How to Recall Lost Users: How to Use SMS to Draw Customers!

The uninstall volume of most apps is increasing, and the situations faced by each company are similar. Lost users need to be recalled, and SMS traffic generation is one of the relatively effective ways.

There are three common methods of user recall or diversion: EDM, PUSH and SMS .

These three methods have their own advantages and disadvantages. EDM is now generally used in enterprise-level applications. Because people are increasingly less dependent on emails, and many people’s private mailboxes may not have been opened for a long time, the role of EDM is becoming smaller and smaller. Although PUSH is free, it is only applicable when the user has not uninstalled the APP, and the reach rate is often not high. When users have uninstalled the app, or when diverting existing users to other apps, SMS becomes one of the effective and necessary methods.

After all, almost all apps now use mobile phone registration, users can be easily and accurately reached, and the price of text messages is often only a few cents. However, the opening rate of text messages is extremely low, and users can easily regard them as spam messages, and even unsubscribe without even reading them. Therefore, SMS push notifications often require more segmentation of users and copywriting testing.

Because I have been working on SMS traffic generation recently, I want to share with you the pitfalls we encountered and the experiences we have summarized when doing SMS push.

Choose the right external SMS platform

If we want SMS to reach as many users as possible, we must first choose a good SMS platform, and at the same time abide by the platform's rules to avoid being intercepted by the gateway.

1. Test the success rate and conversion rate of the same copy on different platforms

Different SMS platforms can reach different numbers of users. When connecting to a new SMS platform, we will first do a small amount of testing to see the results before deciding whether to use this platform to send SMS.

At this time, you can choose the same copy, then select a platform that usually converts well as a reference, and then select several platforms to test. Then select the same set of data from the user pool and send a text message. Because the effect of text messages is delayed, we usually start checking the effect data on the second day after sending the text messages.

By comparing the data of each platform, we can see the success rate and corresponding conversion rate of different platforms. Some SMS platforms may have a high success rate, but the final success rate of conversion to registration is very low, which means that the success rate of this platform may be inflated. The success rate of some platforms is very low. Generally, a success rate of around 60% is within the normal range. If it is lower than 50%, this platform will not be considered.

2. Understand and comply with the specific rules of each platform

In addition, different SMS platforms may have different requirements for SMS text, sending time, frequency limit, signature unsubscribe, etc., so you need to understand the rules of each platform before sending SMS.

(1) SMS copy

Take the financial industry as an example. Due to strict supervision, in order to avoid customer complaints, keywords such as "cash", "withdrawal", and "points deduction" are not allowed to appear in text messages on some platforms. Insulting and threatening text messages are also strictly prohibited. When cash loan supervision is strict, words such as "overdue payment will be reported to the credit bureau" are not allowed to appear in text messages, because they will be regarded as threatening by the platform.

In addition, if there is a link in the text message, special attention should be paid to the connection between the short link and the previous and following texts. Some platforms require spaces before and after the short link, but not periods. Some platforms only require a period at the end of the short link. However, if you are not clear about these details, the following situation may occur:

Therefore, before sending a text message, it is best to confirm with the operation and maintenance personnel of the SMS platform whether the text meets the requirements before sending it.

(2) Sending time

The latest time that SMS can be sent each day will be different for each platform, and each industry will also have a threshold for the amount of SMS that can be sent each day, so you should always keep in touch with the operation and maintenance staff of the SMS platform to avoid the situation where the data is ready but cannot be sent.

Some platforms stop sending SMS messages at 20:00 every day, some at 18:00, and some at 16:00. Once, because user data was not collected in a timely manner, the last batch of SMS messages were sent very late, beyond the 18:00 stipulated by the SMS platform at the time, so that the day's plan was not completed. Another time, the user data and SMS platform were confirmed, but when the message was sent, the financial marketing volume on the platform had already been sent by other companies, and it was impossible to send it again that day.

(3) Frequency Limitation

Different platforms have different frequency limits for sending SMS messages, especially in the financial industry. In order to avoid user complaints and SMS channels being blocked, the platforms have strict frequency limits. As SMS senders, we must strictly abide by these limits. Otherwise, if the channel is blocked, not only the SMS will be lost, but also the interests of our partners.

(4) Signature Unsubscribe

In text messages, we usually use [ ] to indicate the name of the product at the very beginning. This can directly tell users "who I am" and to a certain extent reduce the probability of text messages being ignored and deleted by some users. It can also increase product exposure and help users remember our products. Therefore, SMS platforms generally require that the SMS signature must be consistent with the SMS copy keywords and the products in the short link. If they are inconsistent, they cannot be reviewed and sent to users.

However, for text messages directed to third-party lending platforms by loan supermarkets, the signature will generally use the product name of the loan supermarket, while the short link is the product of the third-party lending platform. This will be rejected by the SMS platform. However, there are ways to circumvent this problem. The specific method will be mentioned below.

At the end of the text message, we must not forget to add the unsubscribe text required by the SMS platform. Some are “reply T to unsubscribe”, and some are “TD to unsubscribe”. The requirements of each platform are different, and you can’t confuse them, otherwise it will be a joke.

Do internal testing

1. Don’t stick to one copywriting style

When doing SMS traffic generation, we will constantly try different copywriting to make it more attractive to users. Generally, when we do copywriting testing, we will write from different angles. For example, when we want users to borrow money, we will attract users by offering cash red envelopes when they borrow, or by offering high amounts already deposited into the account, or by offering interest rates as low as 14,000 yuan. We group the data of users at the same level, and then use different copywriting and the same SMS platform to push them. This way, we can compare the effects of the copywriting more accurately and see which copywriting is more inflammatory to users.

But once you have tried and tested the copy that has the best conversion rate, is that a one-time solution? Of course not. After a piece of copywriting has been used for a period of time, the routine will be seen through, and competitors will also use similar copywriting. Users will be reached almost completely, and conversion rates will decline accordingly. At this time, we need to retest other copywriting to ensure that it is timely and fresh. If we stick to one copywriting and are reluctant to change it, and repeatedly reach out to users, then it’s time for them to change us. For example, the copywriting of the following APPs has similar meanings. When you see the first one, you might click on it, but when you see the second one, you will feel that this platform is not very attentive.

2. Take a detour if the platform allows

As mentioned above, SMS platforms generally require the SMS signature to be consistent with the content of the text, otherwise it will be directly rejected and unable to be sent. In this case, you can actually find a way to save the situation if the platform allows it. The SMS platform will provide you with some fixed signatures commonly used in the industry, or allow you to customize your own signature.

For example, in the micro-loan industry, some platforms can provide signatures such as [Cash Loan], [Mobile Loan], etc., or if you want to divert traffic to other products, you can use the name of the product as the signature. Of course, all of these require the consent of the SMS platform, and after the adjustment, you need to re-test the copy to ensure that there are no problems before sending the full amount.

postscript

Although SMS is a very common way to attract traffic and recall customers , the effect will be very obvious if used properly, and the benefits it brings to the product are also very intuitive. So when sending SMS, don’t give up testing and stop paying attention to details because you think you are already very proficient. Sometimes, details really determine success or failure.

The author of this article @Xiao Le 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