Double The Worth Of Messenger Subscribers For Ecommerce

While many marketers say email is dead, actually Messenger marketing died when this happened. This was in 2018. Since then, Messenger chatbot companies have worked hard to find ways to get more subscribers.

The store sells pet-products in the US. I already managed the email marketing of the store and generated 25-30% of the monthly sales from emails.

We were aware of the importance of other back-end sales channels such as Messenger and we had Messenger marketing setup already and the monthly revenue per one subscriber was $1.77 which was already higher than with emails but we wanted to grow this number.

The positive side of Recart that it is easy to set up if you’re not a Messenger marketing expert.

Recart has many templates for messages and automated flows and it’s a plug and play system.

However, if you want to use its full power, it needs more of your time and learning and you’ll usually need an expert team.

The passive automation basically generates subscribers from the already existing website traffic.

There are different flows and automated messages to do it such as the Abandoned Cart flow which contains three messages. We changed the timing and the discount ladder fitting well to the emails we sent out at the same time.

There are a few transactional messages such as the Messenger Receipt and Messenger Fulfillment Notification. These also generated some revenue but their main purpose is to keep the customers updated.

We also integrated Recart with Loox and asked recent customers for reviews. These could be used on the website later.

The big question was how to get Messenger subscribers and what welcome flow to attach to it. Read further to learn more about it.

Recart offers many ways to get Messenger subscribers (these are called ‘Conversation Starters’), the question is which ones are the perfect fit for your business.

At the time of starting working on the account, 70% of the subscribers came from Add-to-Cart popups which means every time when someone added a product to their cards, a popup was displayed. This was a super irritating experience for the users and as it turned out, it decreased the website conversion as well.

We also rejected using regular popups to get Messenger subscribers because we wanted to use them to get email subscribers. This was a strategic decision because one Messenger subscriber may generate a higher $/subscriber in one message but email can be used in more ways than Messenger and it generated 25-30% of the monthly revenue of the store.

So, we used the ‘Discount Widget’ which offers a discount below the Add-to-Cart button and the ‘Order page subscription’ which gets subscribers once they ordered.

These steps decreased the number of subscribers but increased their quality. We also had an idea of how to get more subscribers actively which brings us to the next point.

Recart came out with the idea of custom flows at the end of 2019 and we started creating them for the holiday season.

1. Totally customizable, you can add conditional splits, time delays and as many messages as you want

2. You can use their trigger link in Sponsored Messages and their ROAS is frequently over 5x

3. You save ad spend on retargeting because you can send more messages to a new subscriber in your custom flow based on what they did

The Recart team helped a lot and we set up a Halloween flow, Black Friday flow, Christmas flow together for the holidays.

We also used the trigger link of the custom flows in email campaigns, so we got subscribers from the email list of 42.000 people as well.

The revenue from Recart tripled from October to December while the number of new subscribers increased only by 47% at the same time.

With the passive automation forms, we ensured that we monetize the already existing traffic and Messenger list while we turned off the different popups which ruined the user experience of the website.

We ran ads to our holiday custom flows generating great ROI and offering free retargeting.

We continue our work with Recart to improve on the custom flows and get even higher ROI on them and Messenger subscribers.