Your APP’s notification push can also move users!

Source box | activity _APP operating tools (ID: huodonghezi_com)

Message Push refers to the active message Push by merchants to users’ mobile devices through third-party tools. The message that people see in the notification bar of mobile phones and the digital red dot of APP icon on the desktop is realized through message Push function.

From the current coverage and receiving frequency of messages, Push has become an important means of APP operation. It has many irreplaceable functions for operation.

What are the features of the push itself

1. All APP authorized users can be reached at one time. As long as the registered users of the APP are allowed to receive the notifications sent by the APP, the operators or businesses can make use of the third-party message push function to cover all users and quickly and accurately transmit the messages to each user’s mobile phone.

2. Different from push through many channels, all the objects of message push are users who have downloaded and registered the APP, which are the precise target groups that the APP actually needs and can bring value. There is no need to spend a lot of extra time, energy and money to find and determine the target before push, saving costs; It also avoids asymmetries between messages and users and achieves true point-to-point.

3. At present, most of the third-party tools for message push are free and do not require APP merchants to spend money on message push, except for some customized or advanced message push services.

What is the impact of message push on APP operation

The good:

1. Wake up sleepy users and improve user activity

Some users, download an APP, just because of a temporary need, such as: in order to participate in an APP discount at that time; To help friends get rewards for inviting new users; To write a related APP article and so on. Finally, the ununinstalled APP was shelved by users for a long time, and they even forgot its existence and became a sleeping user.

There are also some users, after downloading and registering an APP, they are particularly interested in it at the beginning and often log in to use it. After a period of experience, I find many functions are not that good, or even start to get bored, so I will slowly reduce the use of them. I used to use them once every three days, but then opened them once after several months, and became an inactive user.

Since users no longer open the App, or rarely log in to use the App, how can we more effectively attract their attention and remind them of the existence of the App? Notification push is a great way for users to see it on the lock screen, notification bar and desktop icon without having to open the APP to achieve a preliminary notification effect.

Picture 1: Notification bar and desktop icon alert APP push message

If the pushed content is exactly what the user needs or is interested in, the user will click the message and directly enter the specific App page displayed by the message. The user will use the App again to complete the content operation of the information and achieve a promotion. Through multiple push suitable news, increase the chip, so that users become active for a long time, become a real active user.

2. Drive the use of functional modules, especially new module experience

In order to adapt to the changing technology and demand, and provide users with richer and better services, every APP is constantly updated by iteration, from the upgrade of the version to the addition and optimization of functions. However, users’ desire to discover new features is very low. How to let users know about the launch of new features quickly and guide them to experience them?

There are many methods, such as publishing function update articles and PR articles through external channels, but users are not accurate enough. Directly using the update notification inside the APP, users need to open the APP to see.

Picture 2: Message push of the launch of the new version of the APP

Message push is targeted at accurate APP registered users, so you can see the notification without opening the APP. The updated function points are written out with good copy as the content of push, which greatly increases the opening rate of users. Or, use the new function to do some preferential/interesting small activities, push the activity information to the user, guide the user to click and directly enter the new function page, when participating in the activity, experience all the functions

The bad:

1. Increase the unloading rate. The uninstallation rate of APP is usually higher when the message is pushed than when the message is not pushed, because the push of some messages will disturb or even make users feel bored, which directly leads to the uninstallation of APP. Similar to the law of public push, the operation of wechat public number partners experience the deepest, not every day to push the article number, push the article, the fan is always much more than usual.

2. Users will receive dozens or hundreds of APP message push reminders every day, most of which are not interested in marketing notifications. At this time, the user’s heart is numb, the message is difficult to attract the attention of the user, habit to directly ignore or delete, an APP’s important information may be processed.

As can be seen from the above analysis, APP message push has both good and bad sides. How can we make better use of the role of news push and avoid its negative side?

Several aspects to pay attention to in APP notification push

1. Make targeted push to make users interested or useful

Subdivide the notification push object, not push the full amount arbitrarily; The blind push, regardless of the content and the crowd, often fails to achieve the effect of activating, but is easy to cause aversion, which greatly increases the risk of users uninstalling the APP.

Push should be targeted, user database should be established, user segmentation according to age, preference, region, behavior, etc. Then, the right message is conveyed to the most suitable users, and accurate point-to-point push is achieved, so that users are more easily accepted and interested.

If the user is interested in or uses the information, it will trigger the click behavior and enter the corresponding APP page. For example, a shopping APP that the user has not used for a long time pushes a preferential activity of a store, which is exactly the product that the user needs at the present stage and wants to enter the store to understand the details of the preferential. If the offer is attractive enough, the purchase will occur. The user is awakened and activation is thus achieved.

For example, if a fitness APP wants to do welfare activities for registered members in Guangdong, it only needs to push the information notification to users in Guangdong. If users in other regions receive such messages, they are not qualified to participate in them, which will only cause resentment.

This is similar to using an APP generated by an activity box to trigger an activity, in which different scenarios or people of different regions and genders trigger different activities.

Picture 3: from the official website of activity Box

For example, when you log in, a coupon window pops up. After the payment is completed, an activity window will pop up to collect the cash back red envelope. For example, when a user logs in in Guangdong, he or she will see a special offer in Guangdong, while a user in Beijing will see a special offer in Beijing when he or she logs in.

After all, the attributes of users are very complex. Targeted push based on different segmentation objects and usage scenarios can greatly improve the acceptance and opening rate of messages.

2. Write a copy of good news push to increase users’ click desire

The text of the message is equivalent to the title of the article. If the title is not well written, it is difficult to trigger the desire of users to click on the article further. Similarly, push messages start with a brief overview of the topic, a few dozen words long. Whether users click on the message further or simply ignore deleting it depends on how attractive the content of the message is.

If the copywriting can penetrate into the hearts of users and arouse resonance, users will not only have the desire to further understand the message, but even have a favorable impression on the whole APP and increase stickiness. However, if the copywriting is perfunctory or poor, users will be quite repelling and annoyed, thinking it is an intrusive behavior, and the APP may eventually face the fate of being uninstalled.

Different types of apps, the same APP with different messages, push copy should be treated differently. In copywriting, I would like to make the following suggestions:

Picture 4: Numbers and emoji packs in message copy

1) Borrow the buzzword. To avoid being too rigid, use popular words and keep up with trends to keep your message down to earth.

2) Add numbers to your copy. Users are very sensitive to numbers. Numbers such as number of people, promotion price, discount amount, percentage, etc., are simple and more convincing. For example: 100 off 199, 30 off 3 across the store.

3) Add small ICONS (emoji packs). All are text, users may see more boring, if the addition of picture elements, will appear more vivid and conspicuous. For now, it’s mostly about adding emojis.

3. The frequency of message push should be appropriate to avoid disturbing

The frequency of your notifications is important. It’s a matter of degree. Under the message push mechanism, users are passive receivers. Since they can pass the authorization request of APP message push, they have enough psychological construction to receive messages frequently from APP. However, people’s acceptance capacity is limited. When the frequency of message push breaks the psychological balance of users, serious resistance will be generated, and the favorable degree of APP will drop sharply until it is uninstalled.

The push frequency should be just right, which can be determined according to the attributes and characteristics of our APP and the frequency of users’ use.

For social apps such as wechat and QQ, users frequently use them. They may open them dozens or hundreds of times a day. They mainly push chat reminder messages, which users want to receive immediately.

For tool-based apps, users usually use them once a day. Therefore, it is better to push messages once a day, or even set a fixed time for pushing. For example, weather apps regularly push the weather information of the day every morning, so that users can form a habit and have a certain dependence on the APP.

4. Do a good job of scenario-based message push, and push the message out at the most appropriate time

When it comes to scenario-based marketing, everyone must be familiar with it. It is a marketing method that makes marketing closely combine with people’s life scenarios to achieve its goal.

Message push should also be scenarioized, because people in different life scenarios have different levels of acceptance and processing of messages. Messages pushed at the right time tend to be more acceptable to users; Blind notifications, regardless of the time of the event, will only annoy users. For example, at 11 o ‘clock in the evening to send messages, and not urgent notice, directly affect the user’s rest mood, is very irrational.

To put yourself in the perspective of users, analyze your users’ habits of using the APP, as well as the life scenes of most users in each time period; And think about whether the user has the time, the mood, and the need to read a message sent in the current scenario.

Take, for example, a food delivery APP aimed at working people. So, analyze the life scenario of this user group:

Working from Monday to Friday, 8 hours from 9 to 6, sometimes overtime; In the morning, I am usually in a hurry. I have a simple fast food or even buy bread to solve the breakfast problem on the road or downstairs. In the evening, I usually cook or eat out after work. I usually don’t order take-out unless I work overtime late. Most office workers stay in the company to have a rest for one to two hours at noon, so ordering takeout has become a time-saving and labor-saving choice to solve lunch.

Therefore, the peak use of such takeout apps is concentrated in the morning of 10 to 12 on weekdays, and users generally use the APP to order food before lunch break. The push of food order offers and other news during this time period is exactly in line with the current needs of users, and is undoubtedly the easiest to be noticed and accepted.

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