Still worried about promotion? Here is a list of promotion channels for your reference

For operations , user volume and revenue are the two most critical indicators. We hope that more users will stay in our products, with higher retention rates for new users and higher levels of activity for old users. As the number of users increases, it will also become much easier to increase revenue. Users are divided into new users and old users. This article lists the promotion channels for old users. Taking the gaming industry as an example, other industries can apply the same principles.

For old users:

1. EDM Marketing

EDM marketing is also called email marketing . It generally means that companies send EDM emails to target customers to convey relevant information to customers and conduct promotions. Compared with traditional marketing methods, EDM marketing has the advantages of convenience, speed and low cost, but it is also a promotion method that many companies tend to overlook. Taking the current CPA unit price in the gaming industry as a reference, if we can bring back one lost old player in 10,000 emails, we will make money. Moreover, the quality of old players is generally better than that of new players. New players have too many uncertainties, and the current CPA is still rising. Companies that are good at EDM marketing include Starbucks and Jack Jones. You can search for "Jack Jones classic EDM email marketing case " to learn more.

The five elements of EDM marketing: clarify marketing objectives, appropriate communication strategies, identify target customers, increase email attractiveness, and analyze results.

Friends who have received Starbucks marketing emails should know that Starbucks conducts EDM marketing about 1 to 2 times a month. The themes are all about new product recommendations, holiday discounts or special activities. The titles are clear but poetic, so people will not feel bored. The sender is: Starbucks Rewards Club, and the body of the email is a picture. The color matching and text display are very suitable for reading. This also successfully avoids several taboos of EDM marketing: the sender's name is too casual, the subject is unclear, the email quality is not high, the email is sent frequently, and the content is an attachment.

2. Forum

Forums are also a commonly used promotion channel . The more common methods are forum homepages and in-site messages. Let’s take the example of League of Legends , a PC game that has been popular for several years.

The upper left corner of the forum is the main image marketing area. After clicking, users will enter the corresponding activity post to participate in the activity. The upper right corner is the in-site message marketing area. When we have news to convey to users, we can use in-site messages to highlight the in-site message icon to attract users' attention. Generally speaking, the click-through rate is relatively high. Building a good forum is very important for the game. Players can exchange experiences, report bugs, participate in activities, etc., which is very helpful in increasing the activity of old players. The construction of good UGC and PGC culture can make our work more effective.

3. Official website

Official website promotion is similar to forum main picture. It also attracts players’ attention and increases participation in activities by placing activities in the main carousel area. The examples below are League of Legends’ recent anniversary limited skin event and the Apple Watch Series 4 reservation event interface jointly launched by JD.com and Apple.

4. Launch announcement

Everyone should be familiar with this. When you open an app, an advertising interface will pop up. We click on the interface to jump to the corresponding interface. If the countdown is over or the user clicks the skip button, the interface can be closed. We can use this method to conduct marketing promotion for old users. Of course, we must pay attention to the fact that we must use the simplest text to attract users to click, otherwise the countdown may be completed and the user has not finished reading the main points of the activity, or may feel impatient and directly click to skip.

5. Customer service ticket system

Many companies have customer service systems, and we can also make good use of the customer service systems for marketing promotion. Taking marketing QQ as an example, when users make inquiries, we can display our activity content on the right panel of marketing QQ, which can be in the form of text and hyperlinks. At the end of the customer service reply, we can also add our activity content for promotion.

6. Baidu Tieba

Similar to forums, building a good Tieba for our own products is also conducive to improving the activity and retention of old users. When we have an event to promote, we can pin our event post to the top of the Tieba, so that every user who enters the Tieba will see our event post and maximize its dissemination.

7. SMS Marketing

SMS marketing has the characteristics of fast speed, high return, low cost and high accuracy. It is also a marketing method that many companies are happy to use. When we have new products or discounts, we can send SMS to inform our users. For example, when our balance is low, the operator will send a text message to inform us that it is time to recharge our phone bill; when there is a promotion, the mall will send us a text message to quickly participate in the event; if we haven't played a certain game for a while, the game operator will send us a message saying that there is a return gift pack for us to return to the game to receive, etc.

8. Application push

When developing products, we can access the application push function. If it is too troublesome to develop the push function ourselves, we can also access the push function of a third party, many of which are free. When there is an event, we can communicate it to our users through app push. Some users who have not used our products for a long time may click into our app to view it after seeing the push. Therefore, the title of the push is very important. It is best to attract our users with just one or two sentences. A well-researched app push can greatly increase the probability of our old users returning. However, push notifications should be done in moderation. Frequent push notifications may cause users to become annoyed and uninstall our app, which would be counterproductive.

9. WeChat Official Account

Nowadays, many companies like to let users follow their official accounts and conduct marketing on the official accounts. This is also a good method. Of course, we must do a good job of guiding users and continuously output high-quality content to keep users on our official accounts in order to maximize benefits.

10. Mailbox system

Another effective channel for promoting old users is the mailbox system within the app. When we have activities that need to be promoted, we can send messages to users within the app in an official capacity to achieve the promotion effect. Taking Douyin as an example, every time there is an event, the official Douyin assistant will send in-site messages to users to promote the event.

The more communication channels we have, theoretically the more users we can reach and the greater the information exposure . Therefore, when we have fewer promotion channels, we must build them in a timely manner.

The effectiveness of communication has a lot to do with our promotional copy . Before promotion, we need to consider our promotional copy again and again to make our activities more effective. If you have no experience, you can refer to the promotional copy of similar applications, and then form our own methodology after many promotions, and strive to make progress every time.

For example, the opening rate of emails in our EDM marketing, the click-through rate of users of launch announcements, the reading rate of users of WeChat public account tweets, etc., are all quantifiable indicators, and the promotion frequency must also have a limit. If it is too frequent, it may cause users to plan and become counterproductive.

Source: Zhanfan