How to quickly recall lost users?

The APP’s bonus period has passed, and the editor of the app placing platform feels that the next APP operation needs more refined operations. At this time, while continuously expanding the user scale, it is also necessary to save user expenses. cost so that the product lasts longer. The user activity of many APPs is very low, with less than 5 or 90 users gradually becoming lost users. For most apps, the cost of replacing old users is lower than the cost of attracting new users, and the significance itself will be greater. After all, old users were once brought in at high cost. The process of rediscovering old users is an important process to enhance the attractiveness of the APP and increase the vitality of the APP. Therefore, it is of great significance to focus on recalling lost users in operations. of.

The following are the five basic prescribed actions we have summarized for recalling lost users, hoping to inspire new operators.

Prescribed action 1. Definition of lost users

Before starting the work of recalling lost users, we first think about: What is considered lost? That is, what conditions are used to define whether this user is lost? ! Are users who have not visited in n months defined as lost users? Are users who have not placed an order in n months defined as lost users? Or are users who have not visited and placed no orders in n months defined as lost users? This definition depends on different websites , platform or app’s actual situation. After this is determined, all subsequent work will be carried out based on this. Of course, don’t worry too much. After all, this definition will still need to be adjusted with future operations. For example, a content shopping guide app naturally hopes that users will return to visit more and read more content, and the expectation of user stickiness is naturally higher than that of a general sales platform. Might as well, first make a definition based on our expectations: users who have not visited the app for more than 30 days are defined as lost users

Provide Action 2. Classification of lost users

It is necessary to classify Based on this, we tried to contact some users in the early stage to understand the reasons for the loss. However, due to the large number of lost users, it is impossible to understand the reasons for the loss one by one, nor can it be completely classified based on the reasons for the loss. It can only be roughly classified based on the user’s behavioral data in the APP. Let’s take the content shopping guide app as an example. It can be simply divided into the following categories: Lost users:

Of course, you can also combine user portrait data and the length of churn time for more detailed classification. In short, the more detailed the user classification, the stronger the pertinence, and the higher the recall success rate.

The app placing platform shares five simple steps to quickly recall lost users

Required action three, planning of marketing copy

The planning of marketing copy needs to be based on the product Its own characteristics and the characteristics of lost users, try to think from the user's perspective and give users a reason to use the product. For classified users of content shopping guides, we focus on the following points when formulating copywriting:

Category A: giving coupons, recommending more convenient services or the most attractive content

Category B : Give away coupons and recommend the most attractive content

Category C: Guide users to recognize product upgrades

Category D: Guide users to recognize product value

Based on user behavior analysis, we developed five sets of marketing copywriting, and then selected user testing to verify the copywriting with better effects and promote it on a large scale. Umeng Brush Volume

Stipulated Action 4. Selection of Sending Tools

The main way to recall lost users is to send attractive messages to lost users to guide lost users to return (download ) use the APP. There are three ways to send messages: SMS, email and PUSH. They each have their own advantages and disadvantages and can be used in combination.

1. SMS: If the APP retains the user’s mobile phone number when registering, then using SMS to recall lost users is the most efficient. Because text messages have the highest arrival rate, text messages will arrive regardless of whether the mobile phone has the APP installed or not. The disadvantage is that the cost is higher, but it is lower than the cost of acquiring new users through paid APP promotion.

2. Email: If the APP retains the user's email address when registering, the operator can also send mass emails to recall lost users.

The cost of sending bulk emails is lower than that of text messages, and the content sent is rich; but the disadvantages are also obvious. First, domestic users are not used to using emails. In addition, when bulk emails are sent, they are easily thrown into the trash can, and the arrival rate is not high and the reading rate is even lower.

3.PUSH: If the APP does not retain user contact information when registering, PUSH can only be used to recall lost users. PUSH is the most cost-effective among the three methods, but it also has the lowest arrival rate. Because not only are lost users who have uninstalled the APP unlikely to receive PUSH messages, but users who have not uninstalled the APP are also likely to have their mobile phones blocked PUSH messages.