We have been using email and SMS marketing for 4 years to set up a database, communication and sales. We were satisfied with the sales results until we decided to optimize costs using messengers. Let's look at what came out of it, the results impressed us.
Hi everybody. In 2018, we started by launching registration in our personal account on the site. We made a good offer, so we began to gain a base very quickly.
How do I motivate people to subscribe? Detailed examples will be at the end of the article, so be sure to finish reading and get ready-made ideas for collecting a subscriber base.
Visitors to the site willingly began to leave their contact details, but, in turn, we were able to reasonably launch a newsletter with promotions on them.
Gradually, the company grew, began to open new branches, increased advertising and registrations increased and our database began to replenish with tens of thousands of contacts.
Thus, our base began to grow to 500-1000 new subscribers per day.
One SMS cost us an average of 2.80 rubles. And this is 42,000 — 84,000 rubles/month or 504,000 — 1,008,000 rubles per year. When I saw this, I thought, "It's a pretty big amount," and thought about ways to optimize these costs.
How we reduced the cost of customer authorization using telegram authorization and call-password
The growth of the base and sales on it fully justified these investments, but we adhere to the "business approach" in the company. This means that we do not treat the company's expenses wastefully and are constantly looking for ways to reduce them.
So, we found the Call-password service. This is when the confirmation of a number occurs through a call to your number and you enter its last 4 digits.
The cost of registration through such a service began to cost us 25-35 kopecks and allowed us to reduce costs tenfold. Not bad, huh?)
Authorization via telegram bot and the ability to send full-fledged visual mailings for free
But, progress does not stand still… And messenger marketing has appeared — database recruitment and communication via whats app, viber, vk, telegram.
We thought, since chatbots can already sell and gain a subscriber base, why don't we also register in our personal account via telegram authorization.
Now, instead of SMS and a call, the code sends a telegram bot to the client. This means that we are starting to save on SMS and calls.
So, we started creating a full-fledged telegram authorization and marketing automation service using chatbots and mailings - ITYMAN.
The initial development took several months, the test was launched, and - hooray, everything worked.
We got even more savings on registration.
The main advantage is that we not only received customer phones in the database, but also a subscriber to our telegram bot with the further possibility of sending a newsletter.
Unlike SMS, telegram bot allows you to send messages with a lot of text and pictures.
How telegram authorization works
The mechanics are simple:
- You place the motivation for registration in your personal account
- The site visitor goes to register in the Personal account and enters his phone number.
- The first one is offered authorization via telegram.
- The user confirms the registration via a telegram bot.
Sending the code via telegram is free of charge. This is where you get your first benefit.
- After confirming the registration, the user automatically enters the telegram bot mailing list.
This is the second significant benefit - the opportunity to increase sales by sending special offers to your subscribers.
In the personal account of the Ityman service, we have implemented convenient tools for sending newsletters.
You might think that telegram authorization is used only when registering a personal account. No And even without a personal account, you have the opportunity to use the same mechanics when confirming online orders. This is implemented both on the website and in the mobile application.
In which cases do our clients use telegram authorization
- When users on the site or in the application confirm their phone number when registering their personal account on the site or mobile application.
- When users place an online order on the website or in the mobile application, confirming their phone number.
- Any other situations that require confirmation of the customer's phone number.
In all these cases, you will save on SMS and significantly increase your subscriber base. Moreover, our clients use this tool not only in the field of food delivery, but also in dozens of others - online wristwatch stores, beauty sphere and many others. Described in more detail below.
We have collected a base of 130,000 subscribers in 9 months
We launched a test confirmation via a telegrem bot on the site in June 2021. And already fully in December.
04/10/2022 we are meeting with a client at a meeting and decided to see how many subscribers we have gained during this time. 130,000 registrations! 130,000 subscribers with whom we can communicate and send mailings via telegram for free. And this is in 9 months. At the moment, we have over 190,000 of them.
And these are subscribers on the machine, who were only recruited through telegram authorization, not counting those that we attract through landing pages, subscription buttons and a separate motivation for subscribing to promotions.
12316 orders or sales for 11,156,358 rubles
What kind of result can be obtained by sending mailings via telegram to the subscriber base. The conversion rate to purchase from us was up to 2.5%.
In total, from June to October 2022, 12316 orders for 11,156,358 rubles were made using the mailing list on this database.
And this is only the statistics that we were able to track thanks to utm tags and individual promo codes sent in mailings on this database. I think we should add here those who purchased through the call center and could not track down those who bought another share, the figures will be 2 times more.
Many people may have a question: but what about those who do not have a telegram?
We left the confirmation of the number via the call-password, but only it is offered by the second option.
Example of registration on the site: 1st step - the user enters a phone number.
Example of registration on the site: Step 2 - authorization is offered via a telegram bot or an alternative way is to receive a code through a call.
What motivation did we use for the subscription?
We gave points - 200-300 points for registering in your personal account and confirming your phone number.
Points could be spent on ordering our products, deducting up to 25-50% of the total order amount.
I want to draw your attention to the fact that it is important to give people something really worthwhile for a subscription so that they want to leave their data.
Subscribers may not pay for themselves for the first order.
For example, you gave a gift. Using it, the client brought you zero, possibly minus or not much profitability. You may decide that you have worked in the negative. But it's not like that! In fact, you have made an investment, received a subscriber, who in the future, with proper communication, will bring you even greater profit.
Moreover, you will be able to constantly communicate with him and make repeat sales.
A feature that allows you to get additional data from the subscriber
To find out more about your client, for example, date of birth, whether there are children, gender, and, also, e-mail, to sign up for an e-mail newsletter -motivate with additional points or gifts!
We started giving an additional 50-100 points so that our subscribers would be more willing to disclose additional information about themselves in their personal account.
How can you implement all this quickly?
Now a reasonable question arises: "How can you implement all this?”.
Ityman allows you to set up integration with your site/service today and save on authorization of your users.
With the help of an already prepared and simple Ityman service API You quickly add just one line of code to your resource, without spending a lot of time on a complex study of the Telegram API itself.
All authorized users become your subscribers, which gives you a great advantage in terms of the speed of their recruitment and increased sales through telegram communication with them.
In this case, we talked about just one service tool.
Other ITYMAN sales increase tools
- In addition, the service allows you to increase sales and collect a subscriber base through chatbots, autoworks and mailing lists in messengers.
In the service, you can create beautiful subscription forms, beautiful mini landing pages or pop-ups. Launch chatbots and auto sales calls in minutes without programming skills.
Any other questions?
Contact the support service or write in the chat. Let's give you a hint.
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