What is dialog marketing?

In an increasingly digital world, where customer demands for interaction with companies are constantly rising, it is more important than ever to establish appealing and personalized communication. This is where dialog marketing comes into play. It allows companies to engage directly and specifically with their customers to increase customer loyalty and sales. In this blog article, you will learn what dialog marketing is, what role WhatsApp plays in modern dialog marketing, and how you can use it successfully for your company.

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Dialog marketing is a form of direct marketing in which companies communicate directly with their customers and prospects to enable a personalized and targeted approach. This can involve various channels such as e-mail, SMS, chatbots, WhatsApp or other social media channels.

The focus of dialog marketing is on establishing and maintaining a personal relationship with the customer. This can be achieved, for example, through personalized offers or individual communication. Another goal of dialog marketing is to persuade the customer to perform a specific action, such as making a purchase or signing up for a newsletter, by addressing them in a targeted manner.

It is important to note that dialog marketing always focuses on the interests and needs of the customer. This is the only way to build successful and sustainable customer loyalty.

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Types of dialogue marketing

There are several types of dialogue marketing that companies can use to achieve their goals. Here are some examples:

E-mail marketing: E-mail marketing refers to the use of e-mail as a communication channel between companies and customers. This can involve sending personalized offers, news or newsletters.

SMS marketing: SMS marketing enables companies to address their customers via SMS. This can be used, for example, for reminders about events or offers.

Chatbot communication: Chatbots are computer-controlled programs that are able to communicate with humans via text messages. They can be used, for example, to answer customer inquiries or make offers.

Social media marketing: Social media marketing refers to the use of social networks to communicate directly with customers. This can be done, for example, through personalized offers or individual messages.

WhatsApp Marketing: WhatsApp is a widely used instant messaging service that allows businesses to communicate directly with their customers. Businesses can use WhatsApp to send personalized offers, answer customer queries, and even use automated chatbots.

It is important to note that each type of dialog marketing has its own strengths and weaknesses and may be better suited for certain goals and target groups. Companies should therefore think carefully about which type of dialog marketing is best for them. Especially with regard to the effort, costs and conversion rate, the channel for dialog marketing should be chosen carefully. In the following chapter, you will learn why WhatsApp in particular can have various advantages over the other channels for many companies.

Conversations on messenger services like WhatsApp will replace email and letters when it comes to how companies successfully market

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Successful dialog marketing with WhatsApp newsletter

WhatsApp newsletters are paid mass messages via WhatsApp to share relevant and valuable information with customers. WhatsApp itself calls these messages "Promotional Messages". For example, you can inform your customers about new products, point out discount promotions or remind existing customers about service intervals. The WhatsApp newsletter is therefore ideal for dialog marketing.

To prevent spam and excessive advertising on WhatsApp, the parent company Meta has set some rules for sending newsletters. Among other things, there are caps on the number of messages sent and the content is also checked. Each message template for newsletters must be approved by Meta in advance. From a legal perspective, the GDPR must also be observed, which requires the user's consent (opt-in) to receive the newsletter. Promotional messages can only be sent via the WhatsApp API and are GDPR-compliant. These requirements may sound complex, but they are very simple to implement with Mateo. With a look at the advantages compared to conventional email marketing, it becomes clear that the benefits of WhatsApp newsletters are usually much greater than the small additional effort.

In our article "Which is better suited for corporate marketing? WhatsApp newsletter or e-mail?" we compared e-mail marketing, which is still widely used for dialog marketing, with modern WhatsApp newsletters. The analysis yielded the following result:

There are no differences between WhatsApp and e-mail newsletters in terms of the legal basis for opting in and the technical requirements for analyses. Traditional email newsletters show slight advantages in the slightly higher user numbers and the lower costs. WhatsApp can dominate the comparison in all other aspects. An opening rate that is higher by a factor of 4.5 on average and the user atmosphere that is much more suitable for a marketing channel lead to massively increased conversion rates and sales revenues.

The open rates of newsletters sent via WhatsApp are significantly higher than those of e-mails (source: Gartner).

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The somewhat higher costs are therefore offset by the sales revenues, which have increased many times over. WhatsApp newsletters have a significantly better cost-benefit ratio and thus contribute more to the company's success than e-mail newsletters. Furthermore, many additional media and functions are supported in WhatsApp and sent newsletters end up 100% with the recipient and not in the spam folder like many emails.

The success of dialog marketing is particularly evident on WhatsApp. The informal and personal user atmosphere is ideal for the emotional buying behavior of consumers. You can read more about this in our article "WhatsApp Newsletter - The Marketing of the Future".

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Implementation and success criteria of dialog marketing

The implementation of dialog marketing measures requires careful planning and execution. There are some steps that companies should follow when implementing dialog marketing.

First, companies should define their target audience precisely and understand their needs and desires. This helps in selecting the right communication channels and in creating personalized offers and messages.

Second, companies should choose their communication channels carefully. This depends on the target group and the company's goals. It is important to know the strengths and weaknesses of the different channels and select those that are most suitable.

Third, companies should personalize their messages and offers. This increases the chance that the messages will be read and responded to and that the offers will be accepted.

Fourth, companies should regularly monitor and evaluate their dialog marketing measures. This makes it possible to determine the success rate and make adjustments if necessary.

To measure the success of dialog marketing measures, there are various success criteria that companies should take into account. These include, for example, the open rate, the click rate, the response rate and the conversion rate. At Mateo, in-depth analyses of WhatsApp marketing campaigns are possible.

Customer loyalty and customer satisfaction can also be used as success criteria. A successful dialog marketing campaign usually leads to customers being loyal to the company for longer and being more satisfied with the products and services offered. The informal and personal user atmosphere of WhatsApp is ideal for the emotional buying behavior of consumers and thus also for customer loyalty.

Would you like to conduct successful dialog marketing with WhatsApp newsletters from Mateo? Or are you interested in an inbox where customer inquiries from different communication channels can be bundled centrally and processed efficiently? Simply arrange a free consultation appointment.

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Dialog marketing with WhatsApp newsletter campaigns from Mateo

Mateo offers a comprehensive service in the field of dialog marketing with WhatsApp Newsletter Marketing. The service portfolio ranges from setting up the WhatsApp API to individual tips for collecting opt-ins, maintaining customer data and creating newsletters to in-depth analyses. A fully comprehensive service with a focus on dialog marketing and conversational commerce, customized for your company.

Mateo's software also offers customizable message templates that can be used to create WhatsApp newsletters in just a few clicks. Mateo's centralized inbox, where customer requests from different communication channels can be centrally bundled and efficiently processed, makes it easy to optimize customer communication to the maximum. Furthermore, the integration of numerous other tools into our software solution reduces your customer service workload. With Mateo, customer communication and marketing is always 100% GDPR compliant.

Existing customer marketing made easy - with Mateo you can increase customer lifetime value through a higher number of recurring purchases and through higher shopping carts resulting from upselling strategies.

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Simply arrange a free consultation appointment to find out all the details. With Mateo and the WhatsApp newsletter, successful dialog marketing is child's play. Start marketing tomorrow today!

Our customers particularly appreciate special features:

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Central user interface

In addition to WhatsApp Business API, Mateo bundles many other communication channels such as email, Instagram, SMS or Facebook Messenger in a central inbox. The intuitive and clear user interface offers various helpful tools for particularly efficient customer communication.

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Custom Message Templates

Thanks to various message templates that can be created individually, the amount of paperwork is minimized and the efficiency of customer communication is increased. This means that personnel resources in the service area can be deployed elsewhere.

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With Mateo's WhatsApp API solution, newsletters can be sent in a GDPR-compliant manner. The high open rate of 98% for WhatsApp messages makes marketing much more effective than via email or other channels.

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Privacy

Mateo's messaging tool is compatible with all German and European legally binding data protection requirements. If the law changes, the software will be revised accordingly. For absolutely secure customer communication, all messages are encrypted end-to-end. You can read all the info on the GDPR when using WhatsApp in our article"WhatsApp Business and GDPR".

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Scalability for all company sizes

The scalability of the messaging tool has been confirmed by the large number of companies already using Mateo with high satisfaction. Whether customers have just a few employees or many hundreds, the software works smoothly and, depending on the package, with an unlimited number of end devices and users. The fact that Mateo significantly reduces the workload in the customer service area opens up new growth opportunities for many companies.

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Low cost provider for WhatsApp Business API

With an entry-level price of just 79 euros per month, Mateo is a cost-effective provider for WhatsApp Business API solutions on the German market. Combined with the integration of additional communication channels and various helpful tools, Mateo offers excellent value for money. Mateo's personal customer support assists companies with every step of the integration, ensuring very low barriers to entry.

What is dialog marketing? - The complete guide for companies