Repeat customers don’t just bring in more sales, but also higher order values. It has been proven time and again that engagement and retention are just as important as customer acquisition – especially in a market where new and competitive Shopify stores open every other day. But what’s a customer engagement strategy that actually works to stay in touch with the modern shopper that is always on the go?
In a previous article, we explored using email and web push notifications for better customer engagement. But in this one, we’re exploring how you can use two more trending marketing and communication channels to drive in more repeat customers – web push notifications and messenger marketing.
With the rise of automation, web push notifications and Facebook messenger chatbots are being widely used by marketers to educate, inform, persuade, and ultimately sell.
Both these channels are intelligent because they enable advanced segmentation and sharp personalization based on user activity. But most importantly, they help you reach your customers where they are the most active – their mobile.
Why web push notifications?
For individual businesses running on Shopify, web push notifications are an extremely promising channel for engagement and sales. These crisp alerts have a clear advantage over traditional digital marketing channels because:
- They don’t require a user to be signed in or logged in for the message to appear
- They land right on your device’s screen in real-time and fetch high conversions on time-sensitive offers
- Web push can be used to deliver quick messages that span the entire customer lifecycle
- They can be personalized based on geo-location, thereby increasing in-store footfall alongside onsite conversions
To illustrate, Shopify stores like Headphone Zone made 126x ROI by using web push notifications in their customer engagement strategy. Smart automations enabled with PushOwl helped them track campaign engagement in real-time and optimize their campaigns for greater results.
Why messenger marketing?
Facebook has over 2.3 billion monthly active users worldwide. While some of these users might just subscribe to receiving web push notifications from your store, it is always a good idea to cover more grounds. This is why smart eCommerce players target their users where they hang-out the most – on Facebook. But with a chatbot, which is basically a computer program that conducts a conversation via textual methods leveraging the power of artificial intelligence.
Chatbot-based messenger marketing is a hit amongst online shoppers because:
- It is an extremely interactive communication platform between businesses and customers
- It enables users to seek answers to their queries in real time
- Chatbots provide super relevant information to users as and when required
With proof that chatbot-based messenger marketing eases the interaction process, it is predicted that by the end of 2020, 80% of businesses will adopt chatbots. Might as well get started right away!
Web push notifications and messenger marketing – Similarities and Differences
Web push notifications: For an online store to be able to send notifications to a customer, the customer must first subscribe or opt-in for them. This is pretty much similar to receiving app notifications where the user is not required to share their email address.
Facebook messenger: Just like web push notifications, Facebook messenger marketing also requires users to opt-in for receiving communication, as well as for interacting. But in this case, the shopper needs to be logged into their Facebook account and select being notified on the Messenger.
Web push notifications: Alerts can be sent in real-time to your customers. Due to their nature, they get delivered straight to the screen of the device that the customer is making use of. Be it mobile or desktop, they are hard to miss.
Facebook messenger: Similarly, the messages are delivered instantly. It appears inside the customer’s Facebook messenger when logged in. Additionally, when a shopper requests more information, the chatbot can be set up to reply instantly.
Web push notifications: You can run web push notifications without any technical knowledge or coding. All you need is a Shopify app like PushOwl to get started. With a simple login and ready-to-use templates, you can set your campaigns live in minutes.
Facebook messenger: If you are using a chatbot for messenger marketing like Octane AI and Flashchat, configuring it for your custom requirements can be a bit challenging and might require a little technical support but worth the effort. The more advanced you want your bot to be, the higher will be the cost.
Web push notifications: This is a tiny message that fits within 50 characters. To make the copy interesting, you can make use of emojis. Custom images and CTA are also important and click-worthy elements of a web push notification. Check out our guide to creating the perfect web push notification.
Facebook messenger: Often, the nature of content shared on Facebook messenger is conversational in nature. Using a bot doesn’t overlook the fact that messages need to sound personalized and human. A conversational copy is the best form of content for Facebook messenger marketing.
Web push notifications: This platform allows you to run advanced segmentation and triggered campaigns based on shopper activity/behavior. This includes cart abandonment notifications, price drops on items added to a wishlist and shipping notifications, to name a few. Check out all the automations available with PushOwl.
Facebook messenger: While you can fully automate your chatbot for Facebook messenger marketing, it is better to set up a hybrid approach. You can also deploy human help where chatbots fail to impress users with their smartness.
But minding the basics is important!
Plan your web push notification campaigns in a sequence (always)
One of the best features of web push notifications is being able to set up and schedule your messages in a predefined sequence. This sequence can be based on when the last message was received by a shopper or what their last interaction was. As a result, you can steer clear of bombarding your shoppers with notifications unnecessarily and still be able to drive higher customer engagement.
This is similar to setting up your drip campaign on email. You want to guide the shopper from one step to the other, leading them towards making a purchase – all without sounding too pushy or becoming irritating.
Create a seamless experience when using Facebook marketing
Many times, eCommerce businesses don’t pay the much-deserved attention that a seamless experience demands. For example, you have sent a message to Johnson with a link to all the items he has wishlisted. Johnson had initially wishlisted items when browsing his mobile but he clicks on your link using Facebook Messenger on his desktop. Without a smart feature within your chatbot, those items would fail to appear. Clearly, this will be a frustrating scenario for any shopper.
Such clumsy scenarios can be avoided by making use of smart apps such as Persistent Cart.
Revamping your customer engagement strategy
A multi-channel approach is a must for any eCommerce player to win at engagement and sales. One single channel is not fully empowered to reach out to a diverse audience base that has varied channel preferences.
It has been established that multichannel marketing efforts result in 24% higher returns on investment than single-channel strategy. With automation coming into the picture, both web push notifications and Facebook Messenger marketing can be intelligently used to bring back customers.
But at the same time, it is also a wise decision to continually test and monitor the impact each channel makes on your Shopify store sales. Invest more resources in the channel which brings you closer to your customer, faster.