block rate
It refers to the proportion of friends who blocked the official account of the brand LINE after browsing it. A high blocking rate may mean that your marketing activities or message content do not meet users' expectations, or that the frequency of sending LINE messages is too high, so you need to further analyze the reasons and make improvements.
Some brands have many official LINE account friends, and what they hope most is to "reduce the blocking rate." In order to achieve this goal, many brands use LINE to market lottery games to attract friends to unblock their official accounts and participate in these LINE lottery games. In this way, brands can continue to communicate with these unblocked friends.
The official account of UNIQLO LINE is one of Taiwan's well-known chinese overseas africa database brands and has accumulated more than 12 million friends. Through the "Forward U Park" activity, they successfully broke the normal single-interaction model. This event set a challenge of "complete 5 levels in 5 consecutive days" and achieved an overall completion rate of 50%. What is even more surprising is that many participants shared the game with their relatives and friends, which enabled many users who had originally blocked UNIQLO official accounts to return to U Park to participate in interactions and level-breaking experiences. Compared with the same period, the number of "unlocked blocks" of friends has even increased by four times.
: UNIQLO online amusement park uses 12 million OA friend management marketing techniques
unblock rate
It refers to the proportion of brand LINE official accounts that have been blocked and then unblocked again. A high unblock rate means that users have a certain interest in your brand or information, but have temporarily blocked your account for some reason. Better understanding of user needs and targeted marketing can help increase the unblock rate.