Death of Email: RISE of the Chatbot – By Heather Havenwood  

by Jenae Reid on April 9, 2018

6 Shares

I had the privilege to speak at Affiliate Summit West on a subject that I truly only started learning about back in June of 2017. Chatbots.

However, coming from over 15 years in sales and marketing, it was a natural fit. Chatbots are the new sales tool.

 

What is a Chatbot?

A chatbot is a service, powered by rules and sometimes artificial intelligence, which you interact with via a chat interface. The service could be any number of things, ranging from functional to fun, and it could live in any major chat product (Facebook Messenger, Slack, Telegram, text messages, etc.)

 

The Shift in Marketing Is Here

Here are three ways Facebook Chatbots are changing marketer’s lives.

 

1. Engagement

Since the beginning of time, marketers have been looking for high ‘engagement’ (open rates, click through rates, etc).  The current data of email for open rates are between 5% – 15% and click through rates are 5% – 10%.

The current data of ‘engagement’ for Facebook chatbots is extremely HIGH.

  • Open rates: 75% – 95% rate.
  • Click through rates: 20% – 30%

As more marketers jump on board, these will decrease, but for now chatbots outperform social media, email, YouTube, or blog engagement.

 

2. Conversation

I was recently at a small private event where Ryan Deiss of Digital Marketer.com was being interviewed by the CEO of Drift.com; a new chatbot service.  I remember something very specific that Ryan said;

“If you are going to survive and thrive in 2018 you must build a community and focus on the customer conversation.” – Ryan Deiss

Chatbots are taking the customer on a sort of ‘choose your own adventure’ journey.  “They” are in charge, and the chatbot simply guides the marketer to know which answer, product or service that best fit.

For affiliate marketing specifically, you can ask the customer direct questions about what they are seeking, wanting, or desiring; THEN give it to them.

That is true marketing.

 

3. Segmentation

Similar to email, segmentation is key in selling and delivering customers products and services.  Now with chatbots and AI, the marketer can create multiple campaigns, multiple conversations, and multiple segments all inside of one Facebook profile.

No longer does one size fits all in marketing strategies. During the ‘conversation’ with potential customer or client, the chatbot can tag responses and create segmented buckets to foster conversations that are only relevant to the interests of that user.  These conversations can be created in an auto responder series as you would inside an email marketing campaign.  The big difference?  Over 80% open rates.

The Time is Here.

 

Next Step: Build Your Chatbot Marketing Strategy.

The marketing strategy is less about tech and more about psychology and journey to take your customers down the slide into your bucket of offers.

 

Enjoy your Chatbot build.

 

 

Heather Havenwood Founder of Haven Media Network, Host of The Win Podcast & blogs www.HeatherHavenwood.com,

This article appeared in issue 42 of FeedFront Magazine, which was published in April 2018. https://issuu.com/affiliatesummit/docs/feedfront-42

 

Comments on this entry are closed.