Best Practices: Using Facebook Messenger Marketing for Ecommerce

Social media is an important component to most marketers’ media strategies. But 19 percent of marketers are still unclear on how to measure its effectiveness, according to a 2019 report from Buffer. For many, measuring social ROI remains a top concern.

One option for marketers is Facebook Messenger, which offers personalized and automated ecommerce campaigns. According to Facebook data, 53 percent of shoppers are more likely to make purchases from brands they are able to message directly, and 56 percent would rather use messenger tools to communicate with brands rather than speaking on the phone. But there are a few key best practices to consider ahead of a Messenger campaign, according to Multichannel Merchant.

First, make sure to receive consent to contact consumers via Messenger. An opt-in email with an engaging visual component will do the trick. Second, use Messenger to remind consumers of abandoned online shopping carts. A message, sent ideally within 12 hours, can prompt consumers to reconsider a purchase. Third, make sure that your copy is friendly and conversational as opposed to bot-like. Read on in Multichannel Merchant for more tips on making the right impression and a deeper dive into Messenger campaigns.