than generic blasts. They're willing to share data if it means receiving more relevant communications.

Key takeaway: For Germany and France, your WhatsApp campaigns need to emphasize data security, opt-in clarity, and brand trustworthiness. This approach not only ensures compliance but also builds the trust necessary for effective marketing in these privacy-conscious markets.

 

Leveraging best-performing content types

The type of content that resonates with users varies significantly across European markets:

Germany and UK: The information seekers

FAQ-based automation, product guides, and service-oriented content perform exceptionally well here. Think booking reminders, customer support, and practical information delivered via WhatsApp.

Spain, Italy, and France: The engagement enthusiasts

Interactive content, contests, and conversational marketing are the stars in these markets. Polls, exclusive WhatsApp communities, and other engaging formats can drive significant user interaction.

Key takeaway: Align your content strategy with regional preferences. Use functional and service-driven content in the UK and Germany, while experimenting with more engaging and interactive formats in Spain, Italy, and France.

 

Wrapping up: Why you can’t afford to ignore localisation

As we've seen, a one-size-fits-all approach to WhatsApp marketing in Europe is far from optimal. Instead, the key to success lies in localisation:

1. For Germany and France, focus on trust-building campaigns with exclusive VIP access offers.
2. In Spain and Italy, leverage urgency-driven offers and interactive content formats.
3. For the UK, strike a balance with clear messaging and value-driven perks.

By tailoring your WhatsApp strategy to these regional nuances, you can significantly enhance your marketing effectiveness across Europe. And remember, if you're already seeing success with charles in one region, imagine the potential when you apply these insights to expand your reach across the continent.

Ready to take your WhatsApp marketing to the next level across Europe?

Book a demo today to see how charles can help you unlock the full potential of localised, data-driven campaigns that resonate with users in every market.