Like cashback SMS copywriting

202 1 65438+ February, let's sum it up! What are the methods to increase powder in the field of private domain e-commerce at present? The essence of private domain is that we should build a pool. The size of the pool is determined by the amount of water you store. Adding people = storing water. The first step of private domain is to add people, which is an inevitable step for anyone. Only by measuring it can we produce the subsequent refined operation, the value of a single fan and the income of shopping orders. In the first part, let's take stock of the advantages and disadvantages of the common powder adding methods of e-commerce!

Powder users: all users of the business.

Efficiency of adding powder: users can be quickly screened in a short time, and users who are willing to add powder can be directly screened.

Difficulty of adding powder: medium.

Advantages: adding powder to AI phone is actually a well-known "telemarketing" in the past. In the past, marketers used to call manually to find interested customers. Now they use robots to screen tens of thousands of phone numbers and realize the operation of adding powder to WeChat. However, inevitably, the phone numbers screened by ai robots still need to be manually added by employees.

Disadvantages: First, the cost problem, the cost and the profit of adding powder can not be positively related. It is possible that you spent 1-2w to recharge the outbound platform, but the result of adding powder is only a few hundred people, and the cost of adding powder alone is as high as 20 yuan -40 yuan. Of course, this cost will be successfully recovered by you on the premise of your successful operation. The learning cost of the second user, such as giving a speech, checking the connection rate, analyzing the dialing time, etc., tests the basic ability of an operation. After all, many operators have not been exposed to the matter of adding powder to mobile phones, and they need to learn the cost in learning and rapid optimization. The higher the learning cost, the higher your ai outbound cost.

Adding powder users: the existing ordering customers of the merchant.

Powder feeding efficiency: 1- 15 days (depending on the time of receiving the parcel card)

Difficulty of adding powder: medium.

Back to the old topic of e-commerce companies, parcel card drainage. This matter is so simple that I don't want to mention it at all. For example, make two design drawings and print them on the parcel card, then generate your WeChat QR code, and finally print and send the parcel card, just wait for WeChat to add a red light.

Advantages: low production cost, low learning cost, saving money and getting quick results are the most emotional experiences in the matter of parcel cards. But in the case of private domain, its advantage lies in that it can test whether our drainage scheme, drainage products and drainage technology can achieve our expected drainage effect in batches, which is convenient for us to change new drainage strategies in time and promote the operation of the whole private domain market. This is simple and important. Don't be a private domain if the parcel card is not good.

Disadvantages: The design of the first package card is irreversible. Simply put, if your package card is printed incorrectly, you can't change it and it will be discarded, or you can't change the words. The biggest cost of physical drainage is your mistake cost. If you are wrong, you will get compensation! The second scheme cannot be changed in real time. Let's take a big example. Today, I want to send a red envelope from 3 yuan to the customer who placed the order, and print out the parcel card. After sending hundreds of bills, I regretted it. I want to change 3 yuan into 1 yuan. It's interesting now. It's obvious that there are three cards printed on your packaging card. Now I add you, and you say you only give one piece! Then you are bullying honest people! It is very important to have a clear plan and an adequate budget.

Powder users: all users of the business.

Efficiency of adding powder: low, very low, very low, so low that it seems that there is no feeling.

Difficulty in adding powder: extremely high.

Advantages: At present, the cost of short messages I know is generally around 0.0 1 -0.05, and the cost of a short message is very cheap, which belongs to the level that everyone can play. First of all, there are many customers' concerns and contacts. Traditional e-commerce companies can use short messages to contact customers in the whole process of ordering, pre-purchasing and after-sales, and they can also make short messages with different names according to various festivals. Second, the entry threshold is low, as long as you have money. Just 30-50 words of copy (including links and punctuation) can be online immediately, and it can be played regularly and quantitatively.

Disadvantages: low opening rate, poor powder adding effect, and there is not much difference between developed and underdeveloped. At present, the project I operate by myself can achieve one thousandth of the powder addition rate, and the customer is facing the customer data in the past two years. As a means of adding powder, the existence of SMS adding powder is more like the product of the old times, and it is a pity to eat it without taste. Of course, many companies can use SMS to add powder to reach 1%-30%, but this is only the survivor deviation in the big environment. Don't use the winner of 1% to measure your private domain customers.

Summary of the first part: In the recommendation order of adding powder, I personally recommend the order of adding powder to the parcel card-adding powder to the ——AI phone-adding powder to the SMS. It will be better to add powder to the parcel card first. And don't expect too much from AI phones and text messages. High efficiency and speed are good things, but the customer experience may be bad. After all, you can't answer the marketing call yourself.

The basic process of adding powder to the AI phone: making the words of the AI phone-calling the company to make a voice-starting to call the customer-the customer is connected-confirming the intention to add WeChat-and pushing the transmitted micro signal to the front-end marketing.

The telephone tool to solve the human effect problem integrates screening and adding powder, which can save a lot of time and cost. For first-time customers, we can strengthen the stimulation of interest points, such as applying for free trial and receiving coupons, so as to quickly arouse interest and retain customers.

Voice flow: prologue-introduction of activities/benefits-redemption after introduction-invitation, refusal to add micro-signal reservation-determination of whether the mobile phone number is micro-signal -end

The prologue includes greetings and prologue.

Sample reference

Say hello: hello!

Prologue: Hi, hello, I am the customer service of the flagship store. You have bought our products before, and now we have arranged a professional skin care consultant for you. If you have any skin care problems or product use problems, you can talk to the teacher directly on WeChat.

PS: The opening remarks should reflect your identity, what you do, what you want to do, and who you introduce to me.

Introduce activities/benefits

Sample reference:

Speech: Well, you bought our products and automatically upgraded to our vip customers. Today, there is a limited time activity. You can get a set of skin care suits worth 999 yuan for free by successfully adding the teacher's WeChat, and deliver them to your door by mail.

PS: Easy-to-understand welfare activities, shaping their products into the value equivalent to RMB, and delivering them to the door to solve customers' worries.

Save after introduction:

Sample reference

Words: Moreover, our activities are specially designed for vip customers. There are not only free skin care consultation and gifts, but also more irregular preferential benefits. The activity is real and effective, and other members have participated. You can also get to know it together.

PS: In the recovery stage, we should not only throw out more additional value and value points to attract customers, but also let customers know that many people are involved, and you will have a psychological burden if you don't participate.

Invitation, refusal and micro-reservation:

Sample reference

Speech: well, ok, is your mobile phone number a micro-signal? I'll add you here! Do you have any concerns? I added WeChat just to make it convenient for you to ask the skin care teacher about skin care or product use at any time. At the same time, 6 sets of facial skin care suits worth 999 yuan will be given free of charge, and more value-added welfare activities will follow. I suggest you reconsider.

PS: Showing his powder adding behavior will bring him more long-term value, which is an investment behavior! Instead of simply adding a useless WeChat.

Judging whether the mobile phone number is a micro-signal;

Sample reference

Testimony: What is your micro signal? I'll add you here

Success: OK, please pay attention to the service notification information of WeChat later, and remember to pass it as soon as possible. The activity is valid for 3 hours. I wish you a happy life. Goodbye.

Failure: well, it doesn't matter, I won't bother you first.

2.2 AI telephone powder removal formula AI outgoing powder removal rate = total number of people * connection rate * intention rate * pass rate

Basic e-commerce customer information, such as customer information on hand, mobile phone number of customers who have placed orders, detailed information of goods that have been placed, consumption amount, etc., must be complete in order to do a good job of user stratification.

"Connection Rate" divides the total number of customer calls dialed by the number of connected customers to get our connection rate, and customers with connection time of 1 s are also counted. At the same time, the connection rate will be directly related to the outgoing phone number and the time you dialed, which will affect your connection rate.

"Intention rate" After the customer connects the phone and learns about your benefits, the attractiveness of the welfare scheme to the user becomes the decisive factor. Older customers pay more attention to physical and valuable benefits and emphasize the sense of delivery. Young customers pay more attention to the services and comfortable care provided by the company for sales, and forced marketing is counterproductive.

"Pass rate" refers to the success rate of our front-end marketers when they add customer WeChat after getting the phone. We focus on refining two links, adding the timeliness of customers and the attractiveness of applying for words.

2.2. 1 outbound dialing time selection

According to the data of an outbound company, the general best time for ordinary users is: morning 10:00- 12:00, afternoon 4:00-6:00 and evening 7:00-8:00. But this is not a time point that everyone can choose. The time period mentioned above has no reference significance for your boss and traders. You must learn to look for time dialectically. Measuring data by yourself is the most reliable. I am dealing with female users aged 30-45, and my best dialing time is 14: 30- 17: 00 in the afternoon. Of course, this is the result of the data I dialed all day, and I chose an optimal time period, which has no reference significance. To judge your outgoing call time, you must be result-oriented, and comprehensively consider the connection rate and powder addition rate as the result. You must not choose a time period that cannot produce real powder addition.

2.2.2 Tone and number display of outgoing calls.

The first' voice timbre' refers to the voice when talking with customers. Female customers use male voice and male customers use female voice, which will have different miraculous effects. Female voice is the mainstream choice of most enterprises at present. However, it should be noted that before dialing, it is necessary to do a good test to see if the sound is too mechanical. Now users in first-and second-tier cities are very sensitive to the timbre of robots and will hang up soon.

The second' outbound number display' Android users have a strong perception, because there will be many outbound phone number segments that will display signs such as express delivery, take-out and harassing calls. The phone number must be checked by the Android phone, otherwise it will be nonsense. It is obvious that I am harassing the phone, why do users still answer it?

Summary: Adding powder to AI outbound is a sea of gold rush, and the freshness of customer information is the most important foundation. When AI leaves the station, it is the harpoon in hand, the welfare scheme is our bait, and the rest is the timing and candidates for our fishing. Only under the premise of full preparation can we reap a full harvest.

The daily sales volume of e-commerce sellers is more than several hundred orders per day. Most of such a large customer base has been wasted. I used to see many people using red envelopes to attract WeChat or WeChat WeChat official account, but they were basically deleted after receiving them.

Generally speaking, after the user enters the store to place an order, many stores will ignore it as long as the buyer places an order. This is absolutely impossible. A customer can only care for users through the tireless maintenance of enterprise merchants, so that users will have a deeper impression on e-commerce stores.

We can divide marketing contact into three main stages: pre-order stage, distribution stage and post-harvest stage for maintenance.

Before placing an order, a new customer places an order: when the user enters the store, he chooses the goods. At this time, he can provide some product introductions according to users' preferences. After purchasing goods, users will send out a notice when the goods are delivered, a logistics notice when the goods are transported, and record the user's use process when the customers receive the goods. This process will make users feel that the customer service of the merchant will have a good evaluation.

In the process of distribution, new users need to be maintained. At this time, it is necessary to play the role of ordinary user records and roughly classify them according to users' usual purchase preferences. In this way, it will be much more convenient for merchants to promote marketing, and SMS marketing promotion is directional and highly accurate. Sending a blessing message to users on normal holidays will make users feel very warm. When the store is going to be new, notify the user by SMS in time.

In the later period of receiving goods, we should protect our old customers, who have become regular customers in the store. Shops should also formulate some preferential welfare policies for old customers, send short messages and give warm reminders when the temperature drops. These are all ways to maintain customers. The most important thing to remember is to be careful.

Winning by quantity, surpassing efficiency by speed, compared with other marketing methods, SMS is more like a tasteless and regrettable means to abandon.

The preferred mode of SMS marketing is naturally a high-efficiency and low-cost SMS mass sending platform, which has the following advantages.

1, Stability: Compared with the current users' access, both the information push of APP e-commerce platform and the information push of WeChat official account are actually in danger of being blocked. However, SMS is different. Text messages are only related to bans in two places. First of all, the SMS channel won't let you send messages. This time, all kinds of businesses only need to abide by the law. Can the second customer receive it? Marketing content is not easy to be too long and repetitive. Simple greetings and reminders are the right choice.

2, convenient, low learning cost: for merchants, they only need to get the interface from the supplier, and it takes a few minutes to complete the access. Available 24 hours at any time, and the whole network is accessible. In addition, there are no restrictions on regions. Most platforms where merchants are ready to push customer information and mobile phone numbers can be imported into the marketing platform with one click and sent directly.

4. Short online time: SMS group sending has absolute advantages. As far as the production of a short video is concerned, it is impossible to complete it in a certain time from creativity, shooting to release, and the market outlet has changed in this process, so it needs to be re-produced. Easy to use and landing are the characteristics of SMS marketing.

5. Audience acceptance: Mass texting also has corresponding advantages, and many people will choose to open the received SMS and have a look. To improve the opening rate of short messages, pay attention to the sending time and send short messages in combination with the action of customers placing orders.

Universal SMS universal formula: brand store name+customer address+sending messages to find what customers want+operation tips.

Brand store name: which platform name should be used when placing an order, and the information of each customer should be matched well.

Customer's address: use the general address, this time it is Mr. or Ms. I personally think that the person with the highest sense of security is Li Xlong, and the full name of the customer is blocked by an asterisk.

Reason for sending information: Because of XXXX, XXXX. Here, we apply our welfare scheme, such as new store membership day, and add WeChat to send a five-yuan red envelope.

Operational Tips: Click on the link and long press the scan code to add WeChat, suggesting that customers can get our welfare plan by simple operation.

Dosage, single drainage cost (welfare cost), card making cost and powder returning time.

Throughput: How many customer packages are the merchants prepared to send in a period of time?

Single drainage cost: how much is the WeChat red envelope, the value of the gift, etc.

Production cost of packaging card: the cost from design to printing and distribution to warehouse.

Time to return powder: The design time of parcel card, from printing to landing, packaging to warehouse, to express delivery and the time when users receive express delivery, e-commerce payment should be well grasped. Express transportation can take effect within 3 days, and the slowest is about 15 days. If you are not a business person in a remote area, it usually takes about 7 days, and all the people who can be drained by your parcel card have been drained.

Selection of reward scheme

A: WeChat red envelopes (ranging from 1 to 10 yuan), b: corporate gifts (goods and logistics costs), c: lottery prizes, d: service prizes,

Front and back design of package card

Front design:

Here, it begins to involve how to hide the drainage package card and use the names of other package cards as vests.

Package cards are divided into evaluation cards, marketing cards, after-sales cards, brand manuals, activity cards, letters to customers, gifts and so on. After-sales card: reference form: after-sales process+after-sales information product card: reference form: product manual, precautions, new products, interactive card: reference form: similar to a letter to a customer, allowing customers to participate and be willing to win a lottery. Reference Form: Customers with different purchase times/repurchase cycles send different letters to the evaluation card: Reference Form: Discount Cash Back Card.

Marketing card: reference form: new product listing card, trial equipment recruiter.

You can choose the above vest cards according to your needs.

First of all, put on a nice vest to reduce the customer's vigilance, make him ignore the tedious and disgusting feeling of adding WeChat, and create his false demand.

Reverse design:

Fans can see the points they want in the shortest time, reduce their psychological distance and improve the powder conversion rate of the whole package card.

Private domain is a systematic project, and adding powder is the first step to level high-rise buildings. To add powder, AI telephone, SMS and parcel card are unavoidable sections and necessary skills for each operation. Adding powder is easy, but keeping powder is difficult. Even if he stays, he may not be your client. Like your love. You are together, married, and he doesn't necessarily have you in his heart, so it is a key strategy to do a fine operation of private domain.

Author: Uncle Wen, official account of WeChat: Uncle Wen himself.

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