Is Facebook Messenger Better Than Email Marketing?
Some who are not using Facebook Messenger will say that Email Marketing will never go away!
When sending out emails to your customer base you have to fight through:
- The dreaded Spam Filter
- The customer actually checking their email
- The possibility that the email returns back to you as undeliverable
When using Facebook Messenger Marketing the customer has opted into your broadcast message list. Through opting in they will receive a notification inside of Facebook on desktop and/or a notification on their phone through their Facebook app upon you sending out your message. Facebook Messenger Marketing has shown explosive growth in recent months. With numbers that show open rates at over 90% this new method of marketing to your customers is hard to overlook.
We have recently built a list of 768 fans/customers for a client. We wanted to keep them up to date with some breaking news through Facebook Messenger. By putting these fans/customers into specific lists we were able to send 768 messages.
Of the 768 messages that were sent:
- 750 of them were delivered
- With an AMAZING OPEN RATE OF 90.8% (681 opens)
Through sending these broadcast messages we are able to also set up a messenger sequence to these fans/customers to guide them through the appropriate sales funnel. Through the use of a broadcast messenger sequence we are able to move the customers from the top of the funnel to the bottom of the funnel and communicate with each customer along the way.
With a brand new Facebook Messenger integration, you are now able to obtain the fan/customer email, name, and phone number which can be sent directly to your business CRM for your team to follow up with.
We were able to create our Facebook status update from our client page that we had grown to approximately 39,000 Likes. Within the status update, we had asked a question that caused the fans to engage and respond/comment. Based on their responses we were able to have our Messenger Bot engage with the users that had commented and then the software sent the user a private Facebook Message to their messenger inbox. Of course our initial message to their inbox requested them to “Subscribe” to our messenger automation (equivalent to a typical opt in that you would use when someone joins your email marketing list). From that point if they opt in than they are tagged within the software and segmented so that we can then send them future broadcast messages inside of messenger based on how they entered into our funnel. We did not use any ad spend behind the original status update. We simply created the post and asked the users for their opinion. Within the original post we were also sure to include that by commenting the users would then receive a personalized message within their messenger inbox.
Our client is not a brick and mortar business but an up and coming celebrity. This method of using Facebook Messenger has worked for local brick and mortar businesses as well. Examples of how you can use this are:
- Automotive dealerships, have the user comment in order to receive 10% off of their next oil change
- Restaurants can have a user comment in order to receive a coupon via messenger for a complimentary dessert
- Retail store can have the user comment in order to receive a coupon for 10% off of their next purchase
- An online retailer can have the user comment in order to receive a special discount code sent to them via messenger that can be applied to their next online order
Now again, the absolute benefit of acquiring the users into your sequence are that you can then segment the users by how they opted into your sequence and send them future broadcast messages alerting them to any future store updates to include flash sales, closings, etc.
Through the use of Messenger campaigns the persons email and contact information remains private which means that you will not be able to email them or contact them outside of Facebook Messenger. There is currently a brand new integration that will allow you to include a request for the user email address and when the user provides that information within the Messenger system, the email address will be sent to your business CRM. We will cover that in a future post as this is so brand new the bugs and kinks are not worked out as of yet. We would not want to recommend a system that is still in the infant stages.
In no means are we saying that Email Marketing is dead or going away but it should not necessarily be used as the primary source of reaching and alerting your customers.