A common method used by marketers to reach users, the bulk sms service purpose is to promote user activity or recall lost users. For example, Ruixing Coffee reaches users through its official account, and pushes weekly coupon-issuing articles to remind users to receive coupons and increase GMV. The user did not have the need to drink coffee at that time, because he was averse to the loss of coupons, so he had a demand for coffee. Another example is the APP to send text messages to silent users bulk sms service during the National Day, and push the activity of insisting on studying for 7 days to get a 20 yuan coupon during the National Day, with the purpose of recalling lost users and increasing user activity. Users do not have the need for vacation study, because they are averse to coupon loss, so they have learning needs. 2. Satisfy passive needs
If a user invests a lot in the platform, such as investing time bulk sms service and energy, and generating data or social relationships on the platform, the user will be more reluctant to leave. For example, Youdao Cloud Notes stores a large number of notes recorded by users. Users are loss-averse and will not leave easily. For example, QQ or WeChat, users have established a chain of bulk sms service acquaintance relationships on the platform, and it is almost impossible to leave unless there are new alternatives, and these relationships can be translated quickly. 2. Strategies to improve retention 1. Meeting core borrowing needs Considering that users have different demands in different life stages of the product, based on the user life cycle, users are divided into three layers, namely new users, active users, and loyal users.
New users: New users refer to the user groups who bulk sms service have just used the APP and have not yet touched the core functions; Active users: Active users refer to the group of users who have used the core functions of the product but not many times; Loyal users: Loyal users refer to the group of users who use the core functions of the product and have a lot of times to trust the bulk sms service platform. 2. To meet extended needs The needs of users are often not divided, but a chain of interlocking needs. Borrowing money is not the purpose. The real purpose may be shopping, consumption, tourism, training, etc. Here, from borrowing money to using money is the demand chain. 1) Consumer demand based on life scenarios Create high-frequency living consumption scenarios