11 Mar 2024
Let's face it, your marketing emails are probably going to the spam folder or are being ignored altogether. Modern customers expect fast, easy-to-scan communication on their favourite messaging platforms. By the end of 2023, WhatsApp was the most downloaded chat and messaging app worldwide, with approximately 45.85 million downloads across the Apple App Store and the Google Play Store. In this blog, we explore how insurance businesses can use WhatsApp newsletters to boost sales, support and engagement.
What are WhatsApp newsletters?
WhatsApp newsletters allow insurance businesses to deliver targeted and personalised updates, news and offers directly to their customers' smartphones. They’re recurring, automated content updates sent to users on WhatsApp.
You can create separate lists based on categories like policy type or demographics and customise newsletters for each segment. WhatsApp newsletters are essentially WhatsApp broadcasts.
For example, an insurer can send monthly updates on home insurance safety to housing clients and investment updates to wealth policyholders. In our WhatsApp Broadcasts blog, we cover how to send a newsletter and how to build your subscriber list. A great way to promote the newsletter and get sign-ups is through social media.
The benefits of using WhatsApp newsletters
Instant delivery: WhatsApp newsletters are delivered immediately, making it a perfect channel to send policy reminders, promotional offers, or other updates to insurance clients on the go.
High open and engagement rates: With 98% open rates, WhatsApp newsletters get seen more than email. Recipients are also more likely to act by clicking links or responding. With WhatsApp newsletters, you can be sure that your audience will open your messages, boosting engagement and encouraging action.
Improved brand trust: Messaging offers a personal connection that email lacks thanks to its real-time and conversational nature. This makes users more receptive to brand messaging from an insurance provider they already chat with.
Multimedia features: WhatsApp allows you to wow customers with attention-grabbing videos, gifs and images in your broadcast messages, which some email clients still lack native support for. As opposed to email, WhatsApp is a more appropriate platform to include a different range of multimedia.
10 Ways insurance businesses can use WhatsApp newsletters:
1. Policy updates
You can send updates to customers about upcoming policy updates, what customers can expect, and when the policy will be updated. These newsletters can be sent yearly or quarterly and can include information about renewal options, payment methods, and any discounts available.
2. Claims:
WhatsApp newsletters are a great way to keep customers informed about their insurance claims, providing peace of mind and transparency. Send updates on claim processing, approvals, and any additional documentation needed.
3. Safety tips and advice
Share valuable safety tips, advice, and risk management tips to help customers protect their assets and minimise risks. These tips can cover topics like home security, safe driving practices, and disaster preparedness and help clients stay compliant with their insurance coverage terms. This newsletter can be sent monthly or during busy periods like holidays, like Easter, when a lot of customers are travelling long distances to and from their families.
4. Upsell and cross-sell
Insurance businesses can use WhatsApp newsletters to upsell and cross-sell additional products or services to existing customers. By highlighting other insurance policies, add-ons, or upgrades, you can boost sales while providing value to your customers.
5. Emergency alerts
Send real-time emergency alerts and notifications to customers in the event of natural disasters, extreme weather conditions, or other emergencies. Keep customers informed about evacuation procedures, safety precautions, and available resources.
7. Customer surveys and feedback
WhatsApp newsletters are a great way to get customers to provide valuable feedback. You can send feedback surveys or create a conversational feedback chatbot to get valuable insights and feedback from customers through surveys and polls, so you can improve your products and services. Hollard Insurance used WhatsApp newsletters for their surveys and claimed a 5x increase in response rates.
8. Event invitations
Invite customers to exclusive events, webinars, or seminars hosted by your insurance company, creating a sense of community and engagement. Share details about upcoming events, speakers, and registration information.
9. Personalised recommendations:
Offer personalised insurance recommendations based on each customer's unique needs, preferences, and life events. Use WhatsApp newsletters to suggest relevant products, coverage options, and policy improvements.
10. Customer support and assistance:
Provide round-the-clock customer support and assistance, allowing customers to reach out with questions, concerns, or inquiries anytime, anywhere. Use WhatsApp newsletters to inform your customers that you can help them via live chat support, FAQs, and contact information.
Tips for a successful WhatsApp newsletter
Keep it short and sweet
📝 Your audience's attention span on messaging platforms is limited; aim for concise and impactful content. Focus on delivering your message efficiently without unnecessary fluff or jargon. Use clear and straightforward language to get your information across.
You don’t always have something to say
🗓️ Quality trumps quantity when it comes to newsletter frequency. Instead of bombarding your audience with newsletters every week, prioritise sending them when you have valuable updates, insights, or offers to share. This ensures that each WhatsApp newsletter is relevant and impactful.
Write for your audience, not for you
🎯 Tailor your newsletter content to address the needs, interests, and pain points of your audience. Think about their demographics, preferences, and behaviours when creating your messages. Personalise your content to resonate with them on a deeper level, showing that you understand and care about their concerns.
Timing is key
🕒 Send your newsletters at the best times when your audience is most likely to be active on WhatsApp. Avoid sending messages during late hours or busy periods when they're less likely to engage. Experiment with different times to determine what works best for your audience.
WhatsApp newsletters vs email newsletters
Higher click-through rates: For email campaigns, clicks average around 2.9%, and up to 50% for WhatsApp campaigns.
Higher conversion rates: Driving conversions is the ultimate goal, and WhatsApp messages generate a 10x improvement over email. Email has a conversion rate of under 0.5%, whereas WhatsApp has a conversion rate of up to 156%.
Real-time communication: WhatsApp allows for real-time communication by using WhatsApp auto-replies, which can be more efficient and convenient than sending emails back and forth and having to wait hours for an answer.
Fun fact
Did you know that 50 million businesses around the world use WhatsApp as a marketing channel? Just like Thor needs his hammer, businesses need WhatsApp.
50 Million businesses can’t be wrong. Choose WhatsApp
When you look at key metrics, from open rates to conversions, WhatsApp newsletters outperform email by every standard. 93% of users trust messaging as a communication medium; it's time to switch channels. Contact Cue for a demo!
