7 steps to recall users of cash loan products!

This article mainly takes cash loan products as an example, and explains from the perspective of practical operational steps how to recall users who have registered but failed to borrow successfully (that is, users who may have invested in the investment costs but did not generate any benefits) obtained through external investment. There are mainly 7 steps: value analysis -> setting goals -> analyzing the causes of churn -> user stratification -> designing recall plans -> monitoring data -> review.

Value Analysis

1. Users acquired through external marketing with a certain cost can be marketed again to increase conversion rate;
2. At least we have the mobile phone numbers of these users, which can increase our marketing options.
3. We have obtained some information about these users, and can conduct initial risk screening on them to improve remarketing ROI.

Setting goals

Recall registered but untrusted users. The recall rate reaches X (recall rate: the number of users who log in to the APP again/recall push notifications), and the loan application submission rate reaches Y.

Analysis of the causes of loss

1. Predict the cause of churn

1. The user has no borrowing demand at the moment.
2. The landing page or SMS push copy is not attractive or the coupon is not attractive enough.
3. Compared with other platforms, the interest rate is higher or the credit limit has no advantage.
4. Platform popularity and security assurance.
5. other.

2. Analysis steps

1. Analyze users after registration and before credit authorization
2. Use the acquired information to analyze user portraits: mobile phone model, mobile phone system, LBS, network environment, education level (if any), address (if any), etc.
3. Have you used other products on this platform?
4. Have you taken out loans from other platforms?
5. Predict risks based on external data

(Analysis in 4 and 5 can be done in the last 3 months, and can be done after push marketing is completed)

Recall user stratification

“Time dimension” stratification: all registered untrusted users/last year/last 6 months/last 3 months.

"User behavior dimension" layering:

Never logged into the APP: Fill in your phone number on the landing page and leave.

Logged in to the app:

• After logging into the app, you leave without taking any action;
• After logging into the app, click on the homepage to borrow money immediately and leave without completing information authentication (this can be further subdivided according to information authentication items).

Program Description

1. Recall without logging into the APP

(1) SMS recall

Push strategy: first push to those who have registered in the past three months but have not downloaded and logged into the app, then push to those who have registered in the past six months, and then to those who have registered in the past year.

Push target group: users who have registered in the past year but have not downloaded or logged into the app.

Push script: (Push script is just a hint. The SMS script should meet the needs of users and the compliance requirements of the SMS platform, and try to increase the success rate and click rate of SMS)

1. Short on funds? Your friend [product name] is here to help you through this difficult time. The maximum amount is 200,000, and the daily interest rate is as low as 0.3 yuan. Fast payment, no scams. Withdraw money immediately【link】
2. "30 days without interest, you can borrow 5,000 yuan and pay it back in 12 installments", specially approved just for you. Grab it now! 【Link】
3. We are now offering you a 40% discount on interest and fees. If you borrow 5,000 yuan in 12 installments, the monthly interest rate is only 0.8%, and there are no other fees. 【Link】

(2) Robotic telemarketing

Telemarketing strategy: can be set after the SMS is sent. Subsequently, the order of telemarketing and SMS will be adjusted based on their conversion success ratio.

Telemarketing group: users who have registered in the past year but have not downloaded or logged into the app.

Telemarketing skills:

(3) Recall through other platforms

Target people on platforms such as WeChat and TikTok. You can group people based on the user portraits analyzed earlier.

2. Already logged in to the APP recall

(1) Push

Push strategy: Push to people who meet the requirements in the order of the past three months, the past six months, and the past year, at noon and in the afternoon.

Push group: All users who have downloaded the APP and have not been granted credit (excluding users who are in the process of financial management, which can be said to be mutually exclusive. If there are other mutually exclusive user groups, they can also be excluded, otherwise it may affect the accuracy of data statistics)

Push talk: highlight the key points! ! ! Keep the words as simple and easy to read as possible, and put the key points at the front, because the number of words in a push message is limited.

1. What should we do when facing difficulties in capital turnover during special periods?
2. I have 200,000 yuan here, you can use it first.

How to write push?

Here I would like to give an excellent push example: One day after Boss Zhipin’s recent upgrade, it suddenly sent me a push message with the following text: If you can’t even do data embedding well, why are you still a product manager? (My inner thoughts at the time were: Oh my god, is there a boss criticizing me for not doing a good job of data embedding? I quickly clicked in to take a look)

After clicking this push, you will be redirected to a new function module called [Get New Skills] on Boss Direct, which will give you some job advancement tips based on your usual job search positions (my inner thoughts at this time were, wow, this is such a deep routine, and I flipped through a few more pages of Get New Skills, which is really good. There are advanced product manager skills and job search tips, and I won’t continue to comment on the pros and cons of this function here.)

Summary: This push has two advantages:

• Advantage 1: The push content is unique, which makes users want to enter.
• Advantage 2: The content after clicking in also meets the needs of users.

(2) SMS

Push strategy: Push after push.

Push crowd:

Divided into two categories:

• One category is those who have logged into the APP but have not filled in or verified any credit application information;
• The second is that you have done certification or filled in part of the credit application information.

Push content:

Category 1:

• We have applied for 30 days of interest-free loan for you. You can borrow 5,000 and repay it in 12 installments.
• We are now offering you a 40% discount on interest and fees. If you borrow 5,000 yuan in 12 installments, the monthly interest rate is only 0.88%, and there are no other fees.

Category II:

• Up to 200,000 yuan, once personal credit qualifications are reviewed, you can borrow multiple times, support early settlement, and withdraw money immediately [link]
• After preliminary review, your credit score is above 800 points and the rating is excellent. We have prepared a maximum limit of 200,000 for you, withdraw money [link]

(3) Robotic telemarketing and recalls through other platforms

(The operation is the same as recalling users who have not logged into the APP, so I won’t go into details here)

Data Monitoring

It can be observed from the following indicators: click-through rate (number of clicks on SMS push/number of pushes), recall rate conversion (number of users logging into the APP again/number of pushes), and loan conversion (number of loans/number of pushes).

Indicators can be further subdivided during actual observation. For example, for loan conversion, you can look at the loan amount/user re-login amount, loan amount/click amount, etc., to determine at which step more customers are lost after they click on the push again.

The following is a schematic diagram of data detection, for reference only:

Review

1. Whether the total recall and loan conversion rate meet expectations
2. Input-output ratio
3. Is there room for optimization of products and recall processes?

Author:izzieeeee

Source: izzieeeee