Email Marketing + WhatsApp: Creating multichannel funnels that convert

In today's hyper-connected digital landscape, businesses need to engage customers across multiple touchpoints to effectively drive conversions. Combining email marketing with WhatsApp offers a powerful way to create multichannel funnels that nurture leads, build trust, and increase conversion rates. This article explores strategies for integrating email and WhatsApp into cohesive, high-converting funnels, with a focus on remarketing, campaign orchestration, and lead nurturing. Designed for companies looking to optimize their marketing efforts, these strategies align with the goals of platforms like ChatArchitect that enable conversational marketing.

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Why combine email and WhatsApp in your marketing funnel?

Email and WhatsApp are complementary channels that cater to different customer behaviors. Email is formal, scalable, and ideal for delivering detailed content, while WhatsApp is immediate, personal, and conversational. Together, they create a dynamic funnel that engages prospects at different stages of their journey.

• Email: Provides structured, visually rich content for storytelling, promotions, and updates. It's perfect for nurturing leads over time.
• WhatsApp: Enables real-time, two-way communication that builds trust and urgency. It's ideal for personalized offers and quick responses.

By integrating these channels, businesses can

• Reach customers on their preferred platforms.
• Increase engagement with timely, relevant messages.
• Drive conversions by combining long-term nurturing with immediate action triggers.

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Understanding the Multi-Channel Funnel

A multichannel funnel guides prospects from awareness to conversion through coordinated touchpoints. The key stages are

1. Awareness: Introducing your brand or product.
2. Interest: Provide valuable content to build trust.
3. Be thoughtful: Address pain points and demonstrate benefits.
4. Convert: Prompt action with compelling offers.
5. Retention: Encourage repeat purchases and loyalty.

Email and WhatsApp can be used strategically at each stage to maximize impact.

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Step-by-step strategy for building email + WhatsApp funnels

1. Map your customer journey

Before you create campaigns, map out your customer journey. Identify key touch points where email and WhatsApp can work together. For example:

• Awareness: Use email to send a newsletter introducing your product. Follow up with a WhatsApp message inviting users to join a community or claim a free resource.
• Follow up: Send an email with a case study, then use WhatsApp to offer a personalized demo or answer questions.
• Conversion: Email a limited-time discount code, reinforced by a WhatsApp reminder with a direct purchase link.

Pro Tip: Use tools like ChatArchitect to automate journey mapping and seamlessly integrate both channels.

2. Segment your audience

Segmentation ensures that your messages resonate with specific groups. Segment your audience based on

• Demographics: Age, location, or industry.
• Behavior: Website visits, email opens, or purchase history.
• Preferences: Preferred communication channel (email vs. WhatsApp).

For example, younger audiences may respond better to the conversational tone of WhatsApp, while professionals may prefer email for detailed updates. Use CRM tools to track interactions and tailor content accordingly.

3. Create compelling email content

Email is your storytelling tool. Use them to:

• Educate: Share blogs, white papers, or webinars to build authority.
• Nurture: Send drip campaigns with tips, case studies, or testimonials.
• Convert: Include clear CTAs such as "Buy Now" or "Request a Demo.

Best Practices:

• Write concise subject lines (e.g., "Unlock 20% off your next purchase!").
• Use responsive templates for mobile-friendly designs.
• Personalize emails with the recipient's name and tailored recommendations.

4. Use WhatsApp for real-time engagement

The power of WhatsApp lies in its immediacy and conversational nature. Use it to:

• Engage: Send welcome messages or quick polls to encourage interaction.
• Nurture: Share bite-sized content such as tips, videos or FAQs.
• Convert: Send time-sensitive offers or abandoned cart reminders.

Best Practices:

• Obtain explicit consent before messaging (to comply with regulations such as GDPR).
• Leverage the WhatsApp Business API for automation and scalability.
• Keep messages short, friendly, and action-oriented (e.g., "Hey [name], your cart is waiting! Use code SAVE10 to get 10% off: [link]").

5. Orchestrate cross-channel campaigns

Campaign orchestration ensures that email and WhatsApp work in harmony. For example:

• Welcome Series:
  
  • Email 1: Welcome email with brand story and free resource.
  • WhatsApp: Follow-up message inviting users to a Q&A session.
• Abandoned Cart:
  
  • Email: Send a reminder with product details and discount.
  • WhatsApp: Send a 24-hour countdown for the offer.
• Re-engagement:
  
  • Email: Send a "We miss you" email with a special offer.
  • WhatsApp: Follow up with a personalized message asking for feedback.

Tool Tip: Platforms like ChatArchitect can automate cross-channel workflows to ensure timely delivery and consistent messaging.

6. Integrate Remarketing

Remarketing targets users who have interacted with your brand but haven't converted. Use:

• Email: Retarget with personalized product recommendations based on browsing history.
• WhatsApp: Send a conversational nudge like, "Still thinking about [product]? It's back in stock! [link]".

Remarketing works best when messages are timely and relevant. For example, if a user abandons a cart, send an email within 24 hours and a WhatsApp message within 48 hours.

7. Measure and Optimize

Track key metrics to refine your funnel:

• Email: Open rates, click-through rates and conversion rates.
• WhatsApp: Delivery rates, response rates and CTA clicks.
• Total: Funnel drop-off rates, ROI, and customer lifetime value.

Use A/B testing to experiment with subject lines, message timing, and CTAs. For example, test whether a WhatsApp message sent 1 hour after an email performs better than one sent 24 hours later.

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Real world example: E-Commerce Funnel

Let's say you run an online clothing store. Here's how you might structure a multichannel funnel:

1. Awareness:
   
   • Email: Send a newsletter showcasing your new collection with a "shop now" CTA.
   • WhatsApp: Invite users to join a VIP group for exclusive previews.
2. Interest:
   
   • Email: Share a blog post about "Top 5 Summer Fashion Trends".
   • WhatsApp: Send a short video of a stylist explaining how to pair items.
3. Consideration:
   
   • Email: Offer a free style guide download in exchange for their email.
   • WhatsApp: Follow up with a personalized outfit suggestion based on their preferences.
4. Conversion:
   
   • Email: Send a 15% off coupon valid for 48 hours.
   • WhatsApp: Remind them 24 hours before the coupon expires with a direct checkout link.
5. Retention:
   
   • Email: Send a thank you email with an invitation to a loyalty program.
   • WhatsApp: Share a quick survey to gather feedback and offer a small discount.

This funnel leverages email for detailed storytelling and WhatsApp for immediate, personal engagement to drive higher conversions.

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Compliance and Best Practices

• Consent: Always obtain opt-in consent for WhatsApp and email communications to comply with regulations such as GDPR and CAN-SPAM.
• Frequency: Avoid overwhelming users. Limit emails to 1-2 per week and WhatsApp messages to 1-3 per week, depending on the campaign.
• Unsubscribe options: Provide clear unsubscribe options in both channels.
• Data Privacy: Use secure platforms like ChatArchitect to manage customer data and ensure compliance.

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Tools to Improve Your Multi-Channel Funnel

To optimize your email and WhatsApp campaigns, consider these tools:

• ChatArchitect: Automates conversational marketing across WhatsApp and email, with robust analytics.
• Mailchimp: For creating and segmenting email campaigns.
• WhatsApp Business API: For scalable, automated messaging.
• CRM platforms (e.g., HubSpot, Salesforce): For audience segmentation and journey tracking.

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Challenges and Solutions

• Challenge: Message overload can annoy users.
  
  • Solution: Use segmentation and timing rules to send only relevant messages.
• Challenge: Manually coordinating channels is time consuming.
  
  • Solution: Leverage automation tools like ChatArchitect for seamless orchestration.
• Challenge: Comply with messaging regulations.
  
  • Solution: Implement double opt-in processes and clear unsubscribe options.

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The takeaway.

Combining email and WhatsApp creates a powerful multichannel funnel that engages customers at every stage of their journey. By mapping the customer journey, segmenting audiences, creating compelling content, and orchestrating campaigns, businesses can drive higher conversions and build lasting relationships. Tools like ChatArchitect make it easy to automate and optimize these funnels, ensuring efficiency and compliance.

Start experimenting with email and WhatsApp today to create funnels that not only convert, but delight your customers.

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