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March 24, 2025
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8
min read
What is Messenger Marketing: Examples and Use Cases
George Miloradovich
Researcher, Copywriter & Usecase Interviewer
Messenger marketing uses apps like Facebook Messenger, Instagram DMs, and WhatsApp to connect with customers through automated and real-time conversations. It’s fast, personal, and highly effective for businesses. Here’s why it matters:
| Feature | Messenger Marketing | Email Marketing |
|---|---|---|
| Open Rate | Up to 88% | 21.33% |
| Click-Through Rate | Around 20% | 2.3% |
| Response Time | Instant | Hours to days |
Messenger marketing is ideal for cart recovery, appointment bookings, lead generation, and more - making it a must-have for businesses looking to improve customer engagement.
Messenger marketing consistently outperforms email in engagement. HubSpot's 2017 experiment revealed messaging apps had an 80% open rate, compared to just 33% for email. This stark contrast explains why more businesses are shifting to messenger-based communication.
Campaigns using messenger marketing have seen open rates as high as 88%, click-through rates of 56%, and unsubscribe rates typically below 1%.
"It's hard to argue with facts and data - like the 88% open rates and 56% clickthrough rates." - Neil Patel, Co-Founder of NP Digital & Owner of Ubersuggest
These numbers highlight how messenger marketing can drive direct and meaningful customer engagement.
Messenger platforms allow businesses to have real-time, personalized conversations with their customers. This direct approach enables faster engagement and quicker problem-solving. For example, WeChat, a leading messaging app, maintains daily open rates of over 60%, showcasing its consistent user activity.
Messenger marketing platforms also excel in automation, making customer communication both efficient and personal. Take Mindvalley, for instance - they saw a 522% increase in masterclass sign-ups using Instagram automation. Similarly, entrepreneur Kahlea Wade used automated messenger marketing to generate over $70,000 in course sales in just three weeks.
"Manychat has changed the game for my business and the way we show up online! It's allowed me to get more direct results from social media and show up and serve my followers on a whole new level. This is a must-have for creators and entrepreneurs. Seriously a game-changer!" - @jennakutcher, Digital Marketing Expert
Another example is Nike Football's partnership with UNIT9, which used chatbots to create interactive and personalized customer experiences, boosting engagement during campaigns.
These benefits make messenger marketing a powerful tool for businesses looking to connect with their audience more effectively.
Messenger marketing offers various ways to connect with your audience effectively. Here's how you can put these strategies into action.
Expand your messenger contact list by combining tools like website features, ads, and multi-channel promotions. For instance, adding a "Send to Messenger" button on your website can help visitors connect with your chatbot instantly. Place this button on high-traffic areas like your homepage or product pages to maximize visibility and engagement opportunities [5].
Cross-channel promotions are equally important. Larry Kim, for example, successfully grew his list by including Messenger subscription calls-to-action in email campaigns and even adding Messenger links to his email signature.
As your contact list grows, you can focus on building chatbots to handle these interactions efficiently.
When setting up chatbots, start with clear goals - whether you're focusing on customer support, generating leads, or offering product recommendations.
Here are some key elements for successful chatbot creation:
Don't forget to enable the "Get Started" button to greet new users with a welcome message right away.
Once your chatbot is up and running, refine your approach with targeted messaging.
Effective messenger marketing depends on precise targeting and personalization. For example, a beauty salon reduced missed appointments by 35% by sending automated Messenger reminders.
To make the most of targeting, focus on these strategies:
Well-targeted campaigns often see impressive results, with open rates reaching up to 80% and click-through rates hitting 20%.
Here are some examples of how businesses across industries have used messenger marketing to achieve impressive results.
Messenger marketing has proven to be a game-changer for recovering abandoned carts in e-commerce. For example, Flexnest's Abandoned Cart Recovery Flow brought back one out of every three abandoned carts, highlighting the impact of personalized, timely follow-ups.
HiSmile leveraged Facebook sponsored messages for cart recovery, achieving:
"It put us at the forefront of our customers' attention with an ad that you couldn't simply scroll past, as it would notify you of the message", said Nik Mirkovic from HiSmile.
LEGO used messenger-based product recommendations to deliver:
Messenger marketing isn’t limited to e-commerce. It has also delivered strong outcomes in industries like travel.
Nissan Israel's messenger campaign is a great example of its potential in the travel space. They achieved:
Their strategy included using a messenger bot to qualify leads and directing top prospects to their sales team, creating a smooth and efficient customer journey.
Service-based and retail businesses also benefit from messenger marketing for appointment bookings. Sephora, for instance, uses their Messenger Assistant to increase booking rates by 11%, with average customer spending exceeding $50 per appointment. Similarly, DBS saw a 20% sales boost by integrating a Messenger bot for ordering and payments.
The Boundary Brighton festival showcased how messenger marketing can drive event bookings with:
"People will connect with people much more than they will with a large entity", said Dan Harbison, Global Senior Director for Digital at Air Jordan, stressing the personal touch even in automated communication.
These examples clearly demonstrate how messenger marketing can deliver outstanding results across various industries and use cases.
Boost your campaigns by focusing on key areas to achieve measurable outcomes.
Write engaging messages that encourage interaction and drive conversions. Research shows that tapping into emotional triggers in brand messaging can increase new client account growth by 40%.
Here’s how to make your messages stand out:
Lastly, time your messages to match your audience's habits for maximum impact.
Timing is everything when it comes to messenger marketing. Uku Tomikas, CEO at Messente, explains:
"A text marketing campaign should follow the schedule of the audience being targeted to get maximum engagement. The best time to send text messages will be when the audience is on their phones and in the right mood to respond".
Here’s a guide to timing your messages effectively:
| Campaign Type | Best Time to Send | Why It Works |
|---|---|---|
| Daily Updates | 8 AM - 12 PM | Reaches people as they start their day |
| Promotional Offers | 5 PM - 9 PM | Higher engagement during leisure hours |
| Appointment Reminders | 24 hours prior | Allows time to reschedule if needed |
| Weekend Promotions | Thursday/Friday 2-5 PM | Perfect for weekend planning |
| Lunch Specials | 11:30 AM local time | Hits before lunch decisions are made |
Fine-tuning your schedule can significantly improve campaign results.
Tracking results is key to improving your strategy. Focus on these metrics:
For even better results, try A/B testing. Experiment with different message timings, content length, CTA placement, visuals, and tone to see what works best.
Messenger marketing offers a direct and personalized way to engage with customers. Over half of consumers now prefer online chat over traditional methods like phone or email communication.
Here’s why it stands out:
A great example? Blenders Eyewear achieved an impressive 31X ROAS using messenger marketing.
Want to dive in? Here are some strategies to kick things off:
With tools like Latenode, you can create custom workflows that handle everything from engaging leads to personalized follow-ups. This frees up your team to focus on more impactful tasks while maintaining consistent communication.
