How should APP push messages?

According to my experience, the overall push consists of four parts: push time, push frequency, push copy , and push form.

1. Push time

According to previous data tests, the click-through rate of the texts pushed at 11 a.m. is relatively high. The reasons are as follows: the push process itself takes a certain amount of time. If the number of pushes is tens of millions, it will take 1 or 2 hours. Therefore, when users actually receive the push messages, it is often around 1 p.m. At this time, people are in a chaotic state, and they are easily tempted to click when they see eye-catching titles such as clickbait headlines. Secondly, more businesses are targeting the prime time during rush hour and before bedtime, resulting in a crowding of push notifications from various companies. If the copy and content of their own push notifications are not particularly prominent, they will easily be buried.

Here are some classic push time periods:

• 9:00-10:00 a.m.: Most people have just arrived at the office and are not very busy yet. Through push notifications, they can learn about some of the major and minor events of yesterday morning.
• 12:00-14:00: Lunch break, the golden period for playing with mobile phones, and the mind is slightly slow, which is suitable for the push of headline -grabbing messages
• 5pm-6pm: Preparation period for the end of work, a slightly relaxed state of mind, suitable for pushing some light news
• 21:00-22:00: Before going to bed, it is not recommended to push content unless it is hot gossip

2. Push frequency

There is no direct relationship between push and uninstall yet. Based on my own experience, a high push frequency may not directly lead to the App being uninstalled by users, but there is a high probability that push will be turned off. After that, no matter how brilliant your writing is, it will be useless. Therefore, push frequency is still an issue that cannot be underestimated.

In general, if there are no major hot spots, users can accept the frequency of three times a day. Of course, this does not include the push of some individual businesses. It is normal to push 5 or 6 to an app that already has a dominant position, but for a new company, it must strictly control itself, otherwise the bad reviews brought to the app by the push will really not be worth it.

3. Push copy

The influence of copy on push is quite important. A good push does not only affect its own clicks and retention . It is considered a small reward if it can be screenshotted and posted to Moments by users to be praised.

• Basic principles: keep the copy concise, relevant to the user, and relevant to your business
• Bonus points: numbers, expressions, scenes, holidays, clickbait titles, and influencers

Some companies’ push notifications have formed their own system: for example, Xiaohongshu’s “scenario + related users + numbers + judgment words = one Xiaohongshu push notification”

If you haven’t found your own push routine, it is recommended that you try it in multiple dimensions. Of course, it must be in line with the characteristics of your own App. You cannot push content that is incompatible with the brand just because you are blindly chasing hot spots.

1. Personal experience:
2. When it comes to numbers, it is best to use Arabic numerals, which are more eye-catching;
3. Try not to finish the subtitle. You can use >>, small hand emojis, etc. to create a sense of "to be continued";
4. Try AB testing and analyze the data to find the best copy;
5. If hot spots cannot be pushed immediately, differentiation must be made and efforts must be made on details.

According to recent tests, the effect of using big names to attract traffic is not particularly good. This may be somewhat biased from previous perceptions. When the user base is large enough, the familiarity of the big names to be selected should be an influence equal to the number of user groups*10. For example, if you have 10,000 users, the celebrity you choose should be known by at least 100,000 people, so as to ensure that it will have a certain effect on the push. Many operators know their own situation too well and are very familiar with the big names on the platform, so they think that many users will have similar interests. This is a very wrong point and is not easy to discover. If the company is small and does not have suitable big names to attract traffic, it is better to do a good job of pushing scene categories first and then improve this aspect later.

If it is a personalized push, it must be combined with the characteristics of the people the push is intended to reach, and the user portrait must be thoroughly understood. I will not describe it in detail here.

4. Push form

The landing page formats of push messages vary according to the business attributes of different apps. Some are articles, products, activities, etc. I will not analyze them one by one here. I just want to say that if the effect of recommending a single product feels monotonous, you can change some strategies. For example, try portfolios, shopping lists, etc. A single push format can easily make users numb, and appropriate changes may bring some unexpected surprises to users.

In conclusion, the overall push should still be lightweight and not be burdened with various heavy tasks. A qualified push can be ensured as long as it can arouse the user's desire to click when the message arrives and allow the user to digest it within 3-5 minutes. Otherwise, it will only serve as a headline to attract users' interest, but the subsequent operations will be too complicated and lengthy, which will not be conducive to the long-term development of the business, and the data will not be very good.

A better push system is the most suitable integration of push time + frequency + copywriting + form. The above four items have their own room for optimization. When all four are in the optimal state, the data will be very beautiful.

The author of this article @静陌 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 Century