How to Create a Push Campaign Strategy
Start by considering high-level goals. What specific user behaviors within your app create the most value for you and your users? Are purchases important? Is driving users to view specific pieces of content valuable? Will reengaging users at risk of churning drive value for your business?
Here are some sample goals:
- Onboarding users
- Encouraging the first purchase
- Reengaging dormant users and passersby
Consider specific key performance indicators (KPIs) for each of the goals listed above. What are the specific results that indicate a successful campaign strategy for each goal?
When you consider your onboarding strategy, identify which actions users should accomplish within their first seven days that will maximize their probability of becoming a long-term, high-value user.
You can use data or hypothesis to determine key user actions (virtuous actions) that lead to high retention and lifetime value. For example, an e-commerce app might want a user to browse one category on day one, view two items by day three, and make one purchase by day seven.
Here are some sample KPIs:
Onboarding Day 1: Browse one category
15% uplift in users viewing their first category
Onboarding Day 3: View two items
20% uplift of an item view
Onboarding Day 7: First purchase
20% uplift in a first purchase
Cross-sell purchasers of clothing to shoes
20% uplift in pants purchasers buying shoes
Promote sales to past purchasers
10% uplift in past purchasers buying during sale
Reengage dormant users and passersby
25% uplift in engagement rate of dormant users and passersby