About the author
Ilona Metodieva is the head of the First Agency for Recruiting Respondents ADS since 2013, the author of the first book on recruiting respondents in Russia. Laureate of the Guild of Marketers Award in the nomination "Best Marketing Project" for the creation of a highly specialized recruiting agency.
Introduction
In 2021, we began actively using the Recruits Telegram bot to recruit respondents. This step allowed us to significantly increase responses, simplify communication, and minimize the number of no-shows. Before that, like many others, we used email newsletters and phone calls, but their effectiveness decreased every year. People responded to emails less and less often, calls were irritating, and turnout for research remained low. We saw that it was time to change the approach and look for modern, convenient solutions for respondents. In this article, we share our experience, explain why Telegram works better, and back it all up with numbers and research.
The future of respondent recruitment and work with client bases is automation of processes through bots in messengers. Companies will be able not only to quickly interact with their clients, but also find respondents for research themselves, inviting them through their Telegram bots. Moreover, thanks to the integration of bots, it will be possible to easily analyze data, segment the audience and even find potential clients among competitors. Respondent recruitment agencies, in turn, will be able to offer companies access to their bots with already recruited bases, where customers will be able to find the necessary participants for research.
This process has already begun, and in the coming years, companies that actively use instant messengers will gain a significant advantage over their competitors. Telegram as a tool for recruiting respondents and client communications is not just convenience, but a new standard for interacting with the audience.
In modern marketing, one of the key challenges remains effective communication with clients. Traditional methods of communication, such as email and phone calls, are increasingly declining in effectiveness. They are being replaced by more efficient and convenient tools, among which Telegram stands out. In this article, we will examine in detail why Telegram is becoming the optimal choice for recruiting respondents, compare it with email and calls, and support our findings with research and statistics.
Declining email efficiency
— Declining email open rates: According to Campaign Monitor (2023), the average email open rate is 21.3%, while the click-through rate is only 2.6%. Source: https://www.campaignmonitor.com/email-marketing-benchmarks/
— Spam growth: According to HubSpot (2022), 16% of all business emails end up in spam, and bulk emails can lose up to 30% of recipients. Source: https://blog.hubspot.com/marketing/email-deliverability-benchmarks
— Changing email checking habits: In 2014, 40% of users checked their email 3-5 times a day, and 10% — once a week. In 2023, only 25% check it 3-5 times a day, and another 25% — once a week. Source: https://www.statista.com/
— Decreased engagement: According to Litmus (2023), 50% of users delete email newsletters without opening them. Source: https://www.litmus.com/email-marketing-trends/
Problems with Cold Calling
— Decreased trust: According to Gallup (2022), 75% of people ignore calls from unknown numbers. Source: https://www.gallup.com/
— Low conversion: According to LinkedIn Sales Report (2023), only 1.48% of cold calls result in actual contact with the client. Source: https://business.linkedin.com/sales-solutions
— High costs: McKinsey research (2022) shows that the cost of contact by phone is 2.5 times higher than by messengers. Source: https://www.mckinsey.com/
Advantages of Telegram
— Message open rate: According to Business Insider (2023), 80% of Telegram messages are opened within the first 10 minutes. Source: https://www.businessinsider.com/
— Audience growth: According to Mediascope (2023), 49% of Russians use Telegram. Source: https://www.sostav.ru/publication/auditoriya-telegram-67586.html
— Process automation: Telegram allows you to implement chatbots for recruiting respondents, thereby reducing the workload of specialists and increasing conversion.
Telegram vs WhatsApp: What's the Difference?
— Flexibility in automation: Telegram bots support complex customer interaction scenarios.
— No restrictions on mass mailing: WhatsApp blocks mass messages, but Telegram allows you to send them to thousands of users.
— Analytics and integration: Telegram provides more opportunities for tracking campaign performance and integration with CRM systems.
Telegram in Respondent Recruitment
— Automatic sending of invitations to surveys and research.
— Sending reminders to increase respondent turnout.
— Storing data and questionnaires in a convenient format.
— Fast feedback from respondents.
Conclusion
— Modern research confirms that email and cold calls are losing their effectiveness, giving way to instant messengers. Telegram offers a convenient, fast and automated platform for recruiting respondents. Its high open rate, automation capabilities and wide audience make it the best tool for modern marketing.
High open rate of messages: Unlike email newsletters, which can end up in spam, messages in Telegram almost always reach users. https://mediarik.ru/blog/rassylka-telegramm-7-klyuchevyh-elementov-dlya-uspeha/
Automation of processes: Using bots and services for mailings allows you to automate the process of sending messages, which saves time and resources. https://mediarik.ru/blog/preimushhestva-i-nedostatki-massovoj-rassylki-v-telegram/
Low cost: Sending messages via instant messengers is much cheaper than regular SMS messages. https://mediarik.ru/blog/preimushhestva-i-nedostatki-massovoj-rassylki-v-telegram/
Forecasts for the development of messengers by 2025:
Integration of artificial intelligence: In 2025, active implementation of AI into the functionality of messengers is expected, which will improve the user experience and expand automation capabilities. https://vc.ru/telegram/1749470-telegram-2025-chego-dobilis-za-proshedshii-god-i-chego-zhdat-v-nastupivshem
Growing popularity of corporate messengers: Companies will increasingly use specialized messengers for internal communications, ensuring the security and efficiency of communication. https://market.cnews.ru/articles/2024-11-26_9_trendov_razvitiya_korporativnyh?p=homecnews
Simplifying the user interface: Messengers will strive for a more intuitive and minimalist design, which will improve their usability.
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