The Role of Telegram Bots in an Omnichannel Business Approach

Telegram is the world's 4th most popular messenger, with 900 million users. Businesses everywhere use Telegram to connect with customers by sharing expert opinions, sending news, and conducting polls on Telegram channels. They also use Telegram bots to automate customer interactions, which is becoming more popular.

In this article, we'll explore the benefits businesses can get from Telegram bots and examine how well-known companies use them.

How Businesses Can Use Messages in Telegram Bots

A Telegram bot is a vital contact point in omnichannel communication. Adding these points helps businesses build consistent communication and create a convenient experience for users who prefer Telegram.

Another advantage of Telegram messages is their cost. 

Let's look at common examples of how businesses use Telegram bots.

Upselling and Cross-Selling

You can use a Telegram bot to boost sales with relevant offers. The best options are created at the intersection of interests of both sides –– customers and businesses. For this, you can use product recommendations, which we'll discuss later.

Customer Retention

A Telegram bot helps businesses keep their customers, boost sales, and increase loyalty. You can encourage your audience to make purchases with personalized offers, discounts, and promo codes. You can also use games and fun activities to engage them. All these activities can be easily managed through a Telegram bot.

Customer Base Reactivation 

Sending messages to subscribers of Telegram bot is also an opportunity to reactivate a portion of your customer base that hasn’t interacted with your business for a while. You can send a discount promo code, invite them to the opening of a new store location in their city, or prepare a themed selection of products for a holiday or offers from new categories — the only limit is your marketers' imagination.

Conducting Surveys

A Telegram bot is a convenient tool for a quick gathering of customer data and feedback. An efficient data collection process enables businesses to respond promptly and communicate appropriately based on the situation.

Registration in the Loyalty Program

Customers often avoid registering for loyalty programs due to inconvenient processes, such as manual fill out, offline registration, using a physical card, etc. You can simplify this for your customers by integrating the loyalty system with a Telegram bot. This method will be more convenient for some users, thereby increasing their conversion at the registration stage.

Additionally, this is an opportunity to increase the number of subscribers. Then, you can send them marketing messages through the Telegram bot for retention, reactivation, and information gathering.

How to Personalize Your Campaign and the Role of CDP

According to McKinsey, personalization can reduce customer acquisition costs by up to 50%, increase revenues by 5-15%, and improve returns on marketing investments by 10-30%. Additionally, receiving relevant offers increases your customers' likelihood of making purchases.

A CDP (Customer Data Platform) is essential for sending users relevant offers. It collects all the necessary information about their activity in one place: which products they viewed, liked, added to their cart, and eventually purchased, among other things.

A CDP allows you to segment your customer base by activity, geography, and hundreds of other characteristics. Based on this segmentation, you can send personalized offers. Today, this process no longer requires many hours of work from multiple specialists – it is fully automated.

Personalized Promotional Campaigns

If you have enough data to create personalized offers for your customers, Telegram is an excellent channel for omnichannel communication.

You can prepare personalized offers based on your subscribers' behavioral factors. These can include reminders about viewed products, abandoned carts, or notifications about price drops on previously viewed items.

Special offers and birthday greetings sent via the Telegram bot also have a high chance of attracting users' attention.

You can also use this channel to introduce your audience to a new product launch. Adding a promo code for a discount can further increase the chances of conversion. However, using this opportunity sparingly is essential, as excessive advertising may lead users to disable notifications from your bot or even block it altogether.

Launching a Telegram Campaign via Yespo

To send personalized messages via Yespo, connect your Telegram bot to our system with an access key. You can find detailed instructions here.

After the integration, you can start creating messages and then launch your campaign.

Technical Сapabilities of the Campaign

Regarding the messages, you can use:

• A higher character limit in a single Telegram message (up to 4096) compared to Viber (1000) and SMS (160);
• Text formatting and emojis;
• Images, including animated GIFs;
• Clickable links and buttons, allowing the recipient to immediately access promotion details or product features, resulting in additional website visits;
• Personalization using contact characteristics variables: name, city, number of bonuses, etc.

If you plan to send messages in multiple languages, this can be achieved using the multilingual functionality.

Campaign Creation

You can launch the campaign by clicking the "Create campaign" button.

Next, you need to select a group of contacts and a message to send. You can preview and send a test message to ensure everything is correct.

You can choose when to send your campaign—right away or later. We’ll help you at every step, from setup to sending your messages on Telegram.

How to Make the Campaign as Effective as Possible

Define the Business Goals of the Campaign

What do you expect from it: new orders, reactivating users, generating interest in a new product or category? Your next steps depend on this: choosing the audience, planning the user journey, creating content, etc.

Your offer should be attractive enough for customers to respond. Segment your audience based on their behavior: which categories they visited on the site, what they viewed, and when their last purchase or interaction with your brand was.

Create relevant offers for your users. In Yespo CDP, you can segment your database by many parameters, including behavioral factors, events, RFM analysis, and more.

Plan and Simplify the User Journey

The fewer extra steps a customer takes, the higher the chances of conversion. Drive them straight to the product page if it's about ordering a product. If you invite them to an event, the next step should be filling out the registration form, not searching for it on your website.

Prepare Relevant Content

Refrain from overloading the text with different topics to avoid distracting the user from the main action you want them to take. Add an image that enhances the message and grabs attention. Your goal is to make what you want to say clear at first glance.

Test and Improve Results

Launching the first personalized messages through a Telegram bot is just the beginning. For meaningful improvements, you should test different messages, visuals, sending times, and other variables that can influence user actions.

Test hypotheses, draw conclusions, and adapt your strategies. Based on the results of your research and tests, look for new ways to improve the customer experience and gradually implement them.

Conclusion

Sending messages through a Telegram bot allows businesses to interact with their audience in a convenient channel. Using this additional point of contact helps boost sales and strengthen customer relationships.

Book a demo meeting, and we'll help you implement a new communication channel and make it as efficient as possible for your business.

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