Chatbots and Email Marketing: A Winning Combination
For ecommerce companies, nurturing relationships with potential customers and leads who come to your website is vital for the success of your business.
And while there is no one-size-fits-all solution or strategy to do so, email marketing has consistently remained an ideal option for marketers. Reason being: it’s a reliable ROI efficient solution that empowers you to send the right communications to the right people at the right time.
What Makes Email Marketing So Effective?
As a marketing channel, email is a relatively low-cost investment that can yield significant returns. For every $1 spent on email marketing, the average ROI is $36.
Email marketers with the most success are intentional, consistent and design their email programs to scale. Meaning the more thoughtful you are as a marketer about the experience you’re looking to create for the people you send emails to, the better your results will be.
Strong email marketing strategies prioritize segmentation and personalization over batching communications and blasting them to one large group or list. This is why it’s so important to utilize features like email marketing automation and segmentation which helps to better anticipate the needs of your customer and deliver communications that suit them wherever they are in their journey.
Still, as the world of digital marketing evolves, so do the resources at hand to address converting site visitors into loyal customers. The most prominent is the rise of chatbots, which has significantly impacted the way marketers nurture prospects.
How Have Chatbots Influenced Digital Marketing & Ecommerce?
That’s because one of the key advantages of working with chatbots is the way in which they leverage AI (artificial intelligence) to foster seamless and relevant conversations that drive leads further down the marketing funnel. Whether it’s for answering customer service questions, setting up a call / consultation or capturing email addresses for future marketing, chatbots make serving quick and critical communications a simple and intuitive process.
Due to their instantaneous and conversational nature, it’s no wonder around 40% of internet users worldwide prefer interacting with chatbots than virtual agents, according to Insider Intelligence.
What Are the Benefits of Using Chatbots and Email Marketing Together?
For ecommerce companies, chatbots and email marketing have become a dynamic duo of sorts—often used to manage customer experience and service related questions.
But the real beauty of adding chatbots into the mix is how impactful they are at spurring vital improvements across the prospect to customer pipeline.
Develop Better Segments
Perhaps the most valuable pro of integrating chatbots into your email marketing plan is how effective they are at collecting important user data you can leverage to better decipher your prospect’s intention(s) and what it is they want from your business most. The data you gain from using chatbots on your website is ideal for implementing tighter segmentation across your email list because it allows you to send your leads useful, personalized campaigns and messaging based on their queries and conversations from your site.
Optimize Response Rates & Customer Experience
Virtually gone are the days of long, drawn out back-and-forths between customers and traditional customer service representative(s). The advant of chatbots have transformed the customer experience landscape in considerable ways, making most customer service exchanges fast, reliable and primarily digital. With chatbots your customers receive replies to their questions in real time, allowing you to save time and resources while also collecting key data you can use to drive the future of your communications with your customers.
But ulimately, utilizing chatbots along with email marketing will require you to understand which customer entry points along your website will benefit most from deploying one versus the other. This will help you get a sense of where there are gaps in your digital marketing plan so you can employ a dual approach that layers both effectively to deliver maximum results.