Ten moments when the operation of modern APP crashed. Did you win? So, as an App operator, have you experienced this more or less?

  • When the project manager says the quarterly budget is limited, push features you let development do.
  • When the developer said push this afternoon? The soonest we can do is a week.
  • When the business manager said, why can’t my customer’s * model phone receive App push?
  • When the marketing director said, every time do push how do you know this program is the most suitable?
  • When the Boss said, “It’s been a few days since the double 12 event, but the data is still not available?”
  • When the brand manager says, “Copy and change, there’s more than one audience and see how it works.”
  • When the customer service sister said that the customer complained about receiving push in the morning, is there a problem with your setting?
  • When a colleague in the department said, hey, is there a typo in this push?
  • When friends and relatives say, “Why is that App of yours always pushing me something?”
  • When the event planner says that every event brings back so many people, there is no way to promote life?
  • When your partner says, you’re not free today, and you’ll never be free again…

If the above 10 you have won, then today xiaobian will adopt 5 App push strategy, for the operation of friends with their own App reference one or two.

1. Push is not everything. It needs multiple pushes to promote activities

App message push covers only downloaded users. In addition, we need divergent thinking to attract more new users to register with the help of third-party channels. For users who have downloaded uninstalled or closed message notification, it is suggested that operators can use third-party App plug-ins to wake up sleeping users.

Taking MobTech’s developer service MobPush as an example, it only takes one minute for developers to download the App backstage integration from the official website, and it is completely free. For the users who have uninstalled the APP, have been offline for a long time, and have closed the Push permission, MobPush has launched the SMS supplement function. The trigger can be set so that you can select to send messages only to users who have turned off push, or to users who have been offline for a certain amount of time.

2. Create push rhythm according to the nature of information

To do a good job in App push, it is necessary to master the time band of push and manage the push frequency. At present, the following three push rhythms are most suitable for the majority of business partners.

  • Real-time push: This type of push has requirements for timeliness. Need to catch up with news, hot information, timely release of weather forecast, traffic and other real-time information. Therefore, this kind of information needs to be pushed at the first time;
  • Scheduled push: The system pushes users at regular intervals based on user habits in each industry. Such as 10 am, 5:30 PM, 7 PM and so on. This kind of push needs to pay attention to the frequency. It is best to push regularly in the morning, afternoon, night and other scenes. Do not push frequently.
  • Periodic push: It is suitable for in-depth content operation. Through eye-catching titles and high-quality core copywriting, users can be attracted to open the App, and users can develop the habit of reading and liking the App, so as to improve the App opening rate, user activity and user stickiness.

3, based on the user portrait, do accurate push

* In the early stage, when user tags are not perfect, rough classification can be made according to gender, consumption behavior and other data, and accurate content push can be made to local users;

  • In the middle stage, based on the accumulation of certain users, analyze user behavior preferences, user tags, etc., and select more vertical user tags according to the content to push.
  • Later, long-term data accumulation, under the user portrait more and more clear. The user portrait can be specifically hooked, so as to improve the reach rate and conversion rate of message push.

MobPush, based on big data of the platform, can help the App to accurately classify users in the initial operation, and implement more detailed operation push based on the information of users’ location, hobbies, occupation and so on. At the same time, the smart label push can grasp the dynamic portrait of users in real time and formulate accurate message push, which can effectively wake up users.

4. Tracking and analyzing App push data before and after push to make decisions

Before the event, how to measure the push content will open rate is high? After the event, how to measure the effect? The following four dimensions can be expanded:

* Set goals: such as activating users, consumption transformation, and stimulating re-purchase;

  • Strategy tradeoff: Carefully test the content to be pushed, and push according to the best;
  • Data viewing: real-time viewing of the number of people pushing, the number of people opening the push, the push time, the push frequency, etc.
  • Summary and analysis: According to the effect of push data, and put forward the optimization and improvement methods.

How to do the recovery data beautifully? This requires preparations before push, such as hierarchical processing and accurate delivery of users. Before push, MobPush can classify users created by users as filtering conditions, and send the pushed content to the specified users meeting the conditions, so as to provide effective support for accurate delivery.

Before launching, when operation personnel are uncertain about launching creative copywriting, they can make use of background A/B group small-scale test, and select the optimal push plan according to the feedback of test results and data.

5, encounter push accident, do not matter MobPush can be withdrawn

When pushing, we will inevitably encounter some push accidents, and some big factories will inevitably make mistakes. At this point, how to conduct public relations cleanup?

Once the common App push is released, it is irreversible, and it becomes the pain in the heart of business partners. MobPush will be upgraded to break Push Push this pain point. After the App background is connected with MobPush, if there is an error in push, it can execute the withdrawal and replacement instructions, recall the problem push, and save the “face” of the App.

To sum up, let’s jointly develop little brother to download MobPush and try to wake up App users. To learn more, feel free to leave your thoughts and questions below.