How to do user recall? 10 strategies!

In fact, whether it is recalling users who have already churned or awakening users who have not churned but are not active, the essence is the same. The purpose is to increase user activity through some actions.

Whether it is user recall or wake-up, their basic logic is:

• Put the carefully prepared content (pure text or a combination of text and pictures)
• Push it to your users through some channels (such as SMS, email, APP push , public account template messages, etc.)
• After the push, the corresponding products or services are provided (e.g., in the e-commerce industry, the users are guided to place orders after push; in the service industry, the users are guided to experience services after push; in the APP industry, the users are guided to experience new functions after push, etc.)

For operations colleagues, the products or services that are undertaken after the push are based on your business development needs. This is the ultimate purpose of the push and cannot be changed. The push channels are based on the company's existing users, and the ways to reach them are very limited. The only thing you can control is your push strategy and push content.

Based on the push strategy, generally speaking, when the operation is at the primary level or the user scale is not large enough, a rough push method is usually used, that is, the same content is pushed to all users of the entire site; and when the operation is advanced or the user scale is already large enough, refined push is usually carried out based on some relevant information of the user.

Whether it is rough or sophisticated, there are ways to conduct recalls.

A brutal recall

1. Use interesting or relatable content to quickly attract users
2. Speak halfway to stimulate users' curiosity
3. Seemingly like a real friend, the conversational request or reminder stimulates the user's corresponding motivation
4. Combine limited time, exclusive benefits and other benefits to attract users to participate

1. Use interesting or relatable content to quickly attract users

Seeing the two pieces of content pushed above, are you interested in clicking on them? Sometimes a simple creative idea can immediately catch the user's attention.

Regarding content that resonates with users, I just want to remember one core point: this content can make users want to know more. It can allow users to recall the past, connect to the present, or look forward to the future. One of these three is enough.

• Recalling the past means that this content can immediately make users recall things they have experienced directly or indirectly in the past.
• In connection with the present, it means that the topic is what he is paying attention to at the moment, or is consistent with his current situation.
• Looking into the future means that the content can be sent one day in the future, or it can be related to your own interests one day in the future.

Take recalling the past as an example. To celebrate the 10th anniversary of the Double 11 Carnival, Tmall specially made an H5 that goes back 10 years, allowing us to recall our changes over the past 10 years: the 2008 Beijing Olympics, WeChat , Weibo, and shared bicycles .

There are also memories of Alibaba : the first Tmall Double 11 , mobile payment, and Yu'ebao. As my memory deepened, the newspaper also changed from full of color to black and white, as if I had really returned to 10 years ago.

1. Speak halfway to stimulate users' curiosity

1. Seemingly like a real friend, the conversational request or reminder stimulates the user's corresponding motivation

When QQ Music pushes a message like this to you, as a fan of TF boy, you will inevitably be unable to resist clicking on it, right?

This is the public account push for Christmas last year, and the number of readings was more than twice the usual number.

1. Combine limited time, exclusive benefits and other benefits to attract users to participate

This is even more. I guess everyone was flooded with messages during Double Eleven .

As for rough content reach, it is relatively simple. If you observe other people's content carefully, it is relatively easy to imitate . The difficulty lies in how to use system strategies to achieve targeted and accurate reach of users when you have more users.

As long as the user meets certain conditions, the corresponding content can be pushed to him to relatively guarantee the effect of the push. You can think about the following 6 questions one by one and formulate a strategy.

Strategic recall

1. Do users have a core motivation when they initially join?
2. Can the product obtain information about the user’s friends, relationship chains, etc.?
3. Will users of the product have motivation to consume and receive benefits?
4. Is it possible to obtain some important time nodes related to users?
5. Are there several important pieces of label information within the user's core needs that can strongly stimulate the user?
6. Is there content in the product that is sufficient to attract a large number of users to watch and discuss?

Taking Wu Xiaobo Channel as an example (all content is not related to the channel, it is just an example), I will share with you how to implement strategic content push to increase product activity.

1. Do users have a core motivation when they initially join?

Push all information related to the user's preferences or core content to the user. For example, Amazon often emails me book recommendations based on my browsing habits.

For the channel, key elements can be extracted, such as financial knowledge that everyone wants to know, and then content that is of concern to different age groups can be pushed. For example, investment advice suitable for those born in the 1990s can be pushed to those born in the 1990s. Generally, those born in the 1990s should be interested in clicking in to learn more.

1. Can the product obtain information about the user’s friends, relationship chains, etc.?

You can regularly push updates about friends who are closely connected with the user, interactions between other friends and me, or recommend relevant consumable content or services based on the behavior of other friends.

For example, pulse:

For a channel, the key elements that can be extracted are the social relationship chain of the user's friends and the user's latest behavior. When this report is received by users in the same relationship chain, it can be recommended to other users.

1. Will users of the product have motivation to consume and receive benefits?

Find reasonable reasons and rules to regularly push benefits to specific users. This was particularly evident during the recent Double Eleven.

For channels, the key element that can be extracted is to provide benefits to users who register within a specific time or participate in specific activities. When a user has been a channel member for one or two years, you can push some benefits to him to celebrate his X-year anniversary as a member.

1. Is it possible to obtain some important time nodes related to users?

For example, for a channel, the key elements that can be extracted are studying for 1 or 2 years, studying for 21 consecutive days, or a certain behavior done on this day last year. Today is the 2nd anniversary of your membership of the channel. Teacher Wu personally wrote a letter for you. Come and take a look. I believe that there will be few fans of Teacher Wu who will not click on it.

1. Are there several important pieces of label information within the user's core needs that can strongly stimulate the user?

For example, for a channel, the key elements that can be extracted are: course theme, guest background, popularity of the topic, etc. Teacher Wu specially invited his good friend, the producer of Zaowuxue, Wu Sheng, to share his scene revolution with you. 3,000 people have signed up, come! ! ! Will you refuse?

1. Is there content in the product that is sufficient to attract a large number of users to watch and discuss?

Regularly push popular content. As long as the popularity of the content exceeds a certain threshold, it can be recommended to specific or all users. In this way, there is a high probability that they are also highly interested in this content. For example, hot events on Weibo must be promoted every time.

For a channel, the key elements that can be extracted are the channel's weekly popular content. For example, Mr. Liu Run will explain new retail to you, and tens of thousands of people have watched. Come and join the discussion!

You can use this method to organize relevant recall strategies. First write down the direction of your thinking, then the relevant key elements in advance, and finally summarize the corresponding content.

As shown below:

If you want to use less manpower to solve a more complex problem in the long term, you must not rely solely on manual and rough operations, but must use appropriate tools , rules and mechanisms. Just like the refined operations above, through systematic thinking, key elements are extracted, and relevant content is strategically produced to improve the accuracy of the content.

Source: Growth Leader (swimming54)