Line old customer awakening skills, long-term online users are more worthy of chatting first than short-term online users

Many teams are doing itWhen Line was in operation, it would accumulate a group of old customers, but when it came time to wake up, it turned out that no one responded to messages sent, or the replies were slow and the effect was unstable. So I kept adjusting my words and increasing the frequency, but the overall improvement was not obvious.

The problem is often not"How to say it", but "who to say it to". If you don't choose the right person to wake up, no matter how good your words are, it will be difficult to work.

In actual operations, a key difference is: long-term online users are more worthy of priority communication than short-term online users.

Why can't you just watch"Have you been online recently?"

Many people are accustomed to using"Recently online" is used to judge user activity, but this indicator has obvious limitations:

l Only reflects a certain point in time

l Unable to determine whether the user continues to use it

l easy to putUsers who “occasionally come online” are considered active users

For example, a user may have just logged in today but has hardly used it in the past few months. The probability of such a user replying is still very low.

Therefore, if you only look at short-term online, it is easy to select the wrong target group.

Long-term online users, closer"Stable and communicable people"

Long-term online does not mean always online, but means:

l Have a habit of continuous use

l Repeated online behavior

l Account remains active for a long time

This type of user usually has several characteristics:

l rightLine is used more frequently

l Easier to see and respond to messages

l Not repelled by communication

In the wake-up scenario, the conversion efficiency of such users is significantly higher.

Why long-term online users are better suited to wake up first

From an operational perspective, giving priority to long-term online users has several direct benefits:

l Increase response rate and reduce invalid contacts

l Shorten the communication cycle and enter conversion faster

l Customer service time utilization is higher

In contrast, although short-term online users appear"Active", but unstable and prone to:

l No reply after sending message

l Silence again after replying once

l Unable to form continuous communication

Therefore, when resources are limited, priority should be given to long-term online users.

Where should short-term online users be placed?

This type of user is not completely worthless, but is more suitable for"Supplementary touch".

For example:

l Event reminder

l New content push

l Low frequency test reach

However, it is not recommended to invest a lot of customer service energy in in-depth communication.

Simply put:

Long term online → Prioritize conversion

short term online → Assistive touch

What screening needs to be done before waking up old customers?

Before actually starting to wake up, you can do a round of basic screening:

l Confirm that the number or account is still available

l Determine whether it has long-term online characteristics

l Is there any historical interaction or purchase record?

l Whether it belongs to the target customer range

If you don’t do this step, it’s easy to waste time onOn users who are "unable to wake up".

Screen accounts first and then determine activity, which is more effective than direct contact.

A problem that is easily overlooked is that some old customer data itself has expired.

For example:

l Number is deactivated

l Account no longer in use

l Abnormal contact information

If reached directly, there will be a large number of failures or unresponsiveness.

In actual operation, you can use Digital Planet to do screen number detection before waking up, and put the ones that are still availableLine customers are screened out, and then the long-term online status of these users is determined and followed up in layers. Digital Planet supports free trial screening test.

This avoids wasting time on invalid data.

Wake-up words also need to be adjusted according to layering

When users have been stratified, the vocabulary also needs to change accordingly.

High value old customers

l You can directly give exclusive discounts or clarify benefits points

l The focus is to advance quickly

Ordinary old customers

l Confirm demand changes first

l Then guide step by step

Low active users

l Use simple information to test whether you are still interested

l Don't interrupt frequently

If all users use the same set of words, the effect is often unstable.

Common misunderstanding: frequency increases, but the effect does not improve

When the wake-up effect is not good, many teams will choose to increase the sending frequency. However, if the target is not selected correctly, the higher the frequency, the worse the effect.

The reason is simple:

l Inactive users will not reply due to increased frequency

l Excessive contact may cause resentment

l Customer service efforts are distracted

The truly effective way is to choose the right person first and then decide the pace of communication.

Wake-up efficiency, depends on“Did you choose the right person?”

The essence of awakening Line’s old customers is not “how to say it”, but “who to talk to”.

When you change your goal fromReplace "recently online" with "long-term online", and then combine the basic filter number and hierarchical processing, you will find:

l Response rate significantly improved

l Communication is smoother

l Conversion is more stable

The same batch of old customers, but the screening order is different, the results will be completely different.

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