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In the fast-paced world of digital marketing, email campaigns remain an effective way of reaching audiences. However, marketers face a persistent challenge: unopened emails. With the average open rate for emails hovering around 20–30% across industries, a significant proportion of your audience never engages with your carefully crafted messages. This results in missed opportunities for conversions, brand loyalty and revenue growth. Enter WhatsApp remarketing — a powerful follow-up strategy that uses the high engagement of the instant messaging app to re-engage users who ignored your emails.
With over 2 billion users worldwide, WhatsApp boasts an astonishing 98% message open rate, far surpassing the performance of email. This makes it an ideal secondary contact channel, enabling businesses to follow up on unopened emails with personalised, real-time interactions. In this article, we will explore how to implement WhatsApp remarketing for unopened emails, covering strategies, best practices, legal considerations and real-world case studies. Integrating email remarketing with WhatsApp follow-up can transform undelivered or ignored messages into meaningful engagements, thereby boosting the effectiveness of your overall campaign.
Why emails go unopened: The root causes
It is crucial to understand why users skip your emails before considering remarketing solutions. There are several factors that contribute to low open rates. Firstly, inbox overload: The average person receives dozens of promotional emails a day, which can lead to fatigue. Studies show that consumers are becoming more selective, only opening messages from trusted brands or those with compelling subject lines.
Technical issues can also be a factor. Emails may end up in spam folders due to a poor sender reputation, irrelevant content or non-compliance with anti-spam legislation such as CAN-SPAM or GDPR. Additionally, timing is important: sending emails outside of working hours or without considering user preferences can result in them being buried under newer messages.
User behaviour adds another layer. Mobile users, who account for the majority of emails opened, often scan inboxes quickly and ignore anything that doesn't immediately grab their attention. Demographic differences also influence this; for example, younger audiences prefer instant channels to traditional email.
Finally, relevance of content is key. Generic emails without personalisation tend to be ignored or unsubscribed from. Although open rates have improved slightly to 26.6% in 2024, this still means that over 70% of emails go unread, representing a significant opportunity for alternative channels such as WhatsApp. Recognising these issues enables marketers to switch to more engaging platforms for follow-ups.
The advantages of using WhatsApp for email remarketing
WhatsApp's dominance in the messaging sector makes it a game-changer for the follow-up of unopened emails. Unlike email, which can feel impersonal and one-sided, WhatsApp enables a more conversational approach to marketing. Messages feel personal, like chatting with a friend, which fosters trust and higher engagement.
Statistically, WhatsApp outperforms email. Open rates reach 98%, click-through rates range from 15% to 80%, and response times are almost instantaneous. Compared to an open rate of 20% for emails, this represents a paradigm shift. For e-commerce, this translates to a better ROI — WhatsApp campaigns often see 80–90% engagement, compared to 20–30% for email.
Benefits include multimedia support. Send images, videos or polls to rekindle interest in the promises made in the email. Integration with tools such as the WhatsApp Business API enables automated processes, such as sending follow-up messages when emails are not opened.
What's more, WhatsApp enables two-way communication, transforming passive recipients into active participants. This fosters loyalty and gathers feedback. It is especially effective for businesses targeting regions like India, Brazil or Europe, where WhatsApp penetration is high. Using WhatsApp for follow-ups creates a multi-channel strategy that addresses the weaknesses of email, ensuring your message doesn't get lost.
Strategies for implementing WhatsApp remarketing
To effectively remarket to users with unopened emails via WhatsApp, start by integrating your platforms. Sync your email platform (e.g. Mailchimp or Klaviyo) with WhatsApp Business tools. Use APIs to track email metrics such as opens and bounces. For emails that have not been opened, segment users based on criteria such as the time since the email was sent, past interactions or demographics.
One key strategy is the use of automated triggers. For example, set up a rule whereby a WhatsApp message is sent 24–48 hours after an email has been left unopened. For example: 'Hey [Name], we noticed you missed our latest summer deals offer. Check it out here!' Include a link or quick reply button to make it easy for customers to convert.
Segmentation is vital. Group users by behaviour — for example, those who opened previous emails but not this one may need a gentle nudge, while chronic non-openers could be offered incentives such as discounts. Tools such as AiSensy and Gallabox enable you to retarget broadcasts to 'failed' or non-engaged segments.
Personalisation takes this to the next level. Use data from email sign-ups, such as names or preferences, to create personalised messages. For abandoned carts (often linked to unopened follow-up emails), send the following: 'Your cart is waiting! Use code SAVE10 for 10% off.' This can boost conversions by 20–30% in retargeting campaigns.
Use Click-to-WhatsApp ads on platforms such as Facebook to capture leads directly on WhatsApp, bypassing email altogether for future remarketing purposes. For e-commerce, retarget customers who viewed products but didn't buy by sending them reminders via WhatsApp.
Advanced tactics include A/B testing messages in terms of their tone and timing, as well as using chatbots to handle initial responses. Track metrics such as delivery rates, opens and replies to refine your approach. Combining these tactics creates a seamless follow-up loop that recovers lost email engagements.
Best practices and legal considerations.
The key to success in WhatsApp remarketing is to follow best practices. Always prioritise consent. Users must explicitly opt in, often via email sign-up forms that include WhatsApp permissions. This complies with WhatsApp's Business Messaging Policy, which prohibits spam and requires a positive user experience.
Keep messages concise, friendly and valuable—avoid sales-oriented tones. Use emojis sparingly to maintain a professional tone. Timing is key: Send messages during business hours in the recipient's time zone to maximise open rates.
From a legal perspective, it is important to adhere to data privacy laws such as the GDPR in Europe, which require transparent data handling and straightforward opt-out options. In the US, adhere to the TCPA for messaging purposes. WhatsApp prohibits excessive messaging, abusive content and sharing data without permission. To avoid bans, use official platforms such as the WhatsApp Business API.
Monitor compliance by including an unsubscribe option in every message. Adopting ethical practices builds trust and reduces churn. Following these guidelines mitigates risk while maximising remarketing efficacy.
Real-world case studies
Several brands have mastered the art of using WhatsApp to remarket to customers who have not opened their emails, with impressive results.
Maggi Germany ran a campaign called 'Chef in Your Kitchen', using WhatsApp to send personalised recipe tips to unengaged email subscribers. This resulted in an engagement rate of 90% and a 15% increase in sales.
Absolut Vodka's 'The Doorman' initiative sent WhatsApp invites to people who didn't open emails, offering them access to exclusive events. This achieved a 99% open rate and viral sharing among participants.
Outdoor brand Jack Wolfskin integrated WhatsApp to gather first-party data from email lists and remarket promotions to non-openers. This approach has driven revenue growth and customer loyalty by offering personalised promotions.
The e-commerce platform Tata CLiQ used the WhatsApp API to send abandoned cart emails and reminders, recovering 25% of lost sales.
These examples demonstrate how targeted WhatsApp follow-ups can improve the effectiveness of email campaigns.
Conclusion
By remarketing unopened emails via WhatsApp, the gap between traditional and modern channels is bridged, turning potential losses into wins. With its superior engagement metrics, personalisation options and integration capabilities, it's an essential tool for marketers grappling with email fatigue. Businesses can enhance customer journeys and drive conversions by implementing strategies such as automated triggers and segmentation while adhering to legal and ethical standards. As digital habits evolve, adopting multi-channel approaches like this will ensure your brand stays ahead of the curve. Start small, test rigorously and watch your remarketing ROI soar.
