Facebook Messenger and Email Marketing

How To Combine Them For Better Results

For many years, email was the top dog. Quick and convenient, it was the go-to method for friends, family, and indeed brands to communicate. But then along came the feisty social media terrier. Quicker, more convenient, and more user-friendly, it eclipsed email as the new communication channel. And while you can’t teach an old dog new tricks, you can certainly get them to work together to achieve better results. Firstly, watch this video from SEO team member Abbie for some handy ideas on how to use Facebook Messenger in your marketing strategy. Next, you can read on to learn how to combine Facebook messenger and email marketing for better results for your brand in this blog post…

Embrace cross-promotion that works for each channel

How often do you check your personal email inbox? Just as unopened letters gather in the hallway, so too do unopened emails pile up in your inbox. While emails are effective marketing tools, they require time and attention to make them so.

Facebook Messenger is often more frequently checked. That irresistible ping is hard to ignore. The content of these messages is generally concise, requires low-maintenance responses, and are usually from our friends and family.

This gives you the perfect opportunity to cross-promote your email marketing newsletter via your Messenger channel. Customers often ignore a branded newsletter — we all do it. But a quick Facebook message to remind your customers to check their emails for your latest special offer or discount? That gives your audience the motivation they need to open your newsletter.

Source immediate customer feedback with ease

Customer feedback is vital for businesses. Whether it’s positive, negative, or in-between, your customers’ experience of your brand online provides a valuable impartial insight into your performance.

And Messenger is the perfect medium for sourcing this. Most Messenger chatbots offer multiple-choice options, which makes it perfect for quick completion of a survey. A few clicks of a phone screen and you’ve got some vital audience feedback.

This is especially useful if you’re conducting a Customer Satisfaction Score (CSAT) survey. These are sent out immediately after a customer’s purchase, relying on that post-purchase glow for an insight into how your brand is performing.

As mentioned earlier, Messenger messages are opened more frequently and immediately than emails. Consequently, your CSAT scores become more effective by capitalizing on customer sentiment instantly after purchase.

Use Messenger to make up for your email marketing shortfalls

Email marketing can complement your Messenger marketing. Each has its benefits and drawbacks, and the other channel can make up for the shortfall of the other. But each channel requires a dedicated strategy of its own, rather than one that combines the two.

Take email for instance. Email is used to build relationships with customers, which you then use to sell to them. But the channel is so saturated with spam — the average person gets 121 emails in their inbox every day. With such a barrage of messages filling their inbox, that’s enough to repel even the most patient customers. So, brands must be careful not to barrage their own customers with the same.

This is where Messenger comes in. Messenger gives you a direct route to your customers via push notifications. This increases your chances of clicks and conversions. It’s instant and nearly unavoidable, so you can better reach your customers as a result.

Data gleaned from your email channels can then be added to your Messenger marketing flows to hit specific goals, for instance, abandoned carts or chasing old customers. But while Messenger offers a wealth of benefits, it’s important not to neglect email entirely.

Simply use your email data to adjust your Messenger marketing and allocate messages accordingly. For instance, time-based messages such as offers expiring should be sent via Messenger, while newsletters and less time-sensitive content should be delivered via email.

Deciding which channel, email or Messenger, is ‘better’ than the other is tricky. Each has its merits, and each has its pitfalls. But instead of picking a winner, combine them both together instead. Follow the tips above and create a cohesive strategy combining Facebook messenger and email marketing that delivers you better results time and again!

Still feeling stuck with Facebook Messenger, or perhaps something else to do with your digital marketing? Why not come in for a FREE social clinic with us at Delivered Social? It’s easy to book in a time to suit you here.

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