How to promote

Message push is a double-edged sword. Making good use of message push can effectively help APP improve important indicators such as activity and retention rate. If it is used improperly, it may cause users to resent it and lead to the loss of users. To push messages well, the APP can start from the following four directions:

1. Push time

First, try to choose the user's free time to push. The purpose of pushing is to guide users to click on the activation APP. Only when users have time to view the content you pushed can they click. Generally, the push time can be selected on the way to work in the morning, during lunch break after lunch, on the way to work at night, and before going to bed after dinner. Secondly, different types of APP users use different time periods, and the operation can customize the push time according to the APP type. For example, we found that social APP users will be more active after 9- 10 in the morning and 10 in the afternoon; The active time of e-commerce APP users will be concentrated at noon 12 and afternoon10; The user activity of information APP users is generally concentrated at 7 am to 10; Live APP users have the highest activity from 1pm to 12 pm. Choosing to push when their users are active can get twice the result with half the effort. In addition, user portraits can be used to help refine the push time.

2. Control the push frequency

First, determine the push frequency according to the APP type. For example, users of tool apps will only open 1~2 times a day, and it is best to control the number of pushes within 2 times. Social, live and information apps are opened more frequently every day. If only one message is pushed every day, users may be lost. Therefore, controlling the push frequency is very important to improve user stickiness. The second is to control the time interval between two pushes: if you need to push multiple messages every day, you should pay attention to the time interval between two pushes. If the time interval is too short, it will cause interference. For untimely messages, the time interval between two messages is generally controlled at more than two hours.

Push copy

1) Push content in the user's tone: Push copy is the most direct factor affecting click conversion, and high-quality copy can greatly improve the conversion rate of push. What is the push content of user tone? For example, a social type APP, when users don't use it for a long time, may push such a copy to users: "Ah! So here you are, let's talk. " Users will find that this message is actually just a reminder that someone is paying attention to you, and the system will automatically generate it. But in the case of receiving such messages, users are likely to click, which captures people's curious nature.

2) Use popular keywords: keywords such as celebrities, numbers, regions and hot events can be implanted in the content to attract users' attention and stimulate users' desire to click. For example, "Where do people with a monthly income of 5k go to play?" And "Where are the poor tourists?" Generally speaking, the click rate of the first article will be much higher than that of the second article.

3) Unique prompt tone: The prompt tone of general APP is the system default. With the widespread use of push, many users will not pay attention to it even if they know that push is coming. In this regard, the APP can modify the push prompt tone during the development process. If your push prompt tone is very recognizable, users will know that it is your push as long as they hear the sound, then the probability of TA paying attention to the push will increase.

4) Rich media push: If you use rich media content such as pictures, videos and audio appropriately in your push content, it will also add a lot of color to the copy.

4. User grouping

The principle of user grouping is to push the right information to the right people. How to judge what is the right crowd? 1 You can use the data generated by your own APP in the operation process, such as the e-commerce APP, and you must have the data of the user's shopping preferences. Group A likes sportswear, so the promotion of sportswear can be pushed to Group A. (2) Fine user grouping can be achieved through cooperation with third parties such as push message push. Twitter message push provides thousands of user portrait tags, including multi-dimensional tags such as user attributes and interest preferences, which are layered and refined for newly registered, silent and active target users.

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