Are chatbots about to send email marketing to the Trash folder?

Email is among the highest performing marketing channels. It regularly outpaces other mediums, with research showing that email drives customer acquisitions at a rate 40 times higher than Facebook and Twitter — combined. Email also ranks near the tip-top for ROI in marketing. Coming from a background in email marketing, I’ve worked hand-in-hand with global brands that appreciate and understand its effectiveness.

There are numerous similarities between Facebook Messenger chatbots and email. They are both highly targeted, direct forms of promotion. Whereas traditional ad mediums like billboards and tv seek to reach the widest possible audience, email and Messenger send a specific message to pre-selected and segmented consumers. Also, both seek to not just bring awareness to a product or service, but also to link the consumer to where they can make a purchase or complete the sender’s desired outcome.

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