LINE Official Account Marketing in 2025: 8 Ways to Engage Members and Convert

Contents

4 key reasons to run a LINE Official Account
4 major benefits of running a LINE Official Account
8 ways to make your LINE Official Account a success

90.7% of Taiwan’s population uses the LINE messaging app, both individuals and businesses. That makes LINE one of the most popular and widely used messaging platforms in Taiwan. Over the past few years, however, iOS privacy changes have steadily eroded ad performance, and with cookies being phased out in 2024, businesses have been turning to LINE to manage their members. By connecting through the LINE API, they build deeper customer relationships, engage members and grow sales. This highlights the enormous potential of LINE Official Account marketing.

4 key reasons to run a LINE Official Account

A broad user base:
LINE has a huge user base in Taiwan, with a 90.7% usage rate, so LINE marketing can reach a wide pool of potential customers and raise brand awareness and visibility.
A direct communication channel:
A LINE Official Account (OA) gives businesses a platform to interact directly with customers. Through LINE OA, they can communicate in real time, provide customer service and answer questions, strengthening customer loyalty.
A diverse set of marketing tools:
LINE offers a range of marketing tools, such as LINE stickers, LINE Pay and LINE Ads, so businesses can run flexible marketing strategies and campaigns that fit their needs and goals.
Data analysis and performance measurement:
LINE provides detailed analytics. Businesses can analyze user behavior and engagement data to optimize their marketing strategy, monitor campaign performance in real time, and adjust and improve their strategy promptly.

4 major benefits of running a LINE Official Account

A dedicated private brand space:
LINE OA provides a dedicated brand space where businesses can build their image and brand on LINE, attract users’ attention and engage with members.
Convenient customer service:
LINE OA offers a variety of customer service tools, such as auto-reply messages and chatbots, helping businesses deliver more convenient and efficient service and raise customer satisfaction.
Customer management and marketing tools:
LINE OA provides customer management and marketing tools. Businesses can collect user data, analyze and manage customers through LINE OA, and run targeted campaigns with marketing tools to improve marketing results and conversion rates.
Diverse marketing methods and cross-platform integration
LINE Official Accounts offer many marketing tools and plug-in modules, and integrate through APIs with other platforms such as web, CRM, CDP and POS systems, improving overall marketing performance and member management efficiency.

Overall, running a LINE OA helps businesses build their brand image, increase customer loyalty, expand their customer base and grow sales. It is a highly effective marketing tool.

Everyone knows that LINE matters, yet after setting up a LINE Official Account, many businesses struggle to attract friends. Or their friend count stalls. Or, after running the account for a while, they have plenty of friends who never engage and gradually become inactive, while messages keep going out and messaging costs can’t be brought down effectively. Sound familiar?

marketing strategies, advertising campaigns, word markers

8 ways to make your LINE Official Account a success

ESi AIM integrates the full set of marketing tools LINE provides. Matching each stage of the marketing funnel and each functional goal, it helps you attract new customers, retain existing ones, activate precisely targeted member audiences, and effectively manage your company’s private traffic pool.

“Acquisition”: how to grow LINE OA friends fast
When a LINE Official Account is first set up, the main goals are usually to grow the friend count while keeping friends from blocking the account. At this stage, we can offer incentives that encourage people to join and keep the friend count growing. Common methods include:

◆ Free stickers
LINE stickers can give a brand massive exposure in a short time. But once new friends join, you need friend binding and tagging to enable segmented communication afterward.

◆Lucky draws
This is the most common and lowest-budget marketing method. Through lucky draws, businesses keep friends engaging with the LINE OA account, lowering the block rate and increasing the number of active users.

◆ LINE Points rewards LINE Points are easy to use and popular with consumers, and businesses also buy them as reward gifts. LINE Points incentives greatly increase consumers’ willingness to take part.
Typically, after running LINE for a while and reaching a certain number of friends, everyone hits a growth plateau. How do you break through it?
This is where an MGM (Member-Get-Member) campaign module helps. Existing friends invite their own friends and family to join the brand. Because the recommendation comes from someone they know, it is more persuasive than the brand’s own messaging. Combined with a reward mechanism, MGM generally delivers excellent viral friend growth.

◆ Add a “Share message” option to your everyday LINE push messages With the ESi AIM LINE API, you can add a “Share message” button action to everyday push messages. When friends receive a push message, they can share it with up to 10 friends in one tap, and they are automatically tagged, helping the brand identify friends who like to share and then invite them to become brand ambassadors.
Friends who receive a push can also tap the button to share the message with more people, so the brand’s message keeps spreading through their social circles and drives more conversions. You can also see the exact number of sharers and click details in the message performance report.
“LINE PNP notification messages”: cut SMS costs and turn customers into loyal fans
With LINE PNP notification messages, even if users haven’t added you as a friend, you can send LINE notification messages through your Official Account as long as you have the customer’s mobile number, delivering important notices to customers. A traditional SMS costs NT$0.8–2 per message, while a LINE notification message costs only NT$0.2. This saves SMS costs effectively and also guides customers to join your Official Account, increasing your friend count.
“High engagement, low blocking”: gamified marketing for efficient, satisfying engagement Typically, when friends are acquired through purchased stickers, the block rate is around 60%; without purchased stickers, it is around 40%. But the block rate is also closely tied to the content of your regular messages. Blocks usually rise on the day a message is sent. If a brand only talks about products and promotions, first the click-through rate drops, then the block rate rises. After sending each message, we should keep checking how it performed and then optimize the content. We recommend collecting user tags through simple Q&A messages once friends join the official channel, then sending segmented push content based on what each user is interested in. You can also use the survey module and quick-quiz module to increase engagement with friends, and use everyday activities to deliver brand and product messages. On average, compared with ordinary product promotions, messages with interactive games raise clicks by at least 2x.
“OMO omnichannel member management”: integrate online and offline for maximum synergy In the past, O2O meant only ordering online and picking up offline. Online and offline data were not integrated, which led to a poor shopping experience and made precise, personalized sales service impossible. “OMO” (Online Merge Offline) is a business model that merges two channels, the online store and physical stores. It starts from the person: it captures consumers’ online and offline purchase records and behavior, analyzes members’ preferences and needs, and uses marketing tools and methods to integrate all channels so that online and offline drive traffic to each other. The result is a seamless shopping experience that breaks down the line between online and offline, accelerates the merging of digital and physical, gives consumers a more refined shopping experience, and grows sales together.

How can we use LINE to achieve OMO?

Take a client example. Whenever a customer becomes a member, online or offline, they are invited to join the LINE Official Account as well. By binding their identity, they receive brand coupons that can be used both online and offline. Customers who order online can also be linked to a store staff member, who then receives a share of the revenue. This way, neither online nor offline teams need to worry about competing for customers, or resist the company’s digital transformation strategy out of fear of losing their own customers. The data shows that the total spend of OMO customers is 60% higher than that of single-channel customers, so don’t give up on OMO integration.
“Member tag data marketing”: a 360° view of consumers for personalized communication By recruiting new members, binding their personal identities, tagging them, collecting orders through a CDP and combining this with GA (Google Analytics), we get a clear 360° view of each consumer and can predict their next actions. We then set up an automated customer journey for each stage. Using system tagging, customer conversations, browsing and clicks, purchase records and data feedback, marketers can design more personalized messages and campaigns to keep up good communication with members, from acquiring new customers to retaining them, improving the company’s overall conversion and member management efficiency.
“Data analysis that improves results”: automated marketing workflows for better operations Based on member data flow analysis, launch personalized, automated marketing schedules, such as abandoned-cart reminders, reminders to use member shopping credit and bonus points, holiday greetings and reactivation of dormant customers. This strengthens personalized member management, increases brand loyalty and drives repeat purchases from existing customers.
“Segmented messages with no waste”: integrate business systems and filter audiences on multiple dimensions Beyond segmenting through everyday messages and menu tagging, you can connect internal systems such as POS, apps, CRM, CDP and member centers for multi-dimensional cross-filtering. Member tier, shopping credit, transaction points, upcoming tier changes or expiry dates and more can all serve as criteria for push messages. You can also combine this with email marketing (EDM) and SMS to reach members 360°, and insert personalized member parameters into messages to raise open rates.
“Membership cards that build brand affinity”: integrate membership cards to raise loyalty
The most important part of member management is maintaining long-term engagement, which brings steady, long-tail returns. To keep friends from blocking you, you can also integrate a member area where members can check their rewards and easily collect points anytime, anywhere. More personalized content builds customer loyalty, reduces blocking and extends customer lifetime value.

ESi AIM is an all-in-one LINE marketing platform. It offers lively solutions for running LINE and a clear picture of your friends, backed by in-depth data analysis, so you can grow friends more efficiently, avoid blocks and convert friends into real customers.

By providing comprehensive, real-time and personalized data, a CDP helps businesses adapt to the digital environment, improve operational efficiency, customer experience and competitiveness, and drive digital transformation.

Want more information about customer data platforms (CDPs) and how to get started? Visit our website now to learn more: CDP customer data platform

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