Every week I see someone – usually on Facebook – talking about how email is now dead, pointless or ineffective.
Usually the people making these assertions have very little to say of value, so perhaps it should come as no surprise that email isn’t working for them.
The argument goes that a good email open rate is widely considered to be 20%, and a good click through rate perhaps 2%. With a Facebook Messenger bot, open and click rates are more similar to SMS. You might get a 95% open rate, and a 50% click through rate.
Which on the face of it is impressive, and not something to ignore. But just because somebody has opened a Facebook message doesn’t mean they remember you, like you, or even want to hear from you. Most people are talking about messenger bots like they’ve discovered a magic shortcut to profitable customer relationships.
Email is still an excellent inner-sanctum – a way to communicate with your most engaged readers on a personal level. You can and should add other forms on top of that, such as messenger bots, direct mail, SMS and so on. But one doesn’t replace the other.