How to Use Facebook Messenger Chatbots to Build a List of Subscribers


You’ve often heard many online entrepreneurs say that “the money is in the list.”

This means that an engaged list of subscribers represents a money making asset for your business. The reason is that you can continue to market and sell your products to those who already know and trust your brand.

However, there are many ways to build a list of subscribers, and in this post, I want to show you how to use Facebook messenger chatbots to do just that.

But first, let’s talk about some of the drawbacks of e-mail marketing that many entrepreneurs experience today.

What’s Wrong with E-Mail Marketing?

Over the last five years, it has become more difficult to market via e-mail for many reasons.

  1. Open rates and click-through rates are way down as more and more prospects have grown fatigued.
  2. It’s simply not enough for your to create a PDF and a catchy headline and expect people to fork over their e-mail addresses. They know the drill, so often they’ll give you a fake address.
  3. No matter your lead magnet, the information can be found 1,000 times over for free on the Internet.
  4. The technical hurdles of having to build a landing page, an e-mail list, and an engaging e-mail sequence are sometime too hard to overcome for many people.

Facebook Chatbots vs. E-Mail Marketing

Using a Facebook chatbot gives you all of the benefits of an e-mail marketing campaign without some of the headaches. For example:

  1. Open rates for e-mail are somewhere in the 15-20%, whereas 90% of FB direct messages are opened and read.
  2. Click-through rates for e-mail tend to be in the 5-10% range if you are good whereas they can be as high as 60% if you know how to create a good FB message campaign.
  3. Chatbots do not require your prospects to enter their e-mail address. Once they engage with your bot, they automatically become a subscriber.
  4. Chatbots allow you to open a real conversation with your prospects using their smartphones, a device they carry and use nearly 24 / 7.
  5. Chatbot dialogues tend to be more personal and informal and more like a conversation because that’s what they are.
  6. Chatbot dialogues are easier to create because the messages are short and to the point.
  7. There is no need to create a landing page with a FB chatbot. A simple link will open a conversation with your prospects and make them a subscriber to your list.

How to Use Facebook Messenger Chatbots to Build a List of Subscribers

So let’s talk about how you can use Facebook Messenger Chatbots to build a list of engaged subscribers.

In a previous post I talked about chatbot platforms. These are the equivalent of e-mail autoresponders for the FB messenger world. A chatbot platform allows you to build a list of messenger subscribers.

What’s great is that building a list in a chatbot platform requires less friction than with an auto responder.

Basically, whenever anyone ENGAGES with your bot, whether through a link, button, form or live chat, they AUTOMATICALLY become a subscriber. There is no need for them to enter their e-mail address (and sometimes it’s fake anyway) or to confirm their subscription.

Thus, the key to building a list through Facebook messenger is to entice your prospects to engage with your FB chatbot.

Let’s look at some ways you can do that:

Comment to FB messenger – When someone leaves a comment on your Facebook post, your chatbot has the ability to respond and send out information to your prospect. Once this exchange is made, your prospect becomes a messenger subscriber.

In the above post, once a user leaves a comment and interacts with your bot, they will become a subscriber and receive the information they requested. Here is the bot’s response.

Note how the bot delivers exactly what the user wanted and more importantly, how it continues the engagement with another question.

Do you want accountability? This allows for further follow-up and even more relationship building.

Chatbot link – You can place chatbot links anywhere you can place text. This is a help link which opens up a live chat conversation with your prospects to ask questions. Test it out for yourself, but don’t worry, you can unsubscribe by typing “stop.”

Button – Like links, you can place buttons anywhere on your website pages which open a FB chatbot conversation with your prospects. You can see the example below in the right hand corner. Again, once a prospect engages with your bot, they become a subscriber.

Facebook Ad to FB Messenger

Another potentially big source of traffic (though it is paid) is creating a Facebook Ad that opens a FB Messenger conversation.

HubSpot post using the message to sign up feature on Facebook

Here again, once a prospect clicks on the “Sign Up” button in the ad, they become a subscriber with whom you can interact and build a relationship and to whom you can promote your product.

Chatbots Work in Building a List of Subscribers

Below you can see a list of subscriber stats from two campaigns HDR Button and MDC Button.

Note the number of subscribers, the open rates for the message and the click through rates. I have run similar campaigns using a landing page and an opt-in form requiring an e-mail which did not produce results anywhere close to this.

chatbot subscribers


Chatbots remove much of the friction associated with building a list of subscribers as with an e-mail opt-in form. They do not require your prospect to enter their e-mail. Even better, FB chatbots open up an instant line of communication with your prospects allowing you to build relationships in real time.

Now it’s your turn.

Let me know in the comments which of the chatbot features you might use in building your list of subscribers through Facebook Messenger.