If you plan on doing any kind of Sponsored Message ads you will want to make sure you have a solid custom audience of all your active subscribers. You see Facebook sends Sponsored Messages to everyone who has EVER messaged your page (including those who have unsubscribed but not including those who have blocked your page). If you want to avoid sending these messages to unsubscribers, a custom audience is a must.
This video shows you how to get it done.
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