Increasing Consumer Use of Messaging Makes the Channel a Priority for Retailers
Springbot, a data-driven marketing platform for eCommerce retailers, launched Facebook Messenger Marketing as part of its all-in-one marketing automation platform. Retailers can integrate Facebook messages into automated marketing campaigns and manage them from their Springbot dashboard, a capability not readily available through traditional email marketing platforms.
“More than 80 percent of adults and 90 percent of teens use messaging apps to communicate with each other and with brands, so this has become an important channel for retailers,” said Erika Jolly Brookes, CMO at Springbot. “For SMB retailers, being able to automate, deliver and measure campaigns all from one dashboard simplifies marketing operations without sacrificing results.”
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According to a study by Infosys, 86 percent of consumers said that personalization has some impact on what they purchase. Springbot’s Facebook Messenger Marketing allows a retailer to provide that personal touch and communicate directly with potential customers who have engaged with their brand. Through Springbot, Facebook messages can be integrated into automated email drip campaigns, such as those that are triggered when someone leaves an item in their cart, creating a more seamless experience for the consumer and an additional channel for retailers to bring shoppers back to their site for purchase.
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“Our customers have experienced a lot of success with automated emails, especially when encouraging shoppers to return and buy forgotten items,” said Amber Remm, VP of customer success at Springbot. “As social messaging becomes a popular method of communication for shoppers, being able to add Facebook Messenger as a channel in those automated campaigns is something our merchants asked us to include in the Springbot platform. They don’t have to learn yet another tool and they can see how social messages are performing alongside all the other marketing activities in play.”
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