How can the e-commerce industry effectively recall lost users?

When recalling users , you first need to screen out lost users and stratify them according to their characteristics. For example, are they users who have items in their shopping carts or users who open their apps but do not use them much? Then, you can develop effective recall methods based on these characteristics.

Tell the user that you are recalling him

When conducting user recall, first select the channel :

(1) Mail DEM

Email EDM push has low cost and can send a large number of emails. It is a method for many APPs to recall users. However, the open rate of recalling users through email push is very low. Because the usage rate of mailboxes by ordinary users is not high. One point to emphasize is that e-commerce / O2O products are more suitable for this method. After all, titles like "bargain special price" are still very attractive.

(2) APP message push

APP message push is a more accurate push method. It can push messages to the mobile phones of users who have installed the APP. This method can be used to recall APP users. It has low cost and a very high opening rate. Although the user has been classified as a lost user by you, he has not uninstalled your APP, which proves that your APP is still useful to him, but he did not continue to use it for some reason. At this time, you can push messages to users and recall them.

It is worth noting that pushing messages to users at inappropriate times and pushing messages at a high frequency will make users disgusted, and in serious cases, they will directly uninstall the APP.

(3) SMS

The arrival rate of SMS push is high, but the cost is also high. Moreover, using SMS to recall users will make users feel that their privacy has been leaked, and their favorability towards the APP will also decrease significantly.

The user knows you are recalling him

When pushing messages, the writing of copy also requires skill. Chinese people tend to speak in a subtle way. You can’t say directly, “We have made an update, please come and take a look” or “I have an event, please come and join us.” When pushing recall messages to users, it is necessary to clarify what the users' real needs are.

E-commerce apps

If users want to buy cheap and useful things through the APP, they can push messages based on current hot topics and user needs.

Inform users of recent discounts and other activities via email. For example, during the 618 shopping festival, various platforms are holding activities, so users can be informed in a timely manner that they can get more discounts by using it.

For users of e-commerce products, they usually complete the shopping process after registration. Therefore, the most worrying thing is that users complete the registration but do not create an order within 24 hours. In this case, a text message is pushed to such registered users to guide them to download the mobile APP to receive the red envelope.

On the left side of the above picture is the data after the reach behavior was launched for 3 days. The reach SMS was pushed to 897 people, and ultimately reached 856 people, of which 68 completed the conversion (created an order and completed the payment), which is equivalent to recalling lost users. The improvement here is real.

From another perspective, through the above-mentioned precise reaching, it is possible to avoid wasting marketing costs on users with urgent needs (users with urgent needs: users who will still place an order even if they do not receive red envelopes). At the same time, the e-commerce company's microsite, web, and mobile terminals all attract traffic to each other, and ultimately users need to be aggregated to the APP terminal and then settled. Zhuge io's intelligent reach also achieves platform traction, because the information reached requires users to download the mobile APP, which will greatly improve operational efficiency. Zhuge io's reach is automated. In addition, it supports automated operation strategies for other scenarios to maximize the overall operational efficiency.

Social Apps

The foundation of social apps is people. If social accounts are not maintained by interpersonal relationships, a large number of users will be lost. For example, we often receive similar recalls: "A person you may know has joined ** (platform)". Through "relationship" recommendations, it is very likely that users will see the people they want to follow and be recalled.

Tool APP

Tool apps serve to assist users in certain aspects. The reason why tool apps cause user loss may be that their functions do not meet user needs, or that the core functions that originally satisfied users have been replaced after the revision.

Ultimately, tool apps attract users with their functions. So at this time, we should tell users that we have improved the functions during the time you were away, so please come and take a look to see if you like it more.

What operations must do after a successful recall

If a user is successfully recalled, it may be that you have just met his/her needs and he/she is willing to give you another chance. However, if the user opens the app and the entire interface is different from before leaving (many apps are rapidly iterating, and the functions and UI often undergo major changes), and it is difficult to use, then the user is likely to leave again.

For apps that have undergone major revisions, you can add a new user guidance page to guide users. In addition to the novice guide, new functions/new ways of playing can also be pushed to the message notification center. Users can see what updates the APP has made when they open the message center, but it is generally through the novice guide method.