For the received user, the pushed content must be related to him and reflect value: gain certain benefits or avoid certain risks, otherwise he will feel disturbed.
It may be raining today, remind me to bring an umbrella when I go out; a coupon that I managed to grab is about to expire; my friend has followed one that I have not followed, and I may be interested in seeing it and so on.
The content of the push can be country email list divided into the following categories according to the type of information:
(1) business node
Refers to the process of completing a business, such as e-commerce process nodes: the push of each node is to let buyers and sellers know where the process is at the first time, thereby speeding up the completion of transactions and improving the speed of order completion.
Because each link requires the buyer and the seller to confirm the latter's operation before proceeding to the next step, if the seller does not know when the buyer pays, he does not know when to deliver the goods, and the same logistics delivery can make the buyer ready to sign for receipt. Using the high-intensity push notification can make the information spread faster, make the transaction process complete faster, and reduce unnecessary operations of frequently opening the APP to check the status.
It should be noted here that there are two audiences for the transaction process push, sellers and buyers. Different nodes should be pushed to different groups of people. Buyers should push orders to sellers, and sellers should push delivery to buyers. If they have nothing to do with me, don’t push them to me, otherwise it will cause disturbance.
The push of business nodes is not only used in e-commerce, but also in home-based, job-seeking, and transactional categories.
(2) Current affairs hotspots
It often appears in news and information APPs, and there are two reasons to push:
1) is immediacy: after all immediacy is one of the most basic qualities of news
When a major event occurs, if it is not pushed and waits for the user to open the APP to check it out, the immediacy will be greatly reduced. From the product point of view, users will think that the product is not timely and sensitive to news, which will affect the reputation of the product. Besides, outdated news doesn't make any sense, there's nothing good about an NBA game you push me a week later.
2) is significant
In the era of information explosion, only very important social real-time is worthy of being pushed. For example, the real-time progress of the current new crown pneumonia must be pushed.
(3) Content recommendation
Mainly new content, popular recommendations, new movies and TV in the film and television category, new online content in the home improvement category, Zhihu's hot list, and Weibo's hot searches; for example, the content you follow is updated, and the idols you follow have new trends. To make you happy, open it for the first time to watch the content you like. However, the recommendation of a lot of content can easily attract users’ disgust.
(4) Social interaction
For example, the new information of chat software, the notification of instant chat is to not miss new news. According to a certain data report of Tencent, this type of push has the lowest closing rate. Live chats like WeChat and QQ carry the role of daily communication and even work communication. In terms of human emotions, the messages sent out hope to get a quick response, and the people who reply in seconds usually make a good impression on you.
(5) Event operation
The event is opened, the event is rewarded, and the event is closed; to report an attractive event, it is necessary to maximize the publicity. Push notifications are essential to increase campaign coverage. Because the cost of the activity requires the maximum effect of the activity, some activity entrances are very deep and inconspicuous. If they are not pushed, many users will be unaware, thus wasting activity resources.
The fatal thing is not to push the test environment to the online environment: users who don't know will think there is a problem, and those who know will see a joke.
2. Content form
Taking iOS as an example, the styles displayed on the mobile phone are as follows:
You can control the title, text, and pictures. The title should not exceed 15 words, and the body should preferably not exceed two lines. The iOS banner only displays the first 60 characters, and the Android banner only displays the first 45 characters . If there are too many words, and finally use ... to indicate that the user will not be able to obtain complete information, it will be more uncomfortable.
Whether the image is used depends on the type of push, because the thumbnail is small, it is not suitable for a large panoramic image, suitable for a character cover, or a more focused image. The aspect ratio of the image is preferably 1:1 square, and it is not suitable for The copywriting is related, otherwise users will feel that they cannot see why, and the position of the copywriting is wasted. For example, character interviews, celebrity hot searches, etc.; the main purpose is to enhance the attractiveness of copywriting with pictures. If it is a negative score, it is not suitable to add pictures.
3. Push copy
For copywriting, good copywriting should follow the following principles:
Looking at the above case data, although the emphasis is different, they all follow the principle of simplicity, and there is no extra word. The title of today's headlines uses "increase" instead of "new", which means that words are like gold. At the same time, the expression should be precise, and do not use words that are easily ambiguous. The meaning is easy to understand, and the use of uncommon words is less, and the attention caused by the push is only a few seconds. If the copywriting needs to be read and understood, users will quickly ignore it, let alone click.
Use emoticons and special characters with caution : Many emojis and characters have normal text on iOS, but may become garbled characters on different models of Android. Even different versions of iOS systems may have inconsistent encoding, so be sure to use a common emoji encoding format.
Although they are all Emoji, Android uses utf8 and iOS uses Unicode. You can try to use regular matching to achieve unity.
The landing content should be simple and fast : If you click on an active link, but the page has to jump many times, the loading time is very long, and it stays on the loading page for a long time, which will also make the user feel anxious, and then close the application. Another is to click on some news pushes, but the list page of the news is opened, not the details page of the news, which causes the user to feel lost, and it is difficult to find the just pushed news if there are too many news.
The link page can also make a certain "prediction". After you sign the order, JD.com will push the order completion push. Clicking it will jump directly to the evaluation page, and let you make an evaluation according to the trend, which is very reasonable.
Don’t overdo the title party: when the wolf comes, you can cheat once or twice at most. It is often used in preferential activities, and you can receive 100 yuan or more in cash. Clicking in is indeed a lot of thresholds and steps; UC title party is very representative. For example : Surprise! He plugged it in all night and didn't pull it out, almost killing him! ", "The secret love history of the university president is surprising! As a result, I clicked in to check, and the "unplugged overnight" is the charging of the mobile phone, while the "secret love story" tells the story of the principal and the book. The title party often uses human nature such as pornography, violence, greed, and curiosity. The so-called hope is more The bigger the disappointment, the higher the click-through rate and the bigger the negative review, so be careful!