Sponsored Messages 101: A Complete Guide to Reengaging Chatbot Subscribers


You’ve most likely heard that it’s cheaper to retain current prospects than it’s to acquire new ones. However do you know that the identical goes for chatbot subscribers? It’s worthwhile to concentrate on nurturing those you’ve gotten, not simply consider getting extra. 🤖 Why?

Your subscriber record is a goldmine that deserves your consideration and your advert {dollars} as a result of these customers have already interacted along with your model through chatbot. They’ve already proven curiosity in your corporation. You’ve already obtained a conversational relationship going with them. They’re ultimate candidates for you to reengage and transfer down the funnel.

And what’s the easiest way to reengage inactive bot subscribers—to reactivate these priceless leads successfully and affordably? Fb’s sponsored messages. ✨

That will help you grasp this Fb advert kind, we’re going to:

  • bust some widespread myths about sponsored messages
  • train you precisely how to set them up
  • share essential suggestions plus a brand-new instrument to assist you to maximize your ROAS

Earlier than we dig in to how to use sponsored messages in Messenger, let’s get acquainted with precisely what they’re.

  • Sort of content material: No matter you need (inside Fb’s Group Requirements)! That is your probability to ship promotional content material outdoors the 24-hour normal messaging window.
  • Format: This advert kind permits you to ship a single message of 300 characters—both textual content solely or textual content + picture. Which means no movies, gallery plugins, and so forth. Nevertheless, sponsored messages can embrace both fast replies (up to 11) or buttons (up to three), so you’ll be able to hyperlink to bot blocks or URLs there. Fb additionally permits personalization of the message textual content. You’ll be able to add the person’s first title, final title, or full title.
Facebook sponsored messages
  • The place they seem: Not like different Fb adverts, you’ll be able to’t select the location of sponsored messages. They solely seem in a person’s Messenger inbox as a brand new message—not on their Fb Information Feed or in columns.
  • When you’ll be able to ship them: Actually any time. That’s the wonder! Fb’s 24-hour normal messaging window doesn’t apply to sponsored messages.
  • Who you’ll be able to ship them to: Sponsored messages are just for reengaging inactive bot subscribers (that means those that have interacted along with your bot prior to now 12 months, however not within the final 24 hours). They’re not meant for gaining new subscribers (however these different advert sorts are!).
  • What the person sees: A push notification that leads them to your message of their Messenger inbox. Fb will robotically embrace small textual content that claims Sponsored Message, which the person will solely see as soon as they’ve opened it.
Facebook sponsored messages
  • They get seen. 👀 If a person will get 20 messages a day from companies making an attempt to promote them one thing, they’ll received’t listen to any of them. And what’s worse—they’ll be turned off from listening to from companies on this channel in any respect. But when they obtain a single, value-adding message that’s personally related and fascinating to them, they’ll be receptive. It’s just like the boy who cried wolf: If individuals hear out of your model too usually, they finally received’t pay a lot consideration to something you say, even when it’s necessary. Sponsored messages price cash to encourage manufacturers to respect a person’s inbox and solely ship their most necessary, fascinating content material this fashion.
  • They’re reasonably priced. 💰 Opposite to standard perception, sponsored message adverts are an economical manner to contact subscribers. They price a lot lower than different advert sorts. The truth is, they’re about on par with what SMS-providers cost per textual content message—lower than one cent every. Check out the outcomes we obtained in our personal sponsored-message marketing campaign: $9.19 spent to ship 1,136 messages. Of those, we had been in a position to restart 282 conversations, which comes out to $.03 every.
Facebook sponsored messages
  • They’re particularly highly effective within the post-policy modifications period. 📝 On March 4, 2020, Fb modified their insurance policies to guarantee Messenger continues to be a priceless, non-spammy channel for customers. Sponsored messages on Fb are a foolproof manner to proceed to nurture subscriber relationships, even in mild of those modifications.
  • They stick round. 📍If a person scrolls previous a Information Feed advert, it’s gone. If a person receives a Messenger advert, nonetheless, it stays of their Messenger inbox. So in the event that they get distracted and overlook about your sponsored message or need to look into it later, it’ll be ready for them there.

Put effort and time into creating sponsored message adverts that might be actually priceless and fascinating to your subscribers. Situation customers into trying ahead to your messages, to at all times opening them, as a result of they know they’re going to discover one thing good inside. Use sponsored messages with this technique in thoughts, and Messenger will at all times be a extremely priceless channel to your model.

That stated, you’ll be able to create a sponsored message for any purpose you want. The most well-liked use circumstances are for provides/promotions, enterprise updates, or for getting customers to decide up the place they left off on one thing. Listed below are just a few examples:

🏡 A realtor in search of leads might ship one to reengage potential residence consumers who began however didn’t full a questionnaire about the kind of home they’re searching for.

👠 An ecommerce clothes model might goal feminine customers with a message in regards to the new bikini assortment they only launched, or a seasonal sale they’re operating on ladies’s footwear.

🧘🏻 A meditation app might ship a drip marketing campaign of sponsored messages to new customers, offering suggestions and checking in on their progress two, 5, and ten days after they join.

💅🏼 An ecommerce magnificence model might ship one with a coupon code to all new subscribers every week after their first interplay.

💙 A nonprofit might ship one to share particulars about their newest fundraising occasion, and provide subscribers early-bird entry to buy tickets.

📚  An creator might ship one asserting the discharge date for his or her latest guide, and embrace a hyperlink the place subscribers can pre-order.

We’re constructing an answer that’ll assist you to to ship these Messenger adverts simply, proper out of your Chatfuel dashboard. 🤩 (It’ll be out later this spring; get updates in our group.)

Till then, you’ll can do all of it in Fb Adverts Supervisor. Comply with these steps:

  1. Sign up to Adverts Supervisor. Click on Create Advert.
  2. Within the Consideration part, select Messages.
  3. Give you a marketing campaign title and click on Proceed.
  4. Underneath Message Vacation spot, choose Messenger.
  5. Use the drop-down menu beneath Messenger to select Sponsored Messages, then choose the precise Fb web page.
  6. Within the Viewers part, both Create a New Viewers or Use a Saved Viewers. (We’ll cowl extra on concentrating on in a later part 👇🏻)
  7. For Placements, your solely possibility might be Messenger, so no motion is required right here.
  8. Set a finances and schedule for the advert.
  9. Choose the format in Message Setup: Textual content Solely or Textual content & Picture.
  10. Sort your message (300 character restrict) and add a photograph if desired (Fb recommends 1200 x 628 pixels).
  11. You’ll be able to add fast replies (up to 11) or buttons (up to three) to your message beneath Buyer Actions, and hyperlink them to URLs or bot blocks.
  12. Complete your advert and click on Verify.
  13. Lastly, click on Place Order to ship and begin monitoring your sponsored message.

Get acquainted with these factors earlier than you begin sending this kind of Messenger advert.

Pay attention to Fb’s timing. ⏳

From Fb: “Most sponsored messages are delivered inside 24 hours of marketing campaign begin, however we advocate advertisers run sponsored messages campaigns for no less than 5 days to maximize supply.” So in order for you to ship a sponsored message that accommodates one thing pressing (a short-term sale, a code that expires in just a few hours, emergency info, and so forth.), know that it could not attain all customers in time.

Encourage engagement. 🙋🏼‍♀️

If a subscriber engages along with your sponsored message in a manner that Fb counts as an interplay, the 24-hour contact window reopens! From there, you’ll have 24 hours to ship promotional content material without cost.
The next depend as interactions on this context, in accordance to Fb:

  • Person sends a message to the web page
  • Person clicks a call-to-action button like Get Began inside a Messenger dialog
  • Person reacts to a message. See Replies and Reactions

Which means it’s in your finest curiosity to create attractive sponsored messages that get subscribers to take motion. Hold that in thoughts when designing your copy and picture. Strive utilizing Fb’s native A/B testing possibility in Adverts Supervisor to check totally different parts of your sponsored messages and see which get probably the most interactions. You can even use Chatfuel’s A/B Testing plugin to optimize the bot move that the person is led to as soon as they have interaction with the message.

tips for sending effective sponsored messages

Make unsubscribing straightforward. 👋

The buyer Messenger-bot subscriber is at all times proper. In the event that they resolve they don’t need to obtain messages from you anymore, you’ve obtained to honor their needs! If not, Fb can droop all messaging talents to your web page. (Plus, it makes you appear spammy, and this lack of care might nicely flip the subscriber off out of your model perpetually.)

Don’t strive to trick or confuse your subscribers into staying in your record. Messenger is about personalised communication and relationship constructing with prospects, not forcing your content material on those that don’t need it. Make the choice to unsubscribe straightforward and apparent. The only manner to do it’s to make this considered one of your sponsored message’s buttons or fast reply choices. Have it direct to a block that modifications their subscription standing attribute to unsubscribed.

Exclude those that needs to be excluded. 🙅🏼‍♀️

After all, as soon as somebody unsubscribes, you’ve obtained to be sure to exclude them from future sponsored messages! You additionally don’t need to waste cash sending sponsored messages to customers who nonetheless fall inside the 24-hour window (becauseyou can message them without cost). Discover out how to exclude these segments. (You’ll want to do it each time you ship a brand new sponsored message to be sure your viewers knowledge is up to date. Fortunately, it is a cinch thanks to our new Section Sync function, which we cowl under.)

To know the way this Fb advert kind is performing for you, you’ve to to communicate the language. Listed below are the definitions for key sponsored-message metrics, taken instantly from Fb:

  • Messenger Replies: The variety of messaging replies that folks despatched to your corporation from Fb Messenger, attributed to your adverts.
  • Messaging Conversations Began: The variety of occasions individuals began messaging your corporation after no less than 7 days of inactivity, attributed to your adverts.
  • Messaging Connections: The variety of individuals your Web page can ship messages to.
  • New Blocked Messaging Connections: The variety of occasions that folks blocked a messaging reference to your corporation, attributed to your adverts.
  • Value Per Messaging Dialog Began: The common price for every messaging dialog began. This metric is calculated as the full quantity spent divided by the variety of messaging conversations began.

Folks reached would be the complete variety of customers your message was despatched to. Messaging Conversations Began might be those that not solely opened your sponsored message, however took a qualifying motion on it to proceed the dialog and reopen the 24-hour window. So the price per result’s how a lot you spent in complete divided by the Messaging Conversations Began—in different phrases, the price for every restarted dialog, not for every sponsored message despatched.

The entire thought behind Messenger advertising is to present related, personalised info to customers, as an alternative of simply directing a stream of generic gross sales pitches on the plenty. Detailed concentrating on ensures your subscribers get updates solely on subjects they’ll care about. That’s why you must rigorously goal every sponsored message you ship, as an alternative of pushing them out to all subscribers by default.

Excellent news: Chatfuel Professional customers and Premium Company purchasers have entry to a brand new instrument that may assist you to goal your sponsored messages much more simply. No extra downloading and formatting CSV recordsdata and importing them to Adverts Supervisor. 😎 (Free customers: Improve now to get entry!)

Introducing our new plugin, Section Sync. 🎊 Right here’s the way it works:

  1. Go to the Chatfuel Folks tab and create a phase to your sponsored message. For instance, you would make a phase of:

       a. subscribers who informed your bot they had been fascinated with X kind of merchandise, so you should use a sponsored message to announce a associated new assortment

       b. solely subscribers positioned within the US, so you’ll be able to promote a Fourth of July sale

       c. customers who turned subscribers within the final week, so you’ll be able to ship a coupon code to welcome them

improve performance of your sponsored messages

2. Then, click on the blue Sync Segments button on the high of your display.

improve performance of your sponsored messages

3. Within the pop-up window, you’ll grant permissions and choose your advert account.

4. Any segments you’ve created will then seem there. Merely hit the ▶️ button subsequent to the phase(s) you need to sync to Fb Adverts Supervisor. You’ll have the ability to create a customized viewers in Fb inside one hour of a profitable sync! Then, discover your customized audiences in Adverts Supervisor by this title: Chatfuel – <your web page title> – <phase title>

improve performance of your sponsored messages

💡 Word: Fb says: Your Web page will need to have sufficient current conversations to create sponsored messages by way of a customized viewers. If Adverts Supervisor received’t allow you to create a customized viewers, chances are you’ll want to develop your viewers first.

➕ BONUS: We lately rolled out one other Professional function known as Sync Analytics Occasions to Fb. It allows you to observe person exercise in your bot, reminiscent of what number of subscribers clicked a sure button or considered a sure message. This plugin will ship that knowledge to Adverts Supervisor so you should use it to create customized audiences to your sponsored messages. It’ll be prepared to use for this objective as soon as Fb rolls out their assist of all of the Commonplace occasions over the following six months. Keep tuned!

Achieve most worth out of your bot subscribers 💰

For those who’ve already obtained bot subscribers, you’ve already obtained people who find themselves fascinated with your model in a roundabout way. Use sponsored messages to reengage these customers and get them to convert!

Get particulars on utilizing a chatbot to get extra conversions, or learn the way to create the opposite hottest advert kind for Messenger bots. Have questions? Get recommendation from different bot builders in our group, or attain out to staff@chatfuel.com for assist.

Prepared to take your corporation to the following degree?



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