So this was by far one of my most epic client wins.
And it’s so mindlessly simple that there’s no reason you shouldn’t give it a crack today.
The messenger strategy I’m going to talk about was just one piece of this campaign.
The actual campaign did $76,162 in sales in a single day. Needless to say it made one happy client.
But for now, I’m only going to talk about the messenger piece of the puzzle.
We used a tool called Manychat. Most of you will be familiar with this, but for those who are not, manychat is a messenger ‘bot’.
It lets you automate replies, build a list, create sequences, etc. It’s a lot like email, but cooler.
In fact, if you’re reading this, you’re probably going through my Manychat sequence right now. Pretty cool, hey!
So why messenger? What’s so special about it? Why not just use our email list?
Every time we send a broadcast to our list, the customer’s phone vibrates in their pocket with a Facebook notification.
And you’re compelled to open every Facebook message you get. It’s a completely different game to email.
No more 10% open rates. No more 2% click through rates. This is the real deal. Here are the stats we’re getting using messenger (our last broadcast):
Delivery rate: 99.1%
Open rate: 96.9%
Click through rate: 39.1%
Pretty phenomenal stuff. That’s why they call it the “email killer”.
Will it actually kill email? Probably not. Email has its place, and serves a very different function. But that’s a conversation for another day.
Regardless, with stats like these you would be a fool if you weren’t focusing on building your messenger list.
So back to the campaign…
The client was a fitness apparel company – a ‘fitness lifestyle’ brand that has grown primarily via influencers.
(Influencers are massively undervalued by the way. If you’re selling physical products think about this strategy before they catch on.)
So we already had an established brand and loyal following.
The entire brand was built on Instagram. This was a serious issue for me for a number of reasons:
1. All the client’s eggs were in one basket – what happens if they (for whatever reason) lose their account?
2. No direct contact with the customers. They only see what you post. And only when they’re on Insta.
3. This was the biggest one: With Facebook’s algorithm change now barely showing business page’s posts, it’s only a matter of time before Instagram follows. That made me scared for the client. If IG’s algorithm kills their reach, then that’s the end of the business.
I knew we had to take them to Facebook, and fast.
So we needed to build an audience. Sure we could do this the normal way – cross promotion, ads, etc.
But I didn’t want to lose money on ads for my client. I wanted to make him a bunch of money in the process. It’s what I do.
So here’s what we did:
Step 1: Create Manychat growth tool link.
This link, when clicked by the customer, opens up a messenger conversation and adds them to our list.
We needed a way to drive traffic to the link, so we decided to run a giveaway.
We gave away a full jogger and hoodie combo. To enter, all the customer had to do was click the link. Easy.
Here’s the message that pops up when they click the link
Us: Hey , just one step to go… Click the button to enter the giveaway.
Customer: Clicked ‘enter giveaway button’
Us: All done! Keep an eye on your inbox for when we announce the winner.
That’s got to be the simplest giveaway entry you’ve seen right? People were literally sending us hundreds of messages responding to that after entering, saying how awesome the whole messenger giveaway opt-in was.
Step 2: Traffic and Sign-ups
Next was traffic. We needed to figure out how to get thousands of people on the list. For us it was a no brainer – share it across other social platforms.
What worked extremely well was adding it to the clients Instagram story, and telling people to “swipe up to enter”.
They swiped up. Messenger opened. Done.
It was the sleekest giveaway campaign I’ve ever run, and we were building a badass list in the process.
I know what you’re thinking – “I don’t have 100,000 followers on Instagram to send to the link”.
Run an ad then you goofball. It’s not hard to make giveaways go viral. I’ve gone over this in some of the other articles.
And it definitely works. I’ve built messenger lists with thousands of subscribers with very little adspend, and absolutely no Instagram following. Stop making excuses.
Back to the campaign…
So we were pretty much done, this generated about 6000 opt-ins, and we had now moved a decent chunk of our audience over to Facebook messenger.
Now we can broadcast messages to these people whenever we like, and we know that we’ll get a phenomenal open rate and CTR.
But I wasn’t done. We hadn’t made any money yet – and that’s not my style.
Step 3: Monetize
So I had built a list of people who were definitely interested in the product (they wanted to win it), and were eager to find out whether or not they won.
This meant they were just waiting for that follow up message.
What we did next was genius, and since then, I’ve run this campaign over and over again with many different clients, getting them huge wins.
We announced the winner.
Yeah… So of course there was a winner of the trackies and hood, but we also hit everyone else on the list with a runner up prize.
It’s important to note, before going on, that the reason why this worked so well was because people felt they had genuinely won a prize – a prize that if they did not claim, was going to waste.
So the goal with the message was to make it as personalised as possible.
Here’s what the message looked like:
<Coupon/Voucher Photo Attached>
“Congratulations to , you have won our runner up prize!
$15 spending money to use on our store for the winter launch!
To claim, use your unique code XXXXXX at checkout, or click the button below.
Valid until x, for orders over $75”
As I mentioned, people needed to feel as though they had genuinely won something (despite sending this message to the entire list!).
Firstly, we used the ‘full name’ tag. Looking back on it now, I would have just used their first name so that it seemed less automated, but it did the job.
Then we gave them $15 off orders over $75. Pretty much just a small discount.
However, its important that you specify a dollar amount, and present it as a ‘store credit’, not a discount.
That way the customer feels as though the prize is going to waste if they don’t claim it. Like it’s a genuine, tangible win.
Make them feel special.
This is also the reason why we had the photo of the voucher too.
Note that we told them that the code was unique, again, personalizing the process.
Finally, we added urgency by setting a deadline to claim the code.
Of course, we sent a follow up broadcast just before the deadline to remind the customers.
Step 4: The Results
We got great results. I attribute this to how personalised the message was, and how much it actually resembled a prize, rather than a discount.
Before I go into the immediate results, I want to make this very clear…
The real win here was building a list of over 5000 subscribers. Since then, we’ve used this list to broadcast many different offers, generating a heap more sales than we did with the giveaway.
Building out the marketing asset is where the real value was.
But since you’re all short-sighted and want instant gratification (Think long game guys! This is why my clients win), I’ll go over the results…
On the day the runner up prize was announced, the discount code tracked 254 orders and $23,987 in sales.
Guys, if you’re selling physical product, you need to run a campaign like this yesterday!
Let me know your thought’s in the comments. Have you guys run anything similar in the past?