How And When to Use Whatsapp in Email Campaigns

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Keynote: How And When to Use Whatsapp in Email Campaigns Whatsapp is the killer app on your mobile device for fast communicating with friends, family and small groups. In this presentation, Hessel Boschma, Channel & Email Marketing Manager, at ZIGGO, will reveal when is it appropriate to include Whatsapp in your email campaigns and how can it be done. PRESENTER Hessel Boschma, Channel & Email Marketing Manager, Ziggo @bossie_tweet

Marketing

Building Customer-Centric Experiences
Across Devices & Channels
How And When to Use
Whatsapp in Email
Campaigns
Hessel C. Boschma
Digital department, Ziggo
Algarve Portugal, June 2016

15
Ziggo Email Marketing
Overview
• Marketing & Sales
• Transactional & Service
– Confirmation, (preemptive) service, fix & maintain
• Billing
• Retail support
• B2B & B2B partner support
• Specials: corporate events etc.

24
Users & volume others?
Source: expandedramblings.com

25
Email vs/and Whatsapp
• Email has the volume and the power to push a personalised b2c
message from your company to your customers.
• Whatsapp is the weapon of choice for customers for p2p
communication en closed / small groups

26
Why use Whatsapp in email?
• Mobile!
• Fast & easy to use
• Communicate 1-to-1 or to closed group ‘privat’ groups, no
social settings needed
• Platform ‘independent’ tool, not like Facebook Messenger or
Apple iMessenger and don’t need an account in the traditional
way
• It’s for free and ad free (for now)
• No inapp targetting
•- But only to use with mobile device and SIM card and internet
access

32
Email message mobile
23.362
2.384
854
# clicks
296
Do you want to be my Valentine?
Join me and together we can have
fun with the Ladies of Soul!

33
Email + messenger
+ dark social + retargetting

34
Conclusion
The use of the ‘share via Whatsapp’
functionality in emailcampaigns through
your customers gives us email
marketeers new opportunities of
extending our reach (beyond email) and
growing customer engagement.

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How And When to Use Whatsapp in Email Campaigns

2. 1

3. Building Customer-Centric Experiences Across Devices & Channels How And When to Use Whatsapp in Email Campaigns Hessel C. Boschma Digital department, Ziggo Algarve Portugal, June 2016

4. 3 1. Who is this? 2. Profile Ziggo & Liberty Global 3. Overview Ziggo email marketing 4. What’s up with Whatsapp in e-mail? 5. Growth of Whatsapp 6. When to apply Whatsapp 7. Case: How to apply Whatsapp Content

5. 4

6. 5

7. 6 Liberty Global & Ziggo

8. 7

9. 8

10. 9 Liberty Global figures

11.

12. 11

13. 12

14. 13

15. 14

16. 15 Ziggo Email Marketing Overview • Marketing & Sales • Transactional & Service – Confirmation, (preemptive) service, fix & maintain • Billing • Retail support • B2B & B2B partner support • Specials: corporate events etc.

17. 17 Email channel integration

18. 18

19. 19

20. 20 More Ziggo then you can eat

21. 21

22. 22 And Whatsapp?

23. 23 Whatsapp figures

24. 24 Users & volume others? Source: expandedramblings.com

25. 25 Email vs/and Whatsapp • Email has the volume and the power to push a personalised b2c message from your company to your customers. • Whatsapp is the weapon of choice for customers for p2p communication en closed / small groups

26. 26 Why use Whatsapp in email? • Mobile! • Fast & easy to use • Communicate 1-to-1 or to closed group ‘privat’ groups, no social settings needed • Platform ‘independent’ tool, not like Facebook Messenger or Apple iMessenger and don’t need an account in the traditional way • It’s for free and ad free (for now) • No inapp targetting •- But only to use with mobile device and SIM card and internet access

27. 29

28. 30

29. 31 E-mail message

30. 32 Email message mobile 23.362 2.384 854 # clicks 296 Do you want to be my Valentine? Join me and together we can have fun with the Ladies of Soul!

31. 33 Email + messenger + dark social + retargetting

32. 34 Conclusion The use of the ‘share via Whatsapp’ functionality in emailcampaigns through your customers gives us email marketeers new opportunities of extending our reach (beyond email) and growing customer engagement.

Editor's Notes

http://about.virginmedia.com/press-release/9521/virgin-media-and-southampton-football-club-announce-three-year-partnership
Ziggo omzet 2015: 2,5 billion
Quadplay, broadband, stated in May 2008.
Ziggo omzet 2015: 2,5 billion
–silos- ;-)
HORIZON LINK https://itunes.apple.com/nl/app/horizon-go/id549148968?mt=8&v0=WWW-EUNL-ITSTOP100-FREEAPPS&l=en&ign-mpt=uo%3D4
https://www.ziggo.nl/kabel/meer-dan-je-op-kan/?CMP=dm&intcmp=meerdanjeopkan
http://www.marketingfacts.nl/berichten/de-toekomst-van-whatsapp-en-facebook-messenger
http://www.marketingfacts.nl/berichten/de-toekomst-van-whatsapp-en-facebook-messenger
http://www.statista.com/statistics/417295/facebook-messenger-monthly-active-users/ http://www.businessinsider.com/wechat-breaks-700-million-monthly-active-users-2016-4?IR=T http://expandedramblings.com/index https://www.linkedin.com/pulse/watch-out-facebook-messenger-apples-imessage-just-got-karol-severin?trk=v-feed&trk=hp-feed-article-title-share 24-6: toevoegen Snappchat, Tizen en iOS
What if you combine the power of these two?
Forward mail, SMS or X-messenger Whatsapp is ‘weapon of choice’ for consumers for fast and easy sharing a message in a small group or personal message
https://www.blinker.nl/blog/email-marketing-hoe-deel-je-artikelen-via-whatsapp
https://www.blinker.nl/blog/email-marketing-hoe-deel-je-artikelen-via-whatsapp
http://ziggo.ziggo.mailplus.nl/archief/mailing-398005-1.html
B2b case: http://ziggo.e4.mailplus.nl/archief/mailing-504126264.html
Next steps: Tagging of links in direct message messages through dark social tagging

How And When to Use Whatsapp in Email Campaigns

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