Email, despite being the primary channel of communication between a brand and its recipient, is very vulnerable to spam. Even after RODO came into force, users have limited ability to control who can send them messages. This leads to an overload of inboxes and simple fatigue with this form of contact. Messengers work differently, where users take control and turn on or off to interact with brands, having a conversation with them exactly the way they talk to their friends - naturally, authentically and most importantly - at any time.

WHAT IS MESSENGER MARKETING AND WHY SHOULD YOU PAY ATTENTION TO IT?

Messenger marketing is marketing in messaging apps that helps you build audience segments, acquire new leads, warm them up by sending personalized content to users or answering their questions, and convert them into buying users.

Conceptually, Messenger marketing is very similar to e-mail marketing, but in practice it works quite differently. It is a much more conversational communication channel. Messengers and chatbots are easily able to deliver personalized 1 : 1 conversations, while emails are more associated with mass communication from one to many businesses. What's more, open rates (OR) and click through rates (CTR) in emails are decreasing year by year, while in instant messaging they are growing rapidly. 

HIGHER ENGAGEMENT RATES

A 2016 report from Statista.com compared the average open rate and CTR across different types of emails. The study showed that OR mostly fluctuates around 5.9-18.8% and CTR is around 0.4-2.1%. Comparing the results we get today on Messenger, for example, it's 80% for OR and about 30% for retargeting, respectively. I think you start to feel the difference between these communication channels.

E-MAIL MORE DIFFICULT THAN MESSENGER MESSAGES

One look at your email inbox is enough to give you a slight shiver of anxiety. Despite active message filtering, you see dozens of advertising emails littering your inbox that you haven't yet gotten around to deleting. Users regularly become the subject of intensive mailing campaigns whose authors unreflectively, for the 50th time, send an offer to a subscriber who hasn't opened a single e-mail from that company in three months.Handling the mailbox also raises some sorting issues. Because of the widespread availability of our emails, we are not always 100% defensible against spam. What users often strongly discourage are common phishing attempts (phishing for information) or viruses hidden in attachments.

Facebook cares about the quality of communication on Messenger. Every mailbox or chatbot installed there is connected to a verified business account. Every dissatisfied user immediately deletes the conversation on Messenger that torments him or deactivates the subscription. It's a very simple action in the Messenger app. And Facebook additionally monitors these statistics and immediately sends you a reminder if it notices that you're sending messages too often because users are unsubscribing or deleting conversations. You'll immediately get a system email about your account being suspended. This strongly disciplines senders and provides Messenger customers with hygienic communication.

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MESSENGERS ARE MORE PERSONAL THAN TEXT MESSAGES OR E-MAILS

We are used to sending each other personal content on instant messaging. Jokes, pictures, wishes. On the other hand, instant messaging platforms like Messenger, WhatsApp or Viber provide a lot of information at the beginning about each user in the database. The first contact with Messenger results in getting information about the user's ID on Messenger, the name they gave, and their gender and time zone. This is a legitimate approach because users accept Messenger's terms and conditions when they start using it and give their permission for the data to be used. At this stage the data allows for initial segmentation of users. After obtaining the appropriate consents, we can start collecting more data and thus quickly lead to the construction of sales funnels with actual segments.

TIP

Using a chatbot, lead an ongoing conversation at any time of day or night with your customer, on any topic you choose to deliver through the tool. This could be your products, discount coupons, FAQs, contests or quizzes, or pure branding material.

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