WeChat operation: Master all the skills of WeChat push in 10 minutes!

1. Article Overview

Core content: WeChat push operation (Part 3), push optimization suggestions (Part 4)

2. The Importance of Push

Push is an important channel for message reach and user recall. The reach rate of the push channel and the click rate of the push message determine the coverage of the push. We use a formula to measure the push effect:

Push effect = push target number * push reach rate * push click rate * user conversion rate

1. Push target number: the number of people to whom the message will be pushed. So does it mean that the more push targets the better? --no! If it is pushed to non-target groups, it will disturb normal users, who may even uninstall the app or complain about the template message, which would have disastrous consequences. Therefore, it is recommended to choose the right target group. Simple suggestions will be given in the optimization section.

2. Push reach rate: Push reach rate is mainly an indicator to measure the robustness of the message channel. Generally speaking, APP push can try to use third-party channels with better effects; WeChat push should establish an appropriate push time to avoid Formid expiration. It is understood that the push reach rate of APP is around 75%, and the reach rate of WeChat is around 90%.

3. Push click rate: This is closely related to the push population, push time, and push materials, and will be explained in detail later.

4. User conversion rate: This is the operational capability. You can judge based on your business and I will not elaborate on it.

3. WeChat system message push

1. Introduction to WeChat push messages (see WeChat official documentation for details)

Based on WeChat’s notification channels, official accounts/mini programs provide the ability to efficiently send template messages to a large number of users in order to achieve a closed loop of services and provide a better experience.

Template push location: Service notification

Template issuance condition: Triggered after the user interacts with the page in the WeChat system

Template jump capability: Clicking View Details will only jump to the pages of the account that issued the template.

Template push process:

Interested friends can see that compared with APP push, WeChat push requires the selection of a suitable template ID. In order to facilitate the organization and management of push content, push under the WeChat system (WeChat public account push, template message push) must select the relevant template title and replace the content under the template. For specific template content, please refer to Template Message Management.

2. Rules and restrictions for template messages

Since template messages are built within the WeChat ecosystem, WeChat has set many rules and restrictions for the sake of user experience and ecosystem health:

2.1 Issuing rules

2.1.1 Push location: service notification.

2.1.2 Push delivery capability: This function is triggered when the user interacts with the page within the WeChat system, but of course there is a time limit. WeChat official account service notifications can only be sent within 72 hours of interaction, and mini program template messages can only be sent within 7 days of interaction (mini program template messages need to collect Formid, and Formid is valid for 7 days).

2.2 Restrictions and Penalties

2.2.1 Here is the official explanation of the violation (please take it seriously, don’t think it’s a scare or a joke. As Tencent’s godsons, we have really been strictly banned! Yes! Really!):

2.2.2 The reasons for punishment given by the authorities are usually vague. I will briefly explain them based on specific examples of being banned and some tips I have learned from my mistakes:

1)

Official explanation: It is not allowed to maliciously induce users to perform trigger operations in order to send templates to users.

Interpretation: Do not use interest incentives to guide users to click, and do not guide users to do actions unrelated to orders/messages. Negative examples, such as click to receive money, bargaining, etc.

Tips:

• Express the benefit points more euphemistically: for example, "Click to receive 1 yuan" can be changed to "You have a surprise to see."
• Conventional behaviors allow users to choose whether they need reminders: For example, for sign-in reminders, set a switch for users and let them choose whether they need reminders.

2)

Official explanation: Malicious harassment is not allowed, and templates that harass users are not issued

Interpretation: The message was sent to irrelevant people, and your template message was reported by users. For example, drone/game controller related content was sent to female users.

Tips: Carefully segment users and control the push frequency.

3)

Official explanation: Malicious marketing is not allowed, and a marketing purpose template is issued

Interpretation: You used template messages as a marketing tool and were reported by users, for example, you bombarded users with promotions for no reason.

Tips: Don’t use template messages to promote marketing activities. Stock up on traffic as early as possible and promote it on the official account.

In addition to these, I would often worship Xiaolong’s father and pray that he would not be blocked.

3. Design of push background

As a basic department in the company, we undertake the push requirements from various business parties. For example, the functions that the push backend should carry are mainly the following:

3.1 Push capability support mainly involves basic functions such as template maintenance, push application and traffic distribution, A/B testing capability support, and data query.

3.2 Anti-disturbance strategy

The design of anti-disturbance strategies varies depending on the product. Taking e-commerce platforms as an example, push notifications can be divided into the following three categories:

1. Basic category: Message reminders directly related to core business, without which the business will be affected or the user experience will be greatly reduced, such as order message reminders, buyer and seller message reminders, etc.
2. Reminders: Message reminders that will not affect the normal product process but may increase product activity or promote repeat purchases, such as funnel node reminders during the order process, sign-in reminders, and reminders based on business scenarios (price reduction notifications, arrival notifications, etc.);
3. Marketing activity type: mainly used for operational purposes, a type of reminder to create demand for users, such as: reminders for big promotion activities.

Based on the above three types, user anti-disturbance can be designed into two levels: basic anti-disturbance and business anti-disturbance. The underlying anti-disturbance function ensures that the message channel is "not bombarded" and has a "sense of presence", while the business anti-disturbance function ensures that messages are "pushed to the right people" and "not flooded".

The anti-disturbance conditions can be divided into multiple dimensions such as anti-disturbance time, anti-disturbance frequency, anti-disturbance scenario, etc., and can be designed according to different businesses. They will not be expanded in detail.

3.3 Resource Competition & Intelligent Matching

Simply put, the problem that this topic aims to solve is: multiple business parties A, B, and C all want to push content to Xiao Ming, so what is the overlap in the user groups pushed by the three businesses A, B, and C? Which business party should push it to Xiao Ming and others?

My solution is mainly the application of user stratification system (mainly RFM model). It is quite long to write. If you are interested, please like and leave a message. I will write a separate article when I have time.

4. Optimization of message push

The messages discussed here are mainly for WeChat template message push. The underlying logic is consistent with APP push, but some performance or style are slightly adjusted. I have simply compiled a table for comparison, and you can judge for yourself and extract the essence and discard the dross.

The process of message push can be divided into three stages: preparation before push, monitoring during push, and review after push. Some optimization suggestions are provided according to each of the three stages.

1. Preparation before push

1) Select the target audience ⭐️⭐️⭐️

This is a test of the data sensitivity of product operations staff and the construction of the company's underlying data systems. Medium and large companies will have strict user segmentation and user behavior monitoring to facilitate operations. For example, when pushing Double Eleven marketing messages, different user groups will be divided according to factors such as user participation last year, consumption amount, consumption frequency in the past year/six months, and time of most recent consumption. Different materials will be organized for each user group (refer to the RFM model and user operation strategy).

However, how can small companies with incomplete data push it?

To put it simply, you can do simple push notifications based on user system version, user gender, user age, active behavior, consumption behavior, etc.

2) Choose the push time ⭐️⭐️

Generally speaking, regular push notifications are best triggered immediately after a fixed time or behavior. Marketing push notifications can be sent during commuting time, meal time, or rest time. The following time periods are for reference only: 7:30~9:30, 12:00~14:00, 18:00~22:00.

3) Set push copy ⭐️⭐️

The push copy directly affects the click-through rate, which is also the foundation accumulated by operations colleagues over a long period of time, so I won’t go into details. Let me talk about a few topics that I have written that have relatively high click-through rates: hot events, red envelope rewards, friend introductions, etc. You are welcome to add to them.

4) Create a landing page ⭐️⭐️

Never ignore the landing page and don’t generalize. Even if you can’t tailor it to each individual user, you still need to make some distinctions based on user groups. For example, for users who are sensitive to prices, you must offer coupons; for female users, you should try your best to promote points such as "getting a bargain" and "girlishness".

2. Monitoring during push

During the push process, two points should be monitored in real time: whether the pushed data is normal and whether there are complaint messages in the WeChat background. Once any situation is found, stop the subsequent push immediately!

3. Review after push

1) Data review

I will look at data such as target push volume, successful push volume, click volume, conversion volume, and retention of converted users according to the funnel.

2) Tips to avoid being reported

It is normal to find that being blocked when communicating with friends. There are still some "little tricks" you can try: you can add a "reply DT to stop pushing" to the push content or add a "pseudo complaint" entrance at the end of the article.

Related reading:

1. WeChat official account promotion, official account topic selection method!

2. How to attract new users through WeChat promotion operations?

3. Mini Program Promotion: How to attract 100,000 new users in two weeks?

4. 16 methods to promote WeChat public accounts that you should know!

5. Review of the Public Account Promotion and Follower Increase: How to Increase Followers by 200,000 in 3 Months?

6.How to use the official account? WeChat public account operation skills!

7. WeChat advertising traffic 618 e-commerce promotion delivery guide is released!

8. WeChat marketing promotion: How to use WeChat to promote your products?

9. WeChat public account promotion: How to take advantage of hot spots to attract new users?

Author: Löwenzahn

Source: Löwenzahn