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If you can't get your email, your SMS or your push delivered.
如果你發送的郵件，短信或是推送到不了用戶手里
You will never get any success from these.
一切都是白費功夫
Push, you spam your power users, I know that's slightly different to what I said earlier.
如果給活躍用戶發垃圾通知這跟我前面說的有點不同
But you actually, spam your power users and
如果給活躍用戶發垃圾通知
give them notifications that they don't care about and make it really hard for them to opt out.
告知他們并不關心的東西這樣做會逼著他們退出通知
So, there's no settings where they can opt out, and they start blocking you.
如果沒法取消通知的話他們就會開始屏蔽你
You can never push them once, they've opted out of your push notifications.
一旦他們退訂了你的推送通知你就不能再給他們發推送了
And it's very hard actually, to prompt them to turn them on once they've turned them off.
一旦他們退訂很難讓他們再重訂
So, number one thing to think about about email,
使用郵件，短信以及推送通知
SMS, and push notification is you have to get them delivered.
首先要考慮的是，要送到用戶手上
Beyond that, it's a question of open rate, click through rate.
其次要考慮，點擊率
So, what is the compelling subject line you can put there.
你要寫什么樣吸引人的標題
So, that people are gonna open your email.
用戶才會打開你的郵件
And how can you get them to click when they visit?
用戶瀏覽你的郵件時，怎么樣讓他們點回到你的網站呢
Everyone focuses towards doing, marketing email that are just spam.
我認為幾乎所有的營銷郵件都是垃圾郵件
In my opinion Newsletters are stupid.
定期通訊太傻了
Don't do newsletters, because you'll send the same message to everyone on your site.
不要發定期通訊你給所有人發的都是一樣的東西
Someone, who signed up to your site yesterday versus someone, who's been using your product for three years.
其中有人剛剛注冊了有人用了3年了
Do they need the same message? No.
這些人需要一樣的消息嗎？必然不是啊
The most effective email you can do is notifications.
最有效的方法是推送消息
So, what are you sending? What should you be notifying people of?
推送什么消息呢？推送給用戶什么呢？
And this is a great place where we're in the wrong mindset.
關于這點，我們經常犯錯
As a Facebook user I don't want Facebook to email me
作為Facebook用戶，我不希望每次被點贊
about every like I receive, because I receive a lot of likes cuz I've got a bunch of Facebook friends.
都收到通知，因為我有很多好友我會收到很多次"贊"
But as a new Facebook user, that first like you receive is a magic moment.
但是對于新用戶而言第一次被點贊就是激動時刻
Turning on that notification across all of of our channels,
想方設法為這些人推送消息
increased the click through rate on our email, SMS and push-notifications.
增加郵件，短信以及推送通知的點擊率
But we only turned it on, for low-engaged users who weren't coming back to the site so it wouldn't be spamming them.
我們只為活躍度低的用戶推送這些人如果沒有消息的話，很可能就不再登錄了這樣我們就做到了對癥下藥
So, it was a great experience. To think about that.
這是很好的體驗，想一想
What notifications should we be sending
在使用郵件，短信和通知進行推送前
is the first thing you need to think about on email, SMS, and push.
先想想要推送什么內容，這是要考慮的第一點
