User operation: How to accurately operate push?

By actively pushing messages to users' mobile devices, you can attract users' attention immediately and encourage them to click on the product and go to the corresponding page. This method is the most common, lowest-cost, and most effective in user grouping operations. Today we will talk about how to accurately operate push from two aspects.

If you are a product dog or an operations cat, I believe you must be familiar with the word PUSH. By actively pushing messages to users' mobile devices, you can attract users' attention immediately and encourage them to click on the product and go to the corresponding page.

This method is the most common, lowest-cost, and most effective in user grouping operations.

But think about it carefully, is it really that simple and effective?

In fact, this is not the case, because failure to push accurately is just hooliganism. Today we will talk about how to accurately operate push from two aspects.

1. How to activate operational resources?

If you want to make full use of operational resources, you should split one resource into N resources as much as possible, that is, different people get different information on the same operational resource position.

This is what we often say, "one thousand faces for one thousand people", but it is difficult for many companies to do so. Sometimes they can only do so for a few people, or simply for the same person.

It is not advisable to have one face for everyone, but it is also difficult to have different faces for everyone, so we need to find a balance in ROI between having different faces for everyone and having one face for everyone.

1. Conventional practice

Issue a set of rules for the use of operational resources

I believe that everyone will encounter the following situation in their daily work: as the company's business grows, different business lines are scrambling for push resources. Another possibility is that there is no coordination between different business lines. Everyone pushes the product together, and users receive six or seven push notifications a day. Users are so disgusted that they directly uninstall our product.

In this case, we generally come up with a set of rules for the use of operational resources. For example: You can only push 4 posts a day.

The same type of marketing should not be pushed repeatedly within a week. For example, if we are responsible for the VIP member value-added project and you pushed it on Monday, we cannot push it again this week. Or we can make a schedule to determine what to push and how many messages to push in a day or a week. If you are on the list, you will have the pushed resources. If you are not on the list, you will have to wait for the next time.

In this case, the internal marketing resources of the entire company have a ceiling.

Usually, some business lines are not valuable enough or the content being pushed is not urgent enough to warrant push resources. Therefore, at the point where marketing resources are activated, it is particularly helpful to introduce refined user segmentation operations.

2. Recommended Practices

Refined user grouping operations

In this way, we can divide users into different groups according to their user portrait data, and different groups can receive different targeted messages.

Doing so can not only increase the available resources of the entire company, but also improve the user experience of users who receive push messages.

So what should we do?

Use user portrait analysis to label users with different tags. The ideal situation is to push different content to each tag. However, our operational capabilities are limited. Even if we divide users precisely into 500 groups, it is difficult for the operations team to compile 500 different push texts and pages every day.

Therefore, the common practice is to find a balance in ROI and choose the ones that are easy to produce results first.

For example, if we are in e-commerce, then gender is the label that is easiest to produce results. The homepage and daily push notifications are the most likely to produce results.

It is good to have a thousand faces for a thousand people, but through the above we found that having ten faces for a thousand people can often solve 80% of our problems, so 6 to 8 labels are enough.

The companies that we usually see doing well in user-oriented operations basically divide their users into about 6 to 8 groups.

However, there is an exception: if our operating strategy can be automated, then we can generate different operating strategies in batches according to the rules, so that we can meet the needs of each individual.

How to choose the first 6-8 tags?

First, there are demographic labels: such as gender, age, or region.

For example, if we are engaged in e-commerce, gender will directly affect product preferences.

If we are doing K12 education, the education levels in different provinces are different, the choice of textbooks is different, and the focus of examination is also different. Knowing this, you can make a better choice of product investment strategy when doing it.

Secondly, select tags related to your business.

For example, if we are engaged in K12 education, the users are in different grades, so the content they learn and the information they pay attention to will naturally be different. This is also the label we can use to distinguish users.

If we are making sports and fitness products, such as KEEP, then the user's BMI or body fat percentage will also affect the user's demands for functions and content. We can use different BMIs or body fat percentages to differentiate users.

Therefore, in summary, we can simply combine the above two types of labels and cross-combine them with each other to divide into 6 to 8 groups.

For example, labels for sports and fitness: obese men, slightly plump men, slim women, etc.

2. How to make marketing content more relevant to users?

Here we need to quote the behavior sequence of a single user. Based on the user's real behavior actions, when marketing and subsequently contacting them, adjust the push content to make the user feel that this PUSH is for me. Let users feel that this is a personalized service, rather than that they are just one of the denominators being pushed in bulk.

A high-quality push must meet the following three conditions:

1. Talk to me

Make use of the information previously left by the user and use corresponding names, such as nicknames or full names, in the push copy.

For example: Maimai’s activation push uses the user’s name, and the same is true for Behance and Douyin’s activation push.

2. Triggered by me

By mining the user's previous behavior sequences, the push notifications can be linked to a certain historical behavior of the user.

For example: I was searching for wide-leg jeans on Taobao a few days ago, and then looked at several straight-leg camouflage pants, but ultimately did not place an order. Today, Taobao recommended me information related to straight-leg camouflage pants.

My feeling is that Tmall did not send this message to me directly, but because I searched for or saw straight camouflage pants a few days ago, it is now reminding me out of kindness, rather than actively marketing.

3. It's about me

It makes me feel that the information pushed this time is really related to my needs.

For example, I posted a work on TikTok, and someone liked or commented on it. The information pushed by TikTok is as follows:

Well, the above is all about how to accurately operate push notifications. I hope it can provide you with some ideas and inspiration. Welcome to communicate.

As usual, let’s summarize it with an architecture diagram: