Many shops know broadcast helps bring customers back, but are unsure how often to send — too little and sales stay flat, too much and customers block or unfollow. This article offers frequency guidelines as a framework, not a fixed rule for every shop.
There is no one number for every shop
The right frequency depends on product type, customer base, and buying behavior. A fashion shop with repeat buyers may send more often than a furniture shop where customers buy once a year. The key question is "Does this message help the customer?" more than "Is it on the calendar?"
Frequency by campaign type
- Flash sale — send 1–2 times during the promo (launch + reminder before it ends), not every day.
- New products — send when you actually have new stock, not daily with the same message.
- Win back past customers — once a week or every two weeks if there is no compelling new offer.
- Low-stock alert — send when there is real urgency; customers often open because they fear missing out.
Signs you are sending too often
- Customers message to complain about frequency.
- Reply rates keep dropping even when the offer is still good.
- Blocks or unfollows rise after a campaign.
- You repeat the same message with no new value.
Signs you are sending too little
- Past customers do not know about promotions — repeat revenue stays low despite good products.
- A flash sale ends before customers ever saw a message.
- You have new products but never announce them through inbox.
Tips for sustainable frequency
- Plan a campaign calendar ahead — know what you send each week instead of panic-sending daily.
- Segment customers — frequent buyers can hear from you more often than long-silent contacts; not everyone needs the same cadence.
- Every message needs a reason — you should be able to answer "What does the customer get?"
- Measure after sending — track replies, orders, and link clicks, then adjust frequency from real data.
- Leave breathing room after a big campaign — do not stack multiple days of sends without a new offer.
Does frequency differ by platform?
The same principle applies on Facebook, Instagram, and LINE OA — send when there is value, do not over-message. But customers on each platform behave differently. LINE friends who added your shop may accept promo messages more readily than Instagram followers you have never chatted with. Start with high-engagement groups, then expand when results look good.
Instagram: message types to use vs avoid
IG broadcast can reach followers, likers, commenters, or past customers who messaged you — pick the segment per campaign and write clear, useful copy. What to avoid is spammy or deceptive content, not messaging these customer groups.
Messages that usually work
- Promotions, new products, flash sales — clear price, discount, and time window.
- Low-stock or new-arrival alerts to followers and past customers.
- Follow-ups on comment questions — price, size, color, stock.
- Win-back messages to people who messaged or ordered before.
- Payment links, product details, order or shipping updates.
Messages to avoid
- Empty copy or a bare link with no explanation — customers often treat it as spam.
- Misleading promos, fake prices, or exaggerated claims.
- Repeating the same blast too often until people block or report.
- Content that violates Meta Community Standards (harassment, illegal content, etc.).
Adjust frequency and measure after each send — if blocks or reports rise, change the copy, slow down, or test a smaller segment before the next campaign.
Facebook Messenger: message types to use vs avoid
Messenger broadcast can reach customers who messaged your Page, chatted before, or have history with your shop — keep copy clear, on-topic, and useful. What to avoid is spammy or deceptive content.
Messages that usually work
- Promotions, new products, payment links — clear price and terms.
- Win-back campaigns to people with existing chat history with the Page.
- Order or shipping updates after purchase or an order inquiry.
- Private replies to comments when they relate to that post or product.
- Low-stock alerts or short flash sales.
Messages to avoid
- Empty copy or a bare link with no explanation.
- Misleading promos, fake prices, or exaggerated claims.
- Repeating the same blast too often until people block or report.
- Content that violates Meta Community Standards.
Measure after sending — track replies, orders, and link clicks. If response drops, refine the copy or frequency before the next campaign.
Meta policies can change. This article is practical message-content guidance for shops, not legal advice.
Summary
There is no universal send frequency — focus on message value over calendar habit. Flash sales: short and clear. New products: send when stock is real. Win-back campaigns: perhaps once a week. If replies drop or blocks rise, reduce frequency and improve content instead of sending more often.