8 Reasons ‘Messenger Marketing’ Beats Email For Yoga Studios
Right now, most business owners, including yoga studios, are frustrated with the declining effectiveness of email.
In the fitness industry, the average open rate for emails is 21.93%, and the average “click through rate” is just 2.57%.
That means on average, 80% of your list isn’t paying attention to you and 97% aren’t taking any action.
In addition, an Adstage report analyzing over 80 million Facebook clicks across 3,000+ accounts found that the “cost per click” rose 92% between 2017 and 2018.
The writing is on the wall:
#1: It’s getting more expensive to acquire email leads, and…
#2: It’s getting more difficult to engage people through email.
That’s why small business owners everywhere, including yoga studios, are moving their focus towards Messenger Marketing.
Before we dive into 8 reasons Messenger Marketing beats email for yoga studios (and how you can get started using it), here’s an overview on what exactly this new marketing medium is:
What Is ‘Messenger Marketing’, and What’s a Chatbot!?
Messenger Marketing is one of the most powerful new tools in online marketing.
Think of it like email, except in Facebook’s Messenger App.
Just like email, you can get “subscribers” in Messenger through paid advertising on Facebook or Instagram, popups on your website, and even through someone commenting on your Facebook post (one of many features that’s WAY better than email)!
Once someone is subscribed, you can setup automated messaging sequences, and send out broadcast messages.
Now, here’s the really cool part.
Inside of your Messenger Marketing, you can setup a “Chatbot”.
Chatbots allow you to program in automated mini-conversations with people on your behalf. They can ask questions, point users in a specific direction – like to your class schedule or membership pricing for instance…
And they can even process payments!
Now that you’ve got the basics of what Messenger Marketing is, let’s dive into the 8 reasons it beats email, and how you can use it to potentially 4x your yoga studio’s growth with a simple switch in your marketing strategy:
Reason #1: Messenger Chatbots Get 4X (or more) The Response of Email
A recent Adweek article stated:
“We have seen astounding results across our retail customers—up to 63 percent increases in direct digital sales, with four times better open rates and click-through rates than email marketing. And when viewed as part of an ongoing messaging strategy, the conversion rate continues to expand.“
If you haven’t heard about Messenger Marketing until now, it’s not surprising. Up until the last 6-12 months, many considered it an unproven trend.
But with more than 60 million businesses using Messenger, the data and case studies are piling up in every industry.
Reports of huge open rates and click through rates, ridiculously low lead costs, and higher conversion rates for customers are piling in. The time to jump in on and take advantage of this tool in your business is now.
Reason #2: Messenger Marketing Is New, and It’s Big
Facebook’s Messenger app boasts a whopping 1.2 billion users.
Average phone time is now exceeding 5 hours per day.
And people can shop, search, be entertained, and connect easier on mobile with each passing year.
But it’s not just big in terms of number of users.
It’s completely NEW as a medium for businesses to interact with potential and existing customers.
People are used to giving you their email address in exchange for updates, discounts, and information. It’s normal, it’s boring, and everyone is doing it.
But being able to chat with you (or your automated “chatbot”) in Messenger, with short, personal messages – like they do they with their friends?
That’s new. It’s cool. And it’s working.
Reason #3: “Chat” Is What Your Members Want
How many people do you know who enjoy listening to hold music on the phone?
Obviously that’s a rhetorical question – the answer is none.
So when you login to your website hosting account and choose the “chat now” option instead of calling them…
Or you login to your insurance company’s site and click the option to “chat now”…
I can tell you that you’re not alone.
Here’s some fun facts for you:
- 53% of people are more likely to shop with a business that they can message directly
- 56% of people would rather message than call customer service.
- And the kicker? 69% of people say they already interact with a chatbot at least once a month.
It’s not surprising in today’s day and age that people would rather chat than wait on hold to talk to someone.
Everyone wants help faster, and in fact, the average user will only wait about 4 hours before moving on to a competitor. So if you have other studios in close proximity, setting up Messenger Marketing with a simple chatbot could be huge for you.
Reason #4: Messenger Marketing Could Fill Your Events & Teacher Trainings
Hubspot, a business software company, recently ran an experiment using Messenger instead of email to book sales calls with attendees of one of their events, and found that the percentage of meetings booked (of enrolled attendees) was significantly higher vs. email.
How does that apply to your yoga studio?
Well, due to the larger investment students make to participate in your teacher trainings, they generally need more information, and perhaps a 1-on-1 conversation with an instructor to make sure it’s right for them.
Posting notices in your studio, sending out invites, and asking your teachers to make announcements is all great.
But what if you had a specific “chatbot” in Messenger with info, updates, and an option to book a meeting with an instructor?
Even better, what if you had a code on the wall in the wall that students could take 2 seconds to scan to get into your Messenger sequence?
Here’s how it works:
When you combine Messenger Marketing’s power to engage people 4x better than email with this “scan code” feature to seamlessly connect offline and online engagement, you might find it easier than ever to fill your events and teacher trainings.
Reason #5: Sell Trial Memberships Inside The Messenger App
One of the coolest features available in Facebook’s Messenger Marketing, which will likely never be available in email, is the ability to process payments.
This means that if you’re running paid advertising on Facebook or Instagram to sell your trial membership and get new members…
It’s definitely worth testing sending people into a simple Messenger Marketing sequence that tells the user about your studio, and offers your trial membership.
Reason #6: Get More Online Reviews For Your Yoga Studio
Imagine you’ve just signed up a new student for a monthly membership after an amazing Vinyasa class.
Your new student, feeling energized and refreshed, heads home, sits down with a smoothie, and checks their phone.
They see a notice from your studio in Facebook Messenger with an automated message asking, on a scale of 1-5, how their class was.
If they respond with 1-3 (which, let’s be honest, will never happen), the chatbot asks them if anything was wrong and what you can do to improve.
If they respond with 4-5, the chatbot automatically thanks them and gives a link to leave a review online. It also sends them a link to the class schedule so they can plan their next visit.
We all know the importance of online reviews, and this simple strategy could help your yoga studio get a LOT more of them.
Reason #7: Send Out Yoga Schedule Updates That Actually Get Seen
Ok this one is dead simple:
Messenger Marketing gets 4x the open rate of email.
Want 4x more of your students to see updates about your schedule and events?
Send them through Messenger instead of email :).
Reason #8: Consistently Grow Your Member Base
The key to consistent and predictable growth in any business is the ability to profitably spend marketing dollars and acquire new customers.
The simple truth is that if you’re always relying on people searching for your studio…
Or referrals from your existing members…
Then you’ll always have an up and down revenue curve.
Now, with paid advertising, it’s not always easy. Strategies and tactics change over time. Ad costs have been rising.
But with Messenger Marketing, your yoga studio has an opportunity to engage with prospective (and existing) members like never before and create a paid advertising strategy that will consistently bring in new members and event attendees.
That’s why I encourage you to integrate at least 1 of the ideas I’ve presented to you today.
Our mission here at Purelife Marketing is to double the size of 1,000 yoga studios in the next 5 years, and we’d love to hear about your success with Messenger Marketing.
Want to see how a “chatbot” works? Click here to take our “demo yoga quiz” inside of the Messenger App.
We’d love to chat with you about how we can help your yoga studio grow with Facebook, Instagram, YouTube, and Messenger Marketing. We pride ourselves on offering affordable, effective marketing to yoga studios like yours so we can grow yoga together.
To Growing Yoga,