Email has been the marketing channel for this for more than a decade delivers the highest ROI. A study by McKinsey & Company reports that email marketing can be as much as 40 times more effective in reaching target customers than social media.
At the same time, we’ve seen the emergence of chatbots, which can be effective when people are engaging with your website. 45% (45%) of consumers say they use chatbots to communicate with brands for a quick response. A survey by Campaign Monitor found that emails are one of the most important channels for customer communication.
Perhaps it is time for marketers to fill the void. It’s not about one strategy against the other; combine both Email Marketing Strategies and using chatbots can increase engagement and accelerate results.
Integration of email marketing and chatbots
Email marketing and chatbots create an inbound marketing strategy and an outbound marketing strategy that complement each other. Here are some of the strategies you need to use to get email and chatbots to work together to step up your marketing efforts.
Securing email addresses and permissions
Obtaining the email addresses of your customers and prospects is at the center of much of your marketing efforts, especially email marketing. Having a qualified list of people who have chosen to receive email from you offers a wide variety of marketing opportunities. Getting that email address and getting people to agree to receive offers and content from you is crucial.
This is where chatbots can help. When visitors browse your website, a chatbot can interact at key moments to request email addresses. For example, when someone reads your blog, they might be asked by a chatbot if they’re interested in subscribing to your email newsletter. When someone reads about one of your products, a chatbot may show up and ask if they’re interested in discount coupons.
An effective strategy is to offer content that offers real value, such as: B. eBooks, guides, demos and videos with guides. Someone looking for sauces on a website might be willing to exchange their email address for recipes, for example.
The more individually you can ask the question, the more successful you are likely to be.
Gather the data you need for effective segmentation
One of the most effective strategies for email marketing is segmentation. Instead of providing customers with a generic email, you need to make sure that your marketing efforts are relevant and individual. Segment your list Narrows the target and gives you a much greater chance of hitting the target with the right message.
Emails with personalized subject lines are 26% more likely to be opened. Personalization requires segmentation. When done right, marketers report using email segmentation strategies an incredible increase in sales of 760% generated from email.
Segmentation takes many forms. Based on your product or service and your industry You could segment your audience by::
- Demographics (age, gender, income, marital status, education, etc.)
- Geo location
- Previous purchases
- Purchase intent
- Purchase frequency
- Stage in the customer journey
- and more.
Chatbots are one of the most effective ways to gather the data you need to segment your list efficiently. This is because you can ask specific questions of your customers to get the data point you need to create effective marketing messages.
Some of the data you want to collect may not be supported by the chatbot software or email platform you are using. For example, you may not be able to pass pictures or larger files from a chatbot directly to your email engine.
she Developers may need to create custom software for these functions. Once you have the data, you can better qualify prospects to tailor chatbot conversations and sales leads, and build a segmented email marketing list.
Improve your conversion rates
Someone who has shown interest in your product or service by visiting your website and then continuing to engage with you has a much higher potential for conversions than an occasional visitor and sending out bulk emails.
Chatbots can personalize the conversation by providing relevant information based on page content and visitor requests. This helps move potential customers through the sales funnel. Your email may track certain topics or questions, or send it back to the website for more information.
Another advantage of chatbots is that they don’t take breaks or holidays. When someone is ready to get in touch with your business, chatbots are there to keep the conversation moving. Nearly Two-thirds of internet users say that the best thing about chatbots is their 24-hour service. If they read that marketing email at 2 a.m., chatbots are still there to answer their questions.
Offer diversity in your communication channels
90% of customers say they do want seamless interaction with brands via omnichannel communication. The more opportunities you have to interact with consumers, the greater the chance that you will convert them. Research shows that companies use an omnichannel communication strategy for customer loyalty Hold almost three times the number of customers compared to companies without multiple channels for customer interaction.
A website available by phone, email, social channels, and chatbots offers several ways to get in touch with your brand. It ensures that customers don’t fall through the cracks and enables them to get answers to their questions quickly and in their preferred communication method.
Chatbots can personalize the experience, provide on-site responses, and help gather the data you need to personalize your email marketing campaigns.
By creating effective email campaigns, using marketing automation and integrating chatbots into your marketing mix, you can create synergies that build on each other for more effective marketing.
It takes special skills and experience to do it well. If you don’t have the correct experience in-house, consider reaching out to a top recruiting agency to help with recruiting. It takes the right team with the experience to build and manage the technology, create the marketing, and make it all work together seamlessly.