With campaigns in Superchat, you send WhatsApp newsletters to many contacts simultaneously. Whether you call it WhatsApp newsletters, bulk messaging, or campaigns - the principle is the same: One message to many recipients. This article explains what campaigns are, why they're so effective, and what you need for successful implementation.
What are campaigns?
A campaign is a message you send simultaneously to many contacts - similar to an email newsletter, but via WhatsApp.
Typical use cases:
Marketing: Discount promotions, new products, seasonal offers
Sales: Offers, product presentations, cross-selling
Reminders: Appointments, payments, renewals
Updates: Status messages, delivery updates, changes
Events: Invitations, reminders, follow-ups
Who uses campaigns?
From e-commerce to insurance to local service providers - campaigns work for all industries with direct customer contact. Especially effective for businesses that want to build an engaged customer base.
Why WhatsApp Newsletter?
The numbers speak for themselves:
Metric | ||
Open Rate | 90-98% | 20-25% |
Click Rate | 15-60% | 2-5% |
Read Time | 80% within 3 minutes | Hours to days |
What's the reason for the difference?
WhatsApp messages land directly on your customer's home screen - between messages from friends and family. Emails land in a crowded inbox between spam and other newsletters.
Campaigns via WhatsApp mean:
Direct line to your most important customers
Always stay "top of mind"
Real two-way communication possible
More personal and approachable than email
WhatsApp AND email - not either/or
Important: WhatsApp newsletters don't replace email marketing - both channels complement each other.
Different strengths:
Short, urgent messages | Detailed content |
High attention | Comprehensive information |
Personal approach | Professional communication |
Quick response expected | Can be read at leisure |
Core target group (regular customers) | Broad reach |
Example e-commerce:
Email: Comprehensive newsletter with new collection, styling tips, product details
WhatsApp: Short reminder "Flash sale ends in 2 hours - only 3 pieces left in stock!"
The conclusion: Email for reach and depth, WhatsApp for engagement and urgency. Use both channels strategically.
What you need for campaigns
Before you can send your first campaign, there are some prerequisites:
1. Opt-in (consent)
You may only message contacts who have consented to receiving WhatsApp messages.
Why?
Legally (GDPR): Without consent you violate data protection laws
WhatsApp policy: WhatsApp can block your account if you send unsolicited messages
Quality: Contacts who actively consented are more engaged
What happens if you send a campaign with no opt-in?
Technically you can send messages to any contact - but this can have serious consequences.
The Health Score
Every WhatsApp Business number has a Health Score - a quality rating from Meta. The Health Score shows how "healthy" your number is and whether Meta considers you a trustworthy sender.
What negatively affects the Health Score:
Spam reports and blocks: Recipients mark you as spam or block you
Invalid numbers: Sending to landline numbers or incorrectly saved mobile numbers leads to error messages ("This number is not available on WhatsApp") - Meta interprets this as a poorly maintained contact list
No interaction: Your messages are regularly ignored, nobody responds - Meta sees this as a sign that your messages are unwanted
Only outbound: You only send campaigns but don't have real conversations - Meta wants to see authentic communication
Where you see your Health Score:
In Meta Business Manager
In Superchat under Settings → Inboxes → Select WhatsApp channel
What happens when the Health Score gets too low:
Meta blocks your number - permanently and without the possibility to get it back. The number lands on a blacklist and can never be used for WhatsApp Business again.
Comparison with email:
Similar principle - you can send emails without opt-in, but if too many recipients mark you as spam, eventually all your messages end up in the spam folder.
Double opt-in recommended:
The contact signs up AND confirms the registration again (e.g., by responding to a confirmation message). This ensures that only contacts who really want to receive messages from you are in your list.
2. WhatsApp template
For campaigns you need a WhatsApp template approved by Meta.
Why?
WhatsApp has a 24-hour window: You can only send free messages within 24 hours after a contact's last message. After that, the window is closed. With campaigns, the window is practically always closed - you're proactively messaging the contact, not responding to a message.
3. Contact list with opt-in
You need a list of contacts who:
Have provided their phone number
Have consented to receiving WhatsApp messages (opt-in)
Use WhatsApp
What happens after sending - automation
The most common concern: "If I send 1,000 campaign messages and 500 people respond - how am I supposed to handle that?"
The answer: Automation with Superchat.
With the trigger "WhatsApp template sent" you can automatically respond to all reactions:
Example:
Customer responds with a question:
Automation starts
AI agent responds or forwards to team
The advantage: You can send campaigns to thousands of contacts without overwhelming your team. Two-way communication - WhatsApp's biggest advantage - becomes scalable through automation.