Facebook is the largest social network, so it’s no surprise why marketers use it to reach their target audiences. After all, it’s designed so users don’t leave the platform. Why would they, when they have access to Groups, Pages, and even Messenger with its Snapchat-like feature called Messenger Day.
Facebook has made it easy for customers to ask questions and gather info, and for businesses to reply to inquiries and address customer concerns.
The growing popularity of Messenger poses an important question: Will it take over email one day as the main tool for marketers? Let’s take a look.
Where they stand
More than 2.7 billion people still use email while only 900 million use Messenger. On top of that, the number of email users is projected to reach 2.9 billion by 2019. Though we can’t be too sure what the future holds, it doesn’t look like Messenger can surpass email based on the current statistics, so for now, email wins.
How they differ
Numbers don’t lie, but things can change in the next few years depending on how Messenger and email evolve. But for now, here are the main differences between the 2:
Email has been overtaken by spam, so emails can be routed to the dreaded trash can. As a result, marketers will have better success in reaching customers on Messenger than via email. Conversations are in real-time too, making it faster for marketers to engage customers. Aside from text, audio messages can also be sent and received. Too many messages? No worries! The group chats in Messenger effortlessly keep track of communication among multiple users.
Marketers can also create a customized experience for customers via Messenger’s chatbots. They can set up predefined responses for specific FAQs. Additionally, Messenger is believed to be more secure than email. In terms of functionality, Messenger has dozens of embedded apps, making it more versatile. You can even use it to send money!
For many people, their email address is part of their online identity, so it’s not easy to let go. Billions of people use email so it’s still a major platform for communication. Customers prefer email when communicating with companies.
For marketers, this shouldn’t be a problem. Email may not be as versatile as Messenger, but it can support embedded videos which work best in email blasts. Also, email is cost-effective. Successful campaigns can be launched via email even with a limited budget.
What this all means
Facebook Messenger is relativity new, but, it looks like it’s here to stay. It offers variety, versatility, and functionality that both customers and companies love. Businesses that aren’t using Messenger for marketing purposes should look into it if they want to gain an edge over the competition.
But does email lose this showdown? Not quite. Email isn’t going anywhere. It’s simple, easy to use, and most importantly, already tried-and-tested through the years. For many people, it’s a familiar and trusted platform they won’t let go anytime soon.
Both Facebook Messenger and email come out as winners, so the best strategy for businesses is to use them both in their marketing campaigns.