Campaign-Management-101

In the following section you will find tactics, how-tos and best practices from our experts to help you successfully run campaigns from the 360dialog platform, and master customer lifecycle management.

General considerations

Campaign Management

Now that you are familiar with the platform and what you can achieve, it’s time to start setting up campaigns. But before you hit ‘send’, there are some key elements to considered. To truly benefit and succeed with your mobile strategy, keep these tactics in mind:

  • Campaign Planning: Organize priority use cases and tailor communications for each phase of the funnel to achieve business goals.
  • Goals & KPIs: Remember to measure campaign success against your overarching business goals (e.g., Revenue or User Base). Identify core performance metrics that contribute to these business goals. For each campaign, it is crucial to set KPIs such as ‘Purchases per User’ if Revenue is a key business goal. You can do this with 360dialog’s goal tracking feature.
  • Audience: Target users and build user segments based on common attributes, behaviour and characteristics. Campaigns should be as tightly targeted as possible.
  • Personalise: Send personalised messages, offers and updates to users. Deliver tailored campaigns to individuals: the days of broadcast messaging are over.
  • Testing: Constantly test campaigns - consider elements like creative, audience, content and offers. Run A/B tests, sending time tests and optimize.
  • Control Group: be sure to set a control group (we recommend a minimum 20% of users) so you can benchmark campaigns and monitor positive or negative effects of campaigns.

Push Messaging

Push messaging should always be timely and relevant. A push message is a notification that is sent to an app on a user’s mobile device, even if the app is closed. This allows you to communicate with users even when they are not using the app - ideal for re-engaging lapsed users or alerting them of breaking news or special offers. But! Avoid being too ‘pushy’.

Topics for push messages: important communications, alerts, breaking news, sale offers, re-engagement campaigns, or cart abandoned messages.

Do this:

  • Send valuable and relevant content
  • Communicate benefits of opting in for push (iOS)
  • Segment users strategically
  • Personalise as much as possible
  • Test content, timing
  • Use CTAs and engaging text
  • Measure more than click rates (e.g., conversions, purchases, deinstalls)

Avoid this:

  • Don’t spam users with useless, self-serving content
  • Bad timing (e.g., announcing a new feature at midnight)
  • Respect push preferences
  • Sending continuous messages if users don’t respond
  • Broadcast messages with irrelevant content
  • Monitor opt-outs
  • Too much (boring) content

In-App Messaging

This is a very engaging channel with lots of opportunities for creativity. In-app messages are less intrusive than a push message because they have the appearance of being part of the app experience. Users do not have to be opted in to receive these communications, so they are a great way to target a wider segment of users.

An in-app message can either be triggered while the user navigates through the app based on a delay, or the next time they open the app, etc.

Why they work:

  • Part of app experience
  • Users don’t have to opt in
  • More design opportunities (buttons, surveys, etc.)
  • Users are engaged (have to be actively using app)
  • Full screen functionality

The AARRR Funnel

We recommend structuring your mobile strategy around the AARRR funnel framework. Develop use cases to target users at each stage of the funnel. The AARRR framework is broken down into 5 categories to measure the customer lifecycle and help you better understand customers. These simple and actionable metrics are easy to understand and implement to help make data-driven decisions.

Communicate with users at each step of the customer journey to deliver meaningful and valuable communications, and help move users through the funnel in order to optimize your business goals.

Acquisition

The first step: How users find you, how users come to to the product from various channels. Focus on quality users, they will turn into engaged users and benefit rest of the funnel. Examples include download, and registration. How to do it:

- Paid or own media campaign

Activation

Activated customers are actually using your product. They have logged in and understand the product. Good onboarding is key in this stage so customers can quickly understand your value proposition and how your product will help them. This can mean providing useful tutorials and how-to’s in the first days after download.

  • Registration or Login benefits
  • Customized Notification Opt-In
  • Onboarding
  • Tutorials

Retention

Getting users to come back and use your product regularly. They truly realize your value and have considered making a purchase or subscription. In some cases, they have already converted. Measurements can vary depending on your app. Some users may only login once, but it is still good to communicate with them (inactive users) and show the value of your product.

What to send:

  • New Product Alerts
  • Product Recommendations
  • Feature Reminder
  • New Feature Announcement
  • App Update Announcement
  • Event-based content (holidays, seasonal, cultural)
  • Newsletter

Revenue

When users monetise inside the app. They understand the product and pay for it or products in app. Consider revenue per users here. Users have subscribed to a yearly/monthly plan. Increase with discounts, up-sells, scarcity. What to send:

  • Cart Abandoned
  • Purchase Confirmation
  • Offers & Promotions
  • Cross-Promotion
  • Product newsletter
  • Product recommendations
  • Purchase or product follow-up

Referral

When people talk about your product and share with friends, ideally in a social setting. Getting people to talk about the product is a huge driver in organic growth.

What to send:

  • Review App
  • Social Share
  • Share Products

Campaign Examples

Onboarding Campaigns

It is crucial to give users a good first experience in your app. Engaged and loyal users are far more valuable than just a download. Acquiring users is important, but turning them into loyal customers and fans of your brand is the goal of all your hard work.

Give users tools to get started with your app - a good intro should educate users on the value of the app. Determine key features that might need explanation or are key in discovering the app.

Examples

  • Guided Intro: Convey the key benefits of your app to new user. Use a straightforward and engaging 4-screen flow that explains what the app does, and what benefits can it bring to the user.
  • Tool-Tip: Informative style with overlays at logical points of user workflow pointing out exactly what these features can do.
  • Auto Slideshow: Display to user at first app start automatically. User cannot skip and must view all screens before stepping into app (so must be important information!).
  • Progressive Onboarding: Show first-time user a hint on how to use specific functionality of your app, but only when they need it; e.g. when enter the search screen first time or …

Do this

  • Give users tools to get started - a good intro will educate users on the value of your app. Determine key features that are important in discovery or app or might need explanation.
  • Determine major milestones users must accomplish to fully engage with the app offering.
  • Concise and informative overview of app features, value/benefits of the app, logical step by step sequences, show benefits before registration.
  • Keep it simple, only most important functions.
  • 3-4 screens max. with 1 statement or benefit per screen.
  • Ensure only relevant information displayed.

Avoid this

  • Too much text, too complicated, too much information, too passive (try “learn by doing” technique)
  • Don’t include obvious information that will not benefit the user

Feature Reminder Campaign

A feature reminder campaign is a great way to (re)engage users and demonstrate the value of your app by pointing our new or unused features.

Often users need help discovering the full functionality of your app. A friendly Feature Reminder campaign is great for pointing to the value of your app while being helpful, not annoying.

Emphasising the value of the app by explaining a feature can have positive effects on engagement and retention, and helps strengthen your relationship with your customers.

The Setup

Identify a feature in your app you would like to draw attention to. This feature should also be a key milestone in the user journey that moves the user along your funnel, like a search function that will facilitate the users first purchase. Target users who have never used this feature.

  • Audience Example: User made X number of searches in the last week, but never used the bookmark feature.

How to

In-app messages are a great channel for pointing out features in the app because they have the appearance of being part of the app experience. They are less intrusive than a push message and can also target users who might not be opted in to push. Automate the feature reminder campaign so it triggers when the user navigates through the app, or the next time they open the app.

  • Schedule Example: Audience target has made X searches, never used bookmark feature; automation campaign when users makes 1 search (here you can add a delay time as well).

What to measure

When setting up campaigns, we always stress the importance of setting KPIs. The goal for this example campaign is simple: we want to increase bookmark feature usage. So the conversion rate is the percentage of users that use the feature after the in-app message was displayed to them. Think about the conversion window - you can also choose the amount of time (minutes/hours/days) before you mark a user as “converted”.

Customized Push Opt-In

This type of campaign applies to iOS users. It is important to inform your users why they should choose to receive notifications from your app.

Target new users who have just downloaded the app with an in-app message communicating the value of receiving these notifications.

Only ask for permission when you actually bring value to the user, e.g. informing him about latest news or the like.

Rating Request

Ask your users for feedback! This is a great way to improve your app and find out what works and what doesn’t.

Another great way to improve your app store ranking and organic downloads is through positive app store reviews. Ask users to rate the app and leave comments in the app store.

  • Do this: ask active or loyal users for a review. Feedback from customers who actually use your app is ideal.
  • Don’t do this: ask for an app rating when a user first downloads your app. Give the users at least a few days or app opens to truly discover the app before asking for a favour.