Is Facebook Messenger the New Email? 3 Experiments to Find Out


Letas just come out with it: Email is becoming less effective for marketers. It might not be dead yet, but itas not exactly the shiny new channel it used to be. Just think about your own inbox — how many marketing emails are you subscribed to that you delete without opening? We thought so.

It was with this in mind that we started experimenting with messenger apps. Facebook Messenger boasts 1. 2 billion monthly users — clearly thereas craving for the channel. Could this be a replacing for email? We decided to find out.

Here are three styles weave experimented to the utilization of Facebook Messenger instead of email in our marketing, along with early results( Spoiler: Get aroused ).

# 1: Utilize Facebook Messenger as a Content Delivery Channel

Our demand gen team sends out emails on a regular basis featuring new content offers our audience might be interested in. These content offers are typically gated behind a lead sort. After completing the form, the prospect is able to access the content instantly, and we also send an email with a PDF copy attached for easy reference later on.

For those keeping track, email is use twice here: first to promote the offer, second to deliver the content. We wanted to cut out one of these email touchpoints, so we decided to send the following offer promotion email as a test 😛 TAGEND

We gave readers two alternatives: to submit the form and receive the content instantly and via email — the traditional style — or to skip the form and get immediate access to the content in Facebook Messenger instead. Approximately 20% chose this latter option.

We then sent regular Messenger broadcasts to the people who had opted in, repressed them from email sends, and studied their behavior.

After four weeks, the engagement metrics of the two channels indicated a clear winner.


The Facebook Messenger broadcasts had an average open rate of 80% and average CTR of 13%. That was 242% and 609% better than our email controls, respectively.

Takeaway for marketers: As a content delivery and intake channel, Facebook Messenger delivers in terms of engagement.

# 2: Get Event Attendees to Participate Through Facebook Messenger

Have you ever tried to send an email to event attendees with important information? If so, Iam guessing you didnat ensure great open or clickthrough rates. When people attend a conference or another type of in-person event, theyare typically off email and in learning and networking mode.

But they do have their telephones on them — to check the agenda, answer texts and bellows from other people on site, and follow live social rivers. We hypothesized that Facebook Messenger might be a better style to get event attendeesa attention during our Grow With HubSpot Melbourne event. We decided to include a link to Facebook Messenger in our attendance verification emails, as well as place physical Facebook Messenger scan codes on seats at the event. Attendees could simply scan to start receiving real-time information and updates via the app instead of email.

We tried two primary use suits 😛 TAGEND

1) Marketings bot. If attendees corroborated their attendance inside Messenger, we set up a bot that would send an automated message on behalf of their local sales rep. The message contained a HubSpot Meetings tool link to the repas calendar in case the attendee wanted to set up period onsite.

The results for this use occurrence on the day of the event 😛 TAGEND


The raw number of sessions booked isnat astronomical, but the percentage by enrolled attendees is significantly higher than similar messaging via email. That percentage increases when we add in the number of sessions booked before the working day of the event as well as afterwards. Itas also worth considering that these meetings — with highly qualified prospects — wouldnat have happened if not for our Messenger usage.

2) Real period NPS. We asked attendees to rate their experience at GwH Melbourne via Messenger.

The reply rate was significantly higher than email controls.

Some other event employ suits weave been trying out and that you might consider taking for a test drive 😛 TAGEND View the event agenda in Messenger Submit questions to a panel Access the slides once the conference is over

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