• Frank Aol

Chatbot or Email?

Updated: Nov 23, 2021

What is better, email or chatbot-marketing? Chatbots undeniably beat emails on some important fields. Chatbots are available round the clock, deliver immediate answers to queries. Did you know that people are also much more willing to answer sensitive questions (like their personal or financial status) to a bot than to a human being through email?

Chatbots are interactive, less formal than emails and can be equipped with humorous GIFs or emoticons. No wonder that they have much higher click-through rates (CTR) of 15-60% compared to a rate of only 4% for emails. Another decisive advantage of chatbots is their ability to collect feedback from users by following their using habits. The latter makes it possible to adjust any marketing activity or campaign to the preferences of clients and finally allows a constant improvement of the bot’s content itself. So, does email marketing have a stand anyway compared to so many advantages of a chatbot?

While instant messaging is the most valued tool of communication in our time, factors like demographics and age cannot be neglected. People with an age over 55 years frequently do not use instant messaging tools and are much more used to emails. As chatbots are always linked to communication channels like Facebook, WhatsApp, Instagram, or SMS, it has also to be examined carefully which type of channel is mostly used by the targeted audience.

So, what is the verdict on the competition between email- and chatbot-marketing? When it comes certain age groups and higher rates of sent out messages with more contents like attached files, emails are still tool to use and this is unlikely to change.

Saying this, the ideal way of digital communication is not either through chatbot or email (only), but sophisticated combination of both! With a chatbot linked to an email it is not only possible to increase the notoriously low CTR of emails, but also to collect valuable customer feedback for future email-campaigns. Most importantly email subscriber lists themselves can genuinely be enlarged through chatbots offering coupons, invitations, the participation in surveys and others.

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