While e-mail marketing is used by almost all online shops, Messenger is used less or not at all. If you take a closer look at the opening rates of e-mails (approx. 20-30%) and messenger messages (approx. 80%), you will ask yourself: Why hasn’t Messenger Marketing become a standard for a long time already? The advantage of Messenger is that the user experience can be done with less friction.
However, it is also possible to send offers and news via Messenger and thus encourage customer loyalty. After the ban of Whatsapp newsletters and the tightening of Facebook, which intends to switch from push to pull marketing (will be explained later), a rethink is called for on these platforms with a high reach.
With other, likewise very widespread messengers such as Telegram, classic push newsletters can still be used. A possible way could look like this on these messengers:
1. Advertisement call-to-action leads directly to the messenger channel, where an advertised offer can be taken advantage of.
2. After two clicks, the customer can be addressed with updates and offers at any time.
Telegram channel offer – everysize
Whatsapp and the Facebook Messenger can still be used for pull marketing. This means that the customer must start an inquiry and then a conversation can be created. However, after a time frame of 24 hours without any conversation, the company is not allowed to contact the customer (no push), except with a notification (expected contact, e.g. booking confirmation). Here is a possible way to use Whatsapp and Facebook Messenger for so-called “conversational marketing”:
1. Advertisement / Website Call-to-Action leads directly to Messenger, where a (ready-made) message can be sent.
2. A conversation is created, which can also be automated (Whatsapp Business API, on Facebook Messenger Manychat etc.).
3. Through this so-called “Conversational Marketing”, the consultation is smooth and the live contact with customers is carried out in familiar surroundings. The effect is increased profitability and thus an enormous impact with little effort. Why? Because this approach creates regular customers willing to pay.
4. The customer can contact the eCommerce Store at any time via Whatsapp & Co.
Whatsapp customer service – Vodafone
As you can see, there are different ways of marketing with e-mail as well as with messenger. Since e-mail is very well established in the market and has always been used, the possibilities are more developed. Nevertheless, the medium Messenger offers many new and more interactive ways to communicate with customers. Unlike e-mail marketing, these can be highly unique and can also be used for various purposes. Advertising platforms such as Facebook and Google promote user-friendly content, because then more users spend time on their networks and return again and again. Smooth advertising processes, where users can interact for a long time without bad feelings (too early data entry, etc.), are very popular. The messenger is there to write. It distracts less from a Facebook session than the browser, which keeps millions of other portals open.
Conclusion: It becomes interesting when these methods are combined in a marketing strategy. Different target groups (with different needs) are addressed in different ways. Thus, it becomes clear which target groups are better addressed via which medium and what the most profitable marketing mix looks like. We have also recognized that many distribution models focus on the way to the first sale. However, most sales can be generated by existing customers and these can become “VIP customers” for the business.