Broadcast message examplesWin back past customers

You can't send a win-back message straight to customers who've been gone for months: promotional messages only reach people who messaged your Page within 24 hours, and utility templates can't carry promotions. What actually works is a two-step approach. First use a post or ad to get past customers to message you, then send a past-customer offer to everyone who did in a single broadcast.

Who to send to

Use labels that show someone has bought before, e.g. “Past customer” or “Bought-[product name]”, and send only to people in that group who messaged your Page in the last 24 hours. They're usually people who saw a “Past customers: message us for a code” post or a click-to-Messenger ad. Labeling by product purchased lets your message talk about something they actually used.

When to send

Send about 3–6 hours after your post or ad starts getting messages. You'll catch everyone who messaged in one round, and the earliest ones are still inside the 24-hour window. If the ad runs for several days, send once a day at the same time to the new people who messaged. Don't resend to anyone who already got the message.

4 ready-to-use messages

Replace the text in [ ] brackets with your shop's details before sending.

Version 1 · Welcome back
So glad you messaged us again 😊 As promised in our post, past customers get code [code] for [discount] off, no minimum spend. Valid until [date]. Reorder your old favorite or try something new, just send your order in this chat.
Version 2 · What's new
We've added lots of new things since your last order • New [product name] for [price] • [product name] in a new color for [price] Past customers who message us this round get an extra [discount]% off until [date]. See all the photos at [link]
Image to attach: One photo of all the new products, so customers who haven't followed your Page in a while can see what's changed.
Version 3 · Time to reorder
Running low on the [product name] you ordered last time? This round we've set a past-customer price: 2 for [price], free shipping. Reply “same as last time” and we'll send your saved address to confirm before shipping.
Image to attach: A photo of the same product they bought, in its current packaging, so customers recognize it instantly.
Version 4 · Ask for feedback with an offer
Thanks for remembering us 🙏 If anything disappointed you last time, tell us honestly. We've since improved [what the shop improved]. Order again this round and get a free [product name] until [date].

Win back past customers: tips that get results

Utility templates are for non-sales updates such as order updates. They must not include discount codes or invitations to buy again. Every win-back message on this page must be sent within 24 hours after the customer messages you.
Your win-back post should include an easy keyword to type, e.g. “Message us ‘I'm back’”. It separates people who messaged because of this post from general chats, and you can label them quickly.
Label customers by the product they bought when you close the sale. When you run a win-back campaign, you can mention what they used without scrolling back through old chats.
Your past-customer offer should differ from what new customers get. If it's the same, past customers won't feel that coming back meant anything.
Products that run out and need rebuying, like skincare or pet food, suit a time-to-reorder message. For products bought once and used for a long time, invite customers to see what's new or items that go with it instead.

Before you send

Promotional messages can only go to customers who messaged your Page in the last 24 hours. See the details in the 24-hour rule. Customers outside that window can only receive non-promotional updates through Facebook-approved templates

FAQ: Win back past customers

A customer hasn't messaged in 3 months. Can I send them a win-back message?: Not a promotional one. Facebook only lets you send sales messages within 24 hours after the customer last messaged your Page. The customer has to message you first, e.g. through a Page post, a click-to-Messenger ad or another channel you already have, and then you can send the offer.
Can I use a utility template to reach past customers and include a discount code?: No. A utility template must be non-promotional, e.g. an update about the customer's order or account. If you add a discount or an invitation to buy, the template may not be approved, and it's a misuse of templates. The right way is to get the customer to message you first, then send the offer within the 24-hour window.
What kind of ad works for getting past customers to message you again?: Ads with Messenger as the destination work best, because tapping opens a chat with your Page right away. In Ads Manager, create a custom audience of people who have messaged your Page, or from a customer list you have permission to use. The ad copy should make clear it's an offer for people who have bought before.

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Broadcast message examplesWin back past customers

Who to send to

When to send

4 ready-to-use messages

Replace the text in [ ] brackets with your shop's details before sending.

Version 1 · Welcome back

So glad you messaged us again 😊 As promised in our post, past customers get code [code] for [discount] off, no minimum spend. Valid until [date]. Reorder your old favorite or try something new, just send your order in this chat.

Version 2 · What's new

We've added lots of new things since your last order • New [product name] for [price] • [product name] in a new color for [price] Past customers who message us this round get an extra [discount]% off until [date]. See all the photos at [link]

Image to attach: One photo of all the new products, so customers who haven't followed your Page in a while can see what's changed.

Version 3 · Time to reorder

Running low on the [product name] you ordered last time? This round we've set a past-customer price: 2 for [price], free shipping. Reply “same as last time” and we'll send your saved address to confirm before shipping.

Image to attach: A photo of the same product they bought, in its current packaging, so customers recognize it instantly.

Version 4 · Ask for feedback with an offer

Thanks for remembering us 🙏 If anything disappointed you last time, tell us honestly. We've since improved [what the shop improved]. Order again this round and get a free [product name] until [date].

Win back past customers: tips that get results

Utility templates are for non-sales updates such as order updates. They must not include discount codes or invitations to buy again. Every win-back message on this page must be sent within 24 hours after the customer messages you.

Your win-back post should include an easy keyword to type, e.g. “Message us ‘I'm back’”. It separates people who messaged because of this post from general chats, and you can label them quickly.

Label customers by the product they bought when you close the sale. When you run a win-back campaign, you can mention what they used without scrolling back through old chats.

Your past-customer offer should differ from what new customers get. If it's the same, past customers won't feel that coming back meant anything.

Products that run out and need rebuying, like skincare or pet food, suit a time-to-reorder message. For products bought once and used for a long time, invite customers to see what's new or items that go with it instead.

Before you send

FAQ: Win back past customers

A customer hasn't messaged in 3 months. Can I send them a win-back message?

Not a promotional one. Facebook only lets you send sales messages within 24 hours after the customer last messaged your Page. The customer has to message you first, e.g. through a Page post, a click-to-Messenger ad or another channel you already have, and then you can send the offer.

Can I use a utility template to reach past customers and include a discount code?

No. A utility template must be non-promotional, e.g. an update about the customer's order or account. If you add a discount or an invitation to buy, the template may not be approved, and it's a misuse of templates. The right way is to get the customer to message you first, then send the offer within the 24-hour window.

What kind of ad works for getting past customers to message you again?

Ads with Messenger as the destination work best, because tapping opens a chat with your Page right away. In Ads Manager, create a custom audience of people who have messaged your Page, or from a customer list you have permission to use. The ad copy should make clear it's an offer for people who have bought before.