EP26 Collecting Emails & More Through FB Messenger

 

 

 

Episode Summary:

Want a faster and easier way to Collect emails, that’s cheaper than sending Traffic to a landing page?

 

On this episode of the Messenger Mastermind podcast we discuss how to leverage User Inputs to collect emails and phone numbers through Messenger. We discuss how to cheaply generate leads to build up your lists across channels.

 

If you are responsible for your eCommerce company’s Acquisition and lead generation efforts you gotta check this one out.

 

Let us know what you think below 👇👇.

 

Episode Highlights:

  1. 1:40: How to easily capture email in Facebook Messenger
  2. 3:17: Hacking together integrations to sync data across tools
  3. 4:40: Hack ALERT: Ben’s Hack to generate Pre-populated emails
  4. 6:45: Syncing email flows to cover the costs of the Prospecting ads
  5. 9:53: The additional benefit of capturing multiple contact touchpoints for one customer
  6. 11:55: Tandem messaging in Messenger and Klaviyo
  7. 14:40: Using Zapier to get started today. 

 

Resources Mentioned:

 

  1. Facebook Messenger Tool – Manychat
  2. Email Platform- Klaviyo
  3. Zapier

Episode Transcript:

 

 

Jeremy: Welcome to another week’s episode of the The Messenger Mastermind Podcast. As always, Jeremy Horowitz here joined by my incredible co-hosts, Mark A. and Ben Vandal. How are y’all doing?

 

Ben: Good. How are you doing?

 

Mark: Hey guys, what’s up?

 

Jeremy: Hoping y’all have had another great week, kept crushing it for your businesses. We have another really interesting topic to talk about today that is a little deeper down the ManyChat feature but something that we have found a ton of value in, is user input. The basic concept is you can drop into any message-a simple field- and ask people for basically a free-form response. There’s a ton of use cases that we’ll get into but basically, it’s open to your creativity. This is white space. Mark and Ben, you want to walk us through how you all are using user inputs right now?

 

Mark: I would say the most common function for this and the most useful is collecting emails. If you’re already engaging with someone through Facebook Messenger, it’s a pretty easy ask to say something along the lines of like, “Would you like us to follow up with more information?” or “Would you like us to send you an email where a PDF can be for safekeeping?” It’s a really good option to just take it one step further. People are pretty willing to give you that email. I think we find that in most cases. We collect at least about 80% of the people that we ask are willing to share that information. User input, we use it a lot for emails but just the same, it can be used to collect phone numbers or a x63URL. Really any information.

 

Ben: It’s a great tool. And again, we talk so much about building the path that you want your customer to go down by giving them multiple choices using different buttons and quick reply buttons. This is using the user reply task that’s a Pro feature. It’s basically you just ask a question and offer the keyboard input for the customer to type in whatever they want. There’s a ton of different ways that we can use that. I know that we specialize in e-commerce, so we really are focused on the email and the Messenger subscriber. For example, you could ask for a phone number. You could ask for a URL. You can even collect images through this. It’s a really powerful tool and kind of make it work the best way for your business. The best way for us is email but it might work differently for other people.

 

Jeremy: Once you all collect that email and/or phone number, what do you do with it?

 

Mark: There are a few different things you can do. You can collect that email and then you can connect your Google spreadsheet directly to ManyChat. That’s pretty useful because most people know once you drop something into a Google spreadsheet, there’s a lot of different ways you can use that information. That’s one option. Another option is to use a third-party tool called Zapier. If you’re not familiar with that, Zapier is a tool that pretty much allows you to integrate almost any third-party platform to talk to each other and share information and get you to where you need to be with certain things. The way that we usually like to do it is take an email, drop it into a spreadsheet and then use Zapier to send that email over to Klaviyo and once you do that, floodgates are really open to set somebody up in a sequence, send them down a few emails. Maybe even tie it together with Messenger so you have a nice one-two punch between Messenger and email. It’s pretty wide open and pretty effective.

 

Ben: Another integration that ManyChat currently offers, they have an integrational mail chip that you can plug this into. They also have great integration with HubSpot. If you use either of those tools, that’s effective. Another good thing to do with this:  in your settings tab on ManyChat, there’s a bot setting called ‘Custom Fields’ so you can actually pre-label these things so you can find them easier in your back-end. When you go into User Input, it actually asks you to save the response to a custom field. That way you know going back in your back end, you can look at what this customer answered, and you can find it pretty easily going back that way.

 

Jeremy: Very cool. For a quick, light summary: I can bring someone into my Messenger bot where they can interact with essentially whatever I want them to, and then I drop in a user input field which with Ben’s little hack, I can have pre-saved and pre-populated to be ready to go whenever I am. With my keyboard enabled feature on my bot, a customer can drop in anything that we’re asking for: email, phone number, you name it. And then either through Google Sheets integration or Zapier integration, I can go and syndicate that contact info out to wherever I want for any other automated system.

 

Mark: Exactly.

 

Ben: Yeah, that’s pretty good.

 

Mark: Just to give an example for one thing that we’re currently using it for, we are currently running a click to Messenger Facebook ad where we’re promoting an upcoming giveaway. The bot just simply says, once you click the click to Messenger ad, it opens up and it says that if they would like to enter the giveaway just click the button below to which they click the button, and they are automatically entered into the giveaway. Then we just simply ask them if they would like to be notified if they are the winner to just drop their email below. Just like that, we have now used a Facebook click to Messenger ad to gain a Messenger subscriber and gain an email address. All it really costs us was whatever the giveaway is.

 

Ben: Almost a reverse two-for-one opt-in where we start- instead of starting with email, and getting the Messenger subscriber, we start with the Messenger subscriber and we collect the email.

 

Mark: Then we piggyback that into Klaviyo. We set up a pretty simple email flow that sends them a few emails over a couple of days. Most of the time, we find that email flow will cover the cost of our click to Messenger Facebook ad, so I mean, all said and done, we cover the cost of our Facebook ad, gained an email, gained a Messenger subscriber. It’s a pretty easy win.

 

Jeremy: Let’s take a step back there. Let’s focus on that for a second. First, at a higher level, could you guys just walk us through your thought process on the value of capturing the same customer’s contact information for different channels?

 

Mark: That’s everything for us: diversification. The way that we like to do things is if we have a certain release or a certain promotion running, we like to announce it on one or two of our channels and then follow up in our other channels, either the next day or the following weekend and things like that. We very rarely just settle for the fact that we have one touchpoint. Rather than going out and trying to get one touchpoint from a bunch of different people, we find it to be very valuable to try to get that one person’s touchpoint in several different places.

 

Jeremy: Interesting. Interesting. Interesting. Okay, then once you have that person’s contact in multiple places, you email them/message/advertise to them multiple times. What do you all notice is the value to that versus just capturing one person’s one touchpoint?

 

Ben: The front-end cost of advertising is so expensive now, right? We know how much money it costs to get new customers in the door. Looking at it from getting and squeezing the most value out of a customer that you can, while providing them value, is really beneficial to us. Where it might cost you $20 to get a customer in the door, you know it might cost you $2 to get an email out of that customer. Maybe a ManyChat subscriber might only cost you in the ballpark now of like, thirty to fifty cents. If you can justify that and nickel and dime them here and there, as far as getting cheap ways to get in touch with them and then advertise them and message them on the back-end for an even cheaper rate, it might actually reduce that $20 customer cost and get them in the door a little cheaper for you anyway.

 

Jeremy: I want to go a little bit deeper into this because I feel like a lot of marketers and merchants that I’ve talked to don’t necessarily see things the same way that you guys do. Like if I’ve captured someone’s email or they follow me on social, that’s kind of good enough. I’ve spent the “acquisition effort” to get them in but it really seems like there’s a much greater value and even double-stacking on that, I think the recency of advertising freaks a lot of people around are we messaging people too frequently trying to drive them to sales and being too sales-y? It sounds like you guys actually lean into that and it’s been working even better for you.

 

Mark: It is a balance and that’s why I say the diversification into different platforms is extremely important because we might email someone two to three times a week, and we may only message them once a week. That’s why it’s important to use a feature like this user input to collect that email because it allows you to stay in touch with that person without burning them out on any specific platform.

 

Ben: And just having a good regiment of what information you’re sending out on what channel. Through our email, we might message about our weekly workout videos and our podcast and on Messenger we’re actually putting out customer polls on voting for new products. You don’t always get the same message across all platforms. We try to switch it up so that way if you are on all of our platforms, you’re not seeing the same thing over and over and over.

 

Jeremy: It’s an all-encompassing experience that me as a customer, I can pick a la carte which elements I want to receive from you all.

 

Mark: Right. Like I said, it’s not the difficult thing to get that email from them. If you use the format that we laid out in the click to Messenger ad, just think about the process. Somebody is on Facebook, they click an ad, it opens in Messenger- a Messenger bot right there within Facebook-and they’re just typing in their email and replying to that Facebook message so you’re not sending them to your site, to a landing page to type in their email and click a submit button. It’s all happening right in the Facebook platform. You just gained two touchpoints without them even needing to visit your site in the first place.

 

Jeremy: Which should be cheaper and also faster to get that owned point of contact which is so valuable because it’s basically free to continue messaging to them for as long as you want. Can you guys walk us quickly through what the tandem messaging between Messenger and Klaviyo looks like to drive that person to purchase and on from there?

 

Ben: It depends on how that customer gets into each individual channel. We do have some click to Messenger ads, as Mark said, where we make a killer offer to them. We ask them to come in and make a quick purchase so we can maybe grab their email on the purchase side or we can go after a traditional route where we put up an advertisement and ask them to purchase a traditional way, get their email, and try to message them on the back-end like collecting their Messenger subscriber through the email route. There’s a couple different ways, it depends on how they first got in the door, depending on how we message them because it is a step-by-step process and we do try to take the first seven to ten days to figure out what information they want most and where they want it most.

 

Mark: If they’ve originally landed on our bot from doing something like a giveaway then if we collect their email and we send them through a Klaviyo flow, we’ll probably set up that sequence to mimic the fact that this person was interested in a giveaway. Maybe we offer them additional giveaways. Maybe we offer them discount codes because we know they’re not so much in the buying mode. They’re more in the giveaway mode so that’s a little bit different than if we brought them into our ecosystem through something that’s more content-based than the Klaviyo flow or the Messenger flow, might be more around giving them information and different content that they originally opted in for.

 

Jeremy: I want to go back to one thing you said that I absolutely love: “seven to ten days to learn what they want at the beginning of the relationship.” I think conversational marketing really trying to build long-term customer value, that is just so, so, so important.

 

Mark: Yeah, and it all starts by-the whole point of this episode-the user input. It’s such a simple thing that works very well and because this is something that not a ton of people are doing right now, it is a fresh look from a marketing standpoint for people’s customers to look at something a little bit different than what they’re used to seeing from every spam marketer out there.

 

Jeremy: It’s a refreshing way- well, one it sounds like you’re making tons more money than the ads are actually running. It might even be a simple way to capture someone’s email quicker, cheaper, and in a more interesting way for the customer. If you’re looking to start capturing new contact information through Messenger, definitely go check out the user input feature. Make sure that your keyword functionality is enable on your bot and start cracking away. Once you start collecting that data, there’s just so many opportunities to use it in so many creative ways, whether you’re dumping out into a Google sheet or- Zapier is like a beast. I’ve used it on multiple projects before where we were sinking survey to databases, survey results to emails, emails to other services. We were triggering physical mail based on collecting email. It has a really deep offering in integrations. It’s a little bit technical but there are a ton of resources that they have as well as across the web that will be able to help you out. Really, it’s all just about how creative you want to get and knowing that you can start capturing more on channels: Messenger, email, phone numbers, all those things that you can send continued messages, build relationships with your customers, have that conversation with them for really cheap right now. Just get going. Really, it is that simple and I think the C.V.G. team really broke out how it provides immense value. If you can get out ahead of everyone else, you have that list to keep nurturing and growing long-term because I mean, we always talk about this, it’s only going to get more expensive from here. Please don’t wait. We want you to make money.