用戶(hu)留存率(lv)是(shi)衡量 app 成功與否的重(zhong)要指(zhi)標之一，它反映了用戶(hu)對 app 的忠(zhong)誠度(du)(du)和滿意度(du)(du)。推(tui)送通(tong)知是(shi)一種有效的提高用戶(hu)留存率(lv)的手段，它可以(yi)提醒(xing)用戶(hu)使(shi)用 app，增加用戶(hu)的參與度(du)(du)和黏性，以(yi)及(ji)促進用戶(hu)的轉化(hua)和消費。但是(shi)，如何制定一個(ge)(ge)合適的推(tui)送通(tong)知策略，以(yi)達到最(zui)佳的效果呢?本文(wen)將從以(yi)下幾個(ge)(ge)方(fang)面(mian)給出一些建議：

  1.確定(ding)推(tui)(tui)送(song)(song)通(tong)(tong)(tong)知(zhi)的(de)(de)(de)(de)目的(de)(de)(de)(de)和內(nei)(nei)容。推(tui)(tui)送(song)(song)通(tong)(tong)(tong)知(zhi)的(de)(de)(de)(de)目的(de)(de)(de)(de)應(ying)(ying)該是(shi)為了給(gei)用(yong)戶提供有價(jia)值的(de)(de)(de)(de)信息(xi)，而(er)(er)不(bu)是(shi)單純地打(da)擾用(yong)戶。推(tui)(tui)送(song)(song)通(tong)(tong)(tong)知(zhi)的(de)(de)(de)(de)內(nei)(nei)容應(ying)(ying)該是(shi)與用(yong)戶的(de)(de)(de)(de)興(xing)趣和需求相關的(de)(de)(de)(de)，而(er)(er)不(bu)是(shi)一味地推(tui)(tui)銷產品或服務(wu)。推(tui)(tui)送(song)(song)通(tong)(tong)(tong)知(zhi)的(de)(de)(de)(de)內(nei)(nei)容應(ying)(ying)該是(shi)簡潔明了的(de)(de)(de)(de)，而(er)(er)不(bu)是(shi)冗長復雜的(de)(de)(de)(de)。推(tui)(tui)送(song)(song)通(tong)(tong)(tong)知(zhi)的(de)(de)(de)(de)內(nei)(nei)容應(ying)(ying)該是(shi)有吸引(yin)力(li)的(de)(de)(de)(de)，而(er)(er)不(bu)是(shi)平淡(dan)無(wu)奇(qi)的(de)(de)(de)(de)。推(tui)(tui)送(song)(song)通(tong)(tong)(tong)知(zhi)的(de)(de)(de)(de)內(nei)(nei)容應(ying)(ying)該是(shi)有時效性的(de)(de)(de)(de)，而(er)(er)不(bu)是(shi)過時的(de)(de)(de)(de)。

  2.選擇(ze)合適的(de)(de)(de)推(tui)(tui)送(song)通(tong)(tong)(tong)(tong)知(zhi)(zhi)的(de)(de)(de)類型和形(xing)式(shi)(shi)。推(tui)(tui)送(song)通(tong)(tong)(tong)(tong)知(zhi)(zhi)的(de)(de)(de)類型可以分(fen)為(wei)(wei)兩種：事務性(xing)(xing)(xing)(xing)(xing)通(tong)(tong)(tong)(tong)知(zhi)(zhi)和營(ying)銷(xiao)性(xing)(xing)(xing)(xing)(xing)通(tong)(tong)(tong)(tong)知(zhi)(zhi)。事務性(xing)(xing)(xing)(xing)(xing)通(tong)(tong)(tong)(tong)知(zhi)(zhi)是指(zhi)與(yu)用戶(hu)(hu)的(de)(de)(de)行為(wei)(wei)或狀態相(xiang)(xiang)關的(de)(de)(de)通(tong)(tong)(tong)(tong)知(zhi)(zhi)，例如訂單(dan)確認、物流跟蹤(zong)、賬戶(hu)(hu)變(bian)動(dong)等(deng)。營(ying)銷(xiao)性(xing)(xing)(xing)(xing)(xing)通(tong)(tong)(tong)(tong)知(zhi)(zhi)是指(zhi)與(yu)用戶(hu)(hu)的(de)(de)(de)興趣或偏好相(xiang)(xiang)關的(de)(de)(de)通(tong)(tong)(tong)(tong)知(zhi)(zhi)，例如優(you)惠活動(dong)、新品(pin)上架、個性(xing)(xing)(xing)(xing)(xing)化推(tui)(tui)薦等(deng)。事務性(xing)(xing)(xing)(xing)(xing)通(tong)(tong)(tong)(tong)知(zhi)(zhi)通(tong)(tong)(tong)(tong)常具有較高的(de)(de)(de)重(zhong)要性(xing)(xing)(xing)(xing)(xing)和緊迫性(xing)(xing)(xing)(xing)(xing)，因此應該優(you)先發送(song)，并且使用聲音和震動(dong)等(deng)方式(shi)(shi)提醒用戶(hu)(hu)。營(ying)銷(xiao)性(xing)(xing)(xing)(xing)(xing)通(tong)(tong)(tong)(tong)知(zhi)(zhi)通(tong)(tong)(tong)(tong)常具有較低(di)的(de)(de)(de)重(zhong)要性(xing)(xing)(xing)(xing)(xing)和緊迫性(xing)(xing)(xing)(xing)(xing)，因此應該適當控制發送(song)頻率，并且使用靜音和橫(heng)幅等(deng)方式(shi)(shi)提醒用戶(hu)(hu)。

  3.定制推(tui)(tui)(tui)送通(tong)知(zhi)的(de)(de)時(shi)機(ji)和(he)(he)(he)頻(pin)(pin)率(lv)(lv)。推(tui)(tui)(tui)送通(tong)知(zhi)的(de)(de)時(shi)機(ji)和(he)(he)(he)頻(pin)(pin)率(lv)(lv)應該(gai)根(gen)據用戶(hu)(hu)的(de)(de)行為和(he)(he)(he)習慣來(lai)確定，而(er)不(bu)是(shi)隨機(ji)或固定的(de)(de)。推(tui)(tui)(tui)送通(tong)知(zhi)的(de)(de)時(shi)機(ji)應該(gai)是(shi)在(zai)用戶(hu)(hu)最(zui)有可能(neng)使用 app 的(de)(de)時(shi)間(jian)段，例(li)如早上(shang)起床、中午休息、晚(wan)上(shang)睡(shui)覺前等(deng)。推(tui)(tui)(tui)送通(tong)知(zhi)的(de)(de)頻(pin)(pin)率(lv)(lv)應該(gai)是(shi)在(zai)用戶(hu)(hu)最(zui)能(neng)接受的(de)(de)次數，例(li)如每天一次、每周(zhou)一次、每月(yue)一次等(deng)。推(tui)(tui)(tui)送通(tong)知(zhi)的(de)(de)時(shi)機(ji)和(he)(he)(he)頻(pin)(pin)率(lv)(lv)應該(gai)是(shi)動態(tai)的(de)(de)，根(gen)據用戶(hu)(hu)的(de)(de)反饋(kui)和(he)(he)(he)數據來(lai)調整，而(er)不(bu)是(shi)一成不(bu)變的(de)(de)。

  4.尊重用(yong)(yong)戶(hu)(hu)(hu)的選擇和意(yi)愿(yuan)。推送(song)通(tong)知(zhi)的最(zui)終目的是(shi)(shi)為(wei)了服務(wu)用(yong)(yong)戶(hu)(hu)(hu)，而不(bu)是(shi)(shi)強(qiang)迫用(yong)(yong)戶(hu)(hu)(hu)。因此，應該尊重用(yong)(yong)戶(hu)(hu)(hu)的選擇和意(yi)愿(yuan)，讓(rang)用(yong)(yong)戶(hu)(hu)(hu)有權決定(ding)是(shi)(shi)否接(jie)收推送(song)通(tong)知(zhi)，以及接(jie)收什(shen)么樣的推送(song)通(tong)知(zhi)。應該在(zai) app 的設置中提供(gong)開關(guan)(guan)和選項，讓(rang)用(yong)(yong)戶(hu)(hu)(hu)可以自由地開啟或關(guan)(guan)閉推送(song)通(tong)知(zhi)，以及選擇接(jie)收哪些類型和形(xing)式(shi)的推送(song)通(tong)知(zhi)。應該在(zai)推送(song)通(tong)知(zhi)中提供(gong)反饋和評價，讓(rang)用(yong)(yong)戶(hu)(hu)(hu)可以表達(da)對推送(song)通(tong)知(zhi)的滿意(yi)或不(bu)滿，以及提出改(gai)進的建(jian)議。

  推(tui)(tui)送通(tong)(tong)(tong)知(zhi)是(shi)(shi)一種(zhong)強大(da)的(de)(de)(de)(de)(de)提(ti)高用戶(hu)(hu)留(liu)存率的(de)(de)(de)(de)(de)工具，但是(shi)(shi)也需要有(you)一定的(de)(de)(de)(de)(de)策略(lve)和技(ji)巧，才(cai)能(neng)發揮其(qi)最大(da)的(de)(de)(de)(de)(de)效果。推(tui)(tui)送通(tong)(tong)(tong)知(zhi)的(de)(de)(de)(de)(de)策略(lve)應(ying)該是(shi)(shi)以用戶(hu)(hu)為(wei)(wei)中心(xin)的(de)(de)(de)(de)(de)，而不(bu)是(shi)(shi)以 app 為(wei)(wei)中心(xin)的(de)(de)(de)(de)(de)。推(tui)(tui)送通(tong)(tong)(tong)知(zhi)的(de)(de)(de)(de)(de)技(ji)巧應(ying)該是(shi)(shi)以用戶(hu)(hu)為(wei)(wei)導向的(de)(de)(de)(de)(de)，而不(bu)是(shi)(shi)以 app 為(wei)(wei)導向的(de)(de)(de)(de)(de)。只(zhi)有(you)這樣，才(cai)能(neng)讓(rang)用戶(hu)(hu)感受到推(tui)(tui)送通(tong)(tong)(tong)知(zhi)的(de)(de)(de)(de)(de)價值和意義，從而增加用戶(hu)(hu)的(de)(de)(de)(de)(de)忠誠度和滿意度，進(jin)而提(ti)高用戶(hu)(hu)的(de)(de)(de)(de)(de)留(liu)存率。