WhatsApp Marketing vs. Email Marketing: Which One Converts Better?

Businesses employ a variety of strategies to connect with their audience, but not all channels deliver the same results. Email marketing has long been a go-to for newsletters, promotions, and updates, yet with open rates hovering around 20%, many companies struggle to capture attention. Meanwhile, WhatsApp marketing is rapidly gaining traction, offering significantly higher open rates and a more direct line to customers.

But does a higher open rate translate to better conversions? And which platform ultimately drives more engagement and sales? In this blog, we’ll break down the strengths and weaknesses of both, helping you decide which approach is the best fit for your business.

What is Email Marketing?

Email marketing is a digital marketing strategy that involves sending targeted messages to a group of people via email. It’s one of the oldest and most widely used online marketing methods, allowing businesses to communicate directly with their audience for various purposes, including promotions, newsletters, product updates, and customer engagement.

Marketers use bulk email marketing services to send campaigns at scale, helping brands nurture leads, build customer relationships, and drive conversions. Despite evolving digital trends, email remains a powerful tool—offering businesses the ability to personalize content, automate workflows, and track performance through open rates, click-through rates, and conversions.

While effective, email marketing also comes with challenges, such as low open rates and inbox clutter, making it essential for brands to craft compelling subject lines and engaging content to stand out.  

Why Email Marketing Works

But is email marketing obsolete? Not really! Here are some reasons why it still works:

• Thorough and divided content – Companies can develop highly targeted and personalized campaigns for different customer segments, ensuring relevance.

• Trust has been established – Consumers are accustomed to and expect emails from businesses.

• High return on investment (ROI) – With businesses earning roughly $36 for every $1 invested, email marketing remains one of the most cost-effective digital marketing strategies.

• Scalability – Email allows businesses to reach a large audience at a relatively low cost compared to other marketing methods.

• Analytics and trackability – Email marketing platforms provide detailed analytics, enabling businesses to monitor open rates, click-through rates, and conversions to improve future campaigns.

Where Email Marketing Lacks Effectiveness

• Low open rates – The average open rate for marketing emails is just 20%, meaning most emails go unnoticed in crowded inboxes.

• Spam filters – Many marketing emails get marked as spam or pushed to the Promotions tab, reducing visibility.

• Delayed engagement – Unlike instant messaging, emails aren’t read immediately, and some recipients take days to respond.

• Low click-through rates – Even if an email is opened, only 2-5% of recipients click on links, limiting engagement.

• Content saturation – With individuals receiving hundreds of emails daily, businesses struggle to stand out.

While email marketing remains a powerful tool, it demands constant optimization and compelling content to drive engagement and conversions effectively.

What does WhatsApp Marketing include?

WhatsApp marketing is a direct messaging strategy that enables businesses to connect with customers on WhatsApp for Business—a platform designed for professional communication. It leverages the app’s instant messaging capabilities to send personalized messages, updates, promotions, and even customer support responses in real time.

Reasons Why WhatsApp Marketing Is Effective:

• Unmatched open rates – A 99% open rate indicates that nearly all messages are being opened within minutes of sending.

• High levels of engagement – Click-through rates of 45-60%, much higher than for email marketing.

• No spam filters – In contrast to email, WhatsApp messages are received by the recipient directly without filtering into another inbox.

• Multimedia support – Firms can send videos, voice recordings, pictures, and interactive material to enable customers to engage with them.

• Instant messaging – Individuals can reply straight away, making WhatsApp extremely suitable for customer care, order tracing, and obtaining feedback.

• Informal, conversational tone – Encourages a more personal and engaging customer interaction.

Since WhatsApp is used primarily for private conversations, marketing messages look more personal and engaging compared to emails.

Where WhatsApp Marketing Falls Short:

• Not ideal for long-form content – Unlike email, WhatsApp is best for short, concise messages rather than detailed newsletters or reports.

• Requires opt-in – Businesses can only message users who have explicitly opted in, limiting audience reach.

• Limited bulk messaging – WhatsApp enforces policies to prevent spam, meaning businesses need WhatsApp Business API for large-scale campaigns.

• No native searchability: In contrast to emails, which can be easily searched and stored for future use, retrieving WhatsApp messages later might be more challenging for users.

An excellent illustration of the effectiveness of WhatsApp marketing is Unilever's campaign in Brazil in 2019. They used a chatbot called MadameBot to give customers laundry tips and introduce a new fabric softener. The campaign received 290,000 messages, brought in 12,000 new customers, and increased sales by 14x.

WhatsApp vs. Email: Which One Actually Converts Better?

1. Open Rates

When it comes to open rates, WhatsApp is the clear winner. With an astonishing 99% open rate, nearly every message sent via WhatsApp gets seen. In contrast, email struggles with an average open rate of just 20%, as messages often get ignored, buried under other emails, or lost in spam filters.

2. Click-Through Rates (CTR)

Engagement is a crucial factor in conversion, and WhatsApp outperforms email in click-through rates as well. WhatsApp messages see a 45-60% CTR, whereas email lags behind at just 2-5%. This means users are far more likely to interact with links, promotions, and CTAs sent through WhatsApp, leading to higher conversions for purchases, bookings, or other user actions.

3. Message Deliverability

Unlike emails, which often end up in spam folders or get sorted into promotions tabs, WhatsApp messages are delivered directly to the user’s inbox and even show read receipts. This ensures that businesses have a more reliable and immediate way to reach their audience without worrying about filters and deliverability issues.

4. Engagement & Personalization

While emails can be personalized with names and tailored content, they often feel formal and structured. WhatsApp, on the other hand, allows for real-time, conversational interactions, making it more engaging and natural. Customers are more likely to respond to a friendly WhatsApp message than a lengthy email.

5. Cost & Resource Requirements

Email marketing requires well-designed templates, subject line optimization, A/B testing, and a content strategy to be effective. WhatsApp, in comparison, is more casual and immediate, requiring short messages, quick responses, and automation. This makes WhatsApp marketing more accessible and less resource-intensive than email.

6. Return on Investment (ROI)

While email marketing remains profitable with an ROI of $36 for every $1 spent, WhatsApp marketing delivers an even higher return—$90 for every $1 spent. The combination of higher engagement, better deliverability, and real-time communication makes WhatsApp a powerful tool for businesses looking to maximize their marketing budget.

And if you use automated WhatsApp marketing? That ROI can skyrocket to $130 per $1 spent.

So, What Should You Choose- WhatsApp Marketing or Email Marketing?

The best approach isn’t about choosing one over the other but rather using both strategically based on the type of communication your business needs.

When to Use WhatsApp Marketing

If your goal is instant communication, WhatsApp is the ideal channel. Messages are read almost immediately, making it perfect for limited-time offers and flash sales where urgency matters.

For real-time customer support and personalized engagement, WhatsApp allows businesses to have direct, one-on-one conversations with customers. Whether answering queries or assisting with concerns, the platform enables quick and efficient communication.

Transactional messages, such as order confirmations, appointment reminders, and booking updates, work exceptionally well on WhatsApp. These messages are short, time-sensitive, and ensure customers receive important information instantly.

WhatsApp also supports interactive messages, surveys, and two-way communication, allowing businesses to gather customer feedback, send polls, or engage users in a more dynamic way.

When to Use Email Marketing

Email marketing is best suited for detailed reports, newsletters, and business updates. Since emails allow for long-form content, businesses can share comprehensive insights, announcements, and company news effectively.

For lead nurturing and drip campaigns, email remains an essential tool. Businesses can automate sequences to guide potential customers through a sales funnel, educating them about products or services over time.

When formal business communication is required—such as contracts, proposals, or detailed documentation—email is the preferred choice. It provides a record of correspondence, making it ideal for professional interactions.

Lastly, email marketing is great for mass marketing campaigns that aim to reach a broad audience. Whether promoting new products, sending bulk promotional offers, or distributing industry insights, email remains a cost-effective and scalable solution.

For instance, a local restaurant might use WhatsApp to send impromptu offers and handle last-minute reservations, while relying on email for occasional newsletters and loyalty program updates.

Final Verdict

WhatsApp marketing is real-time, direct, and highly interactive, making it an excellent choice for driving immediate engagement and conversions. In contrast, email marketing is structured, scalable, and better suited for long-form content, allowing businesses to nurture leads and maintain professional communication.

Rather than choosing one over the other, savvy businesses integrate both into their strategy—leveraging WhatsApp for instant interactions and email for in-depth communication. This balanced approach ensures maximum reach, engagement, and conversions.

At Bestow, we help businesses harness the power of digital marketing, offering expert email marketing and social media marketing services tailored to your goals. Whether you need to craft compelling email campaigns, automate WhatsApp marketing, or build a robust social presence, our strategies ensure that your brand stays ahead in the digital space. 

Let’s create marketing that not only reaches but truly resonates.