Once you've run your first Moments campaign, it's time to dig deeper into your business goals and develop a longer term plan. Identify the metrics you want to focus on, then decide how you want to run evergreen campaigns (“set it and forget it” campaigns) and event campaigns that enhance recurring in-app promotional events.
The best option for a robust app engagement strategy is to do a little bit of both: run a handful of evergreen campaigns year-round that are interspersed with event campaigns to enhance your app's biggest events. And, with either of these campaign types, make sure to optimize. Run multiple campaigns and A/B test variables to improve performance.
To help you define your plan, this article will explain the difference between the two campaign types, how to decide which campaign is right for you, and best practices.
What is an evergreen campaign?
Evergreen campaigns are “set it and forget it” marketing strategies to help scale your business. They help you identify activities or behavior in your app that drive the most revenue and enhance that experience with a reward. For example, if you have a subscription entertainment app and your subscribers tend to churn after month four, you can reward your user at the end of month four to extend their subscription.
Another strategy is to identify app events indicative of a lifelong user. For example, do your longest, most engaged users perform follow a similar pattern of activities? For example, let's say you see a correlation between users who complete level 30 in your game and a higher lifetime value (LTV). You may first want to run a test Moments campaigns to offer users a free in-app item that helps them pass that level. If this test is successful (you see higher LTV among users who complete level 30), then set up an evergreen campaign to continue boosting engagement.
What is an event campaign?
Event campaigns are used to enhance your recurring in-app promotional events. Think of event campaigns like one-off marketing activities that complement trends, events, or milestones that have a set end date. Unlike evergreen campaigns, event campaigns only run for two to four weeks, so you have more flexibility to make your messaging and reward type more relevant to the campaign theme (on the other hand, evergreen campaign messaging and reward type need to be broader to stay relevant year-round).
For example, if you have a gaming app and host monthly tournaments, you can use Moments to enhance the prize offerings and increase player progression in the tournament. Entertainment apps can promote season premieres by rewarding users for re-watching the previous season or encouraging users watching similar shows to check out the first few episodes of the new series. Fitness apps can boost user engagement with seasonal events like New Year’s resolutions and pre-summer workouts.
Make sure to extend your A/B testing to event campaigns as well. Successful campaigns can be upgraded to evergreen campaigns and used to continuously drive desired results.
How to decide which campaign is right for you
Evergreen and event campaigns are not mutually exclusive. In fact, you should create a long-term strategy that incorporates both types of campaigns. The question then becomes: how many of each campaign should you do and when? The answer depends on your app mechanics, your goals, and your audience, but there are a few questions that can help you make the decision:
- What are your goals? Do you want to improve monetization, drive engagement, increase subscriptions, reduce churn or win back payers?
- What are the actions that signal if users have a higher propensity to meet this goal?
- What are the three most impactful in-app promotional events you run in a year?
- How much are you wiling to pay for each completed action?
These answers will help you identify the most important app moments and events. To get started, we recommend running one evergreen campaign and two event campaigns.
There are a handful of best practices you can follow to maximize your ROI for both evergreen and event campaigns. These tips should serve as guidance, not hard-fast rules, because campaign set up and success will greatly depend on your app's unique user base and their behaviors.
- Identify the right audience segment: Your targeting should be based on your end goal. For example, if you want to run an evergreen campaign aimed at increasing retention, you may want to target a cohort of users who are exhibiting warning signs of churn. Or, if you want to run an event campaign to increase app engagement, perhaps you target your most active users to try a new feature.
- Offer complete rewards: We have found that users convert better when a complete reward is given (versus a discount). For example, users would prefer to receive a free $25 item stick versus $25 off an Echo Dot that is valued at $50. To accommodate this higher priced CPA and reward, we recommend setting an action that is more difficult to complete.
- Experiment with different platforms: Users on different platforms may behave differently, so be sure to test and optimize actions and rewards across iOS, Android, and Fire OS.
- Always be testing: Never stop A/B testing. An action and reward that are successful in one of your apps may not be equally successful in another one of your apps. And, like ad fatigue, a particular action and reward might not work on a user cohort indefinitely, so you must test new ones to keep the momentum going.
Moments is a cross-platform marketing tool that lets you easily reward customers in more than 100 countries when they perform high-value actions in your apps and websites. You can track actions in real time, create targeted campaigns, and reward customers with digital and physical products that are delivered to their doorstep.
It's easy to get started with Moments. Sign in to the Moments console with your Amazon credentials or create a new account in minutes. Register your app and get an API key, then create your campaign and begin testing out Moments.
Whether you're running your first campaign or want to develop a longer term campaign strategy, we're here to help. Contact us here to get in touch with our team.