How to Rewrite Marketing Emails into Chatbot Messages That Convert

Posted by Seong Lee - February 4, 2020 • 9-minute read

How to Rewrite Marketing Emails into Chatbot Messages That Convert

For many businesses, email is one of the preferred channels used by marketers to communicate with customers. In 2018, an average of 235.6 billion emails was sent daily for B2B andisruptors for communication as user behavior is veering towards more fast-paced conversations. As a result, if you miss responding to an email inquiry within 6 hours, there’s a high chance that you’ll lose the opportunity to convert these site visitors into leads or customers.

As technology expands to facilitate faster and more real-time exchanges between your company and the target customers, it’s a good idea for you to revisit your buyer’s journey. Consider evaluating your existing email strategy to identify which of your communications should be migrated to a different channel. One specific way to better your conversational flows (while also achieving your lead conversation targets) is to use chatbots.

First things first: what is a chatbot?

If you’ve visited websites like HubSpot, you’ve probably noticed the floating icon accompanied by a balloon text found at the bottom right of your screen. This is a chatbot. 


Chatbots are computer software used to simulate the method of human conversation.

Since your website runs 24/7, a chatbot can help manage inquiries and address problems raised by your visitors quickly and efficiently. As a result, it provides a responsive experience for your customers.

These days, chatbots are not just software that offer solutions for inquiries and concerns. It’s now also a marketing platform that helps you reach out to your customers. According to Gartner, by 2020, 85% of our engagement with businesses will be done without interacting with another human being. Instead, we’ll be using self-service options and conversational chatbots.


So, why should you consider using a chatbot for your business?

Let’s say you already have a brilliant email marketing strategy in place, but you’ve noticed that it isn’t giving you the results you’re expecting. What you might not be aware of is that there’s a chance your customers are taking their problems where solutions can be solved quicker.

If that’s the case, it's time to start thinking out of the box—specifically the inbox. 


Chatbots are one of the most cost-effective communication tools available today. Marketers can use them to acquire new leads for businesses.

Data shows that companies that ran Facebook Ads together with a chatbot reported a lower Cost Per Acquisition (CPA) and a higher Return On Advertising Spend (ROAS).

This isn’t to say that conversational chatbots should completely replace email marketing. Instead, think of chatbots as an extension of your marketing efforts, particularly when reaching out to faster-paced consumers who may be more open to doing transactions with a bot instead of someone in customer service or sales.


Overall, the idea of integrating chatbots in your strategy opens up more channels for your users to engage with you.

Now that you’re a bit more familiar with chatbots and how they can help you, you can start exploring the different free chatbot tools that you can use for your website.

Facebook Messenger Marketing is the preferred platform for businesses when reaching out to current and prospective clients as a marketing offer. But there are other third-party clients out there that complement the social messenger tool. Here are a few you can explore:

Most of these chatbots offer a free trial, so we encourage you to take advantage of this to explore which of these tools can tailor a better experience for your users.


Chatbot Conversation Copywriting: A How-To

Writing a conversational flow for your chatbot opens the opportunity for you to  get a firsthand look at your customers and their online behavior. But to do that, you first need to think about and ultimately understand your customer’s pain points so you can really show how your company can help them.

Marketing emails average at 434 words and would take 3.3 minutes to read. Considering how busy most consumers are, they might not read through even half of that. According to Litmus, the average recipient only spends at least 11 seconds when deciding whether or not to read your whole email.

With this in mind, it’s important to consider how you introduce your chatbot, as starting the conversation well helps you engage with your customers better. Here are some tips to get you started:

1. Be clear about your objective.
If you aren’t clear about the goal of your customer, you can’t create the path they need to take in order to engage with your call to actions (CTA).
Understanding your customer’s goal means starting with the end in mind and working backwards to flesh out their journey.  We recommend backward mapping—a process that educators use to design learning experiences and instructional techniques to achieve specific learning goals.
Remember that your end or goal should be an action that a customer takes that brings them closer to the ultimate goal of exchanging value with your business. Examples of an end or goal could be as simple as booking a consultation, filling out a request quote or attending a webinar or event.
2. Prepare your Conversational Journey.

How to Rewrite Marketing Emails into Chatbot Messages That Convert_Conversational Journey

The Conversational Journey developed by Kathryn Johnson from Messenger Funnels talks about how you can learn more about your customers and re-engage with them for repeat purchases or upsell opportunities. In the illustration above, steps 1, 2, 4 and 5 refer to your customers, while steps 3 and 6 are focused on your company and the solutions you offer.

With a majority of these steps centered on your customers, the conversation that you’ll be developing should focus on learning more about them and identifying their pain points. After that, the remaining steps of your conversation should be about presenting the solution that your company can offer to users.

3. Align your chatbot with your brand persona.
Your brand is an image of how your customers perceive you. Your chatbot conversations need align with the company brand, because what you’re doing is creating a bot persona.
Building your bot persona is like developing a character. You can give your chatbot a name, visual representation or an avatar, and even give it some personality to make it feel more human.
Your chatbot should be a reflection of the personality of your company brand so that conversations can sound less robotic when they interact with your customers.
That said, remember to be transparent to your users that they're interacting with a chatbot.

4. Break down your email copy to reflect the essence of what you want to say.
We recommend taking your “400-word” email copy and trimming it down while still maintaining the essence of what you’re looking to say. If you’re not entirely sure of what the essence of your email is, you can find it during this process.
Here’s a sample email showing how Heatly, one of our product innovations, can help small and medium businesses turn analytics to insights using a heatmap tool—and how customers can get started with a free account.

How to Rewrite Marketing Emails into Chatbot Messages That Convert_Sample Email

This is what the email looks like once it’s pared down to a simple paragraph:

Get more meaningful insights on website visitor behavior with our heatmap tool, Heatly. It’s simple, easy-to-use, and lets you measure real-time analytics without slowing your website down. Try it out today!

From there, take that same paragraph and trim it down into sentence form:

Get meaningful insights and optimize your website based on visitor behavior with Heatly, our easy-to-use heatmap tool.

And finally, you have to boil the essence of that sentence down to one word:

Insights

Once you’ve set up your conversation flow, you can start converting prospects to customers with the chatbot conversation. 
Before we let you go, here are few more pointers to help you make your chat conversation more engaging and realistic:
      • Keep the one-word essence of your email top of mind.

      • Make sure that your chatbot responses aren’t more than 160 characters.

      • Set up delays between paragraph-long responses to simulate someone typing.

      • Utilize buttons and leading statements to make your chat conversations simple and inviting.

      • Insert images, gifs and emojis to give your responses life.

Are you looking to use conversational chatbots for your marketing strategy? Or do you already have one but need help optimizing this tool for your business? Our digital marketing specialists can help.

Schedule a  Consultation

Topics: Email Marketing, Digital Marketing, Chatbot

Written By

Seong Lee

Seong Lee

A data enthusiast & marketing automation wizard that spends his time analyzing and collecting potential memes

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