One of the biggest points we try to drive home with our audience here at MSGHero is that Email and Messenger marketing should not be mutually exclusive.
The 80-90% open rates and 5x CTR of Messenger are exciting metrics for any business (queue CSI: Miami intro music), however Messenger should be something you ADD to your marketing strategy and it should not be a replacement for email marketing (which sees around a 22% average open rate).
Both email marketing and Messenger marketing, when combined, are a force to be reckoned with for ANY business. However, the fact is that almost every business is using one to replace the other (and those that are trying to do both, have a BURNING desire for a better bridging solution).
Well, this is not entirely their fault.
You see, up until now there has been VERY LITTLE cross-over between Messenger and Email marketing.
Generating a lead on one platform, and trying to diversify how you reach that lead by adding them to another platform (email to Messenger, or vice versa) has always been such a backwards task, and quite frankly a huge blunder overall.
Does any of this sound familiar?
Conventional Cross-Over Strategy
Email to Messenger
You generate an email lead (whoop!). However, you’re hearing all the noise in the marketplace about how Messenger is the new up and coming platform for reaching prospects (and deep down you know you can’t ignore the stats being thrown around).
So you decide you want to diversify your email list over to a Messenger subscriber list. Here, we have a few options:
- Broadcast to your email list with a link to your Messenger bot.
- Broadcast to your email list telling them to go to your Facebook page and message your Facebook page with a specific keyword.
- Add the above to your automation sequence inside your auto-responder.
- Add a “Send to Messenger” button to your welcome/thank you page in your funnel.
- Add a checkbox below your email opt-in form’s submit button.
Messenger to Email
You set up a Messenger bot for your business, and you’re starting to generate Messenger subscribers. This is an exciting time for you, and decide you want to diversify your new Messenger subscribers over to your email list so you can promote to them more freely (and so that you don’t have all your eggs in one basket – as cliche as it sounds).
So you decide you want to diversify your Messenger subscriber list over to your email list. We also have a few options here:
- Ask your subscribers for their email inside the Messenger bot and manually (one-by-one) copy them into your auto-responder/CRM or Google Sheets.
- Send your Messenger subscribers over to an external landing page with an email opt-in form.
- Retarget your Messenger subscribers with a Facebook ad going to a landing page with an email opt-in form.
As you can see, we need to not only ask them to leave Facebook, but to go to an opt-in page and enter their email address and then redirect them to a thank you page. By doing this, we’ve interrupted our conversation within the Messenger bot and lost a lot of the personal engagement (huge benefit of Messenger marketing) by sending them outside of Facebook.
Not only that, the prospect feels used and “told what to do”.
This is not a good user-experience at all, and it will affect the profitability of the leads you are generating.
What if you could automatically collect a Messenger Subscriber AND an Email Subscriber at the same time?
…without typing one line of code
…without sending your prospects outside of Facebook
…without your prospect ever having to enter their email address
…without having to export/import any leads manually
That’s exactly what I’m going to show you how to do today.
While generating a lead through one medium, let’s say email, is great. However, the real power comes into play when we diversify how we reach our audience.
Email & Messenger Marketing – Diversifying Your Reach
Let’s assume you spend a few days working on an (epic) content piece for your audience. This is the one, and it’s going to pull in a lot of sales for your business.
Assuming you’re stuck in one distribution channel, you send an email broadcast to the blog post and that’s that. On to the next content piece.
However, what if you could build your audience through BOTH mediums? What if you could collect an email subscriber AND a Messenger subscriber at the same time without any of the friction described in the conventional cross-over strategy?
Sending out your content doesn’t have to be so limited anymore. You’re not only diversifying how you’re BUILDING your audience, you’re also diversifying how you REACH your audience. Your marketing messages now have double the chance of getting seen because you’re reaching out to your leads on two different platforms (taking advantage of the benefits of each of the respective mediums).
Why shouldn’t we be able to send an email and a messenger broadcast and double our chances of getting our sales message opened and read, right?
Tutorial – How to Collect Email Addresses inside Your Facebook Messenger Bot
Now that we’ve explained the ‘conventional’ way of diversifying your lead generation, and how it’s a broken process with limited benefits; I want to show you how you can turn this around and create an automated process of collecting both types of leads in one easy way!
The first step, is to start growing your Messenger subscriber list (after all, we need subscribers in order to sync them to our email list). We’re obviously a little biased although our platform, MSGHero, is favoured by marketers looking for a user-friendly, all-in-one solution for creating Messenger bots. This is because we allow you to track leads and sales down to the exact message in your Messenger bot. No other platform offers these metrics.
So the first step is to setup your Messenger chat bot. (Click here to start playing with MSGHero for free).
Secondly, you’ll want to grow your subscriber list so that you have a stream of prospects entering your bot and being synced to your email list. There are so many ways to do this using growth tools:
- Comment-response campaigns
- Messenger ads
- Button widgets on your website
- Customer chat widgets on your website
- Reference URL campaigns
- & more
Once you’ve got a few Messenger subscribers, it’s time to test this out!
Our Simple “Auto-Diversify” Method
Up until relatively recently, you could not collect an email address inside a Messenger bot and sync it automatically to your email list of choice. Lucky for us, Facebook opened up more of its API that allows us to collect email addresses from subscribers using quick reply buttons.
We like to be as hands-off as we can (might be the reason we’re in love with chatbots), so this method is as good as it comes in our eyes.
So, how does it work and how does it look inside of Messenger?
Let’s assume I’m the owner of a new “healthy beer” start-up. I’ve set up my Messenger bot to be triggered when people message my Facebook page with a specific keyword. This would be acting as my entry point for traffic to my Messenger bot (other traffic options are mentioned a little further up in the post).
My first message is as follows:
The bot then immediately follows it up with a request for their email address. This is where the cool kicks in.
As you can see above, following my request for their email address the Messenger bot auto-suggests their email directly from their Facebook profile! Forget the days of people submitting fake email addresses (just another added benefit).
All the prospect now has to do is click the button (it’s called a “Quick Reply” button) with their email and it will send it through to the Messenger bot on their behalf.
At this point, we have generated a Messenger subscriber (remember, they’re interacting with our Facebook page inside Messenger so they’re triggered as a Messenger subscriber already) AND an email subscriber.
The moment the prospect clicks the “quick reply” button with their email address auto-inserted, that email is synced up to our auto-responder and synced directly to any email list we want.
What if the prospect doesn’t click the quick reply button? Well, we can customize any message to be sent when this happens, and try again. Here’s an example:
As you can see, it automatically attempts to collect the Messenger subscriber’s email address one more time however this time it also suggests a “Skip” button. This way, the prospect can choose not to provide their email address and continue through the Messenger bot funnel without interruption! By the way, the “please provide your best email address” as well as the “Skip” button call-to-action are both customizable too.
Every person who becomes a Messenger subscriber is automatically given the opportunity to sign up to our email list (and is syncing to any email list we want without us lifting a finger).
Completely frictionless, a good user-experience and best of all? Easy to setup!
Here’s also a video overview of how it looks inside of Messenger.
How to set it up?
Step 1: Set up a Messenger bot
This will be the entry point for our lead generation on both platforms (email and Messenger). You no longer need to send your prospects to an external landing page with an email opt-in form. We can actually use our Messenger bot as an all-in-one solution (click here if you don’t have a Messenger bot platform yet, and want to get started for free).
Step 2: Create a messaging funnel
We’ll follow on from our example above where we assume I’m the owner of a new “healthy beer” start-up. I’ve set up my Messenger bot to be triggered when people message my Facebook page with a specific keyword. This would be my entry point for traffic to my Messenger bot (other traffic options are mentioned a little further up in the post).
My first message is as follows (you can create as many messages as you’d like before asking for their email address):
Step 3: Set up a user input field
Now, this step will obviously be different depending on what Messenger bot you’re using but I’ll continue with the example of MSGHero. When you’re setting up your Messenger bot funnel, you’ll see a “User Input” field in the left message setting menu.
Click on the User Input menu item and it will appear at the bottom of your message thread as I’ve shown above.
Once it is added, you need to select a “Reply Type” from the drop-down menu as shown below.
Whoops! Did I forget to mention you can also collect phone numbers and locations? 😉
Here, you are choosing whether you want to collect the phone number, email or location of the person who is interacting with your business inside of Messenger.
Now that you’ve selected what you want to collect from the person you’re interacting with, we need to write a message that is asking for this information.
In this case specifically, we are requesting their email address. As you can see below, I’ve inserted a message asking for their email address in order to contact them in the future.
That’s it 🙂 Now, we’ve set up a block inside our Messenger bot that will request the Messenger subscriber’s email address and automatically suggest it from their Facebook profile (and if clicked, sync it to any email list of our choice).
Step 4: Connect your email autoresponder (yes, MSGHero has Zapier integration)
We’ll continue with the example of MSGHero, because not all Messenger bot platforms offer this feature.
We use Zapier to tie this all together. This is the backbone of the email syncing process. Zapier is a platform that acts as a middle-man, or a bridge. It has so many uses for so many platforms, however in our case we can use it for triggering a “Zap”.
Once set up, Zapier will “Zap” the email address submitted in our bot to any auto-responder/CRM we’d like it to (automatically, in the background). So without getting too technical, Zapier simply acts as the bridge between your Messenger bot and your email auto-responder (or anywhere else you’d like to send this information – such as a Google Sheets doc).
We have a very easy to follow set of instructions for setting up a “Zap” inside of MSGHero, which you can read here.
Step 5: Drive traffic
Now that we’ve set up our Messenger bot to ask for our prospects emails, we’re all set. The groundwork has been laid and the rest is your bot’s job. Hands-free lead generation on two different diversified platforms is now ready-for-action. True diversification for your business!
You have peace of mind that you’re doing all you can for Messenger Marketing AND Email Marketing, and this frees up a lot of your time.
You can now focus on more important tasks for your business, such as growth.
There are plenty of strategies for growing your Messenger bot (and therefore your Messenger subscribers and email leads). We cover a lot of them here in this article.
Step 6: Now you can broadcast on both platforms
What’s the point of diversifying your lead generation across both Email and Messenger marketing platforms if you can’t reap the rewards, right?
Go ahead and start broadcasting! 😎
Your business is now ready to take advantage of both platforms and to double up on the chances of getting your sales messages read.
As I mentioned in the beginning of the post, there used to be so many friction points when wanting to diversify your lead generation across Email and Facebook Messenger.
This really is a plug & play solution for all those issues.
We’re left with an automated, easy, user-friendly, engaging experience for the prospect.
Step 1: Set up a Messenger bot
Step 2: Create a Messenger bot messaging funnel
Step 3: Set up a user input (to request their email)
Step 4: Connect your email auto-responder (so email addresses submitted know where to be synced)
Step 5: Drive traffic
Step 6: (Finally) Broadcast on both your Email and Messenger platform 🙌
Easiest Way to Get Started with Facebook Messenger Bots?
MSGHero is known as the easiest way to get started with Messenger Marketing. Our user-friendly software lets you set up a chatbot in a few minutes and removes all the “chatbots are complicated” misconceptions!
Co-Founder of MSGHero.com