Four channels for APP to recall users: EDM, Push, SMS, and public account

The author of this article will share with you how APP can recall users through four main methods: EDM email push, SMS notification, APP message push , and public account push.

I have finished watching " In the Name of People ", this obsessive anti-corruption drama. The positive characters in the play reflect how to better serve the people, while the negative characters in the play remind me of a saying "one bad apple spoils the barrel". They make the people dissatisfied with government workers; therefore, the positive characters need to constantly fill in the gaps and restore the people's confidence in the government.

The same is true for APP operation . Users will be lost due to various reasons, so operators need to use various operational methods to recall users and reactivate them. There are many means of user recall, and coordination is needed to improve the success rate of user recall.

1. EDM email push: content can be diversified

EDM email push is a common method to maintain and recall users.

1. EDM email push

(1) Advantages

• EDM push has diversified content presentation, including text, video, picture, jump link, document, etc.
• In terms of content types, email push notifications mostly involve APP product function update notifications, product usage tutorials, account information notifications, APP activity notifications, etc.

(2) Disadvantages

1. Foreign users are used to using email, but domestic users generally prefer online social tools such as QQ and WeChat , and email is not used frequently;
2. Email push content is easily blocked by the system and requires technical support.

2. How to use EDM push to improve user recall effect

1. Email push must comply with the standards of the Anti-Spam Alliance . It is necessary to consider whether the title content is appropriate, whether it is within the tolerance range of the sending server, and whether it meets the sending frequency requirements of the email recipient.
2. Attractive titles and content : If the title is attractive, the email open rate will be high; of course, there are skills in setting titles; considering that users use different brands of email, the number of words in the titles displayed on different email platforms will also vary. Therefore, when setting the title, interesting, attractive and main content should be placed first. Hezijun suggests referring to the news title and putting the keywords that highlight the main content in front.

3. When measuring the effect of email EDM push recall, you should pay attention to :

• Email push delivery rate
• Email open rate
• User recall rate

During the operation process, any operation method needs to be supported by user data and use data to measure the effect. Therefore, data analysis in the above three aspects can help operators better optimize email content, analyze user data, estimate push time, etc., better recall users, and provide better services to users.

Recommended reading:

• How to write a user recall email?
• Email is a user experience that cannot be ignored
• How to create an email with a high open rate?

2. APP message push: Do a good job in user portrait analysis and push differentiated content

APP message push is one of the important operation methods of APP operators nowadays, and it has a strong effect on user recall and user activity. APP message push is a double-edged sword. If used well, it can help APP operators achieve various operation goals efficiently. Otherwise, it will make users hate it, and in serious cases, it will lead to an increase in APP uninstall rate.

1. Advantages and disadvantages of APP message push

The advantages and disadvantages of APP message push are quite prominent. If the message push is not done properly, the advantages will turn into disadvantages.

(1) Advantages

• The opening rate of APP message push is relatively high, especially news APP, attractive event content, etc.
• Message push can be operated in a refined manner, and current technology can help operators push messages based on user attributes and tag groups. Deliver the right content to the right users to maximize the effect of user recall;

(2) Disadvantages

1. Incorrect content can easily cause users to be disgusted, so they may turn off notifications or uninstall the app directly;
2. The content of APP message push is relatively simple in form, and good copywriting is needed to attract users to click into the APP;
3. At present, APP message push has been overused and users have become numb to it.

2. How to improve user recall effect

(1) Analyze lost users and understand the reasons for user loss

Different users have different reasons for losing APP users. Therefore, it is necessary to group users, select targeted content, and convey it to users. User loss is usually inseparable from the following aspects:

① Too much PUSH turns into harassment

Countermeasures: Reduce the frequency of push , improve the quality of content and the attractiveness of activities, etc.;

②Market reasons: The emergence of more fun apps

Countermeasure: Push content can be oriented towards product features, similar to notifications of APP updates, to inform users of interesting features;

③ No user analysis and targeted message push

Different users have different preferences, so the content of message push should be differentiated according to user attribute tags; understand the reasons for user churn, then label and group the churned users, and push targeted messages;

(2) Use activities to attract users: Few users do not like activities.

Activity content push is part of activity operation . It is not a good method to recall users by using activities with low thresholds, interesting activities, large discounts, and rich prizes.

For Hezijun, the "free traffic " activity is quite attractive, because Hezijun spends nearly 100 yuan on mobile traffic every month. The Guangdong Mobile APP often pushes content about free traffic and traffic discount packages, which suits the appetite of Box Jun, so it is natural that the opening rate and participation in activities are high.

(3) Refined message push targets, personalized message push for each individual

During the product operation process of APP, it is necessary to establish a user database and label users. Segment users' basic attributes (region, gender, age, mobile phone number), interests, hobbies, occupations, etc.; of course, this requires continuous accumulation of user data. You can collect user attributes through the account registration system, or you can use activities to tag users; an APP activity operation tool can continuously tag users through two methods:

1. Create meaningful activities, such as surveys. Through the questionnaire activity trigger, users are encouraged to complete the questionnaire and trigger the lucky draw for the users. The answers chosen by users in the questionnaire are invisibly labeled;
2. When creating an event, set the event tag; when users participate in the event, the users will be tagged with the tag you set when creating the event.

Define lost or inactive users, filter out lost or inactive users according to the user retention table and group them, and then push targeted messages to this user tag group. for example:

• Shopping apps can push discounted products in categories that users frequently browse, or recommend popular products in the same category;
• Travel apps that notify users of last-minute changes to travel events, such as flight delays.
• Music apps push users new updates about their favorite singers, etc.

(4) Push timing is also important and cannot be done arbitrarily.

The timing of APP message push is also very important, and messages need to be pushed according to the user's usage scenarios. I believe everyone has experienced the moment of becoming a drowned chicken, and a big reason for this is not checking the weather forecast; therefore, for weather apps, you can choose to push weather news in the morning.

3. SMS push: more suitable for event content push

I believe that everyone receives text message notifications from various apps every day, but if you look carefully, most of the text message notifications are related to activities, especially O2O e-commerce apps ( JD.com , MissFresh , Lian Coffee, etc.) and life service apps ( Mobike , OFO shared bicycles , Damai Ticketing, etc.).

1. What are the advantages and disadvantages of SMS notifications?

(1) Advantages

The content delivery rate is high and the implementation is relatively simple.

(2) Disadvantages

1. Choosing a more stable SMS service provider will result in higher prices;
2. The content of SMS notifications is limited to text + links, which is relatively simple, so the copywriting is very important;
3. SMS notifications can also easily cause users to be disgusted and block them.

2. How to improve user recall effect

(1) Have some interesting and attractive activities

SMS push recalls users similar to APP message push, which requires words to attract users; Box Jun believes that activity content is a more effective type of SMS push, using tempting activities to attract users to open SMS and click on the link to directly enter the APP to participate in the activity;

(2) Pay attention to push frequency and refine user targets

Everyone has a mobile phone and will receive various text message push notifications, but the most annoying ones are those from companies that bombard us crazily.

1. A certain coffee platform once sent 8 consecutive text messages to Hezijun, and my desktop kept vibrating. It was so annoying. I went back to follow its WeChat group and found that many users were complaining about the operator of this coffee platform. The brand image was instantly downgraded. And they still want to recall users?
2. SMS push notifications must also push differentiated content to users. I often visit a ticketing APP, and I am basically only active in the concert section. However, this ticketing APP often pushes information about opera events to me. I am not interested at all and find it very annoying!
3. SMS push notifications can be used to push notifications of APP system updates, and combined with activities, it can rekindle users' interest in your APP.

Recommended reading:

• "Hey, why is your SMS conversion rate always so low?"
• "A Must-Take Course for New Copywriters: How to Write Promotional Text Messages"

4. Public account push: Cultivate lost users’ stickiness to the brand

Many apps closely connect users with WeChat official accounts . Many apps use WeChat's traffic to develop another product line in WeChat official accounts to accumulate users, and then flow users back to the app. WeChat is now the largest social app , and reading content on official accounts has become a small part of people's lives. Therefore, using official accounts for user recall is also a relatively good channel .

1. What are the advantages and disadvantages of using public calls to return users?

(1) Advantages

1. It is helpful to cultivate users' stickiness to the brand. After all, user recall cannot be achieved by one piece of content or one activity. It requires continuous cultivation of users' stickiness to the brand.
2. WeChat is the mainstream, and recalling users through public account push is also a relatively direct way.

(2) Disadvantages

1. After a user unfollows you, they are lost and cannot be recalled.
2. Public account push has relatively high requirements for content quality.

2. How to improve recall effect

(1) High-quality and interesting content

Making content visual and interesting is very important for public account operations. There are many ways to display content in public account operation. Good content can resonate with users and bring about dissemination. For lost users, you can produce some articles on how to use the APP well to make users interested in your product again.

(2) Plan activities for old users

Activities are an effective way to activate users of WeChat public accounts, especially e-commerce apps and financial management apps . Most of the activities are aimed at new users, and old users do not feel any sense of presence.

Final Thoughts

There are many ways to recall APP users. In addition to the four methods listed above, there are also methods such as customer return visits, QQ groups, Weibo, pop-up windows, etc.; of course, after the user is recalled, guidance should be done well to keep the user active! When it comes to user recall, no matter what method is used, it is necessary to understand the reasons for user loss and conduct user portrait analysis, convey different content to different users, and maximize the user recall effect.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @活动盒 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map