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[Playbook] How to Use Recurring Notifications on Messenger to Build Long Term Customer Relationships That Drive Sales

60% of consumers prefer connecting with brands via messaging. But there’s no easy way to send regular message notifications to customers about topics they want to hear from brands. 

How can you overcome this challenge? With recurring notifications. 

Recurring Notifications is a powerful, new Messenger Platform feature for businesses to initiate ongoing messages with customers to build long term relationships that drive faster results. 

Download the playbook and learn how your business can use recurring notifications to increase customer engagement and sales. 

The key takeaways:

  • The rise of Messenger for engaging customers
  • The value of growing an audience on Messenger
  • How to grow your audience using entry points 
  • The opportunity of recurring notifications 
  • Recurring notifications use cases for brands on Messenger&Instagram 

Download the playbook

Why Messaging is a Strategic Priority

Overview

Loyal customers generate 10X more revenue in their lifetime. If a customer buys from you and never again returns to your page, there’s no real value there. It’s no surprise that brands are trying to find new ways to turn customers into frequent buyers. 

Today, people can easily contact a business on a number of platforms but have no easy way to receive regular updates about the topics they care about from that business. For brands, email marketing performance has continued to drop as new privacy updates auto-sort emails into secondary inboxes and spam filters.

Recurring notifications is a Messenger platform feature released by Meta, allowing businesses to send multiple messages to customers who have opted-in to receive them. The new feature enables to bridge the gap between one-time customers and loyal customers. 

This playbook is for marketers who want to reap the first-mover advantage of leveraging Meta’s recurring notifications feature on Messenger before the competitors enter the arena. 

Changing Digital Trends

The last few years have seen a strong shift towards a privacy-first world. Customers want to feel safe when shopping online. This means they don’t want to be tracked across sites, apps, and have their data sold to other businesses. 

Traditional communication and re-engagement  channels, such as email, social, display, and even SMS have seen steadily declining performance as a result.

Email offers some measure of personalization, but its effectiveness is drastically going down due to privacy updates.  Apple’s Mail Privacy protection gives users the option of hiding if and when they open marketing emails, resulting in inflated open rates. Google filters newsletters and doesn’t make available personal information, such as name, address and phone number. 

SMS is mainly used for one-way marketing blasts with limited functionality in terms of media types, and it doesn’t scale well globally for re-engagement. 

With the average person seeing up to 10,000 advertisements every single day, your customers have stopped paying attention to digital ads. 

These recent changes in digital trends make messaging channels more important than ever to grab attention and drive action.

The main benefits of messaging:

Personalized. Messaging enables you to humanize your digital customer experience with 1:1 conversations.

Instant. You can engage customers in real-time using an always-on channel to communicate.

Compliant. It offers a safe and private way to  communicate with customers in one-to-one conversations

The Rise of Messenger For Engaging Customers

Businesses know that their customers do everything on their phones, including connecting with brands. That’s why messaging on social channels is quickly becoming a major strategic marketing investment for brands. 

It’s official: customers prefer messaging over emails and phone calls. And 85% agree that interacting with a brand via messaging helps build strong relationships with a business. 

With over 1.3 billion active users, Messenger is becoming the biggest channel for engaging customers and driving conversions across all stages of the buyer journey. Brands use it to cut through the noise, minimize friction to purchase and reduce acquisition costs.

Marketers have woken up to the sales potential of Messenger. But many miss the opportunity to build long term relationships that get recurring value from these high intent audiences.

Key findings from the State of Social Conversational Commerce 2022 report show that messaging is the primary way customers want to communicate with a brand.

chart about engaging with a brand

Tactical Advice to Grow your Audience on Messenger

Growing an Audience on Messenger

Messaging channels, such as Messenger, unlock new opportunities for marketers to connect with their customers.

Messenger enables private, one-to-one conversations. As such, customers are more likely to share their data with businesses in a Messenger chat experience. This data can be turned into valuable insights, allowing businesses to build audiences with hyper-specific segments they can re-engage.

Entry points are various online and offline ways for customers to start a conversation with a business. Businesses can use these entry points to grow their audience on Messenger by engaging them at different points in the customer journey.

It’s crucial to actively grow your audience with entry points to get the most value from Messenger.

Entry points allow you to get more prospects into your bot and nurture them at every stage of your funnel. And the more high intent audience members you have, the more valuable your audience on Messenger is.

The best way to nurture people to become customers is by getting to know them and targeting them with topics that interest them.  

A Messenger bot is a creative way to capture customer insights at a time when data is becoming more and more protected since you can track every interaction as all insights are at the same place. Using data from conversations, you can get to know your prospects, segment your audience, and optimize your buyer journey. The result is a more personalized experience where customers feel they are receiving more relevant offers. 

You should use all entry points you can to bring people at every stage of your marketing funnel into a direct relationship with your brand so you can later engage and nurture them with recurring notifications.

recurring notifications on messenger customer journey

Paid Entry Points

Digital ad performance is going down. But what if you could invite prospects seeing your ad to talk to your brand and ask their questions directly in Messenger?

Paid entry points include click to Messenger ads on social, search and display that direct prospects into a one-to-one chat experience with a business on Messenger. 

53% of people have seen a click to Messenger ad and 61% made a purchase after clicking the ad.* 

The main benefit is that click to Messenger ads can be easily scaled and get you a massive reach on different platforms, enabling you to drive significant new traffic into your chatbot.

That’s why paid entry points are mostly used at the first stage of the marketing funnel to acquire new customers. Once these prospects click on the ad and opt-in, you can start nurturing them with recurring notifications. 

chart about click to messenger ad

Organic Entry Points

Organic entry points are free entry points to target prospects who are already searching for your products, or following your brand on social. As they might already have an intent to buy from you, it’s a great opportunity to help them move further down your funnel. 

Social Pages. Using a Messenger entry point (e.g., ‘Send Message’ button) on social pages is a free and efficient organic entry point, allowing you to send prospects into a one-to-one conversation with your brand via one click. 

organic entry points

Private Replies. You can trigger Messenger conversations from Facebook post comments and Facebook/Instagram live comments. Once a prospect comments on a post or live event, you can answer their questions in a one-to-one chat conversation. 

grow your audience image 2

Instagram Stories. You can insert a link sticker into your Instagram Stories and invite prospects to start a conversation with your brand in Messenger. You can later send them offers based on their preferences and answer any questions in real-time with an automated chat experience.

organic entry point instagram stories

Owned Entry Points

Owned entry points are the perfect opportunity to convert prospects who are already in their ‘ready to buy’ moments. And if customers don’t convert for the first time, they can be re-engaged and nurtured even after they leave your website.

Click to Chat URLs. Embed a Messenger entry point into any URL and display it on  landing pages, newsletters, email signatures and so on, to provide customers with the information they need in high intent moments.

recurring notifications on messenger playbook click to chat urls

Send to Messenger Plugin.  Using this entry point, you can enable consumers to opt-in to receive messages from a your business on Messenger. It’s a great way to convert website visitors into subscribers and frequent buyers.

click to messenger ads example

Checkbox Plugin. You can display a checkbox on landing pages, like a checkout page, that enables users to opt-in to receive messages from the business in Messenger. This allows you to build a relationship with prospects in high intent moments and follow up if they abandoned their cart.

owned entry point

Website Chat Plugin. Use website chat plugins on relevant landing pages, such as your homepage, to provide customers with helpful information in high intent moments

grow your audience messenger plugin

Offline Entry Point

Offline entry points allow businesses to invite customers from offline channels to directly chat with them on Messenger. Offline entry points can be placed on out-of-home advertising, such as product packaging, receipts, billboards, subway signs, and more. 

A QR code printed on product packaging, receipts, or other offline advertising makes it easier for people to connect with your business even when they are offline. Customers can simply scan your code to start a conversation with your business in Messenger. 

By displaying QR codes on out-of-home advertising, such as billboards and subway signs, you can benefit from a massive reach and exposure. This is the perfect opportunity to turn a traditionally non-active entry point (such as billboards) into an active entry point. 

The main benefit of QR codes is that they are super convenient and easy to use. Customers can easily scan the code to connect without having to enter a long product number into their device. And as we all know, a good customer experience drives purchase decisions. 

offline entry points

The value of building your audience on Messenger

Now you know what entry points you can use to grow your audience. But the value of building an audience on Messenger is often overlooked. It’s much more than just building better custom audiences for ads. The real value lies in building hyper-specific segments of audiences you can continuously engage and monetize on Messenger. 

How can you do that? 

First, get new prospects into your Messenger bot using the online and offline entry points we have just covered. 

Second, collect and analyze the declared data prospects shared directly with you in chat to identify customer preferences.

Third, use those customer insights to build hyper-specific audiences you can re-engage with recurring notifications about topics they’re interested in. For example, you can send them personalized offers based on their preferences. You can notify them about special discounts. You can hype them up about upcoming shopping events and product announcements.

How to grow your messaging audience on social:  

1. ACQUIRE & ENGAGE
Grow your messaging audience via paid ads, organic entry points, owned channels like website and email, and offline channels using QR codes.

2. AUTOMATE CHAT EXPERIENCE
After customers engage with entry points, chatbot guides purchase decisions by learning preferences and personalizing customer journeys real-time.

3. RE-ENGAGE & EXPAND
Every customer in the messaging app can now be segmented and retargeted personally with push notifications to drive ongoing value.

recurring notifications on messenger channel statistics

Opportunity of Recurring Notifications

What is Recurring Notifications

Recurring Notifications is a Messenger Platform feature that allows businesses to send multiple messages after the 24-hour window, including promotional messages, in Messenger to a customer who has opted-in to receive them. This makes it easy for people to keep in touch with a business over a period of time and allows businesses to nurture customer relationships that increase sales. 

Recurring notifications gets 50%* average opt-in rates to accelerate buying journeys and drive full-funnel results. 

The feature is an evolution of the current One-Time Notification feature, giving customers the control to opt-in and manage the frequency of notifications they receive and helping marketers to overcome the impact of decreasing email marketing and ad performance. 

Sending regular notification messages helps you keep customers engaged and update them about products they’ve shown interest in. It’s a great way to nurture them and remind them that you’re there and that you have something valuable to offer.

*Internal data from Meta based initial beta rollout

recurring notifications on messenger playbook opt-in experience

Key Benefits of Recurring Notifications

As customers opt-in to receive updates only on topics they care about, using recurring notifications,  brands can offer the ultimate personalized notifications experience for customers in their high intent moments. 

Compliant & Customer-Centric. People only receive notifications on topics they have shown interest in and have full control of their experience e.g frequency & stopping notifications. The notifications are one-to-one messages, sent in a private and safe way. 

Personalized. People provide their preferences on the topics, events, and offers they are interested in, to receive one-to-one notifications. Businesses only send users notifications that are relevant to their interest, increasing purchase frequency. 

Free of charge. Recurring notifications to opted-in people are free and enable brands to send unlimited messages to re-engage more efficiently and cost-effectively.  It’s low-hanging fruit, allowing businesses to get more organic leads while continuously targeting existing customers with offers free of charge. 

Use Cases for Brands

As e-commerce is growing at a tremendous rate, brands need to stand out from the crowd and attain a competitive advantage over their competitors. That’s why it’s essential to be a first mover and reap the benefits of being among the first companies that send recurring notifications to their customers. 

Promotions. Send recurring notifications on promotions to reward your most loyal buyers. Offer them early access to promotions, mentioning that you want to say thank you for their loyalty by giving them this exclusive offer.  Or send them a 20% special offer for signing up for your regular updates. Personalized offers are more likely to be redeemed and enable you to segment offers to generate more customer lifetime value.

Product Alerts. Customers who opt-in can be notified when your new products will be available on your website or application. They can opt-in to receive a reminder just a few minutes before your new product line goes live, ensuring that they don’t miss out on bestseller deals.

recurring notifications on messenger product alerts
recurring notifications on messenger promotions

Content Digests. Customers can opt-in for weekly or monthly content digests. Content digest notifications are valuable because instead of just one short message you can send a summary of recent news, informing your customers about upcoming events, promotions and product launches. Send a private reply to a Facebook comment asking about new products. Since they are already engaged with your brands, it’s a great opportunity to offer them to sign up for regular updates. 

Upcoming Events. You can send recurring notifications to invite customers to attend in-store or live shopping events. Once they sign up for the event, you can create hype around the event by following up with regular updates and reminders about the event. 

Services. Recurring notifications can be used to send service offers and service reminders to customers. It’s a great strategy to ensure customers keep using your application while you can upsell your products or services. 

recurring notifications feature

How to Get You Started

If you made it this far, you already know more about recurring notifications than 99% of marketers.

As an official global messaging partner with Meta, we’re happy to announce that recurring notifications is available on Spectrm’s platform, helping businesses turn their customers into frequent buyers.

Here’s how to get you started: 

WHAT IS REQUIRED.

To be eligible for the program, the following is required for advertisers:

Commitment to invest. Budget available for marketing platform and scaling a Messenger and/or IG campaign.

Executive buy-in. C-Level commitment to project, technical & advertisement support from your team.

Organic entry points. Leverage relevant touchpoints to scale organic volume along with paid entry points.

WHAT YOU WILL GET.

Best-in-class platform & support. Build on Spectrm’s all-in-one platform and launch fast with our experienced customer success team that has launched 100s of chatbots.

Zero party insights. Collect user preferences to inform rich segmentation and personalize notifications.

First mover advantage. Grow an audience and increase loyalty via Messaging before everyone else. 

Ad credits. Get bonus impressions and more clicks from Meta to support scaling your opt-in audience. 

Want to reap the benefit of being among the first companies that leverage recurring notifications?

Talk to a conversational marketing expert at Spectrm for free to review your use case.