Messenger marketing changed ecommerce marketing. When Messenger launched as a marketing channel, it quickly became the most profitable channel in the toolbox of ecommerce marketers.
Facebook is making changes to its Messenger policies as of March 4th, 2020. Don’t feel stressed about it. Let me clear the air about these changes.
First and foremost: Facebook Messenger is still an outstanding, impactful channel for building relationships with customers, increasing LTV and growing your business. This policy change will not change that.
Starting from March 4th, 2020, Facebook’s Messenger Policy change will take effect, as you may have heard before. Read the full description from Facebook here.
What is the change?
The rule which is most commonly known as “24+1 hour rule” is changing to a 24-hour window. Previously, you could send promotional or non-promotional messages to subscribers within 24 hours of their last response. Once the window closed, there was one additional message that businesses could send.
As of March 4th, 2020 the ability to send subscribers promotional content outside the 24-hour window is no longer available.
Going forward, Subscription Messaging is only available for registered news outlets such as BBC or The New York Times.
What do these Messenger policy changes mean for you?
We’re releasing a few changes in your Recart account to ensure that your campaigns are 100% compliant with the new policies.
Abandoned Cart Messenger Campaigns
The default schedule of the Abandoned Cart Messenger Campaigns is changing to comply with the Standard Messaging policies.
As it’s only possible to message subscribers within 24 hours after their last interaction, the recommended schedule is:
- 1 hour
- 8 hours
- 23 hours
How to reach your subscribers outside the 24-hour window after the policy change
This is the most important part of this post. If you think that this policy change will deteriorate your results, I’m here to prove you wrong.
The most effective way to market to your Messenger subscribers is to use Sponsored Messages. It is an ad format that reaches your audience right in their Messenger inbox. It allows merchants to send conversational promotions with 8-60X ROAS. As user acquisition costs are going through the roof, Sponsored Messages are a marketer’s best friends to drive repeat purchases and build a loyal, engaged customer base.
Think of Sponsored Messages like your newsletter on steroids. As 90% of your target audience will open and engage with your message, it is easily going to be your most profitable ad campaign to date.