最全APP推送（push）秘籍：做推送，这一篇就够了！
APP消息推送指的是APP开发者通过第三方工具将自己想要推的消息推送给用户，让用户被动的接收。
消息推送（push）是APP运营的渠道之一，运用得当可以帮助运营人员更高效地实现运营目标，相反盲目得push也将带来反作
一APP消息推送是什么？APP消息推送指的是APP开发者通过第三方工具将自己想要推的消息推送给用户，让用户被动的接收。消息推送（push）是APP运营的渠道之一，运用得当可以帮助运营人员更高效地实现运营目标，相反盲目得push也将带来反作用。如何控制好消息推送（push）的“度”是每个APP运营人员需要学习的一门课程。二APP推送有什么特点？1、量大，用户数即是可push覆盖的数量。假如一个APP有5000万的活跃用户，且都取得了用户授权，那么全量push一次即可触及到5000万的用户。2、精准，消息推送的受众是下载安装且使用过APP的用户，即是该产品的目标用户，相比之下其他渠道则需要层层过滤才能到达目标用户。3、免费，消息推送的主动权掌握在APP开发者自己手里，只要按照协议规则去push，是不需要花任何费用的。三推送的好处与不足？好处——1，提高产品活跃度。大多数运营人员身上都背着DAU这样的KPI，活跃用户数是APP生存的根本，有用户才能给产品带来价值。现在用户手机上的APP何其之多，除去强需求的应用之外，消息推送是获得用户特别关注，并打开APP激活使用的良好途径。2，带动功能模块使用率。很多产品经理都喜欢通过做加法来体现自己的价值，根据二八法则，80%的用户只会用到APP内约20%的功能点，而剩下80%的功能模块使用率需要运营人员通过一定手段去加强用户认知，引导使用。以百度地图为例，现在的百度地图已经是一个集地图查询、路线导航、O2O服务（美食、打车、酒店、团购、景点等）于一身的服务集群，但是绝大多数用户用百度地图还是只在使用地图查询。酒香也怕巷子深，用户对新功能点的主动发现欲望是很低的，而消息推送正是一个引导用户关注及使用体验的途径。3.增加用户粘度。“粘度”是衡量用户忠诚度的重要指标，消息推送在一定程度上可以成为APP内容服务的一部分，以新闻类APP为例，对重大新闻进行第一时间push推送能够极大促进用户关注，提高用户使用率、用户忠诚度。4.唤醒沉睡的用户，提高留存率。在做用户运营过程中，唤醒沉睡用户，挽留流失用户，对于提高用户留存率都是有重要意义，合适的消息推送能有效唤醒这部分沉睡的用户。不足——1，对用户形成打扰，招致卸载。错误的时间推送用户不喜欢的消息，会招致用户关闭推送甚至下载。2，用户对推送消息变得麻木。盲目地海量推送用户不感兴趣的内容，用户也会变得麻木，自然地对你的APP产生一种心理上的屏蔽。等你再推送真正有价值的内容时，用户也会视而不见。四市场上做推送的代表个推，极光，百度云，腾讯信鸽，云巴，友盟推送，小米推送等。五如何做好APP消息推送？1，细分消息推送的对象，不随意push全量首先要建立用户数据库，对用户特征、地域、偏好进行细化，这部分可以通过账号体系引导用户主动选择，也可以通过对用户行为的大数据分析建立用户模型。2.尊重用户，把主动权还给用户尊重用户第一步就是把选择的主动权还给用户，消息推送的前提是用户充分信任APP才给了授权，就像邮件订阅一样，用户有取消订阅的权利，否则就会屏蔽你的邮件来源。在上面的消息推送时用户心理反应模型中，用户遇到反感的消息时，会首先想到关闭消息，甚至关闭消息推送的授权，这个时候要尊重用户的选择权，否则当用户找不到关闭的入口，就只能将APP卸载掉，直接导致用户流失。3.从用户接受信息的场景反推消息推送的时间现在的APP推送机制都由服务端进行控制，在推送时间上需要正确得把握。首先千万别在大半夜push消息。除非是预报地震，影响用户休息等对用户形成打扰都是不友好的行为。二是从用户使用场景出发，选择合适的推送时间。以天气类APP为例，通常用户会在早上出门前想知道一整天的天气情况、温度变化，因此天气类APP最好的推送时机就是早上。再举一个浏览器的例子，每到年前各大浏览器厂商都开始做抢票，必然涉及到给用户推送抢票日历，那么抢票日历的推送时间放在早上合适吗？仔细考虑一下这个使用场景，12306的放票时间从早上8点开始，等到抢票当天才提示用户需要抢票，会不会给用户一种突然措手不及的感觉？用户需要提前准备抢票设备（手机APP、网速较快的电脑、可信赖的浏览器等），所以选择在前一天晚上推送是不是更为合适？4.推送用户感兴趣的内容永远只推送用户感兴趣，且选择与用户心理定位相符合的内容。微信的订阅模式值得被参考，为什么每天收到那么多微信消息提示但用户不会反感？因为这些都是用户主动订阅的内容，订阅就代表着感兴趣，感兴趣就会点开看，就是这样的逻辑。为什么说要选择与用户心理定位相符合的内容，如果一个音乐APP整天推送新闻，用户会觉得这是挂羊头卖狗肉，这种与产品无关的消息推送短期内会带来流量上的利益，但长期来讲破坏产品在用户心理的定位，得不偿失。5.根据使用频次决定消息推送的频率工具型APP用户可能每天只打开一次，而社交型APP用户每天会打开20次以上，这就是产品类型决定的使用频次差别。用户心理有一个平衡值，恰到好处的消息推送频率会让用户不知不觉对APP形成依赖。社交型APP可以推送得频繁些，因为用户希望第一时间收到好友发来的消息；工具型APP按照使用场景和使用频次进行推送，通常每天不可以超过一条；内容型APP则不需要按时间决定，当用户订阅的电视剧有新剧集更新，那么就第一时间给用户推送消息。一切以用户感受为中心的运营事半功倍。6.推送的信息要与落地页一致从APP开发者的角度，一切消息推送皆以用户打开APP为目的，那么用户打开时进入的是不是用户想要看到的界面？有很多APP推送的是活动信息，但点开进入的是APP首页，用户还要花精力去寻找活动页面入口在哪儿，这就是不友好的用户体验，一定程度上挫伤了用户点开消息的热情。六关于推送的误区误区一：总之推送要发给所有用户把同一个内容发给所用用户的推送方式其实并不好，当用户多次收到这样没有目标性的推送之后就会逐渐厌烦。《糖果粉碎传奇》中用户可以设置“在下次启动游戏前不接受推送”，这样的设计就让用户在被推送的时候同样拥有选择权。误区二：总之先用推送喊一下用户社交类游戏中经常可以看到“快来帮帮我！”、“牧场出问题了！”这样的推送，这种单纯为了唤回用户而发送的推送也无效并且容易让用户产生厌倦的。比较聪明的做法是推送对用户有利的信息和情报，比如限定活动。误区三：不分时间的推送这方面比较好理解，首先一定要避开用户睡眠的时间。这方面做的比较好的有《NHK红白》这款APP，它会在表演者登场前几分钟对用户进行消息推送。此外，个别情况下会产生推送延迟的问题，这方面运营商们最好事先做好相关测试。误区四：推送和跳转页毫无关联系统推送内容和点击后打开的页面毫无关联也是非常不明智的。最常见的就是点击推送信息后用户看到的是APP的入口界面，而推送内容可能还在系统公告里。误区五：推送的表现一成不变喜新厌旧是消费者常见的心态之一，这对于手机用户来说同样如此。很多运营商甚至不知道推送的系统提示音其实是可以改变的，而Android系统还支持定制提示音。七关于推送的真相真相一：用户厌烦的并不是推送功能本身针对如何看待推送功能这一问题，对1万名用户进行了问卷调查，结果表明80%的用户表示不会拒绝推送功能。各个年龄段方面没有太大的差别，但女性用户更容易受个人兴趣和心情影响。真相二：推送同样会带来用户卸载风险23%的用户有因为系统推送而卸载APP的经历。这也就是说，推送功能同样会成为用户卸载的一个契机。调查结果显示越年轻的用户对推送的抵抗倾向越小，而40岁左右的女性对推送最为包容。原因是这一年龄层的女性多为主妇，比起其他类型的人群她们更需要各种不同渠道的信息和情报。真相三：35%～50%的用户允许系统发送推送APP初次启动的时候，有35%～50%的用户允许系统发送推送，而其中“媒体”的承认度最高、平均50%，“游戏”则比较低、平均35%，娱乐为45%、运动为48%真相四：推送功能ON的用户会经常使用该APP推送功能ON的用户经常使用该APP的倾向更为明显，而在游戏类APP中，推送功能ON的用户月平均启动次数为27次，而推送功能OFF的用户月平均启动次数万恶20次。真相五：推送使得用户留存率提升无论推送功能开启与否APP启动率都相差无几的“媒体”类APP中，仍然提高了用户留存率。6个月后“新闻”类APP中，推送功能ON的用户 留存率为50%，推送功能OFF的用户留存率为31%。而“游戏”类APP上，这两个数字分别为14%和9%。真相六：留存率与推送的数量没有关系很多运营商都很会很关心，究竟推送数量要发送多少才能最有效地保证用户留存率。而实际数据表明，用户留存率与推送发送的数量并没有太大关系，重要的不是发送几次，而是发送什么内容。八大神们关于推送的说法秘密(创新工场旗下)CEO张昊认建议开发者针对产品特性来做消息推送。在他看来，合理化的全局推送有两点，一是推送与用户相关的信息，譬如“你的发帖被某某评论了”;另外是推送用户感兴趣的内容。推送与用户相关的内容不仅能提升用户的使用体验，还能提升用户的使用时长。张昊还分享了推送的几点心得：1，推送频率上，两天一次比较好；2，推送时间上，中午和下午5点-7点比较合适。秘密的使用周期比大众产品晚很多，会在中午12点和晚21点做推送。这样的推送能给秘密整个活跃度和留存率带来30%的提升。今日头条研发总监梁汝波则分享了他们在个性化推送的一些实践：1，推送频率个性化，对于接受度高的用户给予更频繁的推送，同时，对于不同类别用户设置不同的推送时间;2，内容个性化，基于地域和用户兴趣来推送。梁汝波坦言，推送其实是一件众口难调的事，而好的推送就是要在满足用户需求和防止打扰用户之间取得平衡。除了依靠第三方工具，产品自身运营设计也至关重要。大姨吗COO张相卓提到，在产品设计初期要考虑到产品的短板，大姨吗作为一款女性生理周期的应用，很容易让用户一个月只使用一次，所以APP内添加了健康、养生等相关内容，贯穿女性生理周期始终，每个阶段都可以获取更多资讯方面的信息和建议，给用户更多使用这个应用的理由，有效提高用户的使用频率。另外，产品集成社交功能，社区定期组织产品试用活动等，对提升用户的活跃度也很有益处。来源：白琦老师的微信公共账号（baiqinote）
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[{"customer_type":[{"0":"false","1":"false","tce_rule_count":"1"}],"go_to_aboad_demand_level":[{"0":"false","1":"false","2":"false","tce_rule_count":"1"}],"lost_risk_score":[{"0":"false","1":"false","2":"false","tce_rule_count":"1"}],"user_tech_strength":[{"0":"false","1":"false","2":"false","tce_rule_count":"1"}],"association":"not_effective","aliyun_site_activity_level":[{"0":"false","1":"false","2":"false","tce_rule_count":"1"}],"main_browse_prd":[{"rds":"false","ecs":"false","mail":"false","vm":"false","domain":"false","tce_rule_count":"1","slb":"false","cdn":"false","oss":"false"}],"longTailUser":"false","result":"websiteit","user_dentity_des":[{"技术/运维":"false","技术部副负责人":"false","其它":"false","高级架构师":"false","tce_rule_count":"1","平台工程师":"false","站长":"false","CEO":"false","CEO （法人）":"false","项目负责人":"false","技术负责人":"false","财务负责人":"false","股东":"false","技术运维负责人":"false","运维负责人":"false","技术人员":"false"}],"new_user_ecs_buy_level":[{"0":"false","1":"false","2":"false","tce_rule_count":"1"}],"aliyun_prd_retain":[{"rds":"false","ecs":"false","mail":"false","vm":"false","domain":"false","tce_rule_count":"1","slb":"false","cdn":"false","oss":"false"}],"prob_cal_level_churn":[{"0":"false","1":"false","2":"false","tce_rule_count":"1"}],"user_level_yun":[{"tce_rule_count":"1","V0":"false","V1":"false","V2":"false","V3":"false","V4":"false"},{"tce_rule_count":"1","V0":"false","V1":"false","V2":"false","V3":"false","V4":"false"}],"user_level":[],"user_cat_level1":[{"0":"true","1":"false","2":"false","tce_rule_count":"1"}],"user_cat_name_level1":[{"网站":"true","其它":"false","通讯社交":"false","tce_rule_count":"1","o2o":"false","金融":"false","IT与软件开发":"true","能源/交通运输/生产制造":"false","移动APP":"true","教育":"false","音视频":"false","医疗健康":"false","政府/事业单位":"false","游戏":"false","物联网":"false","电子商务":"false","旅游":"false"}],"interested_prd":[{"rds":"false","ecs":"false","mail":"false","vm":"false","domain":"false","tce_rule_count":"1","slb":"false","cdn":"false","oss":"false"}],"ecs_res_use_stage":[{"0":"false","1":"false","2":"false","tce_rule_count":"1"}]},{"result":"haveecs","customer_type":[{"0":"false","1":"false","tce_rule_count":"1"}],"association":"not_effective","is_ecs_retain":"1","longTailUser":"false"},{"result":"haverds","is_rds_retain":"1","association":"not_effective","longTailUser":"false"},{"result":"personal","customer_type":[{"0":"true","1":"false","tce_rule_count":"1"}],"association":"not_effective","longTailUser":"false"}]
移动推送（Alibaba Cloud Mobile Push) 是基于大数据技术的移动云服务。帮助App快速集成移动推送的功能，在实现高效、精确、实时的移动推送的同时，极大地降低了开发成本。让开发者最有效地与用户保持连接，从而提高用户活跃度、提高应用的留存率。
Powered By 手机淘宝移动推送由手机淘宝团队提供底层技术和基础设施支持，高送达、低延迟、大吞吐，历年双11极限场景考验
微信分享有礼：
[{"name":"case5A"},{"name":"case5B"},{"name":"case5C"},{"name":"case5D"},{"name":"case5E"},{"name":"case5F"}]
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[{"code":"ecs","case":[{"code":"jinyanA","html":"新用户大礼包，200元代金券免费送！ "},{"code":"case5A","html":"【专享权益】安全专享特惠，最高可省￥10900/年！"},{"code":"case5B","html":"【专享权益】安全专享特惠，最高可省￥17440/年！"},{"code":"case5C","html":"【专享权益】安全专享特惠，最高可省￥21800/年！"},{"code":"case5D","html":"【专享权益】安全专享特惠，最高可省￥32700/年！"},{"code":"case5E","html":"【ECS续费就送礼】1000元续费权益等您来领取！"},{"code":"case5F","html":"【ECS续费就送礼】1000元续费权益等您来领取！"}]}]
帮助与文档
移动推送 概述
最佳场景和实践
控制台使用指南
服务器接入指南
Android接入指南
iOS接入指南
移动推送产品优势
其他推送产品
与手机淘宝使用相同架构，基于阿里集团高可用通道。 该通道日均消息发送量可达30亿，目前活跃使用的用户达1.8亿。
多数推送未有超大 App 验证
Android 智能通道保活，多通道支持保证推送高到达率
多数推送采用单通道技术，未使用“多通道”技术推送
基于阿里大数据处理技术，实现精确推送
只有少量推送具有基于大数据运算的推送
应用内消息推送
支持 Android 与 iOS 应用内私有通道，保证透传消息高速抵达
多数推送方都不支持 iOS 应用内消息
众多客户信任并使用移动推送来建立与用户直接沟通的渠道:
移动推送 功能
基于 ACCS（Alibaba Cloud Channel Service）通道构建推送，ACCS 在链路优化做了深度优化：
1. 支持多协议（spdy/http/quic/https）加密 light-ssl，减少 round-trips；
2. 建立了 HTTPDNS 服务并缓存在本地，减少客户端 DNS 检索的时间损耗；并且基于 TLS1.3 进行了改造，在保障链路安全的情况下性能得到了较大提升；
3. 后端系统采用多数据中心多活的架构部署方式；
同时支持小米通道/华为通道。数据统计报表包含发送率、到达率、打开率和删除率。
支持全量推送、设备号推送，账号推送；同时支持通知（Notification）和应用内消息的推送；api 多语言，接口灵活。
推送通道多租户互相隔离，保障消息的实时性。
移动推送 典型应用场景
电商手机 App
打车软件 App
通过使用移动推送向用户推送针对性的消息，包括营销活动、业务提醒，极大了提升用户粘度。
交易消息：在退款成功后会有桌面 push 提醒，使得消费者实时了解交易进展；
物流助手：卖家发货时会有桌面 push 提醒，使得消费者在没有主动查阅交易详情时，也能实时获取交易进展；
定时提醒：设置了定时的商品即将开售时会有桌面 push 提醒，使得消费者不会错过商品的购买；
通知消息：消费者的红包即将到期会有桌面 push 提醒，使得消费者能及时享受到自己的权益；
互动消息：他人通过分享商品后会有消息提醒，但 C2C 的消息分享不穿梭到桌面 push，仅沉淀在消息盒子中；
[{"name":"caseweb"},{"name":"caseapp"},{"name":"casedianshang"},{"name":"casegame"},{"name":"casemedia"},{"name":"caseothers"}]
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移动推送 文档与帮助
API 使用手册
售前咨询热线
支持与服务
资源和社区
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