Messenger: the conversational alternative to emails

The Radicati Group estimates that about 215 billion emails were sent each day in 2016. And the Radicati Group forecasts 258 billion emails will be sent each day in 2020. These statistics do not even take spam emails into account. Our email inboxes are saturated and we cannot easily distinguish relevant information from non-relevant information without a lot of organisation.

Emails become less and less personal and increasingly more automated. They don’t invite us to have a real conversation anymore, instead, they bring us the information we need. Messaging apps are the ones bringing back conversation. WhatsApp, Messenger and other iMessage apps allow businesses to have real and personalised interactions with their prospects and customers. Let’s find out how the Messenger app can create a conversational experience. 

Messaging is booming

The messaging revolution is underway and the eCommerce industry is riding this conversational wave, with about 3.2 billion internet users more than 2.5 billion are messaging app users.
We do not only use messaging apps within our private sphere, they have also become crucial for the eCommerce industry: online stores multiply their conversion rate by 10 using messaging apps compared to online stores which only have self-service.

What about Messenger? The platform has multiplied its number of users by 4 over the past 2 years and accounts for about 900 million monthly active users.

Read more: iAdvize, a provider listed by Messenger to support companies

Messenger for centralised information within personalised conversations

By offering Messenger to your customers, you establish a proximity relation with them. Gone are the days when your customers need to check their email inbox to receive an order confirmation then look for your brand’s phone number if they have a query. Everything you can do via email, you can also do from Messenger but in a smoother and more human fashion.

“With Messenger, the information is centralised in one single thread where the customer can communicate with the brand. They don’t need to search through different emails or text messages to find information about their order. Furthermore, they don’t need to engage with the customer service on additional channels.”
Simon Robic, Product Manager at iAdvize

Read more: [Interview] Simon Robic – Building a successful customer engagement strategy with Messenger

Send to Messenger: conversations at the heart of the user experience

Your brand has several possibilities when integrating Messenger within its online strategy. Here are 3 examples for you to centralise all the contacts you have with your customers and offer more lively and fluid interactions:

#1 – Did you just make a reservation? Receive your tickets on Messenger

Smartphone messaging

 

Let’s imagine the following scenario: a customer has just booked a ticket (plane ticket, concert ticket, train ticket, etc.) By clicking or tapping on the Send to Messenger option, your customer can receive their ticket on the Messenger platform and ask you questions within the same conversation. Thus, Messenger allows you to centralize all the information in one single place:

 

 

 

One second after the reservation, I receive the ticket directly on my phone, it’s well organized in Messenger. It’s extremely convenient for all types of travelers! Via the Messenger cards, your business can go even go further by posting useful information about your users’ travels or friendly reminders such as “Don’t forget your passport!”. Furthermore, on the day of their trip, you can send them their gate number, boarding gate, etc.”
Marine de Mascarel, International Account Manager at iAdvize

Note: you can offer up to 6 different cards on Messenger. Their purpose? Provide as much information as possible to your users: a card summing up what the user has bought, information on how their order will be sent, recommendations for their next purchase, certified reviews on their order, an invitation to share their order on social media, etc.

#2 – Follow-up on orders via Messenger

Let’s say customers have just purchased an item on your website. These customers now want to access all the information related to this order. Rather than receiving an accumulation of several emails in their inbox, by using the Send to Messenger feature, they can receive notifications within one single conversation on the exact arrival date of the package and updates about the progress of their order.
Smartphone messaging

“On top of your customers getting all the information related to their order via Messenger; this feature leads them to interact with you via Messenger instead of using email or phone. With the order number available in Messenger, interactions with your customers are smooth and you can solve their problem very quickly.”
Marine de Mascarel, International Account Manager at iAdvize

 

Note: your brand can only respond to its customers’ messages. You need an opt-in or the user’s prior consent to send them new messages. They can send you new messages several months after your previous interactions on Messenger if they need to do so. The aim of Messenger is to inform users, not spam them! 

#3 – Out of stock? Send an alert as soon as the product is back in stock 

New scenario: some of your online visitors have doubts: the product they were looking for is not available anymore. By activating the Send to Messenger feature, they will be notified on Messenger as soon as the product is available again. Visitors do not need to check their email inboxes or go back on your website regularly, they will receive an alert on the messaging app they also use to interact with their friends and family!

“The Send to Messenger feature has a dual objective for your brand: it allows you to easily engage in conversation with your visitors allowing your brand to use Messenger as a conversational tool. It also allows you to convert visitors by bringing them back to your website.”
Marine de Mascarel, International Account Manager

Note: you can use the Send to Messenger feature with iAdvize, the conversational marketing platform. Your IT team only needs to call our APIs each time you wish to send a notification to one of your customers. The process is more or less complex according to your needs and resources. With our platform, you can centralise all the interactions you have with your customers, whether they are happening on Messenger, other messaging apps or on the live chat solution implemented on your website!

Messaging apps, a new marketing lever for businesses

Ludivine Kasteleyn

French and Belgian born in France and interested in everything related to Marketing, Foreign Languages and the Web.

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