After the Vietnam Zalo number is opened for testing, why does it need to be screened for activity again

Made in Vietnam marketWhen acquiring Zalo customers, many teams are accustomed to doing "activation testing" in the early stage to determine whether the number is bound to a Zalo account. This step is indeed necessary, but many people directly import the system and start reaching out after completing this step, only to find that: they can be contacted, but the conversion is still very low.

The crux of the problem is that enabling detection can only solve"Do you have an account?" but cannot answer "Is this account in use?" Without activity filtering, all subsequent contact actions will be slowed down by low-response users.

The solution to enable detection is"Existence problem", not "conversion problem"

The core value of enabling testing is clear:

l Filtering is not enabledZalo's number

l Exclude obviously invalid contact information

l Make sure the foundation is accessible

This step is necessary, but it only completes the most basic level of screening.

In reality, there will be such a group of users:

The account exists and can be added, but it will not be used, replied, or interacted for a long time. This type of data in the system is"Effective" but of little value in operations.

Therefore, conversion efficiency cannot be guaranteed by just enabling detection.

Activity filtering solves the problem"Is it worth reaching?"

The significance of activity filtering is to determine whether a user is"Communicable state".

It is often used to answer a few key questions:

l Are you using it recently?Zalo

l Is there any persistent login behavior?

l Is it possible to respond to the message?

When you change the reachable object fromIf "all activated users" are narrowed down to "users with active behavior", the overall response rate will be significantly improved.

Why many teams ignore this step

There are three common reasons:

First, there is a misunderstanding that activation means availability.

In fact, many accounts have only been registered, which does not mean continued use.

Second, we are worried that too much filtering will reduce the amount of data.

But what is reduced is low-value data, leaving users who are more likely to convert.

Third, the process is not fixed

The processing method is different each time, resulting in the screening step being omitted.

These problems ultimately reflect in the results: lots of data, but little effective communication.

Proper relationship between open detection and active screening

These two steps are not an alternative, but a contextual one.

It can be understood like this:

Open detection → Confirm "Can I contact you?"

Active filtering → Determine “whether it’s worth contacting”

If you only do the first step, it is equivalent to“Everyone who can be contacted” is included, but there is no prioritization.

If the two steps are combined, only the people who are truly suitable to be reached can be screened out.

A more practical set of processing sequences

in vietnamIn the Zalo project, you can use this sequence to process data:

Step 1: Unify the number format and remove duplicates

Avoid duplicate data entering the system

Step 2: Do the activation test

Filter out unactivated and obviously invalid numbers

Step 3: Do activity screening

Filter out users with recent usage behavior

Step 4: Stratify by activity level

Those with high activity will be contacted first, and those with medium and low activity will be followed up in batches.

Step 5: Overlay other labels

Such as age, gender, region, etc., used for segmentation strategy

The core of this sequence is to ensure first"Effective" and then improve "efficiency".

The direct impact of activity filtering on conversions

When activity is included in the screening criteria, several obvious changes will occur:

l Increased response rates because users are more likely to be online

l Improved customer service efficiency, no longer repeatedly following up with unresponsive users

l The conversion cycle is shortened and communication is more focused

l Resource allocation is more reasonable and high-value users are prioritized

These changes do not rely on complex strategies;"Filter order is correct".

How to make this step a fixed process

The problem with many teams is not that they don’t know how to do it, but that they don’t insist on doing it.

A more stable way is to make activity screening part of the fixed process:

l Each batch of data must be actively screened after testing is enabled.

l Before importing into the system, stratify by activity

l Before each round of marketing, a new round of active status screening is performed

This ensures that the data is always kept in"Available status" instead of not updating for a long time after filtering once.

Use tools to complete screening, which is more stable than manual judgment

When the data scale increases, manual judgment of activity is almost impossible and error-prone.

A more efficient way is to use tools to complete the screening in a unified manner. In actual operation, if it has been completedAfter Zalo is activated for testing, you can use Digital Planet to continue screening numbers, further separate available numbers and active users, and then import them into the system for hierarchical management. Digital Planet supports free trial screening test.

The key to data processing is not one more step, but the sequence

Many people will think"It's troublesome to do one more step of active screening", but in fact, this step can help you reduce a lot of ineffective work later.

existIn Zalo's customer acquisition, what really affects efficiency is not the amount of data, but the quality of the data. When the filtering logic is upgraded from "do you have an account" to "whether you are using it", the entire conversion link will become smoother.

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