Aurora Notes

With the disappearance of Internet users' dividends and the soaring cost of acquiring customers, the Internet is moving from the "incremental era" to the "stock era". It has become industry knowledge to activate existing users through refined operations, thus driving the second growth curve of enterprises. Under this trend, enterprises began to build private domain traffic pools (such as membership system, online WeChat group, regular live broadcast, small program e-commerce and so on). ), and then reach the end users by pushing messages, try to keep users on their own platforms, and then activate the conversion. However, there is also the problem that marketing content has thousands of people, and the lack of personalization leads to low click-through rate (according to Aurora statistics, the average click-through rate is around 0.5%), which cannot effectively activate users. So, how to effectively activate users? How to better improve the click rate of push messages? By sending discounts, promotions, new product information and advertisements of the same content to users, is it possible for users to realize their purchase behavior again? Obviously not. Through the long-term push experience of serving a large number of customers, Aurora has come up with a set of effective methods to activate users: through personalized communication, it can realize the marketing of thousands of people, accurately activate users, directly reach the inner demands of users, and enhance sales and transformation; Instead of thousands of people pushing messages, "young customers, middle-aged customers, elderly customers and other different customer groups receive the same information", we rely on real and effective user data, multi-dimensional segmentation, and reach customers through personalized messages, thus optimizing user experience and promoting sales revenue. So, how to effectively activate users and improve the click rate of push messages through personalized push? There are several key actions: Action 1: Personalized push copy Action 2: Conduct multiple A/B tests 0 1 to personalize push copy. Add user nicknames or facial expressions when pushing, and users will feel that they have received private messages or exclusive messages, so your users may be more interested in this message and more willing to click (but pay attention to humorous copywriting or facial expressions that must conform to the content context and avoid sending them to the people involved. Research shows that 92% of Internet users around the world have used Unicode emoticons, and only using emoticons can increase the click-through rate of messages by 85%. The application scenarios of personalized copywriting are very extensive, as follows: a. Membership promotion scenario: Hi@{{nickname}}, your membership only expires {{days}}, and now you can enjoy a {{discount}} discount if you renew it! & gt& gt Click Recharge B. Product promotion scenario: Hi@{{nickname}}, and get coupons, totaling {{total_money}}, with a reduction of {{yuan}}! & gt& gt View details C. Social application scenario: Hi@{{nickname}}, your comment has {{answer_num}} friends to reply, come and see >>& gt02. Conduct A/B test for many times. A/B testing allows you to compare different push copies used in the same operation to see which one is better. For example, look at the performance of push messages with facial words; You can verify which emoji and how many emoji are best for your push notification; You can verify whether it is better to add user nicknames or not to add user nicknames in the copy; You can verify the length of words in the copy, how many words are appropriate, and so on. Of course, many enterprises have actually implemented the above actions; However, in the process of serving customers, Aurora found that many enterprises may achieve this: developers traverse all the sending target users at the code level, call Aurora's API interface many times, and send each target user point-to-point. Through code logic, the developer splices the copy several times to form the copy he wants to push to the end user. Operators who push through web pages are forced to stop on the road of personalized replication because they cannot realize code logic. The above situation not only increases the R&D cost and the operating cost of enterprise server bandwidth resources, but also greatly increases the workload and difficulty of enterprise operators. "The functions such as' user attributes',' emoticons' and' A/B testing' provided by Aurora Push Service can help developers and operators quickly realize' personalized push copy'. In the process of personalized communication with users, personalized push copy helps to improve operational efficiency, save operating costs, enhance user experience, increase click-through rate and promote sales revenue. According to the statistical results of Aurora's customer usage, the click rate of push messages increased from 0.53% to 0.95% after personalization, and further increased to 1.58% after adding emoticons, and the overall increase was1.98%; Especially in the commercial and financial industries, the overall click-through rate increased by 1.28% on average after the personalization of text was realized by combining the user attributes and expression functions in push notifications. Aurora Push Personalized Push Function Tip >>& gt& gt User attribute developers no longer need to traverse the sending target, call the API many times, and splice copies one by one, and operators don't have to worry about being unable to personalize because they can't write code; Aurora supports abstracting user attribute information such as user nicknames in push replication, such as {{nickname}}. Developers only need to pass the information that needs to be fully displayed to the end users to Aurora, and Aurora will intelligently process the content, so that you can avoid all manual work. The specific business operation steps are as follows: (1) Add user attributes through the Aurora WebPortal attribute configuration page (or server API); ② Set the user attribute value of the device (the user attribute of the device can be bound by the client or server). Client settings refer to Android user attribute API(/ jpush/client/Android/Android _ API # Add and update user attributes) iOS refers to iOS user attribute API(/jpush/client/iOS/ios_api# Add and update user attribute server settings refer to add/update device user attribute API (/ J push/server/push/rest _ API _ v3 _ property # Add the user attribute of the update device) ③ Insert the user attribute into the push copy when creating the push, and the Aurora system will automatically send the final copy to the end user. > > > > > Emoji As of September 20021year, there are 3,633 emoji in Unicode standard. This means that you have more than 3000 choices. Aurora system level fully supports all kinds of Unicode standard emoticons. If enterprise developers are code docking, they can call emoji according to Unicode standard according to business scenarios. If an enterprise operator operates through a web page, it is also convenient to directly select the required emoji through the interface. Operators of>> & GTA/B testing enterprises only need to set up two different A/B copywriting groups and set the proportion of users in A/B groups, so they can quickly compare the click effects of different copywriting at one time, which greatly improves the operational efficiency. Conclusion Please remember that personalized operation for thousands of people is the key to successfully activate users, but first of all, infrastructure such as user attributes, user labels and user segmentation needs to be built to ensure that as many users as possible can be covered. Then find out the best operation scheme through AB test. Aurora Mobile (NASDAQ: JG) was established on 20 1 1, and is a leading customer interaction and marketing technical service provider in China. At the beginning of its establishment, Aurora focused on providing stable and efficient message push services for enterprises, and with its first-Mover advantage, it grew into a mobile message push service provider with a far-leading market share. With the increasing demand for customer reach and marketing growth, Aurora has actively launched solutions such as message cloud and marketing cloud to help enterprises achieve multi-channel customer reach and interaction needs, as well as the application of artificial intelligence and big data-driven marketing technology to help enterprises achieve digital transformation.