Even if you do not know it, you have likely used or spoken with a chatbot at one time. It is not uncommon for business organizations to implement chatbots on their online sites, like Facebook Messenger and WhatsApp. Chatbots are very useful, having the potential to boost the rate of conversion when used alongside other channels of marketing. Here is what you need to know about the advantages and disadvantages of using chatbots, especially for email marketing, based on E Writing Service research.
What is a Chatbot?
A chatbot is a type of software that can converse with a person. Ideally, they speak in a way that helps the person carry out certain tasks. This is commonly used for completing tasks like convincing a person to make an order or when dealing with common problems and questions.
How are Chatbots Used?
The popularity of chatbots spans across many different brands. They are commonly used for reaching out to customers and making digital conversion. The usefulness of chatbots comes from their ability to streamline cumbersome activities like responding to frequently asked questions (FAQs) and customer service triage. This makes them an important pillar in marketing, as well as a powerful tool for promoting the effectiveness of other strategies. This is especially true for email marketing.
Concept in Chatbots
Conceptually, chatbots are intended for stimulating real conversations. The most effective bots can comprehend human interaction, including emotions and semantics. This allows them to understand the sentiment behind interactions, allowing them to respond appropriately. Many developments have been made in chatbot technology, which allows simple programs to pick up on keywords. The bot then follows a script. Other companies implement sophisticated software using artificial intelligence, which helps a bot read, understand, and respond to complex questions.
What Next for Chatbots?
Some technological advancements suggest that chatbot technology may replace email marketing. Most professionals believe that conversing with customers via chat is a better option compared to the use of emails. However, marketers seem to be smarter. Despite the value being brought in by chatbots, email is still considered relevant for marketing. Therefore, the best option would be to combine the two to tap into
the advantages of using each one. When used together, they will enhance conversions and boost sales.
Chatbot Use Benefits
With the use of chatbots, users get the following benefits:
The advantage of a dynamic yet humanized interaction with a brand, without delays
The ability to solve problems while still in the messaging app or without prompts to switch between websites
The acquisition of sought-after information without doing a lot of research
Chatbots May Not Replace Emails Completely
The use of chatbots in any form can help reinforce the brand image of a company through the adoption of a unique personality and desired tone. Brands can now contact broad audiences of potential customers and still be able to keep up with those subscribed to their emails.
While chatbots can flawlessly operate with email marketing, they are not sufficient when used alone. Technology use at these two levels can enhance conversation with prospects but at different levels. This is why they are most effective when used together. One of the easiest ways to implement this is getting leads to subscribe to an email list. After the conversation has been started, the bot can be very useful in collecting information. This includes things like preferred frequency, gender, and more. The collected information is then included in the email database for access and uses in the future for email marketing. For example, a conversation gets started once a prospect likes a brand’s Facebook page.
The Pitfalls of the Chatbot
Most sales are not done quickly and without thought. Therefore, chatbot technology alone is not sufficient. When paired with email marketing, however, both can be used to nurture the sales process and help customers make decisions. Ideally, customers need some time to think over their purchases. This is especially true when they are large or somewhat very important to them. While chatbots, just like other social media trends, will be quick to inform and respond to concerns raised, emails would help in availing the information customers need to decide on the proposed services and products.
For online purchases, chatbots will provide a perfect solution. Once a customer has an established account online, chatbots will make the process of making product selections simple and fast. From there, customers can proceed to confirm payment and delivery details. Email marketing can be used in a follow-up, first by providing confirmation and then by contacting the customer for follow-up sales.
The use of chatbots have brought in some good value in marketing, but may not be entirely sufficient to take up the work that emails do. Chatbots can open channels for converting leads, but emails would be the best option to forward important transaction information, product and service details, and marketing initiatives to keep customers informed about products and services.