Drip campaigns are a series of messages you send to users on a regular schedule to bring them back in and keep your app top of mind.
In this lesson, you'll learn how to create a set of regular drip campaigns that allow you to engage new users during those critical early days to encourage them to become regular users. Easily measure the lift in long-term engagement or revenue from your efforts, and optimize on the messaging that works best.
25% of app users will not return after one use, and over half will abandon by the 4th use (App User Retention Improves in the US). Getting users back into your app means they'll be more likely to engage for the long term and/or convert to paid/purchasing users, maximizing the return on investment for your paid and organic user acquisition efforts.
The following steps will walk you through creating a drip campaign to engage new users.
Go to the Messaging section of the Localytics Dashboard and click the plus icon to create a new Push campaign.
Call it "Day 1 Drip."
Set the name and message for your drip campaign. In our example, we're asking users to "See what's happening in your world."
Even if you're only running the campaign with one message, you should enable a control group by clicking A/B Test Setup and checking Use a control group. This will let you use the power of statistics to show engagement driven specifically by running this campaign, thanks to True Impact.
Select Automated and tell it to send Every Day at 11:15 AM for Timing. Keep the Frequency limit to Send only one message ever per device and set the Start & Stop to Run Until Manually Stopped. Click Continue and Confirm, and then click Activate to launch the campaign.
Step 5: Repeat Steps 1-4 to create additional campaigns triggering 7 days and 14 days after first Session
As with all engagement campaigns, test, test, test! Measure the success of your engagement campaigns using control groups and A/B testing. Optimize based on these results to run even more successful omni-channel re-engagement campaigns.
Once the campaign has gone out at least once, you can click on the campaign's name in the campaign list to view statistics like sends, clicks, and conversions. If you've enabled a control group in Step 2, you'll also be able to view the campaign's True Impact metrics. Use True Impact to measure the change in user engagement, conversions, and even revenue attributable to your new campaign.
Take your drip campaigns to the next level with these additional tips:
- Worried about over-notifying your active users? Localytics lets you target only inactive users. For example, add behavioral criteria to your Day 14 drip campaign so you only target users that have been inactive for the previous week ("People who did not have a Session in the past 7 days").
- Not sure you're setting the right tone? Optimize your copy: Add multiple creatives using the A/B testing feature.
- Drip campaigns are an effective way to turn "one-and-done" users into recurring and engaged users.
- Localytics True Impact metrics help you measure and prove the bottom-line impact of your marketing efforts.