The main social networking platforms have made important updates to adapt to the constantly changing needs of users. Whether it’s the WhatsApp Status feature or Facebook Messenger Day, the many evolutions are all looking to the future. Yet a recent survey by Mailjet reveals that 35% of consumers have not noticed any of these new innovations.
The most notable innovation being the adoption of Messenger as Facebook messaging (28%) highlights the fact that users are more careful when it comes to their traditional messaging. This is due to the adaptability of current users to innovations, combined with an increasing reliance on social networks. The conventional messengers are therefore being supplanted by Messenger, Slack and others. As more and more brands and applications send email content directly to Slack and Facebook Messenger, what impact will this evolution have on marketers?
Messaging platforms are used by users of communication interfaces to chat with colleagues, friends or relatives. Email campaigns on other types of platforms should reflect the conversations that take place naturally. Similarly, the structure and tone of communications will need to be more concise, more informal, and incorporate clear calls-to-action.
According to the results of a recent study , the French are 36% to consider that brands should now use real-time and geolocated emails, as well as personalized content according to products sought or purchased by consumers (32). %) to be relevant. Switching to instant messaging channels will require brands to be highly relevant and reactive. This means exploiting Facebook profile data as well as geolocation and enforcing them as standards.
Marketing based on consent
Another important point to consider for non-European companies operating in Europe, will be the evolution of the regulatory framework after the entry into force of the GDPR (European General Regulation on Data Protection) where prior consent (opt -in) will become the norm, rather than the opt-out.
Receiving email content on Slack or Messenger sets a welcome precedent through “pull” type bots. A message that conforms to Slack’s good practices, for example, begins in the form of a conversation, with a natural tone: “Hello, are you interested in knowing what’s new in our summer range?” The recipient is then free to respond by indicating whether he wishes – or not – to know more about it.
Once the GDPR is in effect, marketers will need to obtain the explicit consent of each prospect they wish to solicit. Slack and Messenger are thus taking a step in the right direction. Sending messages via Messenger or Slack requires prior consent, often via the OAuth 2.0 protocol (the authentication standard that allows platforms to access user data). This consent rule results in a significant decrease in the number of unsolicited messages (spam) received on these platforms.
However, once the consent is given, there are no more elaborate filters like in traditional messaging (Gmail, Hotmail …) to protect against abuse. This makes consumers more vulnerable and requires them to filter and report unwanted messages manually.
A new era for performance indicators
The spread of email on these new platforms seduces and begins to spread, but what is its conversion rate? In early 2017, studies have shown that this rate is still nearly three times higher on computer  than on smartphone. While a recent SimilarWeb survey shows that smartphone users spend nearly half an hour a day on messaging applications, the question of the conversion rate on these platforms remains unresolved.
Since the beginning of the year, brands in France can rely on data from Moat to measure and analyze the effectiveness of their video campaigns on Snapchat. In a very similar way, Slack and Messenger must tackle the growing problem of measuring the success of email campaigns on their platforms.
As brand interactions become much more bidirectional and conversational, clicks and open rates will no longer be major indicators. Trademarks will need more analysis from these external platforms, and to qualify a significant interaction, such as reading time or the level of interaction. Requests for information from customers or clicks on links will help companies to move in this direction.
By providing the ability to accurately identify campaigns that generate effective interactions and sales, Slack and Messenger will help set the future of messaging. Those who succeed in this new communication landscape are those who will dare to take the plunge and who will take into account the new standards of hyper-personalization, compliance and measurement.