Small Business Trends reports on their website that email marketing is coming back in popularity, and has the best return on investment among digital marketing methods. The article refers to a new study titled “2019 State of Conversational Marketing,” which also discusses the use of chatbots. Chatbots are apps that automatically converse with website visitors, similar to virtual assistants like Alexa. Chatbots aren’t mainstream yet, since there’s a learning curve to programming them. Read: “1/3 Of Businesses Used Email More Frequently Last Year – Because It Works.”
It’s my opinion that email is seeing a resurgence thanks to the drop in Facebook users. Facebook has clamped down on free social media marketing strategies, making it so businesses must pay for advertising. The current political climate isn’t good for Facebook, either. Businesses are treating social media as just another traffic source to their own websites and landing pages.
One advantage of social media over email is its quickness in letting businesses react to unhappy customers. Yesterday I reported on the importance of online reviews, and how responding to negative ones is in a company’s best interest (“Online Reviews Can Make Or Break Your Business”). This is where chatbots come in. It may also help to include a customer service phone number, as well as a forum to a business website. Earlier I suggested forums as a community building strategy for growing brand awareness. (“Brand Awareness: Build It, Use It.”)
You can read the complete study here: 2019 State of Conversational Marketing