5W rule of perfect message push

Operators all know the importance of message push to improve user participation. If the push message is done well, the user participation will be significantly improved, otherwise, the number of users will be greatly reduced.

How to make message push achieve our expected effect? APP operators must pay close attention to users' behavior habits, clarify users' interest preferences, and push their interested content in time for different user groups. Perfect push message push is valuable to users, which can help products improve user experience and increase users' goodwill.

How to achieve perfect message push? APP operators must determine the following 5W rules before pushing:

1. Who: Push the object?

2. What: Push content

3. When: Push time

4. Where: Push the scene

5. Why: Reasoning by

Clear these five W's, the information we push is what users need!

"Why" is always the first, and every push message must have a clear goal-let users log in for the first time or let users have an upgrade experience? We should not only know the goal of pushing messages, but also know what we expect from users' behavior data. These behavioral data are used to measure the impact of push messages on users. For example, after logging in to a workplace social APP for the first time, users will receive the message shown below, which is the perfect personal data we push for users.

The content of the push message has the following three characteristics:

(1) goal:

Sometimes small details can make a big difference. Still in the above example, when we push the welcome message to users, we add the user's name "Hello, XXX, welcome …" before the message instead of going straight to the subject: "Welcome …", and adding the name will make users feel more cordial.

(2) Ensure relevance and timeliness:

Push messages must be timely and highly relevant to users. Take Netease News as an example, the weather news of Nanjing tomorrow morning is pushed to users, and the geographical location reflects the relevance. This news was pushed on Friday afternoon, giving users a reference reminder of their travel plans on Saturday, just in time.

(3) Accurate and fast direct access to user pain points:

Users' time is precious, and the messages we push must make users get the maximum value. Don't push spam messages to users or messages that don't meet users' needs. For example, push the message of driving to users who don't have cars.

We can't fully implement the message target. We need to manage users in groups and conduct refined operations through user behavior data. Speaking of user behavior, here are several commonly used user behavior analysis platforms, such as Youmeng and Baidu Statistics. However, these SaaS platforms also have problems. The original data is difficult to export, but the data of your own products can't be owned by yourself. Cobub Razor, a domestic open source privatization deployment scheme, is recommended, with private data and simple background construction.

Different push messages have different recipients. We provide personalized message push according to users' behavior habits, interest preferences and other needs. For example, some music apps will push relevant update reminders for users' different listening styles, favorite singers and favorite song lists. Such accurate push greatly increases the proportion of users opening messages.

(1) Time:

You can choose the user's free time, such as before going to work in the morning, at noon, after dinner, and which push time period you choose can be determined according to the user's usage time period. In short, don't disturb users when they are busy or resting.

(2) Push frequency:

If the push frequency is too high, there will be two results-the user closes the message immediately after clicking it, or the user ignores the message without looking at it at all. The push frequency depends on the type of application. Generally speaking, social apps can be pushed daily, information apps are pushed 3-4 times a week, and tool apps are pushed 1-2 times a week. Not too many times, otherwise the user will not open it, and it is likely to close the message push or even uninstall the application.

(3) local time:

Push messages need to be determined according to the local time of users, which requires us to determine according to the geographical location of users-if your users come from all over the world, then 4 pm Beijing time is 4 am in Washington. If you push messages in Beijing time, users in Washington will be disturbed.

The push scenario will also affect the effect of pushing messages. We need to consider where the user is when the push message arrives, what he is doing, or what device the user uses when receiving the push message.

As users, we receive a lot of push every day. For example, the taxi app will push the express ticket for me after work on Friday. The group purchase app will push the group purchase information of the restaurant near me during the meal time. If the user is in a disturbed state when receiving the push message, the user will not carefully check the push message and take the expected action.

Messages in the application are pushed according to user behavior, so the effect is relatively better. No matter whether the user is eating or lying on the sofa, or whether the user is on the PC side or the mobile side, as long as we clearly understand the user's behavior and push relevant news according to their behavior, the user may take our expected actions.

A perfect push message must have a predefined 5W. Through 5W, we can make clear the goal, content, object, push time and scene of our push message, and let users see the value that push message brings to users. Push is the best user contact, and it is more important to make an intimate product that conforms to users' habits than to talk about the user experience every day.