Contents
- What is messaging in messengers
- Goals of using messaging in messengers
- Advantages and disadvantages of messaging in messengers
- How to make messaging in messengers more effective
What is messaging in messengers
Messaging in messengers refers to the mass sending of messages to a specific target audience within the messenger platform. It is one of the most effective tools of messenger marketing, allowing companies to communicate directly with customers through personal messages. Statistics show that users often open such notifications — specifically, in WhatsApp, the open rate is 91%.
Through messaging, brands can inform users about the status of their orders, share news, and remind them of current promotions. Often, such messaging also serves the role of customer service manager: companies use chatbots to send service information and answer frequently asked questions. For example, a chatbot can remind a user about an appointment or provide navigation instructions to their destination.
Goals of using messaging in messengers
Let's consider how businesses can effectively use messaging in messengers:
- Announce promotions: Users are more likely to notice a discount or special offer in a personal message than in public groups. For instance, the store "Sportmaster" offers promo codes to customers who haven't placed an order in a while.
- Increase loyalty: Automated messaging allows brands to welcome new customers and congratulate them on holidays. Personalized messages that address customers by name and include special offers make communication more pleasant.
- Automate support: Messages can be sent automatically when a user performs certain actions on the website. This ensures communication with customers even outside of business hours.
- Remind users: Companies can send news and useful content to maintain user interest in their brand.
- Collect feedback: Messaging allows tracking customer satisfaction levels, which helps improve service quality.
Advantages and disadvantages of messaging in messengers
Messaging in messengers has its pros and cons. The main advantages include a high open rate for messages, which allows for effective sharing of important information with customers. Let's take a closer look:
- Affordability: Messaging in messengers is generally cheaper than SMS or phone calls and allows sending diverse content — text, images, videos, and audio.
- Automation: Automated messages enhance service levels and help maintain contact with customers.
However, there are also disadvantages that need to be considered:
- Difficulty in gathering a contact base: It is necessary to obtain user consent for receiving notifications, which can complicate the messaging process.
- Ease of unsubscribing: Users can quickly block the account if messages start to annoy them.
- Competition for attention: Messages can get lost among many other notifications in the messenger, reducing the likelihood of them being read.
- Reputational risks: Since many users associate messages from unknown numbers with spam, this can negatively affect the perception of your brand.
How to make messaging in messengers more effective
To increase the effectiveness of messaging, several important aspects should be considered:
- Infrequent messages: It is necessary to avoid frequent and intrusive communication to not distract users from personal conversations.
- Informative subject line: The subject line should be brief and clear, making all key information immediately accessible.
- Concise writing style: Avoid long and complicated texts to quickly capture the user's attention.
- Vibrant graphics: Use attractive images to draw attention and encourage reading the message.
- Complete profile: Ensure your profile contains the brand name, logo, and links to social media.
Personalized messaging, tailored to the interests of the audience, yields better conversion results. It is also important to provide an option to unsubscribe from messages to reduce negative reactions and avoid account blocks.