Broadcast / Newsletter

A broadcast (or newsletter) is a one-to-many message sent simultaneously to many contacts via WhatsApp, SMS, email, or other channels. GDPR requires opt-in from every recipient -- sending broadcasts without consent is illegal.

What is a Broadcast?

A broadcast is a mass message: you write it once, many recipients receive it simultaneously. The opposite would be 1:1 communication (individual chat). Broadcasts are typically used for marketing (promotions, product news), announcements (business hours, events), or transactional messages ("Your order has shipped").

Technically, a broadcast works like this: you select a recipient list (e.g., "All newsletter subscribers," "Customers in Berlin," "VIP contacts"), compose a message, and click "Send." The platform delivers the message to every contact -- each receives it as an individual message (not a group chat). To the recipient, it looks like a personal message from your business.

Important: Broadcasts are not spam tools. Every recipient must have given their consent beforehand (opt-in). Sending broadcasts without opt-in violates GDPR (fines up to EUR 20 million) and risks account suspensions from WhatsApp or Telegram.

Broadcast Options by Channel

WhatsApp: Broadcasts via WhatsApp Business API require approved Message Templates. You cannot send free-form text to thousands of contacts -- every broadcast message must be pre-approved by Meta (template review takes approximately 24 hours). This protects against spam. Templates include placeholders for personalization ("Hello {{1}}, your order {{2}} has shipped").

SMS: Maximum flexibility -- you can send any text (160 characters standard, longer messages are split). Per-SMS cost makes it more expensive than email. Opt-in is mandatory.

Email: The classic. Unlimited text length, HTML formatting, images, links. Affordable (often flat-rate), but lower open rates (10-25% typical). Every email must include an unsubscribe link (one-click opt-out). Double opt-in is legally required in Germany and recommended across the EU.

Telegram: Flexible broadcasts like SMS, but free. Multimedia supported (images, videos, buttons). Telegram bots can send broadcasts to unlimited subscribers. No template system like WhatsApp -- more flexible usage.

Push Notifications: App or browser notifications. Very high attention (appear directly on screen), but annoying when overused. Opt-in via browser or app dialog.

Segmentation for Relevant Broadcasts

The biggest sin in broadcast marketing: irrelevance. If you send all 10,000 contacts the same message ("20% off women's shoes"), you annoy 50% of them (men who have no interest in women's shoes). Result: opt-outs, spam reports, damaged reputation.

Segmentation solves this: Divide your recipient list by criteria (location, purchase history, interests, behavior). Send targeted broadcasts only to relevant groups.

Examples:

  • Geographic: "New store opening in Munich" only to contacts in Bavaria
  • Behavior-based: "You bought X 30 days ago -- here is matching accessories" (follow-up)
  • Engagement: "Active newsletter readers" vs. "Inactive for 6+ months" (reactivation campaign)
  • Preferences: Customers who want "Deals only" vs. "Product news + tips"

Professional broadcast tools (like SendSeven Reach) offer dynamic segments: filters like "Contacts with tag 'VIP' AND last message more than 30 days ago" -- automatically updated. Learn more about building segments and managing contact lists in Contact Management.

GDPR Requirements for Broadcasts

1. Opt-in mandatory: Every recipient must have actively consented to receive your broadcasts. When switching channels (email opt-in does not cover WhatsApp), a new opt-in is required.

2. Transparency: At sign-up, clearly communicate: "You will receive weekly promotions and news via WhatsApp. Unsubscribe at any time."

3. Opt-out mechanism: Every broadcast message (except purely transactional ones like package tracking) should offer an easy way to unsubscribe. For email: link in the footer. For WhatsApp: "Reply STOP to unsubscribe" (processed automatically).

4. Documentation: Store when and how opt-in was obtained. In case of complaints, you must prove: "Customer consented on 2024-05-12 via widget on website."

5. Data minimization: Delete inactive contacts after defined periods (e.g., "No interaction for 24 months"). Indefinite storage violates GDPR.

Broadcasts with SendSeven Reach

SendSeven offers Reach -- a feature for cross-channel broadcast campaigns. You can send the same campaign across multiple channels (e.g., WhatsApp template + email fallback for contacts without WhatsApp).

Features:

  • Segmentation: Build audiences with filters (tags, location, behavior, custom fields)
  • Template Management: Create WhatsApp templates directly in SendSeven and submit for Meta review
  • Personalization: Placeholders like {{firstName}}, {{lastPurchase}}, {{custom_field}}
  • Scheduling: Send broadcasts at specific times (e.g., "Tomorrow at 10 AM")
  • A/B Testing: Test two variants, automatically send the winner to remaining recipients
  • Analytics: Open rate (read receipts), click rate (link tracking), conversions, opt-outs
  • Compliance: Automatic opt-out on "STOP" replies, opt-in history per contact

Step-by-step instructions are available in the guide Create and Send an Email Campaign (the process is identical for WhatsApp and SMS broadcasts).