While promoting the app, the daily activity is decreasing?

This time, I will mainly share some strategies and content copywriting around message push. Now that you have opened the article, take a look~

1. Push Type

Human nature's thirst for knowledge, greed, and laziness are also reflected in different types of message push:

Lazy:

Tool message push

Tool-type push notifications: This type of push notifications is mainly combined with the user's rigid information needs. After the user interacts with the product, the user is prompted through message push notifications (if you are too lazy to open the app to check the information, then I will push it to you)

greedy:

Event message push

Event message push first meets the need for product activity exposure, and informs users through activity exposure that "you have a chance to take advantage, don't miss it"

curious:

Pure content message push

This type of message push has a high frequency, and the content pushed mainly depends on the user's personalized demands for content. Usually, when pushing content, the requirements for the title copy are high, and an attractive title that meets user needs is required to summarize the content of the landing page (but please note that even if users are attracted by the title and open the push, if the push content is not good enough, it will affect the user experience of the push in the long run, and even cause users to turn off the message push);

Social message push

2. Push Strategy

Push also requires the right time, right place, and right people. Today we will put these six words into the push strategy.

1. Time:

When pushing messages, refer to the user's daily routine + active time to set the push time

Each product has different characteristics, and the user's active time will also be different. For example, the user active time periods of a certain app in the figure below are mainly concentrated in 12:00-14:00 and 21:00-00:00. Then refer to the app user portrait and daily routine for push notifications. For example, the app user portrait is mainly white-collar workers in first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen. Usually on weekdays, 8:00-10:00 in the morning is the time period for users to get up and commute, and 21:00-23:00 is the time period for users to rest after get off work or go home after overtime. At this time, the frequency of users using mobile phones is higher. Combining these times, push notifications can be made at 9:00 in the morning/9:00 in the evening;

2. Geographical advantage:

Push scenario-based: based on own business scenarios or regional scenarios

Own business scenarios: Taking e-commerce products as an example, push relevant promotional information or product updates based on users’ recent product browsing trends. There are two types of triggering methods for this type of message push: the first is that users manually follow the store and receive store updates; the second is that the system automatically pushes relevant product discount information based on the user's browsing tags and recommends their interests;

Regional scenario:

Regional scenarios can be further divided into: push targeting local residents and push targeting location tags. In the push of segmented regional scenarios, the main focus is on push of location tags. For example, based on the user's geographic location information, the target users are screened by their geographic location attributes. When users who meet the screening conditions enter the designated geographic fence area, message push will be triggered to achieve refined message push.

3. Harmony among people:

The "harmony among people" mentioned here mainly refers to accurate user portraits. For example, a user virtual model is established based on dimensions such as user gender, consumption level, occupation, interests and hobbies, and online behavior. Different users are then labeled with different tags through the established user virtual model, and the "ahead of thousands of people" push is then implemented based on these tags. For example, in e-commerce apps, when users browse within the app, a preliminary user portrait has actually been established based on these actions. Messages about product discounts and activities are pushed based on the user portrait. Such precise push notifications are relatively user-friendly and avoid disturbing all users to a certain extent.

In establishing user data model labels, the division is mainly based on user behavior and user portraits. Different apps have different emphases in the selection of data model labels, which will not be elaborated here.

3. Push copy design

After talking about the "right time, right place, and right people" for push notifications, even the best push strategy needs to be coordinated with the copywriting to attract users. Since there is a character limit on the copy that can be pushed, it is very important that the copy content is highly refined and eye-catching.

1. Tell users the benefits simply and directly

For example, when it comes to discount push notifications for e-commerce products, users are bombarded with a large amount of discount information every day. Instead of presenting too much discount information to users, it is better to simply and directly present to users the benefits that users can get after the product discount. So taking this push notification as an example, my suggestion can be changed to "【Quickly grab】Super sweet Korla pears that melt in your mouth, 5 pieces for 9.9 yuan, saving XXX yuan..." When doing push notifications, using algorithms to search for user preferences is already half the battle. In terms of copywriting, letting users directly feel the profit can truly attract users' attention and obtain push conversions.

2. Create suspense and arouse curiosity

Compared with the direct "descriptive" push of e-commerce, content push has more room to play, by creating suspense and arousing users' curiosity. But there is also an issue that needs attention. When setting suspense in the push title, the content must be consistent with the landing page that users see. Even if users are attracted by the push titles and click on them a few times, if the content of the landing page is irrelevant to the push copy, there is still a risk of being ignored by users, which is not worth the loss.

For example, in this Zhihu push, the subtitle directly captures part of the content of the landing page and combines it with the push theme copy. The theme copy "What incredible things have your classmates brought to school?" attracts users who are willing to interact with this content. And "For a moment, I thought she was taken to a homestay museum..." can attract users who have no intention of interacting with this content.

3. Combine scenes and use symbols, emoticons, and pictures

Adding emoji expressions to push text can attract users' attention among a bunch of text. Using emoji expressions to push text can also make it look lively and cute.

For example, the gesture symbol in the title of this Zhihu push serves to guide users to swipe, and adding pictures to the push makes the push seem less boring.

Final Thoughts

Regarding push, in addition to the design of push strategy and copywriting, you can conduct A/B testing when pushing and optimize based on the data after pushing. Every push notification is a promotion for your own app. By refusing to remain the same, push notifications can also become interesting and soulful.

Author: Amu

Source: Amu