Comparison: Marketing via Messenger vs. e-mail

Digitization is a key driver of change in all areas of business. Likewise, the marketing world is undergoing a transformation. End customers have increasingly high expectations and are bombarded with advertising offers from all sides. As a result, attention spans are decreasing enormously and many traditional advertising mails end up directly in an "advertising folder" or directly in spam.

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We will show you the advantages of Messenger channels as central communication channels with customers in contrast to the traditional e-mail approach.

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What are the benefits of Messenger Marketing?

Messenger channels are becoming increasingly important for customer communication. This is no longer a secret. Buzzwords such as conversational commerce and conversational marketing are increasingly taking center stage. The following facts illustrate why Messenger should be used as a central communication channel:

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Messenger messages are opened more often and faster: The open rate for messengers is over 90 percent! With e-mail, a 10% open rate is already above-average.

Facebook user numbers are rising continuously. There are now already 3 billion users according to the Statista study. Despite the already high number of users, there is no stop sign for the growth.

WhatsApp is by far the most important messenger channel. In 2020, it already had 1.5 billion users. And the trend is still rising!

Instagram has 1 billion active users per month! Here, too, the trend is upward.

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With such numbers, it would be fatal and reckless to leave out these channels. Especially since communication with end customers offers a lot of advantages over traditional e-mail communication.

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What is Messenger Marketing?

When we talk about messenger marketing in the jargon, we mean active conversation between companies and existing or new customers. So it's not just push notifications, which are familiar from the classic advertising world. Instead, customers are offered active communication via messenger channels such as WhatsApp, Facebook, Instagram or Telegram.

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What relevance does email marketing continue to have?

Does the rise of messenger communication mean the displacement of email marketing?

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The clear answer is NO. Email is the bedrock of digital communication and digital marketing and will remain absolutely relevant in the future. Every day, 320 billion e-mails are sent and received. This number will also continue to rise and, accordingly, e-mail will also remain a crucial medium for customer communication.

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The magic lies in the multichannel approach

In today's business world, you have to become more and more flexible and adapt to changes. Accordingly, experts advise the combined use of different channels, as there will continue to be both customers who prefer email as a communication channel and customer groups who convert better via Messenger.

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The goal should be to pick up all customer groups with a multichannel approach. The customers who prefer e-mail and also the customers who respond better to Messenger.

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How do you use email & messenger marketing simultaneously?

Tools like MATEO help to draw the benefits from both worlds. With MATEO, you have a central inbox for email and all relevant messenger channels. This means you always pick up both customer groups. At the same time, MATEO allows you to collect new reviews very easily across all channels.

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What are good use cases for email marketing?

Email marketing is an excellent channel to publish detailed promotional messages that are simply not suitable for Messenger channels. In messenger channels, the message needs to be more compact, as there is significantly less space available.

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Furthermore, leads prefer to leave their email addresses for downloading information material. Email marketing is a great way to convert these lukewarm leads into potential customers.

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Advantages of email marketing

More space for detailed advertising messages
E-mail enjoys very high acceptance in all age groups
Promotional messages to leads where only the email is available

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Disadvantages of email marketing versus messenger

very many companies use email marketing and this often "bombards" customers
Open rates are significantly lower than with messengers. On average, the opening rate is 10-30%, depending on the target group and industry.

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What is marketing with messenger services such as WhatsApp suitable for?

Using messenger marketing via WhatsApp or similar channels has a much more personal touch. By far the biggest advantage is that the communication is conducted in the channel in which the daily private communication is conducted. This significantly increases the impact of these messages or conversations.

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Advantages of Messenger Marketing with WhatsApp and Co.

Very high open rate compared to email
faster response times
very personal and informal exchange
message is much more present, since private conversations are otherwise conducted via this channel. This means that the opening rate of the Messenger app is significantly higher than the opening rate of the e-mail inbox.

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Various phases of the customer journey can be mapped via messenger channels. Be it the initial exchange with interested parties or potential new customers who are about to make a purchase decision or the reactivation of customers who have bought something in the past. At the same time, customer support use cases can also be mapped via Messenger.

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Reading tip: See our article"WhatsApp or SMS?" for more tips on choosing the best communication channel.

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Email and messenger marketing complement each other perfectly

When you look at both channels, you quickly realize that they complement each other beautifully. In today's world, you should use both alternatives to generate more revenue and provide customers with an even better user experience.

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Enter the age of messenger marketing with WhatsApp newsletter campaigns from Mateo

Mateo offers a comprehensive service in the field of Messenger Marketing with WhatsApp Newsletter Marketing. The service portfolio ranges from setting up the WhatsApp API to individual tips for collecting opt-ins, maintaining customer data and creating newsletters to in-depth analyses. A fully comprehensive service with a focus on conversational marketing and conversational commerce, customized for your company.

Mateo's software also offers customizable message templates that can be used to create WhatsApp newsletters in just a few clicks. Mateo's centralized inbox, where customer requests from different communication channels can be centrally bundled and efficiently processed, makes it easy to optimize customer communication to the maximum. Furthermore, the integration of numerous other tools into our software solution reduces your workload in customer service.

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Messenger communication with MATEO

Be accessible to all customer groups on the most important communication channels. With MATEO you offer your customers multichannel communication. All messages end up in a central inbox that you can effectively handle as a team to move your business forward.

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Arrange a free, no-obligation consultation and we'll show you how MATEO can meet your communication needs! Simply book an appointment here or write to us via our web widget.

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Comparison: Customer communication with Messenger or email marketing