The email is no longer the staff of life in the marketing programs. Today, brands are gravitating towards chat-bots notification, automation and hoard of other marketing features for better reliability. The change of enormous proportions is well under way where personalization is the new standard.
Email marketing has consistently remained a moving platform for building connections with prospects. Until spammers began abusing its potentials by flooding unsuspecting consumer’s inbox with irrelevant unsolicited messages. The misdeed drastically widened the gap between a sender and receiver. Wedged between the space is a small fraction of genuine marketers awaiting a chance to introduce their inventories to a subset of audiences who respond to the messages. The inescapable presence of spam emails is making recipients intolerable and forcing many to step up the deterrents by implementing and customizing message filters. Setting up these filters can eat away valuable time. Hence, discouraging users from direly depending on electronic mail platform.
The emails that miss out on the personalization will have the least priority when it arrives in the consumer’s mailbox.
The question actively doing rounds is what happens when identical email is distributed across a larger group of audience at the same time and goes unresponsive? How would the brands reach new users then?
The quickest solution is the use of chat bot for delivering personalized messages. The consumers expect precisely tailored messages that are highly relevant to their purpose. It is imperative for the message to be delivered within the timeframe and through the right channel. Social media sites such as Facebook have offered chat bot to its users making personalized message delivery a seamless process.
From a marketer’s perspective, the chat bots must be seen as part of email marketing strategy seasoned with a few top-notch features. By having said that, it is inappropriate to say email is dead. However, to achieve robust ROI marketers must pay attention to the messages delivered via chat bot with the similar scale of detailing given to crafting emails.
Hence, to ensure you meet success with the chat bot, you will need a notification pattern and ask these questions before executing the plan:
- What message are you conveying through the chat bot on behalf of your brand?
- What is the real purpose of using the chat bot in your business? Is it for the acquisition of new clients or to re-engage old ones? The chat bots used for customer acquisition should use engaging media.
- Is the ultimate focus on engagement, or buying and selling?
Driving engagement would require a vivid content that is both educative and interactive. However, selling your inventories would need content that guides the prospects through the sales funnel.
- How frequently would you communicate with the customers on a particular channel? What parameters are required to send a push notification to clients?
- What questions can you ask customers through chat bot to obtain information that is more personal?
If you have given thoughts to these questions, move on to experimenting different chatbots available for marketers to reach out and talk to their clients. The choice of bots must be based on real time, demographic and psychographic data. It helps deliver meaningful messages with content capable of converting prospects into customers. The present growth in digital marketing seems promising and has plenty of headroom to accommodate intelligent technology that competes and perhaps outperforms email marketing. The user experience-driven strategy is the way ahead from the present
Rachel is an email marketing expert based in New Jersey. She is currently working as a campaign manager with InfoClutch, a B2B Database Marketing Agency in Plano, Texas.