User operation tips - How to recall lost users?

Improving the quality and functions of the product itself is the core force that can recall users.

Study on the recall of lost users

Study the costs of various recall methods (EDM, SMS, push, etc.), including the points to note when designing email recalls, the pros and cons and quotations of large SMS platforms, the value of push platforms, etc.

How to Recover Lost Users

1. Recall Preparation

Several things you need to prepare before recalling lost users:

1. Determine the characteristics of lost users: user characteristics, region, age, gender, registration channel; behavioral characteristics and attribute characteristics, speaking volume, avatar settings, frequency of use, active time periods, etc.

2. Recall content corresponding to user characteristics: According to the characteristics of the product itself and the characteristics of lost users, formulate corresponding recall content, such as Zhihu's "retention love letter", JD's coupons, HC360's transaction opportunities, etc.

2. Recall Methods

Currently, the main information push methods include EDM ( email marketing ), SMS, client push, public account push, third-party push, etc. The recall of lost users is also pushed through these channels.

1. EDM

EDM has two key nodes:

• Through reasonable technical settings, let the emails be delivered to the user's mailbox; (How can I prevent the emails sent by my server from being put into the spam folder of Gmail, Hotmail, 163, QQ and other mailboxes?)
• The email title and content are attractive enough to users. (What kind of EDM impressed you the most?)

Cost statistics of EDM:

Advantages of EDM:

• Lower cost;
• Emails can convey a lot of content;
• QQ mailbox new email reminder is in place.

Disadvantages of EDM:

• Domestic users have lower email usage rates and even lower email opening rates;
• There are certain technical requirements for EDM sending settings, otherwise it is easy to be blocked.

2. SMS

In my own experience, the highest proportion of text messages received are from e-commerce , and I have only received one text message about a recall of social media products in recent years.

The cost of sending SMS:

Depending on the quantity, the price ranges from 0.05-0.1 yuan per piece.

• Shanghai Mobile:

• Times Internet

Advantages of SMS:

• The delivery rate is higher.

Disadvantages of SMS:

• The cost is higher than EDM.
• Smartphone software may block text messages.
• The types of suitable products are relatively single.

3. APP client and public account push

The recall PUSH of the client and the official account has almost no other costs except for the operation of the main work.

Its advantages are:

• The cost is relatively low
• High user opening rate

Their disadvantages:

• If the customer uninstalls the APP or unsubscribes from the official account, they will not receive push information.
• Customers may block the display of APP push messages.

4. Push notifications from third-party platforms

4-1. Accurate push:

Tencent Pigeon: One of the Tencent Cloud products, it supports tens of billions of notifications/message pushes.

Baidu Cloud Push: Provides free message push services for enterprises and developers.

Huawei Push: One of the projects of Huawei Developer Alliance, with multiple push methods.

Mi Push: Tens of millions of messages pushed per minute, hundreds of millions online simultaneously, and high arrival rate.

U- PUSH : U-PUSH is one of the U-meng operation tool platform projects.

JPush: One of the JPush developer service platform projects, divided into free version and VIP version.

Getui: A relatively new precision push notification platform, available in free and VIP versions.

4-2. Advertising alliance push:

Data source: Mango Mobile Data

Advantages of third-party push:

• Capable of accurate push notifications;
• Wider user coverage.

Disadvantages of third-party push:

• Each platform has a different focus;
• The cost of PUSH is uncertain;
• The effect is difficult to assess.

III. Recall Summary:

From an operational perspective, there are many ways and channels to recall users. However, the improvement of product quality and functions is the core force that can attract users back. Analyze the new advantages and user characteristics of the product, and make the recall content, so as to obtain the best effect through the most optimized recall method.