Episode 32: Email, WhatsApp and CRM marketing
WhatsApp Business, email and CRM: talking to your audience directly, personally and with permission.
A post on Instagram may reach maybe 300 of 2,600 followers.
A WhatsApp message to people who gave permission gets read by most of them. That’s the power of an “owned channel”.
Owned, earned, paid
| Type | What | Control |
|---|---|---|
| Owned | WhatsApp list, email list, website | Fully yours |
| Earned | Reviews, shares, press, creator mentions | Little |
| Paid | Ads | As long as you pay |
In the long run, the most valuable asset is an owned list built with permission.
WhatsApp marketing: app vs API
WhatsApp Business App
Free, one phone. Catalog, labels, quick replies, broadcast lists.
A broadcast only reaches people who have saved your number
WhatsApp Business Platform (API)
Through providers. Bulk messages, automation, team inbox, approved templates.
Charges per conversation/message
StyleStreet starts with the App and moves to an API provider after 1,000+ opt-ins.
Email: old, but useful
- Cheap: thousands of emails at low cost (tools like Shopify Email, Mailchimp, Brevo)
- Long content: styling guides, stories, lookbooks
- Automation: welcome series, abandoned cart, post-purchase
| Metric | Meaning |
|---|---|
| Open rate | How many opened it (less reliable now because of privacy features) |
| Click rate | How many clicked a link; more reliable |
| Unsubscribe | How many left; if high, check content/frequency |
CRM: your memory of customers
A system where every customer/lead’s info, purchases and conversations are in one place.
You can start with a Google Sheet: name, phone, city, size, what they bought, when, total spend, label. Later, Shopify customers, or CRMs like Zoho/HubSpot.
What do you get? Info like “Size M, likes mustard, 2 orders, Jodhpur” enables a personal message.
Segmentation and automated flows
| Flow | Trigger | Messages |
|---|---|---|
| Welcome | Opt-in | Planner PDF → brand story → bestsellers |
| Abandoned cart | Cart, no purchase | Reminder after 1 hour → FAQ/size help after 24 hours |
| Post-purchase | Order delivered | Care guide → review request → styling tip |
| Win-back | No order in 90 days | “Something new for you” + a soft offer |
A different message for each segment: Jodhpur customers hear about the Jodhpur pop-up, size L hears about the size L restock.
StyleStreet’s real problem
One broadcast, to everyone, every day
Neha made one broadcast list of 250 numbers and sent “New collection! 😍” every day.
- Many people hadn’t saved StyleStreet’s number, so the message never reached them
- Some who got it blocked the number
- No segmentation, no personal touch
Practical example: StyleStreet’s post-purchase WhatsApp flow
| When | Message |
|---|---|
| Right after the order | “Thank you Priya! 💛 Order confirmed. Tracking link: …” |
| On delivery day | “Did your parcel arrive? Read these care tips before the first wash: …” |
| 3 days later | “How’s the fit? If you want a different size, just reply. Loved it? A 1-min review: link” |
| 14 days later | “3 dupatta looks with this kurti 👇 (and a new teal design in your size)” |
Your mission: Build an owned-channel system
For StyleStreet:
- Decide 10 columns for the CRM sheet
- Create 4 segments (location, size, purchase history, activity)
- Write 3 messages for the welcome flow
- Write 2 abandoned-cart messages
- Write the post-purchase flow in your own words
- Write the criteria for moving from the WhatsApp App to the API
Quiz
-
An example of owned media?
- A. Instagram ads
- B. A WhatsApp opt-in list and an email list
- C. An influencer post
- D. Google ranking
Show answer
Correct answer: B. A WhatsApp opt-in list and an email list
Owned = your own channel, where you don’t need a platform’s permission.
-
Who does a WhatsApp Business App broadcast reach?
- A. Everyone
- B. Only people who have saved your number
- C. Only customers
- D. Nobody
Show answer
Correct answer: B. Only people who have saved your number
That’s why you should ask customers to save your number.
-
When does an abandoned-cart flow trigger?
- A. After an order
- B. A product in the cart, no purchase
- C. On opt-in
- D. On a birthday
Show answer
Correct answer: B. A product in the cart, no purchase
It reminds someone who was very close to buying.
-
The biggest benefit of a CRM?
- A. A nice design
- B. All customer info in one place, for personal and segmented communication
- C. Followers
- D. Free ads
Show answer
Correct answer: B. All customer info in one place, for personal and segmented communication
Remembering is how relationships are built.
Output for the client project
Your project file now has a CRM & Messaging System:
- CRM sheet structure
- 4 segments
- Welcome, abandoned cart, post-purchase, win-back flows
- WhatsApp scale-up plan
Golden rule: Followers are a rented house; a permission list is your own. Remember every customer, and talk to her accordingly.