Answer
Oct 31, 2018 - 04:58 PM
You've been targeted by the hot new technique in cart abandonment marketing. Average email open rates have dropped year over year (15%) and merchants are trying news ways to reach customers. The value of a facebook message is its vastly higher open rate (85-95%).
Some merchants are reporting cart abandonment captures up 50-200% by utilizing facebook messages but as you noticed, it definitely turns some customers off your brand. It's somewhat difficult to measure the long term damage to your brand if you don't communicate this opt in properly as it's definitely not widespread enough to be the expected user experience at this point.
To communicate the opt in properly, really explain the value of it. If you have customer service reps manning the chat messenger, you can say something like "this is the fastest way of getting customer service help" or something like that. But ensure that the way you phrase it is on brand and will deliver value to your target customer.
Second, the message itself shouldn't feel generic. This is an opportunity to delight your potential customer and demonstrate your brand. Make your message fun, funny, personal, and/or inspiring. Restate your value prop and ask if there is anything you can help with. Maybe they had a bug or a question you can help with. Bots work best when they feel like a person, not a 1 dimensional robot.
Add New Comment