WhatsApp for Business: Tools and Features

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WhatsApp is one of the most popular platforms in the world and confidently holds high positions thanks to its well-thought-out functionality. At the same time, the messenger developer is actively developing not only the user application, but also the business platform. The user-friendly interface, wide opportunities for brand development and communication with the audience make WhatsApp a trend in the mobile marketing market. And the facts and statistics confirm this:

WhatsApp Audience Reaches Almost 96 Million Monthly Users
The messenger is used in more than 180 countries around the world
More than 67% of Russians visit the app daily
Messenger is in the TOP-30 Internet platforms in Russia
The number of Yandex search queries for the phrase “WhatsApp for Business” has increased fourfold over the past four years*
The statistics on the use of the messenger for business communication are also impressive. Which areas choose WhatsApp for sending out messages to clients today and where is the conversion rate the highest?

*Sources: Mediascope , Similarweb , Wordstat

Word to numbers*
Leading areas for WhatsApp mailings
According to 2022-2023 data, more than a quarter on page seo service of all business mailings are made by companies in the field of online education. Marketplaces and online stores also occupy a significant market share and continue to grow: + 4.3% per year. No less impressive growth is demonstrated by the service sector, where WhatsApp mailings increased by 6.6%. The IT niche is also among the areas that actively use the messenger to communicate with the audience.



WhatsApp Mailing Deliverability Leaders
The average deliverability of messenger mailings for 2022-2023 has remained virtually unchanged. The leaders were and continue to be travel, entertainment, and medicine, whose clients received almost 90% of sent messages. More than 85% of notifications were also delivered in manufacturing, the auto business, fitness, and e-commerce. The lowest rates were demonstrated by finance (79%) and IT services (75%).



WhatsApp Message Open Rate
WhatsApp newsletters consistently have a high level of readability. In five industries — travel, manufacturing, medicine, services, and auto — the open rate of notifications exceeds or equals 90%. It is worth noting that almost all key business areas have a result of 80%. Business newsletters are read the least by clients of fitness and financial organizations.



Mailing Conversion Rate
The average conversion rate, or Response Rate, is currently at 21%. For the leading spheres — IT and services — this figure is almost 30%. Online education, medicine, fitness, finance, and auto also have a high percentage of responses from users. And the winners of previous ratings — manufacturing (10%) and travel (5%) — close the table.



We conducted a survey among our leading clients: what allows them to have high indicators and continue to grow? Based on the answers, we have formed a TOP of recommendations for you that will help you make WhatsApp mailings conveniently and effectively.

*Based on research of the mobile marketing market, a survey of SIGMA messaging clients and partner companies

Recommendations for effective WhatsApp mailings
Connect the official WhatsApp Business API solution: this is a guarantee of fast and convenient mailings without the risk of failures and blocking
Use the capabilities of the official WABA channel: brand your communications, use templates, include media files, action buttons, etc. in the text.
Study platform updates: get acquainted with new features in the messenger and try to implement as many discoveries as possible to improve communication with users
Write briefly, “tasty” and correctly: check the texts of the newsletter, think of catchy headlines and offers for buyers
Personalize communication: use an individual approach - this is the key to attention and customer loyalty
Think about the frequency and time of your mailings: don’t be a spammer and don’t write more than 2-3 times a week*
Send out mailings to your own database: working with a “cold” audience that has not agreed to receive business notifications is highly likely to lead to negative reviews and user complaints
Analyze results : work with analytics to improve communications and save on marketing costs