For apps, pushing messages to users is the most direct and cost-effective marketing approach. There are however many details to consider, which may pose a daunting challenge for operations personnel. In this article, we discuss how to increase the revenue brought by pushing marketing messages (as opposed to instant messages or system messages) in terms of return on investment (ROI).
Let's take an app with 1 million daily active users (DAUs) as an example. Its daily messaging cost is about US$2,500, which is calculated using the following formula: Cost on the cloud + Cost for using a push platform or setting up a push platform + Operations personnel or R&D personnel costs.
The formula for calculating the daily messaging revenue is as follows: Number of push times x Number of target users in each push x Delivery rate x Tap-through rate x Average conversion value. The method of calculating the average conversion value varies according to the profit model. For example, for news app with an in-feed ad profit model, the formula for the average conversion value is Average ad impressions x eCPM/1000; for e-commerce apps with a product purchase profit model, the formula for the average conversion value is Purchase rate x Average order amount x Average profit rate.
Based on the industry average, the daily messaging revenue for an app is around US$4500 (3 x 1 million x 30% x 1% x 0.5). In addition, the number of active app users will also be greatly improved through pushing messages, which is not detailed here. Now, let's talk about the elements in the preceding formula one by one.
Number of push times
Generally, an app pushes 2 to 5 marketing messages to a single user every day. However, some apps will push more than 10 such messages, which at best will cause users to disable the app's push messaging permission and at worst uninstall the app. Therefore, it is recommended that a maximum of 3 messages be pushed to a single user per day.
Number of targeted users
Generally, it is not a wise decision to push messages to all users. With user tags, you can select targeted users by intersection, union, and difference, to improve the tap-through rate without annoying users with over-frequent messaging.
Delivery rate
The delivery rate is calculated by dividing the number of received messages by the number of sent messages. The delivery rate will be reduced if users disable an app's push function or there is an error in the push channel.
If users disable the push function, check whether the push frequency is set too high or the message content is not appealing to users. You can remind users to enable push messaging for your app when there are product discounts, when they earn bonus points, etc. instead of simply reminding them every time they open the app.
Messages can be pushed through a third-party push platform, device vendor channel, or persistent connection. Most apps adopt third-party push platforms for messaging because it can provide one-stop push services and offer advantages in terms of integration, customization, and data analysis. However, such platforms cannot guarantee a 100% push message delivery rate.
To ameliorate this, apps can also integrate the push SDKs of device vendors, such as HUAWEI Push SDK and the Xiaomi's push services, so that messages can be pushed through the notification center processes provided by the vendors. This prevents message delivery failure when apps are not running, and ensures delivery rates reach more than 99%.
A persistent connection is not recommended, because it requires a large number of R&D resources, and its process may be stopped by the system.
Tap-through rate
The tap-through rate depends on multiple factors, such as the message content, push style, push time segment, and profile matching.
As the following examples show, push messages can vary greatly in terms of content and appearance. To increase the tap-through rate, you need to think about how to make your message content stand out. For example, you can opt to push content that the user is interested in, display information about product discounts, provide personalized notification sounds, or add symbols such as ">>" to attract users to tap the message. You can also use A/B testing to compare message content and select the best one. Giving your push messages a more interesting look may also help improve tap-through rates.
Traditionally, push messages contain text only with small images or emojis sometimes being added. Nowadays, however, operations personnel are starting to include larger images and even animations, to improve the tap-through rate.
It is recommended that you push messages to users during times of the day when they are most likely to be using their mobile phones, for example, during breakfast and the morning commute (09:00-10:00), during lunch (12:00-14:00), during the commute back home (18:00-19:00), and before bed (21:00-22:00). However, the push time may change if you want to send messages about important events to users. If you are confident about your app's popularity, you can decide when to push messages based on your users' app usage habits.
Pushing messages by user characteristics (such as age, gender, interests, apps recently used, and places users have visited) can also increase the tap-through rate, and reduce user discomfort.
The content that a user sees after tapping a message must be consistent with that displayed in the message. Otherwise, users will have a bad impression of you and your app, and may even uninstall the app. Improving user conversion depends on whether users like the content they see in your apps.
Assume that the current revenue is US$4500 (3 x 1 million x 30% x 1% x 0.5). If the delivery rate increases to 50% and the tap-through rate increases to 3%, the daily revenue will reach US$22,500, a 400% increase, and the annual revenue will increase to US$8.2 million.
Note: All data is for reference only.
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Related
In September 2020, prominent game engine Cocos, integrated HUAWEI Push Kit, having previously integrated HUAWEI Account Kit, IAP, Ads Kit, and Game Service, enabling developers to better serve users, with quick and precise push messaging. It also helps you, as the developer, maintain closer ties with users, while increasing user awareness of and engagement with your apps.
For details about the integration process, please refer to the Cocos official development guide.
Pushing high-quality messages can help stimulate user interest. However, too-frequent or inappropriate messaging can annoy users, even causing them to uninstall apps. Therefore, it's necessary to not only guarantee message content, but also formulate appropriate policies for push messages. Fortunately, Push Kit has got you covered in every regard.
1. Scheduled Messaging – Message Pushing at Just the Right Times
Mobile gamers must maintain a high level concentration while playing, and often choose the time after meals, before bed, or other idle time – that is when it is most ideal to push messages. With scheduled messaging, you can set push tasks in advance and make sure that they are executed on time, which helps flexibly implement operations, and maximize user activity.
2. Subscription – Precise Message Pushing, with In-Depth Insight into Players' Preferences
Players' focus tends to shift as the game progresses, and thus, it's important need to push content that would actually interest them. Thanks to the subscription function, you can how precisely push messages tailored to game stages, payment habits, and player interests, ensuring that the pushed content is suitable for every user.
3. A/B Testing – Message Content Based on Test User Feedback
With A/B testing, you can use test user feedback to select optimal messages, and push them out to targeted audiences.
4. Engaging Emojis – Enriching Message Content, for a Higher Tap-Through Rate
You can add emoji emoticons to messages to attract more players and send your game's tap-through rate soaring through the roof.
Push Kit also provides you with a range of basic functions, such as an operations console and push reports, which can be harnessed to enhance operations across the board.
For more details, you can go to:
Official website
Development Documentation page, to find the documents you need
Reddit to join our developer discussion
GitHub to download demos and sample codes
Stack Overflow to solve any integration problems
E-commerce apps facilitate transactions between sellers and buyers and user traffic is a direct indicator of the transaction amount. Therefore, e-commerce apps attach greater importance to their operations than other types of apps in order to attract more users and promote conversion.
Among the different user acquisition channels, the message push plays a significant role, but is one that is always being ignored.
The message push has the advantages of high delivery rate, and the ability to display simple and concise content for users instantly, which makes it easier for users to understand and accept the content. This can improve the e-commerce operations conversion rate and achieve business growth. However, many e-commerce operators will experience the following issue: frequent messaging causes poor tap-through and conversion rates, or even app uninstallation.
In this article, we summarize the problems that e-commerce operators may encounter during messaging and provide a collection of marketing skills for messaging that exploits the features of HUAWEI Push Kit that help resolve the problems. We hope you find it useful for increasing your conversion rate.
Problem 1: Why is the tap-through rate lower than expected for an attractive and competitively-priced product?
Answer: It's because selecting the right audience is key. Only push a product to an audience that really needs it!
Skill 1: Use target audience segmentation to push product messages to the right audience
E-commerce apps provide a large number of products, and each type of product is intended for specific audiences. For example, it is obviously inappropriate to push messages about baby products to college students, and your conversion rates will suffer correspondingly if you do so. In the aforementioned example, you can use the audience segmentation function to filter out users within a specific age range who have browsed baby products before, and then push messages about the release of new baby products to such users. This will help increase your tap-through and user conversion rates.
Skill 2: Precisely push messages to users based on subscribed topics
Pushing products or activities according to user preferences is a way to obtain twice the result with half the effort. With the topic subscription function, you can send messages relating to topics that users have subscribed to, in order to improve the tap-through and conversion rates. For example, sending push notifications to users who have subscribed to the beauty topic about a sale on makeup products, or sending product release messages to users who have subscribed to the pre-sales reminder topic.
Push Kit provides audience segmentation and topic subscription functions for you to classify users by attribute, behavior, and preference, allowing you to precisely push messages with just the right content. Try now by clicking this link.
Problem 2: What can I do if the content of my push messages is not having the intended effect?
Answer: Let data help you choose the best push message content.
Skill 3: Use the A/B testing feature to select the best push message content
Saying the right things in your push messages can make a massive difference on your tap-through and conversion rates. On the other hand, saying the wrong things can prove disastrous for your users. By using the A/B testing function, you can compare the tap-through data for different push messages, and then select the ones with the highest tap-through and conversion rates to push on a large scale.
Skill 4: Add emojis to enrich text
You can add emojis to push messages to make them more eye-catching and engaging.
Thanks to the A/B testing function, you can create multiple test messages with different emojis for different user groups in order to compare their performance. Try now by clicking this link.
Problem 3: Pushing dozens of messages does not increase the tap-through rate, or even causes users to uninstall my app. Why does this occur?
Answer: The content of your messages and their target audience may be correct, but if you push too many messages to users at the wrong time, it may have the opposite of the desired effect.
Skill 5: Configure a messaging schedule and frequency
When and how many times to push messages is an important decision for e-commerce operators. If you send too many push messages to a user at the wrong time, the user will regard the messages as spam, which at best annoys the user and at worst makes the user uninstall your app. Data shows that people use their mobile phones the most during the following times of the day:
1. 09:00 – 10:00: Breakfast and commute to work
2. 12:00 – 14:00: Lunch and noon break
3. 18:00 – 20:00: Commute home and dinner
4. 22:00 – midnight: Relaxing before going to bed
During these times of the day, users are more likely to see and tap your messages. According to available data, mainstream e-commerce operators usually push messages at 10:00 a.m. and 8:00 p.m. You can further pinpoint your push messaging times based on the characteristics of your users, and avoid times when competitor apps push messages to users.
Push Kit's scheduled messaging function allows you to set push tasks in advance, which helps optimize your messaging timing for maximum user engagement.
Skill 6: Intelligently reach users at appropriate locations by using the geofence messaging function
For O2O e-commerce apps, you can use the geofence messaging function to select one or more offline stores. When a user goes near a store, the geofence messaging function will automatically push messages such as product discounts and new releases to the user, encouraging the user to make a purchase. This function also helps increase business for stores that are not in prime locations and facilitates the purchase of new products in newly-opened stores.
When using geofence messaging, select a location and create a geofence with a radius of R meters around that location. When a target user enters, leaves, or stays in the geofence for a predetermined amount of time, a message is sent to the user. You can also use the geofence messaging function to send messages to users when they are near a certain location. Try now by clicking this link.
Skill 7: Push what users care about to improve user loyalty
In addition to the messages about products and activities, you can send logistics update information to users because most of them are eager for receiving products, improving user activeness and loyalty.
As an efficient push channel, Push Kit can send messages in real time even if the app is not started or is not running in the background, so that users can receive messages in a timely manner. Try now by clicking this link.
Future skill: Automated price reduction notifications
When a user receives information that an item they have browsed, bookmarked, or added to their shopping cart is on sale at a discount price, the user's desire to purchase the product will increase. However, there are a large number of products, and each user has their own requirements. Tracking product prices one by one and selecting target audience to push price reduction messages to is a resource- and time-consuming process.
What if you could automatically send messages to target audiences when the price of a product is reduced? The soon-to-be-released automated notification function does just that. Using this function, you can configure an event, and when the event occurs, automatic messaging is triggered. In this way, you can implement intelligent and fast message delivery in multiple custom scenarios, effectively reducing your operations cost, improving users' shopping experience, and maximizing the value of your push messages.
Besides the above, Push Kit also enables you to view a vast amount of push messaging-related statistical data to allow you to trace and analyze the effectiveness of your push messages. All of this will make your e-commerce operations much easier to carry out.
Do you suffer from low retention and repurchase rates for new users and a lack of effective channels to reach users?
With the rapid development of the e-commerce industry, it is inevitable that you will face such challenges in your app's operations. But now thanks to Push Kit, we can provide you with an app message push solution that will help you accurately reach and retain users.
1. Precisely Segmenting Users by Tag to Find the Right Users for Each Product
Push Kit provides an audience segmentation function that allows you to select target users by attribute and behavior for differentiated message pushing. Taking baby products as an example. With this function, you can filter for users within a specific age range who have browsed baby products before, and then push messages about the release of new baby products to such users. On top of that, the topic subscription function from Push Kit enables you to send product release messages to users who have subscribed to the pre-sales reminder topic.
2. Pushing Messages by Time Zone and Language to Facilitate Global App Operations
To help you manage your cross-border business operations, you can push messages to users around the world at the same time or according to their local time, and set message content in different languages. Push Kit can also help you push messages to users in real time even if your app is not currently open or running in the background on the users' devices, ensuring the timeliness of your push messages.
3. Triggering Automatic Message Push for Multiple Shopping Scenarios
In the near feature, Push Kit will release an automated notification function that will automatically push messages to users according to various triggers, such as marketing events, shopping cart reminders, and product discount reminders, effectively helping you reduce your operations costs.
In addition to the preceding functions, we are continuously optimizing the app integration process in the following ways:
1. Quick app integration: With the assistance of HMS Toolkit, you can drag and drop device-side code to achieve integration in as little as half a working day.
2. Quick app server integration: You can reference and use sample code in six different programming languages.
We also have dedicated technical support personnel on standby to solve your integration problems.
If you encounter any problems while using the service or have any questions, you can send logs and submit tickets online so that our support personnel can provide you with assistance. You can also join our dedicated section on Stack Overflow.
HUAWEI Push Kit Official Website.
"Message pushing" is when apps and companies proactively "push" messages to users. These messages then appear in the notification panel or lock screen of the user's mobile device. It's a great way to target and engage with certain user groups, but there are a lot of push services out there, so why choose HUAWEI Push Kit?
High Delivery Rate
When you push messages, you need a reliable channel. You can measure the stability and reliability of a push channel by looking at its message delivery rate.
Generally, apps either push messages through a third-party channel or one they built themselves. If you use your own channel, messages are only effective if they arrive when your app is open and running as required on the recipient's device. But users won't generally have your app open 24/7 because it consumes too much power, and though they can grant system-level permission to the apps, in reality, few users will actually do this. As a result, the message delivery rate of self-built channels is often fairly low.
HUAWEI Push Kit is a third-party channel which establishes a stable, system-level persistent connection and provides a system app which displays messages to users. This means once you have obtained users' authorization, your apps can push messages straight to the notification panel, even if they're not running in the background. That's why 99.8% of messages will reach the target devices within 10 minutes.
Data source: HUAWEI Push Kit statistics
High Concurrency Rate
As well as stability, apps relating to news, social media, and transactions have to send a huge number of messages concurrently. For example, when a user completes a transaction, a good financial app should push them a transaction notification straight away. Likewise, when a user receives a message from a friend, they'll want to know about it immediately.
With Push Kit's system-level channel, you can send tens of millions of messages per second and tens of billions of messages per day, so you can provide users with the content they need as the second they need it.
Multiple Push Modes
Besides a high delivery rate and concurrency rate, it's essential you push the right content to the right users at the right time. With Push Kit, you can segment audiences and push personalized messages to them based on their situation using a range of functions:
(1) Topic subscriptions: Push messages relating to topics that users have subscribed to, for example, you could push product sales messages to users who have subscribed to the pre-sales reminder.
(2) Audience tagging: Segment audiences by tagging them, and then push relevant messages to them.
(3) Geofence messaging: Messages are pushed automatically when users enter, stay, or leave certain areas. For example, if a user enters an area with a restaurant as the center, they might receive deals and offers for that restaurant.
(4) Scenario-based messaging: Messages are pushed automatically when users fulfill certain criteria. For example, when they insert a set of headphones into their mobile phone, they might receive a playlist from a music app.
Simple Integration Process
We continue to optimize the integration process for this kit, to make it as simple and cheap as possible. With our tools, you can integrate Push Kit into your app within half a day, and we'll also provide you with sample code which you can reuse in your app server.
Check out the following links to learn more. We hope you enjoy using Push Kit!
>>Find out more on our official website
The success of an app is not just dependent on the value it offers users, but also how efficiently it reaches them. HUAWEI AppGallery Connect app service platform is designed to help app developers improve development and operations efficiency, attract a wider range of users and generates greater revenue, by offering end-to-end services at every step along the way, from app innovation and development, to distribution, operations, and analysis, with support for a broad range of devices.
App developers share a number of common challenges when releasing an app. For example, how to acquire most users? How to reach target users with optimal precision? How to improve monetization while continuing to acquire users? All of these challenges, and many others, are addressed at the AppGallery Connect Academy · Live event, offering actionable insights on how to grow your app business to new levels.
Partner with AppGallery Connect to grow your business, by harnessing global app distribution and broad-based device support.
As a top-3 global app marketplace, HUAWEI AppGallery provides access to a wide variety of both global and locally-oriented apps across 18 app categories and has attracted over 530 million MAU in 170+ countries and regions by the end of 2020.
In order to continuously provide quality and safe app experience for users, AppGallery has launched AppGallery Connect, a one-stop app service platform that empowers developers' app creativity and business growth. As of the end of 2020, AppGallery Connect had already partnered with 2.3 million developers across the globe, facilitating 384 billion app distributions on AppGallery in 2020 alone.
A/B Testing: Conduct group experiments to determine the best variant for your app.
A/B Testing enables you to make informed operations decisions based on specific data. It conducts group experiments to determine user preferences related to UI design, written content, and product functions. A/B Testing does not directly boost user activity, but its experiment results help you determine user preferences, and improve indicators such as DAU and MAU.
In one notable example, an app team split users into two groups to determine whether a new function could facilitate user engagement. This function was only made available to one group. Two weeks later, the daily active duration of users in the treatment group was half an hour longer than that for users in the control group. In light of this, the team ultimately decided to release the function, and was proven correct, as the daily user activity duration rose by 15%.
Remote Configuration: Change how your app looks and works, without requiring users to update the app.
Sleep Sounds is an app that provides lullabies and natural white noise to help users fall asleep with greater ease. The Sleep Sounds team utilized AppGallery Connect Remote Configuration to make changes to their app, while also avoiding the need to release a new version. The team simply made changes on the cloud, and the changes took effect on the app side. This enabled Sleep Sounds to make targeted recommendations to users based on their local market, age, gender, and other attributes, upon obtaining the user's consent. Just two weeks into using the service, Sleep Sounds saw an 8% increase in its number of users, and a 10% increase in user engagement.
App Linking: Provide a consistent link access across platforms and versions, for higher conversion rates.
App Linking helps you create deep links for in-app content, and display them across a wide range of channels, including those on social media. By tapping a link, the user can directly access the in-app content. Those users who have not installed the app will be redirected to HUAWEI AppGallery for download and installation.
For example, if you are planning a promotion in your app, App Linking can help you place the promotional link on a diverse range of ad platforms. Existing users can then launch the app and open the specific page with just a tap; new users will be redirected to AppGallery to download and install the app, and then to the specific promotional page upon launching the app.
Linking premium in-app content enables you to convert mobile web users into native app users, which provides a way to grow your user base. App Linking also supports tracing parameters, which means that you can view data analysis and trace traffic sources across different channels.
App Messaging: Send contextual messages to engage users.
With the Call Screen app, users can choose from a range of customized incoming call skins, some of which have visual alerts to ensure that important calls aren't missed. But the developer found that some of the new skins they had released were not being downloaded by very many users, and reviews of the skin were mixed. To address this, the developer used the App Messaging service in AppGallery Connect to notify users of new available skins, after obtaining their consent. Now, when a user signs in, Call Screen provides them with skin recommendations based on their preferences. The service helped increase the number of app users by 11% in just three weeks.
AppGallery Connect Academy · Live: We Connect, You Grow
If you'd like to learn more about the operations and growth services in AppGallery Connect, you simply can't miss AppGallery Connect Academy · Live held from 11:00 UTC+02:00 on March 31, 2021. This event will walk you through how to harness AppGallery's global distribution capabilities to grow your user base, and how to better monetize your app by using AppGallery Connect's operations services to target and activate users. These services, and many others, can help your app stand out from the competition.
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Thanks for sharing
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Do all those features support non-Huawei phones?