5 Things Not To Do To Annoy Your Facebook Messenger Chatbot Subscribers

Are you annoying your Facebook messenger chatbot subscribers with these 5 things?

Annoyed subscribers = High unsubscribes & blocks!

In this article, I share the 5 things that you might be doing unknowingly that is actually annoying your subscribers.

#1: Stop Spamming Your Subscribers With Just Sales Messages

There are marketers who don’t understand the real purpose of Facebook messenger marketing. Facebook messenger marketing is not just there to sell. The idea that chatbots are only meant for selling has led to marketers spamming their subscribers with purely sales messages.

Facebook is always trying to protect their end users, which is why they watch out for metrics such as a high block rate (7% and up). Brands who tend to focus on just customer acquisition with Facebook messenger marketing and try to get people to buy, buy, buy… tend to have a high block rate, which results in their chatbots getting shut down by Facebook.

One of my favorite marketers, Ryan Deiss of Digital Marketer, has said “The bot acts as the filter and helps users direct down a conversion path. It is not there to sell to the user.”

I love how Larry Kim of MobileMonkey broke it down in this Tweet:

Larry Kim MobileMonkey

If ROI is the only thing you only want to measure and achieve, then Facebook ads would work better for you. Run your normal FB ads that send people straight to your landing page. Sending them to Facebook Messenger and immediately sending to your sales page makes no sense at all.

I’m not saying that you cannot sell through Facebook messenger. I do sell through Facebook messenger, my clients do sell through Facebook messenger. But you don’t want to hold messenger marketing to a ROI metric because there are so many more touch points to the channel and not all of them have measurable revenue.

Messenger chatbots

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#2: Sending Way Too Many Messages

Are you guilty of sending way too many messages to your messenger subscribers? What most people don’t realise is that messenger marketing is very different from email marketing.

With email marketing, marketers can get away with multiple emails a week because email marketing is not invasive. Most people don’t receive email notifications and it is also not a channel where they hang out and have personal conversations.

Messenger marketing, on the other hand, is a personal channel where people communicate with their family and friends. Many people also have the Facebook Messenger app installed on their phones with the notifications turned on, so imagine how intrusive it will get if their phones are getting blown up by your messenger chatbot multiple times a day or a week.

One thing you might want to test is the notification setting. You can set your notifications to just one notification regardless of how many messages there are in a broadcast, or a silent push notification, or no notification at all.

 

#3: Using Email Copywriting Instead Of Chatbot Copywriting

Ever seen those chatbot copy that just go on and on and on for paragraphs in ONE MESSAGE? One of the biggest mistakes that marketers make with messenger marketing is not realising that chatbot copywriting is very different from email copywriting.

Email marketing is all about long form, detailed copy. You often expect several paragraphs in one email with no action needed (except to click a link). However, with messenger marketing, think about the way that you are currently conversing with your family and friends on Facebook Messenger.

Are you sending out long paragraphs of copy, or are you sending short sentences with GIFs, stickers, audio clips and videos?

When you are crafting your message for your messenger chatbot, be aware not to copy and paste your email content into your messenger chatbot. Break them up into short little messages and use buttons, quick replies, GIFs, stickers, audio, video to create a conversation with your audience.

Here’s an example of a messenger message from a famous personality who should have broken his long message into shorter interactive messages.

 

#4: Check Your Default Reply

A default reply is basically an automated response that is sent when a user enters text that is outside of your bot setup. Depending on the situation, having the default reply turned on can result in an unpleasant situation with your subscriber.

You can turn off default reply or if you reply to them via the live chat section of ManyChat, it’ll turn on the 30 minute pause.

Default Reply Manychat

 

#5: You Make It Difficult To Unsubscribe

Since messenger marketing is still a relatively new marketing channel, people don’t realise that they are able to unsubscribe from your chatbot at any point just by typing “Stop” or “Unsubscribe”.

Brands who are afraid of people unsubscribing aren’t willing to educate their subscribers, but by doing so, they end up hurting their block rate as their subscribers end up muting their messages instead of unsubscribing. Don’t forget, Facebook is watching your block rate.

Messenger chatbot unsubscribe

The thing is, as a marketer you do not want to be afraid of people unsubscribing from your chatbot. Think of it as making sure only those who care about your business remains on your list. It’s not the list size that matters – it’s the quality.

 

Conclusion

Because Messenger marketing is still a relatively new marketing channel in 2019, as marketers we have to be more conscious of how we interact with our subscribers on this platform. Messenger marketing is conversational marketing and is so much more than just a sales platform.

5 most common messenger marketing mistakes

 

What do you think? Have you been making these 5 messenger marketing mistakes? Let me know your thoughts in the comments below.

Messenger chatbots

FREE ONLINE TRAINING:

HOW TO FILL UP YOUR COURSES, WEBINARS, AND DIARIES WITH FACEBOOK MESSENGER MARKETING

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