How Your Fitness Boutique Can Achieve 80 - 90% Open Rates Using Messenger Marketing

If you were take a dive into your email marketing analytics to find out your overage open rate, we would take a guess that it’s anywhere from 10–30%.
If it’s any higher than that, congratulations, you must have an extremely loyal customer base who love your brand and want to hear what you’ve got to say.
However, what if we told you that you could achieve open rates in the region of 80–90%?
And no, it doesn’t involve lying in the subject line (as we’ve experienced in the past, much to our dislike).
In fact, it doesn’t actually involve email at all.
The way to achieve such incredibly high open rates is through messenger marketing.

What Is Messenger Marketing?

Messenger Marketing
The act of leveraging mobile, chat platforms to facilitate conversations and commerce with prospects and customers.
So messenger marketing is about speaking to your customers in the places that they spend most of their time such as Facebook, Whatsapp and Instagram.
And the graph below highlights how many users these messaging apps have.
Just look how quickly messaging apps surpassed social networks in monthly active users.
And it’s because people love to talk.
So while people associate emails with work, spam and getting marketed to.
People associate messenger platforms with laughing, lengthy conversations, flirting, pre-holiday excitement, sending memes and essentially feeling in their element.
Therefore it’s a highly engaging way to speak to your customers.
Note that we said speak to, not market to, speak to.
Because that is the mentality you have to have as a business if you’re going to take full advantage of messenger marketing.

What Can You Do With Messenger Marketing?

Technically you can do anything you would normally do with email marketing.
Messenger marketing has all of the benefits of email but with the instant delivery and notification system of a text or Whatsapp message, which is why it’s so effective.
Your messages to your customers will appear in exactly the same way that a message from their friends would.
Which is the reason why open rates are so high.
Just look at this open rate data from one of our clients who have been growing their messenger list over the past six months.
Email marketers could only dream of a 95% open rate!
However, if you’re going to excel at messenger marketing, your mentality needs to change.
You need to leave the ‘spray and pray’ tactics of email well behind you.
Because messenger marketing is about being conversational, not peppering your list with sales messages.
So what is it good for?
  • Asking your customers questions
  • Answering your customers questions
  • Transactional messages such as class booking confirmations
  • Class booking reminders
  • Purpose built bots (eg an online personal trainer bot)
  • Important updates such as temporary studio closures
  • Running competitions and giveaways
Let’s play with some numbers to help you understand the sort of value messenger marketing could bring to your fitness boutique.
Let’s say you have an email list of 5,000 people and you’ve come up with this amazing idea for a competition.
You send out the email and 10% open it meaning 500 people see your competition.
If you ran that same competition using messenger marketing, roughly 4,000 people would see it!
And it doesn’t take a rocket scientist to work out why either.
Have a think, when was the last time you didn’t open a Facebook message?
Probably never right?
And it was probably the same when email was first introduced, so it’s the early adopters of messenger marketing that will win big before it becomes oversaturated (marketers ruin everything, sad but true).

How Can You Execute Messenger Marketing?

To take advantage of the many benefits of messenger marketing you need to create a chatbot which integrates with whichever messenger platform you’re looking to use.
There are a number of different platforms that will enable you to do this.
Some of the more popular ones are:
  • ManyChat
  • HubSpot (for HubSpot users)
  • It’s Alive
  • Chatfuel
These platforms allow you to create Facebook Chat Bots that you can deliver to your audience through website pop ups, hyperlinks, Facebook ads, landing pages and lots more.
You can then start to grow your chat bot list in the same way that you would have previously grown your email list.
That’s when the fun begins and you can start engaging your customers.
Here’s an example of a messenger conversation where you could find out what sort of music your customers like to work out to.
Notice how it’s not just one long message.
You create an automation whereby the second part of the message only sends once the customer responds to your first message.
Because that’s the way normal conversations work, they’re back and forth.
Imagine trying to find out what sort of music your customers like to work out to over email? It would be a nightmare.
Another powerful tool you can utilise when you’re growing your chatbot list customer segmentation.
For example, if you’ve sent out a message asking what your customers favourite class is, you can then segment them based on their answers.
Because someone who loves Yoga, and only Yoga, shouldn’t be receiving messages all the time about your spin classes.
The more you segment your audience, the easier you’ll find it to personalise your marketing.
Here’s an example of how this would look in the backend of a chatbot builder.
You may be familiar with the way it looks if you’ve ever played around with email automation.
And there are endless ways that you could segment your customers such as:
  • Goals
  • Customer Lifetime value
  • Favourite class
  • Favourite instructor
  • Favourite music
  • Location
You get the idea, the more you segment them the more of a complete customer profile you’ll be able to create.
Because if you know that one of your customers lives in Islington, loves spin classes and is obsessed with techno music, you’re going to be able to send them highly personalised and engaging messages.

The Shift in Consumer Behaviour:

The reason why messenger marketing is exploding in popularity is because it facilitates the shift in consumer behaviour where people are used to interacting with technology.
And as AI becomes more and more advanced, this sort of interaction will only become more commonplace.
So if your customers are at home speaking to Alexa and messaging their hairdresser through Facebook, sending them an email from your Fitness Boutique is going to feel like they’ve stepped into the past.
Technology doesn’t wait for anybody and your marketing needs to follow suit if you’re going to stay at the forefront of the highly competitive fitness industry.