The Internet is currently the number 1 place to do marketing. Almost half of the Earth’s population now has access to the Internet (and this number is growing!) – that means there are around 3,5-4 billion people that can find your business and interact with you. Patterns of work and employment also shifted. A person located in Japan can now do IT work remotely for a company in the UK.

Marketing also changed – with such a massive audience, it’s easy to be overlooked. Luckily, there is a myriad of available techniques, tools, etc. to make your business recognizable. In this article, I will focus on comparing the two of them – the old, trusty email marketing and the new, dynamic Facebook messenger bot.

Email marketing vs Facebook messenger bot - sebwaligorski - Messenger bot

 

Differences in Messenger bot and email marketing’s user bases

There are many different platforms, which allow for setting up an email account. When combined, they give a total of 2.76 billion email users! That’s around three quarters of the total Internet user base! what is more, it is actually predicted to grow!

As of now, Facebook Messenger has about 1.2 billion users. That’s much less than email. The very size of email audience already makes it win over the Messenger one – you can simply access more people! However, Messenger has a couple of aces down its sleeve!

 

Interaction with the customer

There’s no better way to acquire a customer than to send them things they want or need. Facebook Messenger bot solved this by utilizing its most basic function – instant messaging. Let’s suppose you need a recipe for a dinner. You can look for an idea online for ages, or you can message a bot set up by a food-related page and ask it for suggestions. You can narrow it down to include your preferences and exclude foods you are allergic to. Summing up – Messenger bot offers valuable and quick responses. Additionally, talking to a bot feels just like talking to your friend on Messenger – this makes Messenger bot a much more humanized internet marketing option than email marketing. The fact that Messenger is integrated with Facebook – the most widely used website – makes it an even better tool for rapid responses.

Email marketing on the other hand, may have some difficulty with that. Emails can go unopened for a long time. People you target with email marketing might still be interested in what you offer, but the time factor is what makes quick question-response type of conversation quite impossible.

Email marketing vs Facebook messenger bot - sebwaligorski - Messenger bot

 

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Personalization of content

Both Messenger bot and email marketing are doing fine in this area.

There’s no better way to acquire a customer than to send them things they want or need. Facebook Messenger bot solved this by utilizing its most basic function – instant messaging. Let’s suppose you need a recipe for a dinner. You can look for an idea online for ages, or you can message a bot set up by a food-related page and ask it for suggestions. You can narrow it down to include your preferences and exclude foods you are allergic to. Summing up – Messenger bot offers valuable and quick responses. Additionally, talking to a bot feels just like talking to your friend on Messenger – this makes Messenger bot a much more humanized internet marketing option than email marketing. The fact that Messenger is integrated with Facebook – the most widely used website – makes it an even better tool for rapid responses. This is confirmed by the fact that 92% of bot messages actually get opened!

Email marketing on the other hand, may have some difficulty with that. Emails can go unopened for a long time. People you target with email marketing might still be interested in what you offer, but the time factor is what makes quick question-response type of conversation quite impossible. Email marketing, contrary to Messenger bot has only an average of around 20% open rate.

Customization of content

With Messenger bot, everything occurs within Messenger. This fact is crucial, as all content is pushed via a single app and only for users who actually installed it. This ensures a smoother operation and much better integration of various tools, messages and options into Messenger. Simply put, Messenger bot is able to display more entertaining things, which are integrated into the app much quicker. In return, it allows for sending out a clearer message.

As I mentioned before, there are a lot of different platforms where one can set up an email address. There is also a multitude of different devices, from smartphones and mobile phones, to PCs and laptops, on which email accounts can be accessed. That can make things complicated for marketers using this method. Emails have to be generally clickable, but that takes much more work in order to implement it across various platforms.

There are also different platforms for setting up your Facebook Messenger bot. Some examples include: ManyChat – aimed at mostly promotional messaging, ChatFuel – focused on an AI function, thanks to which automated chats with customers are possible and Surveybot – as the name says, it is aimed at sending out surveys!

Email marketing vs Facebook messenger bot - sebwaligorski - Messenger bot

Summary:

All the points above, which aimed to compare Facebook Messenger bot with email marketing are rather in favor of the former. Does it mean marketers should completely resign from the latter? Definitely not! Email still holds the most users and is likely to keep its position for some time. While there are several drawbacks of this method, email marketing wins with its massive audience. However, with Messenger’s rapid growth, it is likely to have its position diminished (it’s not that likely to be overtaken, at least not in the upcoming years).

Email marketing and Messenger bot serve a different purpose, within the same domain and should be used cleverly. While both are great tools for customer acquisition, email marketing can be better at a long-term customer acquisition, sending out newsletters, targeted product lists, promotion of content and so on. Messenger bot on the other hand, is a much better tool for quick and real-time solving or customer’s queries and promotion of content as well. Its biggest asset is the speed, in which customer’s issue can be sorted out as well as the humanization of the entire process.

Final point is: both methods have strong sides and while email marketing has the benefit of a much larger audience, the Messenger bot can boast a much more innovative and forward thinking approach. Your business should definitely utilize both of these!

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