[Case Study] How ManyChat Used Customer Chat to Increase Email Subscribers by 50%
The content team at ManyChat is always looking for new ways to grow their email newsletter, The Chat. Previously, they collected emails on their blog homepage through an embedded sign-up form, but the placement wasn’t getting the desired amount of monthly sign-ups. To spread the word about the newsletter and get more subscriptions, the team turned to the Customer Chat Growth Tool to see what a conversational sign-up process could do.
After one quarter, the Customer Chat resulted in a 50% increase in subscribers for The Chat and engagement with their content.
ManyChat relied on an embedded sign-up form on their blog homepage to get newsletter sign-ups. They wanted more interactive ways to engage with new website visitors and promote the newsletter to encourage sign-ups.
ManyChat wanted to increase the volume of newsletter subscriptions for the quarter to share valuable content with people, grow interest in their free video course, and boost engagement.
- Turn website visitors into email subscribers with Customer Chat. ManyChat set up the Growth Tool on all pages with /blog in the URL. Once a visitor clicked the chat bubble, they entered an automated flow that promoted the newsletter and asked for their email address.
- Use GIFs as a visual language. Through using GIFs, the bot expressed different emotions throughout the flow relevant to a person’s actions. This visual language helped make a text-based conversation more funny, entertaining, and engaging.
- Give people more engagement opportunities after a conversion event. To maximize the bot’s impact, ManyChat offered people a variety of options at the end of the flow. People could click to go see case studies, sign up for a free account, or keep browsing the blog.
- Track conversion events using ManyChat Analytics. Since conversion events — like newsletter sign-ups and sign-up page views — were tracked in ManyChat Analytics, the team could make small adjustments to the flow over time to improve conversions.
How ManyChat Grew Their Email List by 50% in 2 Months
Creating a welcoming intro message
Initially, the team tested a conversational intro message like the one below.
After running this intro message for a month, they saw the message converting around 6.4% from widget to flow. While that conversion rate wasn’t bad, they decided to shift the message to reflect the bot flow’s purpose: get newsletter sign ups.
The new message below is what stuck and converts at 7.8%, a 21.78% increase in conversions.
Here’s what the flow looks like from a subscriber’s phone.
Building out the flow
The first step was to createa Condition to identify people who’ve already subscribed to the newsletter. If they had a Blog_bot tag and email saved to the System Field, they were sent a follow-up saying thank you for subscribing. Plus, a rockin’ GIF of Kelly Noble Mirabella.
If this was someone’s first time in the bot or they haven’t yet subscribed, they’d enter the flow. The Opt-In Message works for three reasons:
- Tells the person what they’ll get from signing up
- Uses a GIF to liven up the long message
- Uses emojis in buttons to encourage clicks
If a person clicked Heck yea!, they are sent a follow-up confirmation message to subscribe to the list with their email attached to their Facebook account or another email address through keyboard input.
If a person clicked No thanks, they were sent a recovery message to try and get them back into the main flow.
From here, users could:
- See case studies on the website
- Change their mind and go back to the flow
- Exit the conversation
At the time of writing, 2174 opened the recovery message, and 21% went to see case studies, while 20% changed their mind and went back to sign up for The Chat.
After a person signed up for The Chat, they set up an Action block to:
- Log email sign up as a conversion event to track in ManyChat Analytics
- Capture the email in a System Field for the ManyChat bot
- Send the email to the company’s Mailchimp list
- Add subscriber to a Google Sheet
After logging that information, users were sent a follow-up where they were given three choices:
- See case studies
- Get ManyChat account
- Continue browsing
If a person went to the case studies page or went to sign up for a ManyChat account, they were tagged to help the marketing team with their remarketing efforts.
The marketing team successfully engaged with website visitors and drove newsletter sign-ups throughout the second quarter. Using the Customer Chat widget on their blog site, they were able to increase email sign-ups by more than 50% and drive more qualified leads for their Pro accounts.