App Operation: How to develop a messaging push strategy?

App Operation: How to develop a messaging push strategy?

Today, in the team, I made a share of the app messaging push strategy design, and here to sort out, but also a knowledge carding process for you to criticize.

Many app designers are always greedy and want to grab the user's eye, so keep telling, and some apps are nice, but because the endless notifications become annoying. How to polish a good app messaging push strategy is critical to the experience of an app.

In the ecosystem of a mobile operating system, apps can implement a feature called message push, or notification (push). Notification is the ability to remind or awaken the user's role, but also the best app operation channels, the use of appropriate to help product operators to achieve operational goals more efficiently, but blind will also bring a reaction.

notice is a first-level entry of the mobile operating system, or called a closed-loop experience starting point, very intuitive role is notify users, then you need to consider reminding this action will bring the role of the dimension (ps. Can be optimized for reference, products to quickly define an optimized reference dimension to track effects and improve ): anti-Disturb and Wake .

1.  anti-Disturb , Push itself is to remind users to see some of the user-related messages or users interested in the message, but too frequent push may disturb the user, this time need to consider whether the app's push strategy is to take into account the anti-disturb mechanism, on the premise of user-acceptable push content on the basis of the use of message aggregation and classification of messages to carry out reasonable push, so that he does not feel disturbed.

2. wake-up , if the user does not log in to the app for a long time, then the content associated with him will be fewer and less, perhaps this time the app is forgotten, this time the role of push is to wake up, can be recommended a selection of past messages, Or a message that is not relevant to the user but alerts the user to open the app.

How to do anti-disturb and reasonable awakening, it is necessary to need a reasonable timing strategy, that is, how to set a reasonable time interval and the reasonable threshold of the total number of bars. The timing strategy to control a reasonable push rhythm, push users really interested in the content will be more effective, and excessive push flooding, it is likely to incur user resentment and be unloaded.

Timing strategy after landing through the technology to achieve the timer and the corresponding strategy algorithm, so as to achieve message push. In addition, after the push to do a notification to arrive at the acquisition, notification arrival of the acquisition is very important , many applications did not do, in the user has a large number of historical notifications for the point, or continue to notify. But I think, if a certain or some of the history of the message is not opened, then the user may not be interested, this time may not need to push the message, but do the correct wake-up action, if no longer indifferent, may be the user has uninstalled no different. So my strategy is to confirm the arrival of the user to open the push message, and then return to zero for the next time, otherwise, no timing.

About the content of the push itself, can be divided into 3 categories, that is, the user-related notifications, the user is not related to the notification and background recommendations of the notification, in different scenarios, the style is not the same, for the moment, do not consider these, from a common level to start the discussion:

1. User -related notifications , user behavior in the app's ecology will leave a lot of imprint, this time will produce some related content. For example, the QQ space of the praise, know that the question is answered, reply to comments and so on the message can be pushed to the user by the message. But if too often violate the anti-jamming principle, so to do the message content aggregation, such as "Your dynamic by a 23 people like a", this message content aggregation must be a certain time of the relevant content of the collection, in the social community class or business scene frequent products, this kind of user-related notifications will be more, Focus on these things.

2. not related to the user notification , such notifications are mostly wake-up effect, such as the reminder to open the application, this is not too much to explain, but also better understanding.

3. background recommendation Notification , by operation or automated means in the background edit content to push to the user, of course, the same, to grasp a good rhythm.

In summary, on the one hand, the anti-disturb and wake-up continuously polish the message push strategy in two role dimensions. On the other hand, from the content itself to seize the user, through a reasonable timing strategy to control the rhythm of the push. at the same time, define the pool policy of message, define the strategy of the aggregation of messages, etc. (PS.). Don't start talking here. In this way, the continuous optimization of the polished message push strategy can be reliable.

Of course, if a user chooses not to receive notifications at the outset, he will be alerted at a certain point in his use of the app, "You may not be able to receive a critical message if you turn off the notification feature."

GE IO, refined operational analysis tools.

Zhuge http://zhugeio.com/news/?p=272

App Operation: How to develop a messaging push strategy?