Analyzing Data Driven Messenger Marketing

Analyzing and optimizing many aspects of your marketing strategy are already established, but if you aren’t approaching Messenger Marketing with the same attitude, you are losing out on sales. If you are using a Messenger Marketing platform that doesn’t allow you to analyze all the way down to the single message level, you are using the wrong one for E-commerce.

Around 49% of E-commerce is using marketing automation currently. That means almost half of the E-commerce world trusts chatbots to communicate with their customers which isn’t very surprising. Channels like Facebook Messenger and WhatsApp have higher open rates and click-through rates and online retailers are leveraging this. It’s a good idea to know how you can too.

1: Know the Averages

Your first step to some serious data driven Messenger Marketing is to make sure you are tracking the right things. Seems a bit straight forward but we’re starting from the very beginning.

Out of the Box Metrics and What they Mean

Open rate:

Might sound straight forward, but that’s because it is! Open rate is the % of people who were sent the message that opened it. As mentioned before, this metric is not for people who are doing Facebook lead generation ads, but rather essential for broadcasts, sequences, etc.

CTR:

Click through rate is the % of subscribers that received the message that clicked on a link inside the message.

Replies:

Simple one here, this is the number of people who sent a reply outside of bot communication.

The average open rate for a Messenger campaign is 90%, and the average CTR is around 33%. Don’t worry, if you are around the 20s it doesn’t mean you are failing, but it might mean that you are ready to tweak some copy, creative, call to actions, etc. With knowing messenger stats also comes knowing your companies average rates for emails, and comparing them.

Messenger open, click-through and conversion rate

Maybe your email newsletter has some great CTR, but your Messenger generates more sales and has higher CTR for abandoned cart reminders. Doesn’t mean you have to pick one or the other. In fact, it’s quite the opposite.

Why (and how) you should use Email and Messenger together

As marketers, we want to offer as many channels for customers to interact with our brand. As more and more people are active on mobile, it makes sense to offer a mobile option. Another reason why you should use these two powerful channels together is that they feed each other. For example, on fashion brand did a very successful email-Messenger campaign that converted 2% of their email subscribers to Messenger. Why? Messenger customers are worth up to 3 euros more than an average email subscriber.

2: Know your vanity metrics and establish your KPIs

  1. Open rates on lead generation ads
  2.  Establishing Your KPIs

Depending on your E-commerce case and what you are offering to subscribers, decide which metrics mean the most to you. For example, are you qualifying people to be sent to CRM? You definitely want to set up a conversion that tracks how many subscribers finished your bot, verses got lost during qualification (don’t worry, you can send those subscribers retargeting messages).

Metrics to Optimize for your LEad Generation Campaign

Lead Gen that recommends a product

  • CTR
  • Quiz completion

Lead Gen that pushes customer data to CRM

  • Quiz completion
  • Retargeting message open rate

Metrics to Optimize for your Newsletter

  • Open Rate
  • CTR
  • Quiz finished
  • Unsubscribe

Metrics to Optimize for Retargeting

  • Open Rate
  • Unsubscribe Rate
  • CTR

3: Set up your conversions

Conversions you need to set up:

Finished quiz

This is a commonly used custom conversion that lets you know how many users finished a quiz. If this number is low, you most likely either should set up retargeting for those (you can do this by subscribing them to a sequence in the chat), or change your chat copy.

Subscribed to Sequence

This is a custom conversion that can show you how many people were subscribed to a sequence based off of the flow. For example, if you ask someone if they like sports and say yes, you can subscribe them to your sports line sequence. To track the number of people who were subscribed to that, you can add a conversion in the chat flow that says “Sports Seq.”. This not only gives you a look into your Messenger customers but it also allows you to adjust your flow. If this number is low, you are probably missing the mark somewhere in the chat.

Contact info gathered

In a pretty straight-forward campaign for lead generation this might seem like a no-brainer, but setting up conversions that indicate which contact information you have can be really helpful for analyzing your bot. Add conversions within the chat so you know how many phone numbers, emails, etc you’ve gathered and optimise accordingly.

Reached step ___

For many signups, subscriptions, and even E-commerce stores there are steps. Maybe step one is to interact with your Facebook page, step two to  do something on the website, step 3 to purchase. These steps can be measured with custom conversions.

4: Read reports correctly

Check out this video where Digital Marketer and Messenger Marketing provider Betsy Nelson covers these basics of reading reports:

  1. How to read reports in the chatchamp reports tab
  2. How to see what questions make people drop off
  3. See subscribe/unsubscribe rates

5: A/B TEST these Five Things

Entry points

A/B testing your entry points (where subscribers enter your sequence) is helpful because it can show you which entry points and which call to action within them were the most successful. A quick example, if one of my entry points is an exit-intent popup on my homepage, I might want to A/B test the copy in my popup to see if a ‘mystery contest’ has a higher conversion rate to a regular ‘join and win’ contest.

Content and Copy

This one makes a lot of sense. A/B testing the content of your messages can be easily set up in the bot builder and can help you decide which copy, multimedia, quizzes, etc perform better. An example of a A/B test with content is A/B testing a quiz newsletter that recommends a video against a link that offers them to watch the video after seeing company updates.

Call to action

Your call to action in Messenger might be a button that directs customers to their abandoned cart, a blog post, a video, and more. You can A/B test these call to actions to see which is more powerful.

Media

Messenger is a great place to get feedback about media and content, but also to A/B test which media works best. For example, in Messenger you can set up swipe through galleries that feature products. A good A/B test would be to see if adding more options to the galleries makes a difference in your conversion rate. Another option would be to A/B test videos that are sent within the chat flow.

Summing it Up

Starting out with Messenger Marketing is easier when you have a big picture of what your goals are, what KPIs you want to achieve, and what software you want to use to do it. Save time with marketing automation and connect with your customers better. Head over to chatchamp to explore it yourself.

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