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Building Customer-Centric Experiences Across Devices & Channels

How And When to Use Whatsapp in Email Campaigns

Hessel C. BoschmaDigital department, ZiggoAlgarve Portugal, June 2016

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1. Who is this? 2. Profile Ziggo & Liberty Global3. Overview Ziggo email marketing4. What’s up with Whatsapp in e-mail?5. Growth of Whatsapp6. When to apply Whatsapp7. Case: How to apply Whatsapp

Content

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Liberty Global & Ziggo

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Liberty Global acquisitions

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Liberty Global countries & brands

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Liberty Global figures

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Ziggo Email MarketingOverview• Marketing & Sales• Transactional & Service

– Confirmation, (preemptive) service, fix & maintain• Billing• Retail support• B2B & B2B partner support• Specials: corporate events etc.

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Email channel integration

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More Ziggo then you can eat

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More Ziggo then you can eat! (III)

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And Whatsapp?

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Whatsapp figures

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Users & volume others?

Source: expandedramblings.com

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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

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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

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E-mail message

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Email message mobile23.362

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!

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Email + messenger+ dark social + retargetting

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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.