Why auto funnels in instant messengers have become an important marketing tool

Messengers like WhatsApp, Telegram, Viber and Facebook Messenger have evolved over the past years from simple communication apps to powerful platforms for businesses. StatistaIn 2023, the number of active instant messenger users exceeded 3 billion worldwide. It’s a huge audience that spends hours on apps every day messaging, reading news and interacting with brands. The instant messenger carvorets automate communication with that audience, build personalized message chains and lead customers from first contact to purchase. But without the right approach, these funnels can turn into spam, causing annoyance and outflow of users.

In this article, as a marketer with eight years of experience with instant messenger automation, I will share practical tips on how to create effective auto funnels that not only deliver results, but also keep the audience’s trust. We will analyze key principles, chain building steps, common mistakes and ways to avoid them, as well as concrete examples from real-world practice.

What is a car funnel in instant messengers and how it differs from email mailings

A messenger autofunnel is a series of automated messages that are sent to the user after a certain action (for example, a bot subscription or a request for information), the main purpose of the funnel is to guide the client through the stages of interaction with the brand: from acquaintance to purchase and re-sales. Unlike emails, messages in messengers have higher openability (according to data). Business of AppsIt reaches 80-90 percent and is perceived as more personal.

But this «personality» of communication is a double-edged sword, and if you’re willing to tolerate email marketing, messengers will treat any unnecessary or inappropriate message as an invasion of your personal space, which is why it’s important to balance automation with human-centricity when creating autofunnels in instant messengers. Unlike email, which allows you to send long, detailed emails, instant messengers need to be brief, specific and as useful as possible.

Basic principles of creating car funnels without spam

Before getting into the technical details, it’s important to understand the basic principles that will help avoid annoying users. Over the years of working with car funnels, I’ve come up with several key rules that are tested on hundreds of thousands of messages sent.

1 Give value from the first message

The first message in the auto funnel is your chance to build trust, and if a user subscribes to a bot or leaves a contact, they expect something useful, not advertising. For example, if you’re offering an English course, start with a free mini-lesson or level test, which makes it feel like you’re not just trying to sell, but actually helping to solve the problem.

A mistake I often see is that companies start bombarding with offers to buy, and I once worked with a fitness client who, from the first message, sent a link to a paid subscription, and the result was that 70 percent of users unfollowed in the first 24 hours, and after we replaced the start message with a useful food guide, the outflow was reduced to 20 percent.

2. Respect personal space

Messengers are places where people communicate with friends and family, and if you send too many messages or do it at the wrong time (for example, at night), it is annoying. My advice is to limit yourself to 1-2 messages per day and set up the sending during business hours (from 9:00 to 20:00 local time for the audience).

It is also important to give an option to unsubscribe, and in each message, add instructions on how to stop the newsletter (e.g., “Send ‘Stop’ to unsubscribe”), which not only reduces the negative, but also meets the requirements of data protection laws such as GDPR in Europe.

3. Personalize communication

Users value being treated as an individual rather than a “number in the database.” Use the data you collected when you subscribe (name, interests, previous actions) to make messages more relevant. For example, if a user is interested in a particular product, remind them of it in context rather than just send the general text to everyone in a row.

In one of my projects for an online cosmetics store, we segmented audiences by skin types (dry, oily, combined) based on a short bot survey, allowing us to send care recommendations that really suited specific users, resulting in a 35% increase in conversion to purchase compared to general mailings.

How to build an effective car funnel: a step-by-step algorithm

Now that we’ve figured out the basics, let’s move on to the concrete steps of creating an autofunnel in instant messengers, which is an algorithm that I use in my practice and am constantly refined based on customer feedback and analytics.

Step 1: Determine the target of the funnel

Without a clear purpose, the auto funnel becomes a chaotic set of messages, the goal can be different: attracting to a webinar, selling a product, collecting feedback or returning departed customers, and it is important that every message in the chain brings the user closer to this goal.

For example, for an online course funnel, I set the goal of “bring it to the purchase.” The first message introduces a problem (for example, “Want to learn English, but do not know where to start?”), the second gives a solution (free lesson), the third fuels interest (student feedback), and the fourth offers to buy at a discount.

Step 2: Collect data and segment your audience

The more you know about your users, the more accurate the funnel will be: Use surveys, tests, or user actions (like clicking on links) to divide the audience into groups, and you can do this right in the messenger using bots.

A common mistake is to ignore segmentation and send the same message to everyone. In one project, we noticed that 40 percent of the audience didn’t open a message because it was irrelevant. After implementing a simple survey («What’s your training level?») and separating it into beginners and advanced, openness increased to 85 percent.

Step 3: Develop a Message Chain Structure

The funnel structure should be logical and consistent, and here’s a rough outline that I use for most projects:

Message 1 (dating): Greetings, value, brief description of what to expect.
Message 2 (benefit): Free content, solution to a small problem.
Message 3 (heating): Cases, reviews, social evidence.
Message 4 (offer): Direct sale or invitation to an event with a call to action.
Message 5 (reminder): A soft reminder of the offer if the user did not respond.

It is important to pause between messages (e.g. 1-2 days) so that you don’t overload the user, and add interactive elements like buttons, surveys, feedback requests, which increases engagement.

Step 4: Set up automation through the platform

To create autofunnels, I recommend using specialized services such as ManyChat, Chatfuel or BotHelp. These platforms allow you to customize message chains, segment audiences and track statistics. For example, in ManyChat, you can create a “tree” of messages where the user receives different texts depending on their actions (responded to a survey, clicked on a link, etc.).

The novice mistake was trying to do everything manually, and one of my clients tried to send messages through a personal WhatsApp account, which led to a number ban, and after switching to the professional WhatsApp Business API, the problem disappeared, and the reach grew 5-fold.

Step 5: Test and analyze

Once the funnel is launched, it’s important to track key metrics like message openability, clicks, conversions, unsubscribes, which helps you understand what works and what doesn’t, for example, if engagement drops dramatically on a third message, it might be too selling or too uninteresting.

In one project, I noticed that users often unsubscribed after the second message, and after analyzing it, it turned out that the text was too long (over 300 characters), we reduced it to 150 characters, added an emoji and a click button, and the churn was reduced by 25%.

Typical mistakes when creating car funnels and how to avoid them

Over the years, I’ve seen a lot of mistakes that even experienced marketers make, and here are some of the most common ones and tips on how to avoid them.

Mistake 1: Selling too aggressively

Many companies try to sell head-on in the first message, which repels users, especially in messengers, where they expect a more friendly tone. My advice is that the first 2-3 messages should be useful and unobtrusive.

Mistake 2: Not being able to unsubscribe

If a user can’t easily unsubscribe, they will start to consider messages spammy and may complain about your account, especially in messengers, where moderation rules are stricter than in email. Always add an opt-out option and make it visible.

Mistake 3: Ignoring Analytics

Running a funnel without further analysis is like shooting in the dark: you don’t know what works and what doesn’t. Use embedded reports on automation platforms or connect third-party analytics services to track user behavior.

Mistake 4: The Wrong Timed

Sending messages at inappropriate times (e.g., at night or during holidays) can be negative, and I recommend testing different time intervals and taking into account the time zones of your audience, for example, for an international project, we set up sending messages with geolocation in mind, which increased openness by 15%.

Examples of successful car funnels from practice

To reinforce the theory, let’s take a look at some real-world cases that I’ve done for customers in different niches, and these examples show how you can tailor car funnels to specific tasks and audiences.

Case 1: Online clothing store

Purpose: Increase repeat purchases. We created a funnel on WhatsApp for customers who had already made purchases. The first message reminded them of the brand and offered a 10% discount on the next order. The second message was sent in 3 days and contained a selection of products based on previous purchases. The third message (after 5 days) reminded them of the discount and added a time limit («The promotion is valid only 24 hours»). The result: 18% of customers returned for a re-purchase within a week.

Case 2: Educational platform

Goal: Attracting to a free webinar. On Telegram, we set up a funnel where the first message contained an invitation to a webinar with a brief description of the topic; the second (after 24 hours) reminded of an event and offered to take a mini-test related to the topic; the third message (about 2 hours before the webinar) sent a direct link to connect to, resulting in 65% of subscribers registered for the webinar, and 40% of them connected live.

Case 3: Fitness trainer

Purpose: Sale of personal training. Viber funnel started with a free nutrition guide (first message); second message (after 2 days) offered to sign up for a free consultation; third (after 4 days) contained customer feedback and an offer to buy a training package; the result: conversion to purchase was 12%, which is higher than the average for the niche (about 5-7%).

Tools and platforms for creating car funnels

There are many tools available to automate message chains that make it easier to set up and analyze, and here are some of the platforms I’ve tested and use in my work, and their key features.

1. ManyChat

One of the most popular services for automation in instant messengers, especially for Facebook Messenger, allows you to create complex funnels with branches, integrates with CRM systems and has a convenient visual editor. Suitable for small and medium-sized businesses. Official website of ManyChat.

2. Chatfuel

Another popular platform that supports Telegram and Facebook Messenger, which is simple to use and can create bots without programming skills, is great for beginners. Chatfuel official website.

3. WhatsApp Business API

For large companies that work with large volumes of messages, the WhatsApp Business API is ideal, which requires more technical knowledge, but gives access to a wide range of personalization and analytics capabilities. WhatsApp official website.

4. BotHelp

The Russian platform, which supports WhatsApp, Telegram and Viber, is affordable and has a convenient interface in Russian. BotHelp official website.

Legal aspects and ethics of car funnels in messengers

Creating autofunnels in instant messengers is not just about marketing, it’s also about legal issues, and ignoring the rules can lead to fines or account locks, and these are key things I’ve been taking into account in my practice.

Consent to mailing

According to the laws on personal data protection (for example, GDPR in the EU or Federal Law No. 152-FZ in Russia), you are required to obtain the user’s explicit consent to receive messages. This can be a checkbox when signing up or confirmation in the messenger. Never add people to the newsletter without their consent — this is a direct route to complaints and sanctions.

Privacy policy

Your users need to know how you use their data. Add a link to the privacy policy in the first message and make sure it complies with legal requirements. GDPR official website.

Platform rules

Each messenger has its own rules of use for business, for example, WhatsApp prohibits sending explicit advertising messages without prior consent, and Telegram can restrict mailings if they look like spam. WhatsApp official website or official Telegram website.

The future of auto funnels in instant messengers: trends and forecasts

Messengers continue to evolve, and the auto funnels are becoming more complex and personalized, and here are a few trends that I’m seeing that I think will shape the development of this tool in the years to come.

Artificial intelligence and chatbots

With the development of AI, chatbots are becoming increasingly smart, able to analyze user behavior in real time and tailor messages to their requests, such as platforms like Google’s Dialogflow that already allow you to create bots that understand natural language. Official website of Dialogflow.

Integration with e-commerce

Messengers are increasingly used for direct sales, WhatsApp has already introduced directories and carts, and Telegram is testing embedded payments, which means that the car funnels will soon be able not only to lead the customer to purchase, but also to complete the transaction directly in chat. WhatsApp Business.

Hyperpersonalization

Data collection and analytics allow you to create funnels that take into account not only interests, but also user behavior at a particular moment. For example, if a person opened a message but did not click on a link, you can send a reminder with another text. This is a trend that is actively developing, and I recommend that you follow the industry reports, for example, on the Internet. HubSpot.

Practical tips for improving the effectiveness of car funnels

And I’d like to leave you with a few practical life hacks that help me and my clients get the most out of instant messenger car funnels, and these recommendations have been tested on dozens of projects and hundreds of thousands of messages.

Use the emoji wisely. Emojis make messages more alive, but they shouldn’t be too many. One or two emojis in a message help highlight key points, but the excess looks unprofessional.
Add visual content. Photos, videos, or GIFs increase engagement, for example, for an online clothing store, we added photos of products directly to messages, which increased clicks by 20 percent.
Test different formats. Try different text, timing and message lengths, for example, in one project we found that messages up to 100 characters worked better than longer ones.
Don’t forget the feedback. Ask users what they like or dislike about your posts, which helps improve the funnel on the go.
Integrate with CRM. This allows you to collect customer data and use it for more accurate segmentation. Bitrix24 It helped us to reduce the time for processing applications by 2 times.

Sources

Examples of successful car funnels in messengers

To inspire you to build your own car funnels, here are some real-world cases that show how different businesses use messengers to achieve their goals, based on my experience with customers and market research.

Case 1: Online cosmetics store on WhatsApp

A small online natural cosmetics store decided to test the car funnel on WhatsApp to bring back customers who had left, to remind them of abandoned carts and offer a discount, and we developed a chain of three messages:

First message (after 1 hour after the abandoned basket): «Hi! You left a basket with [name of product]. Still interested? We’re holding it for you! 🙂»

Second message (after 24 hours if no response): «Your order is waiting! Use the discount code 10 and get 10% for the purchase.»

Third message (after 48 hours): «Last chance! Your basket is running out of goods. Finish your order now: [link].»

The result: 18 percent of customers came back and finished their purchase, the average check went up 15 percent with personalized offers, and the important lesson was timing and unobtrusiveness, and we didn’t send more than three messages to keep us from being annoyed.

Case 2: Educational platform in Telegram

Online programming courses used Telegram to attract participants to a free webinar, a chain of five steps that led the user from interest in signing up:

Step 1: Welcome message with a brief description of the webinar and the button «Register».
Step 2 (after 12 hours if no registration is available): Reminder with feedback from participants of past webinars.
Step 3: Message with a useful mini-material (checklist for choosing a profession in IT) and a repeated call for registration.
Step 4 (3 hours before the webinar): A reminder with a direct link to the entrance.
Step 5 (after the webinar): Thank you for your participation and offer to sign up for a paid course at a discount.

Bottom line: 35% of the users who started the chain reached the webinar, and 10% of them purchased the course, and the key to success was the provision of value (free checklist) in the early stages.

Checklist for creating a car funnel without spam

To make your car funnel work efficiently and not annoying, use this checklist before launch, which will help you avoid typical mistakes and build trust with your audience.

Determine the clear purpose of the funnel (sale, registration, involvement, etc.).
Segment your audience so that the messages are relevant to each group.
Limit the number of messages (no more than 3-5 in a single chain without a user response).
Use personalization (name, interests, behavior).
Add the option to unsubscribe in each message (for example, the phrase “Unsubscribe” or the button).
Make sure the messages sound natural, not like a template ad.
Test different text and timing options to find the best approach.
Analyze results (openings, clicks, conversions) and adjust the funnel.

Facts and figures about messengers and car funnels

To underline the importance of auto funnels in instant messengers, here are some current data that show their effectiveness and prospects:

According to the data Business of AppsMore than 3 billion people around the world actively use instant messengers every month.
According to the study Twilio66% of consumers prefer to communicate with brands through instant messengers rather than by phone or email.
WhatsApp Business API allows businesses to achieve openness of messages up to 98%, which is significantly higher than email (about 20%).
Study Nielsen 56% of instant messenger users are willing to make a purchase directly in the chat, if the process is simple and convenient.

Typical mistakes when creating car funnels

Even with good tools and strategies, you can make mistakes that will nullify your efforts, and here are some of the most common mistakes and tips on how to avoid them:

Too many messages. If you send 2-3 messages a day without a user response, it is perceived as spam.Solution: set pauses between messages (for example, no more than one in 12-24 hours).

Lack of value. If the messages only sell and do not give anything useful, users quickly unsubscribe.Solution: add free content (advice, checklists, mini-guides).

Ignoring feedback. If users complain about a funnel and you don’t respond, trust drops. Solution: monitor responses and adjust messages.

Complex chains. Too long funnels with many steps are tiring. Solution: make the chains short and clear, with a clear call to action at every step.