What's the advantage of using messenger-based marketing over traditional email newsletters?

Messenger-based marketing offers several advantages over email. The open rate is dramatically higher—nearly 100% compared to typical email rates. Messages feel more instantaneous and personal, appearing as direct conversations rather than promotional emails. People are more likely to respond and engage in real dialogue. The format is also newer, so people aren’t as fatigued by it as they are with email. While building a beautiful newsletter takes significant work, messenger conversations can be equally effective with similar effort but much better engagement. The interactive nature—with buttons and quick replies—also makes it easier for people to engage without typing long responses. However, both channels are valuable; messenger shouldn’t completely replace email but rather complement your overall communication strategy.

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Asked by synthesized from discussion · Answered by Mathieu Laca and Patrick Shanahan · art-marketing-podcast · 2018-01-24