ROI exceeded 500%. I summarized 5 key points of this recall campaign

As the Internet's demographic dividend gradually disappears and the cost of acquiring customers becomes increasingly high, reducing costs through refined operations and deepening the cultivation of existing users is another worthwhile direction.

After all, “recalling lost old users” is cheaper than “ paying to promote new users”.

We have mentioned before that the RFM model can be used to segment users into several categories:

User segmentation is just the beginning. The next step is to carry out refined operations targeting segmented users. Only then will the whole set of work be of practical significance.

For example, important valuable customers and potential customers need to be targeted with corresponding activity coupons; new customers need to be guided to develop user habits; important retained customers and lost customers need to be recalled, etc.

Today’s article mainly focuses on a previous recall activity case, talks about the recall method, and does a review by the way.

In October, in order to prepare for a platform event in early November, the department decided to carry out a large-scale recall campaign.

Platform activities and recall activities are actually a pair of good brothers. The more users participating in the activity, the better. Recalling users just increases the activity; while recall activities require a good reason, and the activity serves as a follow-up to the recall.

1. Secondary Segmentation of Users

Before user segmentation, user "data cleaning" must be performed first.

Among the lost users, there are a lot of "zombie users". The characteristic of this type of users is that no matter how big the coupons are given through what channels , they will not respond at all. They are users who can never be recalled. Therefore, in order to reduce recall costs and improve recall efficiency, user data must be cleaned first .

How to clean data is not discussed today due to the limited length of this article. It is mainly necessary to understand the company's business and specify screening indicators based on the company's business situation to screen and clean the data. After getting the cleaned user data, I felt refreshed, as if I saw the high recall rate waving at us.

User segmentation/ user portrait is always based on a full understanding of the business . If you don’t understand business operations, you will never be able to correctly segment your users.

Based on a full understanding of the business, we segmented the recalled users according to their online time and recharge amount (the company's business is live streaming ). There will be no recall for users of categories C, E, and F; different copywriting will be used for recall of users of categories A, B, and D.

The more detailed the user classification is, the more targeted it is and the higher the recall rate is.

2. Recall copy

When planning the recall copy, it is necessary to base it on the characteristics of the product itself and to conduct an in-depth analysis of the characteristics of lost users. Thinking more deeply from the user's perspective, being able to arouse the user's resonance and curiosity, and being able to directly inform the user of the interest relationship are all good directions.

Generally speaking, product recall copywriting can be written from four aspects.

1. Offer discounts and recommend more convenient services. For example: recharge discounts, the live broadcast platform has developed new functions, such as microphone connection function or anchor circle, etc.

2. Offer discounts and recommend more attractive content. For example: recharge discounts, a well-known game anchor has joined the platform, or a number of beautiful mixed-race anchors with high looks have been added.

3. Guide users to understand product upgrades. For example: the platform was upgraded and new outdoor live broadcast sections and show live broadcast sections were added.

4. Guide users to understand the value of the product. This article does not apply to this product.

Based on the analysis of the product business direction and lost users, we came up with three marketing copy and conducted a small-scale AB test.

After a small-scale test, Plan B was determined.

AB testing is a widely used working method, which will not be elaborated in detail here.

It is very important to speak with data rather than making decisions based on your own guesswork in operations.

3. Recall Tool Selection

1. Email EDM

Advantages: low cost, large sending volume

Disadvantages: Low open rate

Except for specific products, email EDM is rarely used nowadays. The main reason is the low open rate and low recall rate.

2. SMS

Advantages: high arrival rate and large sending volume

Disadvantages: High cost

SMS is currently the most mainstream recall method because it can reach users directly. The recall rate is closely related to the copywriting and product type. Although the cost is relatively high, the position of SMS will remain difficult to shake before new channels emerge.

3. PUSH

Advantages: low cost, large sending volume, high open rate

Disadvantages: low reach, users can set rejection, which may lead to APP uninstallation

Client PUSH is the method with the lowest cost and the highest open rate. If the user has not uninstalled the app and allows push notifications, the app can reach the user directly. However, if the user has uninstalled the app or does not allow push notifications, the app will be ineffective.

The pros and cons of PUSH are very obvious. If PUSH is too frequent, or the PUSH content fails to attract users, it will have a counterproductive effect and even cause uninstallation.

Therefore, most companies mainly use SMS and PUSH as a supplement .

IV. Analysis of recall effect

Regarding the recall data of 150,000 lost users, it is actually not rigorous to put SMS and PUSH together here, but because there is no way to verify through which channel the recalled users were obtained, this is a small mistake in this activity.

The correct approach should be to push SMS and PUSH separately, and then analyze the recalled data to obtain the recall efficiency of SMS and PUSH.

All activity data must be able to provide optimization suggestions for the next activity.

The activity has not ended yet at this point. Because no conclusions should be drawn before completing the value tracking of converted users .

Although the recall activity has a relatively low cost, it is still a subsidy of real money. If it does not bring about subsequent conversions and the ROI does not exceed 100%, then the activity is a failure. No matter how high the conversion rate is, this campaign is a failure.

Because it involves company confidential information, all data are proportionally modified and do not represent the actual situation.

Further tracking of the recall form resulted in the above picture.

The different consumption amounts and conversion rates of the three types of users, ABC, also fit in with the initial user segmentation. As for the tracking time, it is determined by the frequency of product use and the user cycle, and each product is different.

At this point, it comes back to this sentence: operations must have an in-depth understanding of the business.

5. Cost data

The cost of this activity is mainly in the following two aspects:

1. The cost of SMS is about 0.03 yuan per message;

2. Subsidy costs: all top-ups require subsidies (ranging from 30% to 50%)

Based on the recharge amount (GMV) tracked for 30 days, minus the activity cost, we can get the profit of this activity.

We can further break it down here and calculate the ROI for different users of A and BC separately, and choose to recall them individually or as a whole in future similar activities.

Even if the recall copy is very attractive, users may not come back for various reasons.

There is a rule in advertising called the "eight exposure strategy" , which means that a brand can gradually enter the hearts of users only after multiple exposures, and multiple displays can increase brand awareness.

Therefore, for users who do not return after one recall, you can continue to recall them in the next campaign, reach out to them more times, and strive to influence them.

Source: Liu Qiuping