I. Marketing Message Introduction

Meta has launched a new paid messaging solution for Messenger (Messenger Marketing Messaging), which allows businesses to initiate Messenger chats to re-engage and retain interested customers, thereby increasing engagement and driving sales.

Messenger marketing message features

Break free from the 24-hour limit and reconnect with customers at any time.
It has comprehensive coverage, supporting sending messages not only to users on the homepage but also to users who haven't chatted.
Pay per message delivery, with data trackable through advertising platforms.

II. Guidelines for Sending Marketing Messages

1. Integrate homepage and advertising accounts through a portfolio of business assets.

Messenger marketing message costs will be deducted from the advertising account linked to your homepage. You can view the cost details for each marketing message campaign in the Meta advertising management platform!

(1) Authorize the homepage through the Meta Business Management Platform

In the integration, select the Messenager channel, click "Authorize Facebook Page," and then select "Authorize Page Information through Meta Business Management Platform." A pop-up window will then display the Meta Enterprise Authorization Page.

(2) Portfolio of authorized business assets

After logging into your Facebook account, click Continue, select the page where you want to send marketing messages, and the advertising account to use for payment.

2. Prepare marketing messages for the target audience.

2.1 Send marketing messages to homepage users

To send marketing messages to customers you've already communicated with, you must first obtain their permission by sending a subscription message via Messenger. Once the user agrees, you can send the marketing message via Messenger.

Once a user subscribes to a message type on a specific topic, the merchant can only send marketing messages related to that topic (for example, if a user subscribes to product updates, the marketing message will be "product updates").

(1) Create subscription templates and marketing templates

In the marketing module, click to enter the messaging templates, select the Messenger template, and click Create New Template.

When selecting a subscription template as the template type, fill in the template name, template title, image, and select the subscription type button on the template creation page. Note that the template name will be set to the subscription topic by default, and users will be able to view the topic content when the subscription template is sent.

(2) Send subscription template to obtain user permission

In the bulk messaging section, click "Create Messenger Channel Bulk Messaging Plan," select a subscription template, then choose the public page to send to, the corresponding subscription template, and the users under the page, and confirm the send. After successful sending, the user subscription status will be displayed in the bulk messaging insights.

2.2 Sending marketing messages to Facebook users who haven't chatted with them

Customers whose phone numbers or email addresses have been obtained but who have not communicated with each other on Messenger can be targeted with marketing messages through a custom ad audience. Meta will automatically match these users with Facebook users based on their phone numbers and email addresses to send messages.

(1) Select Customer Data Import Custom Audience in SaleSmartly

In the customer list, select target customer data with email addresses or mobile phone numbers (customers from different channels can be uploaded). Click "Create Custom Audience" in batch operations. In the audience creation pop-up window, select "Marketing Message Audience," then select the ad account, homepage (from business asset authorization), audience package name, and audience description. After adding, click "Create." Once the submission is complete, a notification will appear in the task center indicating that the submission is finished.

(2) Select to upload external data to the advertising platform and customize the audience.

In the customer list, click on "Custom Audience" and select "Import External Data" under "Add Audience". Download the template and import target customer data with email addresses or phone numbers. Select "Marketing Message Audience", then select the ad account, homepage (from business asset authorization), audience package name, and audience description. After adding, click "Create". Once the submission is complete, a notification will appear in the task center indicating that the submission is finished.

3. Create and send marketing messages

Sending marketing messages follows the same process as launching Meta ads: you first need to create a marketing message campaign, and then select the campaign, the marketing message template, and the target audience when sending the message!

The marketing message advertising system will be synchronized to the Meta advertising platform for subsequent data tracking and viewing!

3.1 Creating Marketing Message Ad Campaigns

Click on "Bulk Messaging" to enter the Messenger bulk messaging plan creation page. After selecting "Marketing Messages," click "Select Campaign." For the first time sending a marketing plan, you need to click "Create."

Once you have filled in the information in the campaign creation pop-up, you can create the campaign. After creation, according to the Meta Ads review mechanism, you will generally have to wait 30 minutes before you can use it.

3.2 Creating Marketing Message Templates

Click "Add" or create a Messenger template through the message template entry. Select "Marketing Template" as the template type. You need to select and associate a subscription template (after associating, you can send marketing messages to users who have already subscribed to the homepage). After selecting, fill in the template name, template title, and marketing content (content supports images + text + buttons) on the template creation page.

3.3 Sending Marketing Messages

After selecting the ad campaign and marketing message template in the bulk messaging plan, you can choose different audiences to send messages to. After submitting the audience selection, Meta will push messages according to the marketing message advertising mechanism.

Select Customer List Data: This will select subscribed users from the homepage of the corresponding campaign. Unsubscribed users cannot be sent messages.
Select Custom Audience: This will select the custom audience that has been reported by the ad account in the corresponding campaign. Due to Meta's official privacy restrictions, the specific user details of the mass messaging data for this audience cannot be viewed.

4. View marketing message data

In the report, go to Ads Analytics and click on Message Ads to view data on your marketing message ad campaigns. The data is shown below (it can also be viewed through the Meta Ads platform).

Messages Sent: The number of messages that the merchant has sent to users and successfully delivered. Some messages may not be delivered, for example, if the user's device is unavailable. This metric does not include messages delivered to Europe and Japan.
Read rate: Number of read messages divided by number of delivered messages. The system may not capture the read status of some messages, such as when the customer has read receipts disabled. This metric does not include messages sent to Europe and Japan.
Link Clicks: The number of times users click or tap within a marketing message, directing them to the advertiser's specified meta-based on-site or off-site target locations. This metric excludes messages sent to Europe, Argentina, Turkey, South Korea, and Japan.
Message link click-through rate: The percentage of messages delivered that received a link click out of the total number of messages delivered. This metric excludes messages sent to Europe, Argentina, Turkey, South Korea, and Japan.
CPC: Average cost per message link click. This metric excludes messages sent to Europe, Argentina, Turkey, South Korea, and Japan.
CPD: Average cost per delivered message
Spending Amount: The total amount spent on a messaging campaign, message group, or message throughout the entire campaign period.

Messenger Marketing Messages Guide (Beta)