If there’s one thing we think we know about Messenger bots, it’s that retention sucks. In other words, people leave just as fast as they come in, meaning it’s hard to build a consistent audience.
Think 4% D7 retention.
That’s four out of 100 people sticking for more than just one week.
In fact, just this past March I told Botscamp attendees that really good chatbots had 10% retention, and the very best of the best entertainment bots — think movies, music, celeb gossip — achieved a 57% user retention rate. That’s not bad … but the 4% average is scary-looking for CMOs and marketers considering bots as a form of customer engagement.
Just last week, however, I saw data from one brand’s chatbot with a stunning 83.61% week-one retention rate, and a still-very-good 46.62% at week four.
And the bot isn’t even a very smart one.
At least, not yet.