Messenger Marketing

More people now use Messenger Apps than they use social media platforms!

What Is Messenger Marketing & Why Is It Important?

Messenger Marketing (noun) – the act of leveraging mobile, chat platforms to facilitate conversations and commerce with prospects and customers.

According to BI Intelligence, more people are using the top four messaging apps (WhatsApp, Facebook Messenger, WeChat, and Viber) every month than the top four social media apps (Facebook, Instagram, Twitter, and LinkedIn).

Facebook IQ conducted a study on the use of mobile messaging with 12,500 people across the world and found several promising trends among the people surveyed:

  • Sixty-three percent said that their messaging with businesses has increased over the past two years
  • Fifty-six percent would rather message than call a business for customer service
  • Sixty-one percent likes personalized messages from businesses
  • More than 50 percent are more likely to shop with a business they can message

Messenger Marketing is simply the act of marketing to your customers using a messaging app. 

You can build a list by attracting new leads, nurture those leads by sending them content and answering their questions, and ultimately convert those leads into new paying customers.

Conceptually, it’s like Email Marketing works. But in practice, Messenger Marketing works much differently than email. It’s much more conversational— with Messenger Marketing people are looking for a conversation that feels 1-1, where emails from most businesses are one to many. Also unlike email (where open and click-through rates continue to decline year after year), Messenger Marketing is growing rapidly.

And here are a few reasons why:

High Engagement Rates

A 2016 report from Statista compared the open and click-through rates for different types of emails. In their research, they found that the average email open rates were 5.9%-18.8%, and the average click-through rates were 0.4%-2.1%.

Compare that to Messenger Marketing—where marketers are currently seeing open rates of 80% or more and click-through rates greater than 30%—and you’ll start to get an idea of the potential of this new marketing medium.

People are much, much more likely to open and click on a messaging app than they are with an email. And that’s good news for any company hoping to engage their leads and prospects online.

Messenger Apps Have Less Friction Than Email

One of the beautiful things about messenger apps is that they provide a seamless user experience with very little friction.

By comparison, think about all the friction that comes from using email.

email comes with the constant threat of spam and viruses. We’re inundated with unwanted email every day, and we all know someone who accidentally downloaded a virus from an innocent-looking email. So, the trust factor with email marketing continues to decline.

Messenger Apps Are More Personal

Another great thing about messaging apps, compared to traditional advertising, is that they are much more personal and interactive.

Just about every other traditional advertising channel—TV, direct mail, email, print, radio, etc.—is a one-way communication. The company is communicating AT you, and there isn’t much you can do to personalize it.

But Messenger Marketing changes that.

With chatbot marketing, the messages you receive can be easily customized based on the links you click as you progress through the message flow. And at any point you can always type a message to the company and get a personal response from a live customer service rep.

This makes communication on messaging apps more personal. It’s a two-way street, just like communication should be. And most importantly, this is the kind of communication people are growing to expect from the companies they do business with.

Messenger Apps Are Growing Rapidly

In just about every country in the world the most frequently used app is a messaging app. They’re pervasive; everyone uses them. And this has been the case for quite some time. Messaging apps surpassed social networks in terms of monthly active users way back in early 2015.

Now the specific app that people use varies by country—Facebook Messenger is the most commonly used app in North America, while WhatsApp (also owned by Facebook) reigns supreme in Europe. In China, WeChat is the hands-down winner. But regardless of the specific app, it’s clear that messengers are the channel of choice for people all over the world when communicating with friends & family.

Use Chatbots to Automate Your Messenger Marketing 

Chatbots send content to your users automatically, based on the actions they take (clicking on call-to-action buttons, typing in certain keywords, and so on).

But unlike email autoresponders, chatbots allows for logic branching and greater personalization.