Daniel Monte, Head of SMS & Email Marketing at Snow Agency
As more brands look to target customers on the move and it takes a multitude of efforts to extend beyond that reach, direct messaging is becoming an increasingly essential part of effective multichannel marketing. Direct messaging offers the one-to-one attention today’s customers seek, helping generate possible upsells and driving more meaningful customer experiences at key moments in the customer journey.
Also for many shoppers, purchasing a product is about more than just the product itself. When people sign up you hit them with your sign-up message and even if they know how much the percentage is or who you are, they always have additional questions they want to know: “Is this product still available?, “Is this product available in other colors? ”, I’m wondering if…”. 20 years ago if you had these questions, you called the company, but with technology nowadays, people expect to get answers instantly. Direct messaging gives you the ability to have real-time conversations with these consumers instead of simply putting your glamorous brand posts in front of the customers. And that’s why I personally think every ecommerce brand should open that line of communication. Here are 5 tips and tricks on how to leverage direct messaging and get the most out of it:
Number one: Generate sales while you’re sleeping. As an ecommerce owner or marketer we don’t can’t afford to spend thousands of hours mailing back and forth to subscribers and customers to proceed them through the funnel. We need to make sure we get the most out of our time and setting up automations and running them within minutes is one of the best ways to increase the sales, not your workload. Another good thing? Automation sequences don’t only exist in the email and SMS realm but also in direct messaging. And by leveraging messenger’s 90% open rate and 30% engagement rate and its nature, you can not only be sure that your message won’t land in the promotional folder but you can build highly engaging, conversational flows that will build connections and relationships with your customers. So turn on your welcome series, abandoned cart, shipping, and delivery flows and slide into customers’ DM.
Number two: Persistent communication is key. People expect to get answers instantly, so answer their questions as they come. Also, don’t forget to show up regularly to keep their engagement high and remain top of mind of your potential or existing customers. Engage with customers if they’re sharing your posts. A simple double-tap can go a long way!
Number three: Let’s be honest. People give you their opt-ins for a reason: they’re interested in you and want to hear from you. So excite your new subscribers with new arrivals, exclusive promotions, or freebies that stand out from the crowd – this will not only drive engagement but will boost conversions too!
Number four: Target your “die-hards”. There is no one-size-fits-all approach. Segment your subscribers based on shopping behavior, purchase history, or personal attributes to secure their long-term engagement and generate LTV. Knowing who your brand loyalists are low-hanging fruit for all Shopify businesses and they should be the first to know about a release. These people love your brand enough to like, comment, and share your post – so thank them from time to time.
Number five: Leverage the nature of messenger to connect with your shoppers and build relationships at scale. Chatting with your audience via messenger should be casual and friendly. So utilize emojis and create a copy that’s aligned with your brand and works as a real extension of your brand.