June 15

Facebook Messenger Gets Killer Open Rates Over Email

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What are chatbots, and what role do Facebook Messenger bots play in skyrocketing your marketing campaigns? It’s a new concept that you will learn to use to your best advantage after reading this article.

Let's face it: email is losing its effectiveness as a marketing tool. It's not quite dead yet, but it's no longer the gleaming new channel it once was. Consider your inbox: how many marketing emails have you subscribed to that you haven't opened? You have your answer right there. 

The most successful businesses have created an email list because they recognize that it is the most important asset a company can have. Interestingly, Messenger now offers a more intimate and interactive contact experience than email.

We began playing with messenger apps with this goal in mind. Facebook Messenger bots are the Facebook version of classical email marketing. Facebook Messenger has 1.2 billion monthly users, indicating that there is a need for the service. Might this be a viable alternative to email? Let’s find out.

What Are Chatbots in Facebook Messenger?

Chatbots are automated sequences that you can set up in Facebook Messenger with various triggers and paths for customers to take. Consider it an email drip series with the added potential to create even more complex flows.

“Bot” is short for "robot," and as you might know, robots are capable of doing some pretty amazing stuff. We're not talking about factory robots or even service robots here. They're sales bots, to be precise. 

You can use Messenger for almost anything that you can use email marketing for — to submit personalized material, emails, promotions, thank you notes, order and shipping confirmation, upsells, and event registration, among other things. 

Chatbots, additionally, can be much more effective than email because of their higher engagement rates. Before this discovery, customer service bots were the most popular application for such bots.

However, customers may be skeptical and cautious since this is a new development. They don't know how their Facebook information is shared, and they don't want to be spammed. As a result, you must be much more vigilant in controlling the standards of your chatbots, refrain from being spammy, and look to deliver great deal of value.

Why Choose Facebook Messenger Chatbots Over Email?

According to NP Digital, Facebook Messenger bots tend to achieve notoriously high metrics: open rates up to 80% and a 56% click-through rate (CTR)! Even for the best email marketing campaigns, quotes Neil Patel, these numbers are hard to top.

Messenger's open rates, click-through rates, and response rates well outstrip those of email. According to GetResponse, the average email open rate is 21%. You'll be overjoyed if you get 40%. On the other hand, Messenger regularly receives 70-80 percent open rates, with some instances reaching the upper 90s.

Although emails typically receive click-through rates of 2% to 3%, Messenger receives five times and higher click-through rates. HubSpot's test revealed a 13% CTR for Messenger, while others have recorded CTRs as high as 44%.

What accounts for the increased open and click-through rates? 

Email is an impersonal type of communication, whereas Messenger is a personal form of communication. Email is used for formal business environments, while Messenger is used to communicate with friends. 

People tend to miss most emails because their inboxes are overburdened, particularly if they aren't opened within the first hour. Often, most people get Messenger push alerts, which explains why they read messages quickly, leading to higher engagement.

Bots for Facebook Messenger are becoming increasingly common in the marketing world. It's an exciting time to dive in and discover everything there is to know about them. Being an early adopter of Facebook Messenger bots in your industry would give you a significant advantage as a marketer.

Facebook Messenger Bot Early Mover Advantage

There is an early mover’s edge when it comes to marketing. You'll reap more incredible benefits if you can learn and master a new tool or channel before it becomes widely adopted. Chatbots on Facebook Messenger seem to be the way of the future in terms of marketing.

The concept is simple: you win if you are the first to use a specific tactic or employ a specific tactic.

Early SEO adopters dominated the SERPs and generated a large amount of organic search traffic. Early adopters of Facebook groups amassed huge followings. Early Twitter users built massive brands and cultivated tremendous influence.

A prospect is much more likely to view and click on a Facebook message than an email marketing message.

People are responding in record numbers to Facebook Messenger messages. We believe your Facebook Messenger bot campaigns will achieve open rates of up to 88% if you follow our guidelines. What we can’t guarantee for sure is how long the good times will last.

To put it simply, Facebook Messenger bots help marketing campaigns more than emails in the following ways:

  • • Higher levels of interactivity (Open rates and CTR)
  • • Content delivery channel for a far wider user base
  • • More AI capabilities
  • First mover’s advantage

Here's all you need to know about Facebook Messenger bots, as well as how to get started generating leads for your company.

What Can Facebook Messenger Chatbots Do for You?

Even if you’re an avid email marketer, consider using Facebook Messenger bots because of the various exclusive features they provide. Facebook Messenger has a far larger audience, more interactivity and AI capabilities than email.

Here’s what Facebook Messenger bots can do for you:

  1. 1. In Messenger, you can send people messaging sequences.
  2. 2. Inside Messenger, you can build a sales funnel that generates revenue.
  3. 3. You can send downloadable items such as resources and content upgrades through Messenger.
  4. 4. AI allows you to have automated conversations with real people on Messenger.

We’ve just scratched the surface here. There is so much more you can do with Facebook Messenger chatbots.

How Do Facebook Messenger Chatbots Work?

You can use Facebook Messenger bots in a variety of ways.

Add a CTA on Your Website

One method is to embed a link on your website that looks like a standard CTA, but instead of asking for email addresses, asks if they want to contact you on Facebook.

Include Response-Specific Predefined Messages

When anyone receives a message, the bot will respond with a message or take the next steps based on their responses.

Your bots can be programmed to respond based on the keywords that your leads use in their messages. For example, if someone messages you about where your business is located, you could have a bot that responds with an address.

You may also make a list of multiple-choice questions. The chatbot has a pre-written answer for each choice. This keeps leads interested and sounds more conversational than email.

Use Messenger Bots for Customer Support

You may use Facebook Messenger chatbots to assist with customer support as well.

For example, if you receive a message from someone stating that they cannot access their account, your bot will recognize keywords such as "access to account" and assist.

The bot can seek clarification, offer resources or links to frequently asked questions (FAQs), or inform you that your complaint is being forwarded to the technical team.

You may also use Facebook chatbots for:

  • • Sending automatic chats to people who leave comments on your posts
  • • Respond to FAQs
  • • Send "Welcome" messages introducing your company and directing visitors to your website's landing pages.

How Can You Increase Open Rates Using Facebook Messenger Chatbots?

You can use several tactics to boost your Facebook Messenger open rates. Follow these pointers:

  1. 1. Make sure your first message is interesting. Right now, you want to hook your lead. Ask a question, mention a product you think they'd want, explain how you'll help them fix an issue they're having or a problem in their industry and use the lead's first name. 
  1. 2. If you're going to use the multiple-choice question technique, make sure the questions are genuinely engaging. You want your reader to be intrigued and remain engaged in the discussion until it's time to make a purchase decision.
  1. 3. Make your Facebook Messenger bot more human. Depending on how well-known your business is, having your automated chats appear to come from your CEO might be the most successful strategy. You can also make cute bots that "introduce" themselves the first time they're used with a new person.
  1. 4. Ask directing questions. Guide your leads closer to conversion with each question you ask. 

Create Your Own Interactive Facebook Messenger Chatbot

Getting leads via Facebook Messenger is easy, but building chatbots may be more challenging. You can, however, build a chatbot with the help of software engineers or a beginner's tool.

It doesn't have to be challenging to build a Facebook Messenger bot. There are two major approaches to building them:

  1. 1. The programmer's method
  2. 2. The simple method

You can make your own Facebook Messenger bot if you have programming experience and are familiar with Python, Flask, and Heroku.

The simpler method would be finding someone to help you create one.

The vast majority of marketers who aren't coders are skilled at using online resources and services. Creating a chatbot is as simple as using any other marketing SaaS or tool.

We at The Chat Agency offer to help you do just that — to make your first Facebook Messenger bot just the way you want it. 

The Concluding Note

Facebook Messenger bots combine the influence of social media, smartphones, and instant messaging, which is exactly where marketing is heading.

The last thing you want is to become antiquated, wondering why your old marketing methods aren't working as well as they once did. You need to be adaptable and agile as a digital marketer.

Messenger bots are the way of the future, and now is the best time to start using them. Consider getting in touch with us if you don't want to do it yourself.

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