How can Facebook Messenger increase your open rates?

So, you want to learn about to get started with Facebook Messenger? Great!

In this article, we’ll start with the basics. We’ll help you understand why should you care about Facebook Messenger in the first place?

In this article we will give you examples of practical use-cases of Facebook Messenger, in real life, and with companies which are actually making money from it!

So let’s get started!

How BOOM doubled their ROI with Facebook Messenger!

BOOM is a Pro-age cosmetics brand targeting women over 40 years old. In an interview with Mixergy, their marketer Ezra Firestone explains how they made a killing by using Facebook Messenger.

What did they do?

BOOM re-targeted users at the bottom of their funnel (users who put items in their cart but didn’t buy) with a special Facebook Ad taking them to Facebook Messenger.

The Messenger Facebook Ad provided the users with a 10% discount code:

If users claimed the discounts, they were then presented with several products they could purchase with it, directly from within Facebook Messenger:

This simple conversion funnel, brought impressive results…

What were the results?

Results were impressive. First, great levels of engagement:

  • 96.8% open rate (people looked at the message)
  • 55% click-through rate (people who went forward to claim the discount)

That in itself, is pretty great. But the best part was the results: BOOM, could acquire customers for just below $6 USD (according to Ezra Firestone, this was half of their cost of acquisition with non-Messenger types of ads!) resulting in a ROI of more than 1,000%!

Conclusion of this case study

Facebook Messenger are a very powerful way of creating deep engagement with users. As such, they are a perfect bottom-of-the-funnel engagement, to create strong engagement with users who are already familiar with you.

Combined with Facebook re-targeting ads, Messenger is an extremely powerful tool.

How KLM is increasing user engagement via Facebook Messenger

Let’s now look at an interesting and high-profile example: the airline KLM. The dutch airline was one of the first large multinational companies to heavily invest into Facebook Messenger (launching their integration back in March 2016). Let’s see how they did!

What did they do?

KLM added a little checkbox to their checkout process which enables you to opt-in and receive flight information via Facebook Messenger.

Once you opted in, you’ll automatically receive updates via Messenger including your boarding information, your boarding pass and eventual delay notifications.

This is a very convenient way to make it more convenient for travelers to receive their boarding pass and to keep it at their fingertips during the entire travel experience!

Interestingly, you can see that KLM also integrated with WhatsApp (this is a beta project for WhatsApp which doesn’t have a public API yet, but which shows that Messenger is definitely the business channel of the future!) and of course with WeChat (the Chinese App which is pioneering all of these “Messaging for business” concepts)

What were the results?

Here again, KLM saw some very positive results from their Facebook Messenger involvement:

  • 40% increase in customer interactions
  • 15% of all boarding passes are sent via Messenger
  • Customer satisfaction (measured by the Net Promoter Score) was 5 points higher than goal

You can find the full case study on Facebook Official website.

Conclusion of this case study

Another advantage of Messenger is the fact that 1.3 billion people are using it. If you want to send out information in a platform which is widely used, mobile friendly, and easy to access, Messenger is a tool of choice! Moreover, it enables to send some very visible notifications if necessary (for KLM, for instance, if a flight is delayed!)

How Facebook Messenger can increase your Shopify conversion rate by 33%

The company Recart helps Shopify and Woocommerce users recover their customers with abandoned cart (by sending emails or SMS). When they added Facebook Messenger to their toolbox, they saw a clear increase in their conversion rates.

What did they do?

Recart enabled their merchants to send out Facebook Messenger messages to customers who had left a product in their cart but had not bought it.

This simple message was then taking users to Checkout and bringing them back directly into the e-commerce experience.

What were the results?

Recart specializes in this kind of abandoned cart marketing: they therefore had plenty of other data (from similar campaigns done via email or SMS) to benchmark again.

Here were the results:

Messenger performed significantly better than email:

  • 93% open rates against 52% for email
  • 51% Click Rate against 12% for email
  • Most interestingly: Messenger brought in 60% more recovered revenue than email!

Conclusion of this case study

When compared to email, Messenger performs significantly better. Although metrics such as Open Rate and Click Rate can be debated (because Messenger is a a very different platform), it also performs better when it comes to the one absolute conversion metric: sales.

That’s it!

That’s all for today. Keep reading for more insights on the different ways to drive traffic to Facebook Messenger