Twitter Direct Messages are a tough form of communication to do well. The sheer amount of rules set around sending good DMs can be overwhelming. But as with all forms of marketing, best practices are meant to be tested against what works best for your target audience. This is the story of Brian, the CEO and Co-founder of Slope, who used Socedo to test (and then break) some essential rules on DMs and got one of the best click-through rates we’ve ever seen.
Slope is a media collaboration and workflow platform for marketing and creative teams. They focus on making it easy to plan, collaborate, and execute on visual content, while also helping save time and money through more of an efficient workflow.
This startup company started using Socedo in order to launch themselves out to the public (and wrote a case study about it!). Their goal was to gain feedback, receive responses and most importantly get people to sign up to test out their product.
After almost a year of using Socedo and being delighted customers from their results. The one thing that astonished us most was the 31% click through rate Slope was receiving just by their DMs.
But how you may ask? Well, by simply breaking all the rules to what you would call a “typical DM message”.
Brian started out his first custom DM with a short, simple, and straight to the point message that stated:
Hey [First_Name], saw your tweets on content marketing! You may be interested in our private beta: http://goslope.com/
This message click through rate was 35%, response 16%, with 9% conversion rate. That is when Brian decided that he had to test out his A and B DM templates, until he got the best results and more conversions.
After 4 months of having a short and basic DM, Brian decided to add a little bit more personality into his DMs.
Building the Kingdom
Hey [First_Name], I’m Brian, Co-Founder of Slope. Our software product is in beta, and I think you’d be a great fit. We make it easy for marketing and creative teams to plan, collaborate, and execute on video projects. Would you be interested in trying it out? http://goslope.com/
This DM is 144 characters, longer than the usual preferred DM message of 140 characters and under. Brian introduced himself, stated what his business does, got personal and then asked for a call to action right to his link.
Most people would say this is too much, but his results spoke otherwise. His click through rate went up to 38%, response 33%, and increased conversions to 15%. So once again, Brian went back to his Socedo account, switched up his wording and kept optimizing.
The results for his current DM templates are what you call, a fear of missing out and definitely has sparked his target’s interest.
Hey [First_Name], I’m Brian, Co-Founder of Slope. Our content marketing software product is in beta, and I think you’d be a great fit. We make it easy for marketing and creative teams to plan, collaborate, and execute on visual content. Would you be interested in trying it out? http://goslope.com/
So when looking at this template, you maybe wonder what the difference is between this template and the one before this, and the answer is, not much. Depending on the target audience (marketing vs. video professionals), Brian makes minor changes to language, like “video marketing” to “content marketing”. The DM is still a bit lengthy, but the same exact call of action question towards the end still draws human interest. It makes you just question yourself, “well, why not?”. Slope’s continues to convert 12%-15% of website visitors from Socedo’s DMs.
“Testing out different DMs on Socedo taught me what worked and what didn’t work,” says Brian. “It helped me get a better feel for my target audience.”
So in the end, the basic rules of automated DMs are questioned and proven that there are many other ways in writing the perfect message for conversions. It’s all about trial and error in order to learn.
Slope’s Twitter account has grown from 0 to almost 10,000 followers, and has generated over 600 signups after using Socedo for almost a year now, so why not see if we can help your business grow too? Test out our free trial and customize your DMs!