Messaging is a powerful email marketing alternative. Find out how to use it.
Many companies use Airy Messenger to communicate with their customers. However, messaging is just one of the useful products that Airy offers. Those looking to take their customer engagement to the next level can do so with Airy Messaging Subscriptions, a highly-effective marketing tool that delivers incomparable results.
When you think of messaging, what comes to mind? Facebook Messenger chats with friends? WhatsApp conversations with co-workers, maybe. Perhaps Airy Messenger exchanges with customers. Whatever the channel, messaging is one of the most popular forms of communication today.
And it’s not hard to see why. Messaging is a refreshing and casual alternative to other forms of communication. It’s asynchronous and lends itself to flowing, ongoing conversations that can be perpetuated or paused at the convenience of the participants.
There’s much more to messaging than great conversation, though. There’s also immense marketing potential. With Airy Messaging Subscriptions, companies can send Messenger campaigns that contain important updates, event information, discount codes, and much more.
What’s especially impressive is that Messenger campaigns have open rates of between 80% and 90%. That’s four times the average email open rate of 20%.
In the following sections, we’ll take a look at some of the specific benefits and use cases of Airy Messaging Subscriptions.
The Antidote to Email Fatigue
One of the best things about Airy’s email marketing alternative is that we provide businesses with a set of sophisticated communications and marketing tools that are complementary and housed on one unified platform.
For example, if you’re already using Airy Messenger to manage your Facebook conversations, you can easily convert those existing contacts (and all future ones, as well) into valuable marketing leads by pairing Airy messenger with Airy Intelligent Automations.
These automations efficiently handle incoming messages by answering frequently asked questions, directing more complex requests to customer care agents, and providing users with the option to subscribe to Messaging Subscriptions.
This is the Facebook Messenger equivalent of signing up for an email newsletter, but better.
Internet users have grown averse to signing up for email newsletters. They’re overwhelmed by the barrage of messages that flood their inboxes and ignore the bulk of them. This phenomenon is referred to as email fatigue.
By comparison, Messaging Subscriptions are new, unfamiliar (and, therefore, less likely to be ignored), and the process of opting-in is much easier: all that’s required is the tap of a finger.
What benefit does this pose to marketers? To begin with, it eliminates the painstaking process of building email lists and sending out email marketing blasts that are almost certain to go unread.
It’s also much easier to acquire detailed information about your leads through Facebook. For example, where they live and work, their gender, how old they are, their interests, and so forth.
This is all highly relevant data that many companies are already using to deliver personalized, precise, and inspiring content that drives messaging engagement and increases customer satisfaction.
Here are a few use cases to give you an idea of what’s possible with Airy Messaging Subscriptions.
Messenger Marketing Client Cases
Meet the Modern Coupon
Retailers in particular benefit from Messaging Subscriptions. Coupons, discounts, and other promotional offers have long been used by companies to draw in new customers and incentivize existing ones to return.
But, in a sea of advertisements, both print and digital, these offers can easily be overlooked. When distributed through Airy, however, that isn’t the case.
ZooRoyal, one of the largest pet supplies e-commerce companies in Germany, is using Messaging Campaigns to share special offers with a loyal fanbase. One such campaign promoted a limited edition “treasure chest” geared towards increasing home comfort for pets and owners alike. This campaign achieved a 48% Message open rate and generated a 23:1 return on ad spend.
Better Event Planning
Airy Messaging Subscriptions are also a great medium for companies and organizations to announce upcoming or special events.
One leading cultural institution in Berlin, the Komische Oper, does so regularly, and recently informed their messaging contacts about the availability of tickets for a performance of West Side Story which had previously been sold out.
Over 1,300 followers received the message, and 91% of them opened it!
Public response to this campaign was overwhelmingly positive, as well. One guest remarked: “Thank you very much! This is a great service.” Thank you! We ordered tickets for the performance and are very much looking forward to it!”
Interested in integrating Airy Messaging Subscriptions into your company’s marketing strategy? Schedule a demo today!