Introduction to messenger marketing

27 December, 2018

What Messenger Marketing Is?

Messenger Marketing is the marketing process for your customers using a messaging app.

You can create a list by attracting new leads, nurturing them with content and answering their questions, and finally converting them into new paying customers.

Conceptually, it’s much like email marketing. In practice, however, Messenger Marketing works a lot different from email. It’s much more conversational — people looking for a conversation with Messenger Marketing that feels 1 – 1, where emails from most companies are impersonal and dull In contrast to email (where open and click-through rates continue to decline year after year), Messenger Marketing is growing.

Some reasons for it are:

High Engagement Rates

A 2016 report from Statista compared the open and click-through rates for different types of emails. Their research found the average email open rates were 5.9%-18.8%, and the average click-through rates were 0.4%-2.1%.

Compare that to Messenger Marketing—where marketers are currently seeing open rates of 80% or more and click-through rates greater than 30%—and you’ll start to get an idea of the potential of this new marketing medium.

People are more likely to open a message app than they do with an email. And this is good news for every company that hopes to engage its leads and prospects online.

Messenger Apps Have Less Friction Than Email

One of the great things about messenger applications is that they offer very little friction to a seamless user experience.

By comparison, think of all the friction from email:

First of all, a look at your inbox is probably enough to be anxious. If you are like most people, your box contains some unread messages from a few tens to several thousand. It is painful to see all these ” open loops, ” especially if you know that it could take hours to sort and organize all these unread messages.

Example of full email inbox

Scary?

Secondly, email is constantly threatened by spam and viruses. Every day we are flooded with unwanted emails and we all know someone who has accidentally downloaded a virus from an innocent email. The confidence factor in email marketing is therefore continuing to decline.

Finally, think about how much more work to open, read and engage with an email. Emails tend to have a lot of text and may or may not be correctly formatted for your device, depending on the email and device you use.

Have you ever attempted to read an email on your phone that is not mobile optimized?

FedEx shipment mail on mobile not optimized

It’s painful… and big firms like FedEx make this mistake. The text is not only likely to be small, but in some cases you have to scroll back and forth if the text is not wrapped.

Messaging applications have none of these integrated friction. They are safe places and familiar to us. Using them is comfortable. The messages we receive in messenger apps are usually short and easy to read and they are formatted to look great automatically.

Speaking of which…

Messenger Apps Are More Marketer-Friendly Than SMS

All right, so e – mail as a marketing channel keeps getting saturated more and more. However, why not turn to SMS marketing instead of messenger applications?

Because SMS is decidedly not marketer-friendly.

If you’ve ever subscribed to an SMS list, you know that SMS messaging is very bare-bones. Your options for inserting images or videos are limited. You can’t hyperlink text, which means any URLs you include are going to be long and ugly. And you can’t include buttons or other customized calls-to-action.

To put it straight, SMS marketing is ugly.

And it can be expensive to top it off. Particularly if you have users who can pay up to 10 cents per message.

This is why SMS marketing has never really started and why Messenger Marketing offers marketers a much better opportunity.

Messenger Apps Are More Personal

Another big thing about messaging apps is that they are much more personal and interactive than traditional advertising.

Approximately every other traditional advertising channel— TV, direct mail, email, print, radio, etc. — is one way. The company communicates AT to you, and you can’t do much to personalize it.

But Messenger Marketing changes it.

Chatbot marketing allows you to easily customize the messages you receive based on the links you click as you progress through the message flow. And you can always type a message to the company at any time and receive a personal answer from a live customer service representative.

This makes communication on messaging apps more personal. It’s a two-way road, just like communication should be. And most importantly, this is the kind of communication people are growing to expect from the companies they do business with.

Messenger Apps Are Growing Rapidly

The most commonly used app is a messaging app in just about every country in the world. Everybody uses them. And that’s been the case for some time. Messaging apps in early 2015 outperformed social networks in terms of active monthly users:

The specific app that people use now varies from country to country — Facebook Messenger is the most widely used app in North America, while WhatsApp (also owned by Facebook) is the supreme app in Europe. In China, WeChat is the winner. However, regardless of the specific app, it is clear that messengers are the choice channel for people worldwide when they communicate with friends and family.

Why Facebook Messenger?
Why should you focus on Facebook Messenger as your go- to app for Messenger Marketing with all the messaging apps out there?

There are many reasons.

First of all, if you live in the U.S. or Canada, Facebook Messenger is the clear winner in terms of users. With over 1.3 billion active users each month, Facebook Messenger has an enormous reach.

Secondly, Facebook tested and expanded the capabilities of its Messenger application precisely for this purpose. Thus, unlike WhatsApp, which is still a pretty limited app (more like SMS), Messenger offers the ability to build automated chatbots with images, videos, galleries, call – to – action buttons and more, making it the app of choice for marketers and business owners who want to grow their business with messaging.

Conclusion

In a business world, where things keeps changing, the only way to keep up with the market is constant adoption to changes.

You should jump-start messager marketing for your business to maintain your pace with the competition.

If you are like us and prefer to save money on trial and error by working with a marketing partner to manage of your messenger marketing, you can book your DISCOVERY CALL with one of our strategists here: https://salesgenomics.co.uk/booking-page/

References:

https://blog.manychat.com/ultimate-guide-messenger-marketing-and-facebook-chatbots/

P.S. We are recognized as a top Paid Media & Pay Per Click Company on DesignRush

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