How To Article

Messenger Broadcast: How to Send a Facebook Messenger Broadcast

Stephanie Yap
Content Writer, Respond.io
July 13, 2022

Want to learn more about how you can use Facebook Messenger to send bulk messages? In this article, we’ll detail what a Facebook Messenger broadcast is, how it benefits businesses and the best way to use it. Lastly, we’ll also go through how to set up Messenger broadcasts with respond.io.

Facebook Messenger Broadcast vs Email Marketing: Which is Better?

Order notifications. Shipping updates. Product launches. Businesses have been relying on traditional channels like email to broadcast messages for these purposes.

Even though they’re the go-to method for sending mass messages, that doesn’t mean they’re effective in reaching or building a relationship with customers.

With email broadcasting, there’s a high chance that some contacts in your mailing list are not receiving your broadcasts as most major email providers filter out certain emails to the Junk or Spam folders.

Email also has a problem with a low open rate of only 15%. Irrelevant content, too frequent emails or spam, outdated email lists, time of delivery and content not optimized for mobile are some of the reasons that affect the open rate.

This is an image that describes the limitations of using email broadcasting. It has a lower open rate, there's issue with email filtering and lastly, emails are scattered, making it difficult to track conversation history. Instead of using email, try broadcast with FB and we'll explain how it works in detail below.
The downside of email broadcasting

Emails threads are often scattered, making it difficult to track conversation history for context. Oftentimes, customers forget to reply to all recipients, neglect to CC someone in the thread, or might not reply to the same email.

For example, if a customer sends a new email asking to follow up on a broadcast reply, the agent would need to go through multiple emails to find said conversation before responding.

So what can businesses do to improve this? They can pivot to instant messaging apps like Facebook Messenger to reach customers quickly and effectively. In the next section, we’ll introduce Facebook Messenger Broadcast and its benefits.

Why use Facebook Messenger Broadcast?

Launched in 2011, Facebook Messenger is one of the most popular chat apps with 1.3 billion monthly active users worldwide.

This messaging channel is especially popular in the United States due to its ability to integrate SMS into the app. This allows users to access both Messenger and text messages in one place, helping them to stay on top of their conversations.

This is an image that describes the benefits of using Facebook bulk message sender. High open rate: FB broadcasts have an average open rate of 80% as people spend more time checking messages on Messenger than email Bite-sized message: Offers short, easy-to-digest messages to get customers interested and engaged Immediate response: Provide real-time replies and is supported by automation features like instant replies so customers are never left hanging Follow up: Allows you to trace conversation history and have an overview of the contact’s profile with their information so that you can follow up easily on customers’ queries
The advantages of sending broadcast messages via Facebook Messenger

Here are some benefits of using Facebook Messenger Broadcast with a messaging inbox like respond.io:

  • High open rate: Facebook Messenger broadcasts have an average open rate of 80% as people spend more time checking messages on Messenger than on email
  • Bite-sized message: Offers short, easy-to-digest messages to get customers interested and engaged
  • Immediate response: Provides real-time replies and supports automation features like instant replies so customers are never left hanging
  • Follow-up: Allows you to trace conversation history and have an overview of the contact’s profile so that you can follow up easily on customers’ queries

In the section below, we’ll give you the lowdown on everything you should know about Facebook Messenger broadcasts.

Broadcast Facebook Messenger: What You Should Know

Interested to know more about Facebook Messenger broadcast but don’t know if it’s suitable for your business? We’ll detail everything you need to know to help you decide.

This is an image that describes the limitations of bulk facebook message. First, it does not support broadcasts. Secondly, it doesn't allow businesses to import contacts.
Things to note before you start using Messenger to broadcast

Unlike other messaging channels like Viber and WhatsApp, Facebook Page Inbox does not support broadcasts. Businesses need a messaging inbox like respond.io to send broadcast messages.

Facebook Messenger Broadcasts can only be sent to customers who have become your contacts on Facebook, not contacts from an imported list. To grow your Facebook contacts, get customers to send you the first message.

Click to Messenger ads and the Send Message call-to-action button on your Facebook Page both allow customers to start a conversation with you on Messenger with just a click.

Once they’ve sent you the first message, they are now your Contacts and you can start sending them broadcast messages using Message Tags. We’ll discuss Message Tags more in the next section.

Sending Broadcasts with Message Tags

To prevent businesses from spamming customers and to encourage prompt replies, Facebook implemented a 24-hour messaging window restriction. Once the messaging window closes, you can’t send the Contact any messages.

However, businesses can use Message Tags to send non-promotional messages to customers outside the 24-hour messaging window. There are four types of Facebook Message Tags:

  • Confirmed Event Update
  • Post-Purchase Update
  • Account Update
  • Human Agent
This is an image that describes how to broadcast message on messenger using message tags. there are 4 types of message tags: confirmed event update, post-purchase update, account update and human agent. businesses can use any one of these tags to send facebook blast.
Four types of Message Tags

With the Human Agent tag, you get to enjoy a 7-day messaging window instead of 24 hours, giving you additional time to respond to customers. The Human Agent tag is currently in Beta and is only available to selected businesses like respond.io.

The tag is especially useful for businesses with a longer sales cycle as salespeople would need more time to build a relationship, follow up with customers and answer their queries before closing the deal.

The support team can also benefit from this. A longer messaging window means they have more time to follow up on complex queries that could take days to solve.

While the Message Tag function is convenient for businesses, you also have to adhere to the Message Tag Rules, put in place to prevent customers from being spammed with unwanted messages. Violations may result in a broadcast ban by Facebook.

Now that you know how Message Tags work, let’s take a look at the dos and don’ts of sending Facebook Messenger broadcasts.

Best Practices for Sending Broadcasts

Here are a few best practices to help you get maximum engagement and results from your Messenger broadcast. Want to capture customers’ attention? Keep your messages short and straightforward to prevent customers from losing interest.

If your customers feel like they’re talking to a machine, they might leave the conversation. Make sure to personalize your messages to capture their interest.

This is an image that describes the best practices of broadcast facebook messenger. You want to keep your message short and simple to prevent customers from dropping out of the conversation. Personalisation is also important so that customers don't feel like they're talking to a machine. It's also important to segment your audience and only send relevant content to the group of customers that are interested in the content. Want to know how to send bulk messages on facebook? read on to find out the step by step.
Best practices for Facebook Messenger Broadcast

When sending out a broadcast, remember to only target interested or relevant customers as spamming could result in a Facebook ban. Customers may also block you, delete your message or leave them unopened, reducing your open rate.

One easy way to prevent this is to segment your audience. You can add tags based on their interests, purchase history and more to their contact profiles. This way, you can send targeted broadcast messages to them.

Now that we’ve listed down everything you need to know about Messenger Broadcast, let’s find out how to set it up using respond.io next.

How to Set Up Broadcast on Facebook Messenger with respond.io

Before you get started, you need to connect your Facebook Page to respond.io. Then, follow these steps to set up your Messenger Broadcast.

1. Click on Add Broadcast.

This is an image that describes the first step on how to broadcast on messenger. First, you need to click on Add Broadcast on the top left corner of the page.
Click on Add Broadcast on the top left of the page

2. Select Facebook Messenger as your Broadcast Channel.

This is an image that describes the second step on how do i send a broadcast message on facebook messenger. You have to select Facebook Messenger as your broadcast channel.
Select your Facebook Messenger account from the drop-down menu

3. Name your Broadcast.

This is an image that describes the third step to sending messenger blast. Now, you have to enter the name of your broadcast.
Enter the name of your broadcast in the field

4. Choose your Target Audience.

This is an image that describes the fourth step on how to send facebook messenger blast. Now, choose your target audience from the drop-down menu. There are 3 options: contacts with all of these tags, contacts with any of these tags and all contacts in the channel.
Select the type of audience you want to send your broadcast to in the drop-down menu

5. Select the type of Message Tag you’ll be using for this broadcast.

This is an image that describes the fifth step on how to send bulk messages on facebook. Next, select the type of message tag for your broadcast.
Select the appropriate Message Tag for your broadcast

Facebook Messenger Broadcast only allows text-based messages, so ensure the content is engaging to attract customers.

6. Schedule your Broadcast.

This is an image that describes the sixth step on how to send broadcast facebook messenger. Next, it's time for you to schedule your broadcast by selecting your preferred date and time.
Select the time and date that you want your broadcast to be sent

Alternatively, you can choose to send a test broadcast before you hit Send.

7. Check the status of your broadcast messages. You can view them in the Calendar or under Scheduled.

This is an image that describes the last step of how to send facebook bulk message sender. After sending or scheduling your broadcast, you can check the status of your broadcast by viewing it in Calendar or Scheduled.
Get an overview of all the broadcasts that you’ve sent and scheduled in the Calendar

In the Calendar, you get to see an overview of all past, present and upcoming broadcasts. In Scheduled, you will only see all upcoming broadcasts that have been scheduled. Here, you can edit, clone or delete a broadcast message.

We’ve covered everything you need to know about broadcasting a message with Facebook Messenger. With this information, you will be able to send your first Messenger Broadcast in no time.

Further Reading

Interested to learn more about how Facebook Messenger can benefit your business? Check out these articles below:

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