How to make your SMS/Push more efficient?

Operations serve as a bridge between users and products, and user reach needs to be achieved in every aspect of promotion and acquisition , event promotion, improving activity/retention, and recalling lost users. More efficient and accurate reach can not only improve conversion and reduce costs, but also reflect operational capabilities.

From a marketing perspective, this article focuses on analyzing two user reach tools : SMS and App Push.

1. Preliminary planning

1. Choose a contact method

First, we compare two commonly used user reach tools: SMS and push notifications, and make a choice based on the scenario.

SMS

SMS has become one of the most popular marketing tools due to its excellent reach.

Advantages: High reach rate. Unless the number is idle, people who receive the text message will basically take a look at it.

Note: 3-5 points for each item, pay attention to cost control. May lead to complaints.

Usage scenarios: high-frequency applications and promotions to attract new users , promotional activities , and recall of lost users.

App Push message push

Push message refers to a notification message that will be displayed on the notification bar of the mobile phone. It can effectively activate users and improve user activity.

Advantages: large quantity, accurate, and free.

Note: Users who have not installed the App cannot access it. High-frequency sending will disturb users and lead to uninstallation.

Usage scenarios: promotional activities, improving activity/retention, and many other scenarios.

2. Reach time

The SMS promotions for NetEase’s two new games were both carried out on Saturday nights, the peak gaming season, when users are most active .

Different product types meet different user needs. Take-out, ride-hailing, news, and games all have very clear usage scenarios.

Conducting marketing outreach before users are about to use this type of product can cover more target users .

As shown in the figure, based on the user activity, we can start at 9 o'clock and compare several different time periods to select the period with the highest click rate as the optimal reach time.

3. Group users

According to different purposes, by controlling variables, different user groups are divided for precision marketing to improve conversion rates .

Blank comparison: Set up a marketing group and a blank group, and compare the data of marketing and natural conversion to determine whether the marketing event has an impact on user behavior and how much relative impact it has.

User attributes: Geographic location, active users, system version, gender, age group, zodiac sign, life cycle and business attributes are used to conduct targeted marketing for users.

Comparison of discount strength: By comparing different discount strengths, we can determine the user’s sensitivity to prices and control the optimal input-output ratio.

Copy comparison: By comparing different copies, select the copy that users are most likely to accept and has the best conversion effect.

4. Optimize marketing content

The method, time and grouping are all auxiliary work for reaching out. The conversion rate is directly linked to the copywriting ability. Excellent copywriting will greatly increase the opening rate.

Whether it is SMS or push , high-conversion marketing copy has the following characteristics: relevance, numbers, and simplicity.

Relevant: Make users feel that this text message is relevant to them, such as combining it with interest point rewards or important reminders .

Numbers: Using numbers can make things more precise and intuitive.

Be concise: Use punctuation marks to separate sentences, and do not include more than 2 information points.

SMS message structure: [Signature] + (text) + (short link) + unsubscribe.

Don’t throw all your ideas at users.

Let’s analyze the purpose of the above text message:

1. Encourage new users to watch movies;
2. Encourage users to recharge (phone bills, gas cards, games);
3. Promote purchase (suitcases);
4. Download the APP;
5. Follow the WeChat service account ;

Giving users 5 actions at once only results in them not wanting to do anything. Our text messages are just an invitation to users: come to our activity page and open the App to take a look.

Less is more. Set a small, feasible goal for the copy and ask users to take 1-2 actions, such as prompting users to open the app or participate in an event.

Short link: Make the product or activity into a short link and guide users to click in the copy. Pay attention to the embedding point and monitor the number of clicks after the SMS is sent.

Short links play an important role in improving conversions. For example, this SMS message to recall lost users is very thoughtful, but it would be more effective if it could add a short link to download the App to guide users to directly click to download the App.

Finally, the total word count is controlled within 70 characters per text message, which is concise and reduces marketing costs.

Push structure: notification title + push content

Notification title: The default is the APP name, and custom content is supported.

Since the Android notification center can display fewer words, custom notification titles are used more frequently, allowing users to see the pushed content immediately. For example, e-commerce companies directly use the event theme as the push title.

Push content : First of all, it must be accurate so that the users who receive the push can see what they want.

Secondly, attract users within 1 to 2 seconds when they see the push, that is, within the first line of text. After all, our goal is to get users to click on this push.

Finally, set up the jump to the APP landing page to improve the user experience from the details.

2. Effectiveness Analysis

If you can’t effectively measure marketing results, you can’t effectively improve them.

After marketing, compare and analyze the marketing results through the performance record sheet.

After reaching users, we need to use data to verify the effectiveness of marketing. Let’s first look at several key indicators for marketing effectiveness analysis:

Arrival rate = (users received / number of pushes) * 100%

The arrival rate is a basic indicator for effectiveness evaluation. There are two main reasons that affect the low arrival rate: the technical channel, that is, there is loss between the transmission from its own gateway to the service provider; the service provider channel: the user unsubscribes from the SMS. After you understand the effectiveness of this marketing campaign, use it as a base to look at other indicators.

Click rate = (number of clicks/number of users receiving) * 100%

On the basis of accurate arrival data, click-through rate is an important process indicator to verify whether the reach is attractive .

If the click-through rate is low, you can find out which group has a low click-through rate and analyze the reasons by comparing user types, sending time and content.

Conversion rate = (number of target behaviors/number of user clicks) * 100%

Conversion rate is an important result indicator, which directly affects the output of this reach.

The low conversion rate mainly depends on which link has the highest loss rate among the attracted users. Find the link with the highest loss and optimize it.

ROI = (new revenue/investment cost) * 100%

The return on investment refers to how many times the incremental revenue can be generated by investing 1 yuan in promotional activities. ROI measures whether the marketing is worthwhile , but does not determine whether the marketing is good or bad. As long as it passes the break-even point, the more you invest, the better the results of the activity.

Conclusion

If you want to do your work well, you must first sharpen your tools. When reaching users from a marketing perspective, preparatory work must be done in the early stages, and the subsequent effectiveness analysis should focus on data. Only by continuously optimizing each link based on the comparative results can the reach effect be maximized.

I am still in the learning stage regarding user operations . The above is my recent experience sharing at work. I hope it can give you some ideas!

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

Product promotion services: APP promotion services, information flow advertising, advertising platform