Recently when Google launched its new Pixel phone, it promised 24X7 live customer support via chat or phone – right from the device. According to an https://www.emarketer.com/Article/How-Helpful-Live-Chat/1007235 article, 62% of surveyed live chat users have “reported being more likely to purchase from the site again”, another study found that in June 2016 “email had a median ROI of 122% – more than four times higher than other marketing formats, including social media, direct mail and paid search”.
Time and again, we’ve heard how effective life chat support and email marketing practices are. And these above-mentioned statistics further bolster its position as efficient life chat support tool. I would say that the benefits of each of those platforms are too good to be missed.
In fact, they are so infallible that it would be hard to imagine a better conversion strategy than employing either of them. Unless, of course, they can be implemented together.
If at any given point in time, you plan to integrate your live chat software with an email marketing tool, here are few of the things you should be aware of.
Benefits of Integrating Live Chat with Email Marketing Tools
While email marketing has been successfully driving sales for quite some time now, live chat has gained its popularity more recently. The first is a proven technique that generates, nurtures, converts and re-targets customers, while the second is traditionally used as a customer support tool. But, companies are now leveraging live chat’s potential on a much larger scale.
●Live Chat Increases Sales
Although brick and mortar stores are considered as outdated but it offers one major advantage over e-commerce ie. a shopping assistant. Whatever products and services you sell, the person who can answer a prospect’s question in real time – a salesperson – is mostly what prompts conversion. Live chats are not only the closest thing to a shopping assistant that digital environment can sustain.
Most companies chose live chat because they are convenient for customers, cheaper than phone calls and guarantees a competitive edge, but they have probably learned by now that live chat tools increase sales as well. It’s arguably the best benefit they provide, despite the fact that there are other advantages of employing this solution as well.
●Email Marketing Is Only as Effective as Leads Are Hot
When it comes to closing the deal, email marketing is still more frequently used than live chat support. Since automation tools are used by 82% of B2B and B2C companies, it’s safe to say that this is currently the number one tactic for driving sales. If you’re looking to grow your email list in any way possible, don’t get too carried away with growth hacking to forget that email marketing is only as effective as leads are hot.
This is where live chat is actually more effective than email blasts. Once prospects land on the site, live chat reps nudge them into being more interested in products and services. Even if they don’t make an impulsive purchase, a helpful interaction with a live chat rep will make them want to subscribe to your email list, and with a clear purpose – to keep in touch with your company and stay informed about your offerings. If they don’t convert on site, in simple words, they turn into hot leads who are only a step away from converting.
How to Build Your Email List with Live Chat
With the integration of both these tools, there are chances of increasing the number and improving the quality of your leads. Alongside remarkable email content, social media promotions and website CTAs, live chats are another potent strategy for growing your email list. Here’s how.
●Learn What Your Customers Need
While live chats with website visitors who are still prospects can tell you more about their needs and preferences, live chats with frustrated customers are an easy way to learn about their pain points. In both cases, you’re equipped with invaluable customer data that can come in handy for creating highly personalized emails.
For instance, if a prospect is interested in a specific item, but still hesitates to make a purchase, you can send them a discount or a special deal concerning this product. Such knowledge can help you close individual deals, but it also gives you a deeper insight into on-site customer behaviour.
Once you get to know the browsing history, needs, and preferences of all of your live chat users, you can easily differentiate hot leads from casual visitors, and make them a part of your targeted email marketing campaign.
●Ask Them to Survey and Subscribe
You can always ask prospects to leave their email address at the beginning of every live chat session, but there’s an even more effective way to go. Ask them to do a quick survey on the quality and usefulness of your live chat customer service afterwards, and include a subscription form at the end.
If the data gathered during the live chat confirms that the lead in case is a hot one, your email marketing tool will send them a message straight away. Otherwise, you can use gathered information to email them about whether or not they would be interested in receiving updates on a product or service they’ve enquired about. The answer will tell you how or what approach you should adopt to pursue them.
●Automation and Convenience
When you integrate live chat software with an email marketing tool, targeted campaigns and automated blasts are not the only perks.
▪The messages you receive while offline will be routed straight to your email inbox.
▪Your live chat reps will be able to make direct CTAs by simply sending a link to the product page a prospect is interested in.
▪In addition, most live chat tools come with a handy set of shortcuts that enable reps to manage your mail list during conversation. As soon as they assess the quality of a lead and the target group they belong to, reps can instantly subscribe them to the most suitable campaign.
If you already use both a live chat software and an email marketing automation software, be sure to check if they are mutually compatible. Not all of them can be integrated with each other, which is why consulting your provider should be your first step.
Either than that, integrating these two systems is fairly simple. The tech support will probably provide a step-to-step guide since that’s the only thing you need for making the necessary adjustments by yourself. From there on, your live chat software and an email marketing tool will automatically collaborate, improving your conversion rates than before.