March 5th, 2018
The current climate in marketing seems a bit like a foot race between email marketing and messenger marketing. Which do you go with – the big, proven, and tried and tested of today, or the outlet that’s expected to be the big guy of tomorrow? Luckily, you don’t really have to choose. You can embrace the benefits of both email marketing and messenger marketing at the same time, and with a CMS to manage your digital presence for your multi-site brand, you can manage both without stretching yourself too thin.
Which for Which?
When managing both email marketing and messenger marketing, one questions that is always asked is what marketing works best for what platform. The considerations you should make before choosing what type of marketing goes where are:
What is the purpose of the communication?
The first thing you should consider is the purpose of the message you’re trying to send. If you have quite a bit to show or say, email marketing will probably work best, as recipients can store emails, save them for later, or share them easily to absorb the entire message. Email is best for when you want to tell something to someone, while messenger works when you want to talk to them.
If your message is short and sweet, and you’re looking to engage, messenger is your better bet. A good rule of thumb to follow is to use email when you have a lot to say or show, and use messenger when you want to have a conversation.
What demographics are you trying to reach?
If the audience you’re looking to reach first began using the internet between the years 1990 and 2005, they’re used to checking and communicating through email every day. According to a HubSpot study, email is still the chosen line of communication for those within these demographic groups.
If you’re looking to reach groups that began using the internet in 2006 or later, messenger may be more effective at getting your message across. According to a ComScore study, younger generations don’t spend as much time communicating through email, but as much as 91% of their screen time is spent using some type of messaging service. If you want to reach a younger demographic where they spend their time online, you want to reach them on messenger.
What experience do you want to provide?
The type of experience you want to provide will also determine whether email marketing or messenger is the better bet. If you want to provide a right-away experience, you can communicate in real time using messenger apps. If you want to provide an experience that targets them at their convenience, email is perfectly efficient at doing so.
Messenger applications also target people as they grow. Consider all the different email addresses you’ve had throughout your life, while messenger IDs remain pretty constant. With messenger, you can get that “getting to know you” experience that can get lost over the years via email.
For Best Results, Work Together
There should be no competition between messenger and email marketing. Having these two tools, and the ability to use them congruently, is a gift that should be taken advantage of. With both platforms working together, you can allow your audiences to set the tone for how they best want to be reached, and you can use this preference to create more effective marketing.
SeedLogix Has the Solutions You Need
For managing your messenger and email marketing strategies for your multi-site brand, contact us today and see what our marketing specialists can do for you in using these two platforms together.