What’s the difference between the WeChat Official Subscription and Service Account
- iclick
- 2023-01-04
From the view of WeChat users there maybe not so many differences between the Subscription Account and the Service Account. As it seems like the Subscription Account folding shows inside the Official Account list and the Service Account independent shows in the dialog list in our WeChat. But From the view of Enterprises, it’s almost totally different.
1. QR Code
Whether the Subscription Account or Service Account, the QR code can be created in the background of WeChat public platform. However, the parameter QR code can only be created by the Service Account, which means this will not only can let users subscribe the same Official Account but also can help Enterprises to identify the following users from which channel. Combined with the feature of Parllay-automation, you could also automatically tag users from different channels. Achieving personalized engagements based on user’s tags and their behaviors.
Parametric QR codes have two types of it. Which is temporary and permanent QR codes. The permanent QR codes can be created up to 100,000 to meet the marketing needs of enterprises.
It will required enterprises to develop according to the interface document by themselves if they would like to use the parameter QR code function of the Service Account.
Or the feature could be used directly by choosing Parllay.
2. Data capabilities
The Service Account has much more interface which allows us to check the key data results, such as who scanned the QR codes, who visited the H5 pages by the articles posted in the Official Account, whether they shared the pages to others, all the data related to these kinds of user behaviors can only be available by the Service Account.
This is especially very important to the enterprises who wish to use the WeChat Official Account to convert their users into leads on the websites. Data capabilities are also important to WeChat marketing, you can also create the marketing funnel to do the analysis of conversion, it’s a necessary part of the daily operation of the WeChat Official Account.
3. Articles post
From the view of the enterprises, the Service Account can post 4 articles each month; the Subscription Account can daily post 1 article. But from the view of users, they can monthly receive up to 4 articles from the Service Account and can be received up to 31 articles from the Subscription Account.
However, although the number of the Subscription Account posted is far more than the Service Account it won’t be shown to the user’s dialog list. The chance that articles can be first viewed by WeChat users is also greatly reduced.
On the other side, Service Account provides a set of AIM(advanced interface module) which allows us to post 100 times daily, by sending different messages to different users, the increasing number of post times greatly improves the effect of precise interaction between enterprises and users.
For example, an enterprise plan to send promotional discounts to users every week on the Service Account. And segment all its users into two groups.
Users of Group A: 1,000 VIP members
Users of Group B: 6,000 ordinary members
Planning to push two messages per week for each group.
So in one month, the enterprise sends total eight messages (2 messages per week, 4 weeks per month) to the two groups of users, while members and VIP members the discount information received are different, but the total number of messages received by each user per month is still four.
4. Template message
Enterprises can apply for the use of template message function through Service Account as a notification to service users. Each industry has its own industry-specific template. Enterprises can submit applications according to Wechat’s prompt in the management feature of Wechat public platform, which can be used after Wechat’s approval. The format of the template message is relatively fixed. Although it can only be edit by text, it can also add links. Enterprises can modify the corresponding fields in a limited range when they use it.
There are two kinds of usage of template messages. The first most common scenario is integration into CRM or systems used by enterprises. For example, if you have a bank card tied to the Official Account, you will receive a notice of withdrawal when it is completed.
The second situation is that template messages are used as activity notifications for the convenience of the marketing department. In this case, it needs the help of Parllay to complete the push. Because the template message can be selected in the WeChat background, but the background cannot available for push, so if the marketing department wants to push the template message to users without Parllay, it needs the support of it’s IT department.
5. WeChat Payment
Wechat Payment is familiar to everyone, but only the Service Account can use the Wechat Payment which can insert links in the pushed articles at will, instead of putting links in the “Read more” at the bottom of the article. This can greatly improve the click rate of article links. Through the practice of Parllay, it is proved that adding the front links in the article, adding links to graphics, and using well-designed CTA (call to action) can greatly increase the click rate by 2-3 times, or even more.
Topics: WeChat Service Account, WeChat Subscription Account, the difference between subscription and service account, menu, QR code, WeChat data, WeChat articles, WeChat menu, WeChat marketing
