How to use good news to push this double-edged sword?

As the product of operators, we all know that the ultimate goal is to establish a long-term operation of the value of the relationship between users and to. The perfect user interface, powerful function and clear value proposition, is a powerful guarantee for access to user. But this does not mean that users in need can use the functions they need to, does not mean that the user will often use your application rather than you actually products. At this time, we need to we have according to the means of market operations. Push message, APP message, SMS push are increasingly being used, what time? To what? Push what content? As operators, operators use wisdom to use push message, on the user ‘s fine push, avoid message push “re take the old” spam “.

First of all, we look at the current user to send the message to the reaction is what?

Some users feel very hate tweets, sometimes annoying, that will close the application message push function. Push message often unpopular, think to see a lot of news is the unity of sending a message, no pertinence, when users receive the news let him completely uninterested or has nothing to do with him, he will feel disturbed, it will feel disgusted.

However, some users think they are very useful in the push messages, because the message reminded them of some things, or pushed to some of the contents of their interest and valuable information.

So the message push is a double-edged sword, with the good can enhance the user experience, improve the activity and retention rate; with bad, don’t blame the user tired even leave your app.

So how to use good news push to better enhance the user activity and retention rate?

First do not push the same message to all the users, mobile operators need to have their own rules and strategies, mobile users need more refined treatment. Several guidelines are listed below:

1. Content personalization:

The most important is targeted, dependent on the data, the user enough to understand, push personalized content. Collect user’s attributes and behavioral data, analyze the user’s interest preferences, geographic location, etc.. For example, music application, when the rock singer, a new song, the messages pushed to the user who often listen to rock songs of the user; news applications, a region of the news pushed to those who live in a region, in order to cause the user’s interest to click to view.

2.Right time:

Through the data monitoring, identify the push open rate of the highest time and your user is more likely to accept the time, can be found through research or experiment. Just imagine when your content is updated or new event notification, if you push when users do not see the phone, then the push ignored the possibility is very big, so the choice of a user open rates higher time push is particularly important. For example, video playback and teaching learning class at night using a higher proportion, therefore in push time operators should pay attention to the night time; news application in the morning especially work on time is the number of starts up, you can push in this period of time. But there are usually a few hours to avoid the night of sleep, as well as 3 to 5 hours of work hours, this time most people do not want to be disturbed.

3. Appropriate quantity:

The open rate of application and the number of messages received by users are often inversely related, the more the more the message push is likely to result in the loss of users. It is not easy to define the number of messages sent, but users usually tend to have less information. Can be verified by experimental feedback data to roughly determine the appropriate number of.

4.Effect feedback:

Operators can test the effect of push by tracking the amount of information sent by the user behavior data and the content of the message. Test indexes including the basic push arrival rate, open rates, click through rate, but also pay attention to a longer period of business indicators, such as the user’s activity and user retention whether ascension, the effect to measure the operation in effect on the business. Only by this, operators can more clearly know what kind of push best service users.

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