How to effectively and accurately reach users with activities

In fact, in the user-operated activity-based marketing strategy, the focus is on effectively sending activities to users and generating conversions .

As a user operations staff, in addition to attracting new users and retaining them , you also have to ensure that the activities are effective. You are busy all day long but gain nothing. Some activities have even become a self-entertainment mode with very few conversions. Have you ever thought that there is something wrong with your method?

The purpose of event marketing is to generate profits for the company, but it is also based on serving users. If users feel disgusted and lose interest in the event, not only will the event have a bad effect, it will also affect the development of the brand.

So how do we build a system to reach users through event marketing, encourage better user conversions, and enable users to generate greater value?

1. Establish multiple channels

The purpose of establishing channels is to better reach users and allow them to receive marketing content. Commonly used channels include push, SMS, email, in-app messages, etc. Of course, there are also some unpopular ones, such as in-site mailboxes, questionnaires, etc. Whether it is a one-time holiday event or a recurring event, the channels for reaching users are basically the same, but each has its own advantages and disadvantages.

For example, if the push display copy is relatively short and the sentences are concise, usually one sentence is enough to inform the purpose of the activity. Emails can display a lot of content and information, including more product information and discount information. However, for the same user, there are multiple channels to reach him or her.

2. Personalize activity content

In order to make the activity more user-friendly for each user, personalization of the content is necessary. For example, each person has different favorite categories. Even for the same activity, the content presented to the user should be different, such as the user's balance, the category of the product the user browses, and so on.

In order to achieve greater conversion of activities and enhance user value, it is necessary to personalize the activities. Add some attributes to the content, and these attribute information are what users pay attention to on a daily basis. The recommended products also have personalized needs, so as to achieve better conversion.

3. Determine the sending time

As user operations become more and more sophisticated, the time of event delivery is becoming more and more important to companies. This can also be seen from the development of user operations, such as the full delivery a few years ago, which means sending the same event to all users. Future development will be to target a specific user group, such as mainly male users in Beijing.

The most effective way is not to send all messages at the same time, which will cause a large amount of concurrency and many messages cannot be sent, nor to send them within a certain activity level, which will cause many users who are not active to receive them.

The best way is that everyone’s sending time is different and everyone’s activity point is also different. The best way to send is as shown in the picture

4. Logic for effectively reaching out to the activity

Having said so much, how can we effectively maximize the value of an activity? First, we need to accurately screen the target users . Secondly, we need to personalize the content and add A/B testing. Thirdly, we need to use cross-channel marketing, that is, the most effective channel to reach users and stimulate user conversion. Finally, we need to use the best channel to deliver the content to users based on the time of their activities.

In summary, in order to help companies better reach users through different channels, activity-based marketing strategies need to be created step by step according to logic on the same channel. At the same time, other types of activities are also supported, such as triggered activities, recurring activities, and so on.