Reach is very important in user operations. It connects users with activities and achieves ideal results. In today's article, I will share with you some methods to build points mall reach. I hope you can help and inspire you!
1. Brief description of the business
The definition of user operation: the user is based on the establishment of rules of operation activities, operation strategies and operation goals, the process needs to be strictly managed to achieve the expected goals and tasks.
There are three keys to this: users, activities, and goals. Let's borrow the concept of AAARR in growth to explain the goals of user operations: acquiring users-user activation-improving retention-self-propagation-earning revenue.
How to achieve the goal? Accurate operations are required for users. First of all, we need to understand our users, and many users understand that it is obviously difficult to achieve, so we need to classify users through their basic commonalities and behaviors.
The activities are rich in content, including promotion, issuing coupons, etc.
Touch is to provide users with the information they need, and to display it to users in an appropriate form at the right time. It is to associate activities with users.
- Categories of Reach
(1) The operation mode is automatic and manual
Manual: It is the operation staff who observe and operate daily and make marketing plans according to the activity situation. Generally, there are single products that contain activity information and some category and company promotions
Automatic: Some are automatically pushed by the point system, such as logistics messages and customer service messages,
(2) Trigger type, timing type and trigger type
Timing type is sent after the specified time is reached
Building a touch point system is mainly divided into the following important parts:
Reach task management: add, delete, modify, check, review, send, etc.;
Custom user group: group users based on certain conditions.
Data feedback: improve on the basis of data feedback
Scene setting, tool assisted improvement
- Sources of information for reaching missions
(1) Different time forms
Timing: can be divided into single and periodic. The unified time point is single, and the same time in the same time period is the cycle. Such as 9:00 every day or 9:00 every Monday
The trigger type needs to specify the active time period to meet the trigger conditions!
2) Send crowd
This design treats the crowd separately to facilitate the subsequent development and repeatability.
For example, for the same group of people, we can trigger at a unified time and do additional promotions later; we also outline an image for each person, so that we can formulate multiple operating strategies.
3) Various channels determine the content of our operations
For example, text messages: What needs attention is the number of words and links. Some manufacturers will restrict operational text messages.
For example, push: In addition to the title and content to attract users' clicks, the last page needs to be a highlight for users. , After all, every click of push is relatively rare
- Anti-interference design
1) All-round reach
Limit the total number of tasks received by users and the number of tasks received by each channel. It is necessary to analyze the relationship between the message received by the user and the unsubscribe rate to formulate this condition.
Also note that if many tasks are sent at the same point in time, they should be filtered by the same means. Can be divided according to their disagreement preferences!
2) Single task restriction
For some periodic tasks, when the conditions that can be reached in all directions are met, restrictions must also be imposed to prevent users from receiving the same message at the same time.
- Resource management
If used for internal use, you should pay attention to the budget.
If you give the resources to the merchant, you need to purchase the SMS package first, and push is generally not open to the merchant. If there are related functions of the platform, you can consider adding items, but not open to merchants alone.
- Audit and permissions
Mainly according to the company's internal regulations, you can directly use the company's audit
Three, two ideas used to reach and screen users
- Identify users such as "shen policy" through user reason and defined label information
Shence divides the conditions for screening users into three categories
User attributes, user behaviors and behavior sequences. Is the behavior sequence a more advanced method of filtering users, or is it a user attribute and behavior?
2) User attributes: basic user attributes and tags defined for them
3) User behavior: filter based on user attributes
Automated reach tasks are mainly divided into two categories:
(1) Notification messages: Triggered by the business scoring system, such as order notifications, customer service messages, etc. In addition to unifying information as an excuse, it is also necessary to consider how to design the section.
(2) Automated operation messages are usually manually edited and sent automatically by the scoring system, but generally this kind of information needs to be arranged
For example, in daily sending, we find that the single product spike activity is more attractive, but we want to send it uniformly
We will find some attracted users based on some better spikes, and push those items with more purchase records. Enhance the exposure rate of this single product, and optimize the content section of the single product, so that more users can be obtained
The two major benefits of the automation strategy are to increase the conversion rate, and the other is to save the labor cost of the operating personnel.
Although reach is only a small part of user operations, the role is very important!