A good relationship with the customer is the key to any business, so an effective marketing strategy needs channels that facilitate it, today chatbot and email marketing play an important role in this scenario.

Opening channels so that the customer or lead can communicate with your business, helps in two important aspects: strengthening the relationship and also the capture of new leads, for this it is important to have a well-designed direct marketing strategy.

Direct marketing: email marketing and chatbot, integrating channels for better results

Direct marketing can be defined as a union of strategies used for companies to get in touch with people who have already shown interest in their business, people who can also be called leads.

Within this context of direct marketing, it is important to treat the customer in an individualized and personalized way. Therefore, using and integrating chatbot and e-mail marketing is a solution that generates increasingly stronger results for companies.

Some companies have doubts about what they are, what they are for and which of the two channels should be used.

The reality is that the use of the two is extremely important, understand below their differences and the importance of integrating both:


The chatbot is a tool within direct marketing, it works through a computer program, connected to the internet in which there is a simulation of a natural human conversation through a window or “chat” pop-up.

The solution automates and optimizes the service teams’ time, frequently asked questions can be answered by pre-configured answers in the system.

The use of the chatbot is very important in the service and relationship with the customer, as it gives accurate answers quickly to the user and helps to attract potential customers.

Those users who can ask for information about certain products that are passed on to the lead from the chat and thus end up converting or even leaving their data for the company to contact you.

After the chat with the user is over, the conversation does not necessarily end. The user naturally expects something from the brand through other channels, e-mail marketing being the most traditional and usual for him.

E-mail marketing

Email marketing is a direct communication technique with the customer by triggering massive emails to a specific contact list. With it it is possible to communicate with the public strategically in their inboxes and e-mail, whether through newsletters and thus establish a closer relationship with the public.

Take advantage of email marketing to convert more

Generating results using both strategies

Capturing information

Chatbot can be a great opportunity to capture new leads. Before starting the conversation with your client through the tool, personal information about the client can be asked, such as:

This information is rich and strengthens your business. So asking for them in the chat is a great strategy.

In addition, with them, they can be understood who are the people who are in contact with the brand, if they are already part of your customer base, if they were already among your leads or if they are new, making it easier and more effective direct more appropriate information to them.

Capturing interests during the conversation

If during the course of the conversation via chatbot, sales options are selected and the customer selects a product that is already configured to purchase, this can demonstrate an interest and an opportunity for conversion.

Nissan example

If the lead goes to a product page from the chatbot, select it and leave it in the shopping cart, it is a great opportunity to send newsletters.

The abandoned cart email marketing strategy is ideal for this type of scenario.

What to do after capturing the interest of the leads to end the chat?

Once the lead preferences are identified and the chat ends, the conversation with the public needs to continue and the best way to make this happen is email marketing.

There are a few ways to follow the conversation with the audience, but they depend on the topic of the conversation. There are some examples of email marketing topics to follow the conversation.

Contact record

As much as the conversation has been completed, the lead will feel comfortable with an e-mail record of what was said. Send an email to him thanking him for the contact, ask for the evaluation of the chat service, enjoy and send content related to the conversation they had.

This type of practice shows that in fact the brand thinks of the user as a unique individual and wants to follow a relationship with him.

Interest in a particular product

If an interest of the customer was identified that left his data in a certain product and he did not complete the purchase and left it in the shopping cart, use email marketing. Send him a newsletter with the product to help him remember. Depending on the case, a good strategy is to apply a special discount.

Identify your leads' interests

There are e-mail marketing tools that enable this type of sending, such as Mailify. With it it is possible to schedule the sending of automated emails and there is a special scenario made exclusively for an abandoned cart scenario, including even a template dedicated to this to make life easier for the platform user.


Using tools such as chatbot and e-mail marketing is essential for the relationship with customers and also for attracting new leads. Therefore, it is important to always include them in your marketing strategy.

Each of them has an ideal time to be used and integrating them changes the way in which the relationship with the user of your website is established.

Using the two techniques together is to think of a fluid conversation with the user in multichannels, thus building an increasingly strong relationship of trust with him.

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