MESSENGER API

Nissan Turkey

Scaling up subscriber volumes to deliver ongoing, targeted messaging to generate more sales leads

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Nissan Turkey

Brand

MessageGate

Partner

SUCCESS STORY

Nissan Turkey engages customers, increases sales leads and reduces operating costs with Messenger, delivering more relevant personalized messaging to opted-in customers with Recurring Notifications.

98%

message open rate through Recurring Notifications

38%

opt-in rate for Recurring Notifications

50%

decrease in cost per lead with Ads that Click to Messenger and Recurring Notifications compared to SMS

70%

decrease in cost per lead with Ads that Click to Messenger and Recurring Notifications compared to email

Results are unique and are provided by the featured business. Success story results will vary, as they depend on a variety of factors.

THEIR STORY

Quality, affordable cars

Nissan Turkey is a well-known automotive sales and service provider in Turkey. As an RBU of the Nissan Motor Company, the company is known for its leadership in crossovers manufacturing and EV pioneering. Nissan lineup in Turkey includes Nissan Qashqai and Nissan X-Trail equipped with e-POWER or with mild hybrid technology and also Nissan Juke.

THEIR GOAL

Driving sustained customer engagement

To continuously engage customers throughout the car buying process and cultivate sales leads, Nissan Turkey needed clearer insights into customer interests. The company wanted a communications channel that would help engage and better understand customers while sharing quality messages tailored to people’s individual preferences.

THEIR SOLUTION

Revving up Recurring Notifications

Buying a new car takes a lot of time and research. Every day, people across Turkey enter Nissan Turkey showrooms or the Nissan website for information that will let them find their ideal car.

To keep in touch with potential customers, Nissan Turkey relied on email campaigns and SMS messaging to deliver product updates and promotions. However, one-sided communication channels didn’t allow customers to respond directly, limiting the company’s ability to understand the kinds of models and features that truly piqued customer interests.

While looking at communications channels, Nissan Turkey found that Messenger was widely adopted among its customer base. Working with conversational messaging solutions provider MessageGate, Nissan Turkey launched an Ads that Click to Messenger campaign and implemented Recurring Notifications to drive ongoing customer engagement.

Ads that Click to Messenger provide an easy, efficient way for Nissan Turkey to reach large volumes of customers while cultivating regular subscribers to marketing updates. After a customer accesses a Messenger virtual assistant via Ads that Click to Messenger, they’re asked to opt in to Recurring Notifications to get ongoing marketing messages. Using the virtual assistant, customers can explore menu options focused on different cars and services. The virtual assistant follows a customer’s interests and requests, guiding them through details about models like Juke, Qashqai, or Micra.

As Nissan Turkey gains clearer insights into the specific car, features, and pricing a customer’s interested in, it links those preferences to a scalable database of customers who are excited to receive updates about products, financing, and marketing content relevant to their interests through ongoing Recurring Notifications.

“Recurring Notifications helps generate leads by creating a seamless, interactive way for us to connect with customers. With a 38 percent opt-in rate for Recurring Notifications, more customers enjoy high-quality, consistent interactions throughout their entire car-buying journey,” says Müge Batmaz, Customer Experience & Digital Communication Supervisor, Nissan Turkey.

Nissan delivers engaging content to customers subscribing to Recurring
Conversational messaging allows customers to learn more about their vehicle of interest

Even if a customer isn’t ready to buy a car when they first interact with the virtual assistant, opening a subsequent notification that a certain feature is now available might help them decide that it’s the right time to take a test drive. “Through the speed and convenience of Recurring Notifications on Messenger, we achieved a message open rate of 98 percent,” says Batmaz.

Encouraging customers to opt in to Recurring Notifications with Ads that Click to Messenger is driving an increase in overall customer engagement. “Using Recurring Notifications, Nissan Turkey started over 7,000 conversations with customers, compared to only 600 conversations initiated through other campaigns,” says Samet Ceneli, Customer Success Manager, MessageGate.

Delivering updates and promotions on a regular basis through the combination of Ads that Click to Messenger and Recurring Notifications allows Nissan Turkey to build ongoing relationships with customers with greater cost-effectiveness than other channels. With one consolidated channel, the company can spark greater brand awareness and loyalty while preemptively anticipating the kinds of follow-up information customers might want before making a purchase.

“Customers are more likely to engage with offers sent through Recurring Notifications than traditional channels like SMS and email,” says Batmaz. “Our cost per lead of using Ads that Click to Messenger with Recurring Notifications was 50 percent lower than email and 70 percent lower than SMS, reducing operational costs while encouraging more effective leads.”

Inspired by its success with the virtual assistant and Recurring Notifications, Nissan Turkey plans to take a similar approach with other channels, like Instagram.

“Through our Ads that Click to Messenger and Recurring Notifications campaign, we’re proactively engaging customers with more immediate, personal interactions,” says Batmaz.

THEIR SUCCESS

High open rates, lower costs per lead

When Nissan Turkey launches a virtual assistant and encourages customers to opt in to Recurring Notifications through Ads that Click to Messenger, the company sees high message open rates while decreasing the costs per lead over other channels.

  • 98% message open rate through Recurring Notifications
  • 38% opt-in rate for Recurring Notifications
  • 50% decrease in cost per lead with Ads that Click to Messenger and Recurring Notifications compared to SMS
  • 70% decrease in cost per lead with Ads that Click to Messenger and Recurring Notifications compared to email
Results are unique and are provided by the featured business. Success story results will vary, as they depend on a variety of factors.

The combination of our virtual assistant in Messenger and Recurring Notifications helps generate leads by creating a seamless, interactive way for us to connect with customers. With a 38 percent opt-in rate for Recurring Notifications, more customers enjoy high-quality, consistent interactions throughout their entire car-buying journey. Through the speed and convenience of Recurring Notifications, we achieved a message open rate of 98 percent.

Müge Batmaz

Customer Experience & Digital Communication Supervisor, Nissan Turkey

Customers are more likely to engage with offers sent through Recurring Notifications than traditional channels like SMS and email. Our cost per lead of using Ads that Click to Messenger and Recurring Notifications was 50 percent lower than email and 70 percent lower than SMS, reducing operational costs while encouraging more effective leads.

Müge Batmaz

Customer Experience & Digital Communication Supervisor, Nissan Turkey

PRODUCTS USED

Messenger Solutions

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