Rich Evans is the founder and reluctant managing director at Get Better an agency focused on building personalised email marketing that helps their clients reach their full growth potential. Clients include Absolute Collagen, Myomaster, and Pott Candles.

Rich is back on the podcast to explore WhatsApp marketing for eCommerce, sharing the biggest mistakes brands must avoid and how to use the channel in a way customers actually welcome.

Dive in:

[05:34] "WhatsApp Marketing Mistakes Overview"

[06:40] "WhatsApp: Broadcast vs. Conversation"

[12:38] "Address Change via WhatsApp"

[15:58] Questionable SMS to WhatsApp Strategy

[19:06] "Training AI Agents Effectively"

[21:32] AI Trust and Data Concerns

[24:42] Meta, Ownership, and WhatsApp Consent

[27:39] Insider Tips from Rich!

Avoid These 8 WhatsApp Marketing Mistakes

WhatsApp is not just another messaging channel. It requires a different mindset and operating model. The episode outlines eight common mistakes that can quickly damage trust, performance, and even your Meta account. Avoiding these mistakes is the foundation of success on WhatsApp. Get these wrong and the channel will fail before it starts.

The 8 mistakes to avoid:

Treating WhatsApp like a broadcast channel
Forgetting it is a two-way, conversational platform
Failing to align marketing and customer service
Starting with sales messages instead of service messages
Misunderstanding or stretching consent
Using WhatsApp like email or SMS instead of giving it a clear role
Launching without AI or automation to handle replies
Ignoring that WhatsApp is owned and governed by Meta

WhatsApp Works Best as a Service-First Channel

WhatsApp performs best when it starts with service, not promotion. Customers see WhatsApp as personal and high trust. That means they expect help, fast answers, and real conversation. Transactional messages and support interactions build confidence first. Only after that trust is earned should marketing messages appear. For eCommerce brands, this turns WhatsApp into a powerful conversion and retention tool.

Scale WhatsApp with AI, but Keep Humans Close

WhatsApp conversations move fast and customers expect quick replies. Human-only teams cannot scale this efficiently. AI agents are essential for handling volume, common questions, and out-of-hours support. But AI must be trained carefully on products, tone of voice, and policies. There must always be a clear path to a human when needed. Brands that balance automation and human support will win on WhatsApp.

Takeaways:

WhatsApp is more than a channel—it's a sacred space for personal connections. Brands must earn trust before entering. Never treat it like just another inbox for promos, but as a place for true conversations.
Don't blast messages on WhatsApp. People crave dialogue, not broadcasts. Start with service, answer questions, and create space for real engagement. That’s how trust—and loyalty—are built.
The future of customer care is blending service with marketing. WhatsApp lets brands offer instant support and build community. It’s where quick answers and genuine care drive the business forward.
Respect consent when using WhatsApp for marketing. Not everyone wants messages—be cautious, clear, and customer-focused. Remember: building trust always wins over quick hacks.
As we bring AI agents to WhatsApp, stay real. Train bots to talk like you, but plan for human backup. Great culture happens when tech is smart—but the heart stays human.

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