6 tips to improve push opening rate of APP!

The main purpose of push is to promote activation and attract new users . In addition, regular and periodic push can play a role in brand building. Each APP needs to combine product positioning and push topics and content styles that are in line with its own tone. However, the title copywriting for push notifications is not exactly the same as the article title. There are some unique ideas and methods. It is necessary to master the skills of ordinary article titles and pay attention to the particularity of display scenarios and operational purposes. Today, I will share 6 tips to improve the open rate of push notifications.

1. "Aida" Law

First, let’s look at the guiding principles of push copywriting. The essence of push is text information. After a push is successfully sent to the user’s mobile phone, the user’s reaction process of receiving the information is divided into very fine parts according to AI DMA to understand the user’s process from receiving the push to clicking the push.

Push copywriting based on the structure of Aida's Law

When the user notices the push, it will take less than a second for them to decide whether to click? Still not ordering? I don't study it carefully to see if it interests me. Does it arouse my desire? Therefore, even if we have broken down Aida's law from a structural perspective, there is still no fixed rule for how to edit the copy. Let's take Xiaohongshu as an example to study how push copy can be combined with scenarios to solve the problem of open rate.

Take Xiaohongshu as an example

It is not difficult to find that the copywriting formula of Xiaohongshu is: scene + related customers + numbers + judgment words , among which:

-Scenes include: country names, transportation and other geographical environments or states, such as Australia, on a plane, before a date...

-Related customers include: nouns and pronouns related to customers, such as woman, you, foodie, etc.

-Numbers include: common numbers, rankings, percentages and all other words related to numbers

- Determinative words include: equal, should, enough, etc.

(Note: The new advertising law stipulates that extreme words cannot be used)

For example, if Xiaohongshu promotes facial mask products, the copy may be like this:

-Here are all the 10 facial masks that are popular in the Korean entertainment industry

-If you don't do these things before going to bed, your aging speed will increase by 3 times

The interesting thing about writing push ads is that you can see the click rate of the copy in real time, thereby verifying the effectiveness of the idea, so you can boldly try it and see which of your own users like the fresh style? Who likes “heavy taste”? Which users are only impressed by discounts? Which users like scenario-based copywriting? Which users prefer the "Aida" rule-style structural expression?

2. 6 tips to improve push open rate

In addition to having good copywriting, an excellent push notification should also convey the right information to the right person at the right time. The information required by users is different and diverse, so the content of apps is becoming more and more personalized.

1. Tag push

The method we use most often is tag push, which is one of the ways to classify user types. For example: some users like to browse current political information, while some users like to watch entertainment gossip. By classifying these groups of people according to labels and pushing them, it is easy to achieve very good results. For example, if you tell users who like to watch I Am a Singer that in tonight’s final, the mentor angrily left the stage and scared the contestants, then the message pushed to the user’s phone is effective, and the user will happily click on the notification and open the App because the message is what they want.

2. User attribute push

Every app will more or less guide users to create an account. The more complete the account system is, the more the App knows about its current users. This way, the push notifications will be more accurate and will not cause harassment. For example, some time ago, “Buddhist post-90s” was all over the screen. In this case, we quickly seized the opportunity and selected users aged 20-28 through the account system to push messages, using the topic of Buddhist health preservation to introduce related topics/services/product recommendations. I believe that the activity of these selected users will definitely be greatly improved.

3. Multi-dimensional screening and accurate push

For example: usage version, source channel , geographic location (province/municipality), user activity (inactive for X days, active for X days), model (popular models and all models), gender, consumption power, purchasing power, group (fitness experts, beauty ladies, 2D otakus, new moms, etc.) Different dimensions can be combined, and the intersection or union can be used for push, which will have a better effect.

4. Push notifications to silent users

Silent users are a group of users that every app is very worried about. After downloading and using the app for a period of time, these users may never open the app again. If there is no effective reminder, there will be a potential risk of loss.

Through user conditions, we filter out users whose last visit time was a week ago (February 19-February 20). For fast-moving consumer goods e-commerce , if there is no visit for nearly a week, they can be marked as "users with potential loss risk" and need to adopt precise reach strategies.

5. Push of upgraded version

By pushing versions and informing users that new versions are available, more users can take the initiative to upgrade to the latest version, allowing them to enjoy a better experience.

6. Limit the sending speed

When the number of users is large or the server resources are limited, it is recommended to limit the sending speed when pushing to a large user group at one time. This will distribute the pressure on the developer's own server and avoid service unavailability caused by excessive pressure at a single point. For example: Previously, when searching on Baidu , the advertising positions in the bidding rankings all pointed to Lianjia.com advertisements. After users clicked on them, Lianjia.com services became unavailable. Because the number of users was too large, Lianjia's server was paralyzed.

The above 6 methods are the strategies we often use when conducting push operations. The key to push copy is to capture people's hearts, take core needs as the guide, and push the right content at the right time, which just fits the user's psychological state at the moment and thinks what the user thinks. Finally, I would like to emphasize that no matter how many routines you use, the most important thing is sincerity - keep a sincere heart and convey truly valuable content to users.

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

Product promotion services: APP promotion services, advertising platform, Longyou Games