One-Time Notification – How to follow up for Free with Facebook Messenger
As the subscription messages are going away Facebook comes up with a new message type that can help you reach your audience outside of the 24-hour window for free.
It’s a bit different from the other free messages that you can send out via a tag.
1. You can use it for promotional purposes
2. Users need to explicitly opt-in for receiving notification.
3. It’s a single message (hence the name), you can’t send more than one per request
So let’s take a quick look at when and how you can use One-time notifications.
Table of Contents
Here’s a video version of the article with a practical how-to setup of the One-Time Notification in ManyChat.
What can I use One-time Notification for?
There are many use cases, you can get really creative here. The only thing besides the general Facebook rules is that the user has to ‘opt-in’ for this notification. So you need to make it somewhat appealing, you cannot incentivize this notification sign up. But it can absolutely be promotional.
Examples by Facebook (official):
- Back in stock alerts
- Collection launches
- Concert tickets going on sale
- Price drop alerts
- Train tickets available for purchase
- CSAT surveys
Some other examples:
- Discount alert
- Birthday greetings
- Purchase/Deadline reminders
- Product feedback surveys
- New product variants
- Waiting lists
- Company news, updates in XY category
- Industry updates
- New Case Study notification
- New Video notification
- FB live notification
As all these types of messages need extra opt-in, make sure not to overwhelm the user and have them try to opt-in for 30 different messages in one sitting.
This is not for:
- After purchase events
- Event update notifications
- Account updates
- Customer Support
- Sensitive Information
- Unclear, Spammy, Confusing or Misleading messages
Example by Facebook for the opt-in and the actual notification.
How to apply for One-Time Notification permission?
The application process is really straightforward when it comes to the One-time Notification.
Just go to your page’s settings (top right), then choose Advanced Messaging from the middle of the list
You can also just use one of these links below by replacing the page name to yours. Personal and business version:
Then just scroll down till you see the One-Time Notification option, click on the request button and confirm the pop-up message.
Then you’ll receive the following text and a confirm option. Just hit confirm.
The One-Time Notification feature is a “Beta Product” for the purposes of the Facebook Beta Product Testing Terms, which includes the Facebook Terms of Service and other online terms, the terms of which are hereby incorporated by reference (the “Testing Terms”). By clicking “Request” below, you (1) agree to the Facebook Platform Policy, (2) agree to the Testing Terms and shall cause any developer accessing the Beta Product on your or your Page’s behalf to agree to and comply with the Testing Terms and (3) represent and warrant that you have authority to agree to the Testing Terms on behalf of the Page owner that is accessing the Beta Product.
That’s it. No extra approval or waiting time as of now. At least, there wasn’t any for me nor anyone I know. This might change in the future. Also, they can take away this ability from your page should you not comply with the rules.
User’s Permission for the One-Time Notification
This is the most critical part of the equation.
How? When? How many? What for?
As of now, this is very new and we’re all still just trying to figure out how to go about it.
It is 100% permission marketing. You ask for quick permission and proceed in the future whenever it’s relevant.
Somewhat similar to the 2-step Facebook posts, when people say, they are preparing something, and ask for a comment if anyone’s interested.
Of course, some of the opt-ins are a bit more straightforward than others.
People who are willing to buy a product now are most likely ready to request notification for when it will be available. But gaining permission for sending out a survey can be a bit more challenging.
It’s highly individual, what and when a business should offer, so I’m not going to detail that.
Generally, you want the user to have a good customer experience. The question should make sense at the time you ask it.
This is a different message type than a normal text. Think about it as a separate category, such as a gallery card or image for example.
As of now, this permission can only be granted inside Messenger. The ‘Notify Me’ button cannot be changed and it will appear in the user’s language (similarly to the ‘Get Started’ button). Facebook also attaches some extra text to your original text. You can see the English version in the picture above. As these texts can lead to extra confusion, you might want to already want to inform the user before sending this block.
So what’s in your control?
- The message (‘title’) (up to 65 characters)
- What happens after the user clicks ‘Notify Me’
Facebook considers a notification as a topic, ManyChat uses that word as well. Different chatbot builders might have different naming, make sure to use it accordingly. Regardless of the original label, you might want to save this information in the form of a tag or custom field/variable as well. That way you can more easily create audiences, learn from your data, etc.
Depending on your business, you might end up having many different OTNs, so make sure to name them properly. The last thing you want to happen is to mess up the notifications.
Ideally, you provide a quick confirmation about the opt-in as well, not just go silent like the examples by Facebook…
Sending out the requested notification
Whenever it’s relevant, you’ll send the notification to the users who opted in.
Make sure the targeting is accurate otherwise the message won’t be sent/your page risks getting restrictions.
You’re strictly limited to 1 type of message here. This can be a text, a card or an image for example.
Sending this message might be manual (for example, you send out a notification about going live on FB) or completely automatic (for example item available again).
Whenever the user engages with that message, they’ll restart the 24-hour window.
That means, that you can follow-up for free in the next 24 hours.
That way you can deliver whatever you’ve promised in the first place (eg. the new product), and provide another opt-in option for a new One-Time Notification (such as the next FB live) or anything else you want to send.
That way, you can keep on sending new notifications. Once the user stops opting-in, you’d need to reengage with sponsored messages or some other channels (Email, SMS, Facebook etc.).
I’m going to do a Facebook live on this topic next week and going to answer questions that you might have regarding the upcoming changes in March.
Click here or on the button below to get notified on time.
I’ll also cover this topic in great detail in my program, Bot Mastery.
If you have any questions, comments, feel free to comment below.