Regular broadcasts to customers who have already purchased strengthen brand trust and grow loyalty. They drive repeat sales and can boost conversion by up to 20%.
In this article
A mass WhatsApp broadcast is an effective way to stay in touch with your target audience. Sending messages to customers helps you grab their attention and reach your goals.
How to build your own contact base
— Offline forms: collect a customer's phone and contacts via a standard form. The customer fills it out and gives consent to data processing for WhatsApp broadcasts.
— Site subscription form: customers enter their data in a dedicated field, which lets you grow your subscriber base.
— Social media: use business accounts and DMs to inform people about subscribing to your WhatsApp broadcast.
— CRM: export the base from your CRM (amoCRM, Bitrix24, and so on).
— Manual contact-base building: to collect numbers, use platforms such as Yandex.Maps, Avito, and others.
— Parsing: collect phone numbers via dedicated tools.
Recommendations for writing the message
— Avoid purely promotional copy. Messages that contain only ads can be perceived as spam. In messengers like WhatsApp such messages are met with annoyance, so your job is to create value and engage the recipient.
— Limit the text length. Long messages rarely get read through. Try to phrase your thoughts briefly and to the point so you hold the contact's attention.
— Encourage dialogue. WhatsApp is a platform for conversation, so your messages should invite a reply. If your message doesn't prompt a continued conversation or carry any concrete information, it will most likely be perceived as spam and the recipient may report it.
What to write about
A broadcast to your own base makes communication much easier — these customers already know your company and services. Messenger users are the perfect audience for useful information, news, and promo messages via WhatsApp.
Here are some content categories:
1. Special offers — send photos of popular products with current prices and discounts.
2. Reminders — notify about upcoming appointments or consultations.
3. Order updates — keep customers in the loop on payment receipt, shipping, and delivery times.
4. Reply to missed calls — send apologies with an offer to continue via WhatsApp.
5. Informational messages — announce new branches, promotions, or collection launches.
6. Feedback — ask for reviews and run surveys, offering small prizes or discounts as a thank-you.
When and how often to send
The frequency and cadence of broadcasts depend on the industry and the nature of the advertised product. Take into account how often customers need your products or services and how often they make repeat purchases.
A broadcast to your own base is best planned no more often than once a month so as not to overload customers.
Tie broadcasts to important events or promotions. This approach helps strengthen customer relationships and grows marketing efficiency.
How to organize the broadcast
Send broadcasts at a pace that lets you respond properly to replies. It's better to split the customer base into small groups and process one group per day.
You can also split your broadcast by different criteria — age, gender, and other traits. This lets you craft more personal messages for each group, which makes communication more effective. That way you'll better understand subscribers' interests and preferences, leading to higher engagement and better response to your offers.
Use UniMessenger's features for effective, high-impact broadcasts that help you get the most out of your contact base.
