How To Combine Facebook Messenger With Email Marketing For Better Results

How To Combine Facebook Messenger With Email Marketing 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 on the block.

And while you can’t teach an old dog new tricks, you can certainly get them to work together to achieve even better results.

It’s here that the dog metaphor ends, but what begins is a lesson in how to combine Facebook Messenger with email marketing for better results for your brand. Read on to learn how.
Embrace cross-promotion that works for each channel
While emails have arguably overtaken snail mail as the preferred means of contact between brands and customers, the attitude towards them has remained much the same.

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, on the other hand, is often more frequently checked. That irresistible ping is hard to ignore, and the chat bubble available on Android phones makes it even harder to do so.

The content of these messages is generally concise, require low-maintenance responses, and are usually from our friends and family. Consequently, people are more inclined to check their Messenger than their emails.

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 a vague 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 in-app, which makes it perfect for quick completion of a survey. A few clicks of a phone screen and you’ve sourced 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 I 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 of customers. Consequently, brands must take pains 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, increasing your chances of clicks and conversions. It’s instant and all but 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 that delivers you better results time and again.