Use Case: Retargeting Lapsed Users

If your audience is dwindling, it’s crucial to try wooing them back. Recognizing this necessity, we offer the ability to set up automated campaigns to capture lapsing users. 

The goal is to nudge customers that have placed an order before, but not in the last X days. To motivate users we can send them promotions with some heavily discounted item/s.

Step 1 -  Compose

• In the left sidebar select Campaigns in Engagement section

• Select Create Campaign and choose Multichannel Campaign

• Add name and description to your campaign
• Select Add Messaging Channel and choose iOS Push

• Select Add Messaging Channel again and choose Android Push
• Select Add Messaging Channel again and choose Webhook
• In Messaging Channels first select iOS Push

• For Notification Style choose Rich Notification

Now we should compose a push notification message and engage users to tap on it. We should use personalization to make it more effective. Let’s say that the message header should look like this: Hey Michael, we miss you 🤗

• In Title input field type Hey, then click on the plus icon

• In Add Personalization layover for Personalization Type choose Default Attributes
• For Attribute choose first_name as in the screenshot below

• Click Insert Personalization button
• This adds a placeholder into a title
• In Message input field enter the message: Here is one promotion for you
• Scroll down to the On Click Behavior section and select Deep Link Into Application
• Add a link [app-scheme]://promotions where [app-scheme] is your URL Scheme.
• Create your Deeplink by replacing [app-scheme] with your app's URL scheme. It should end up looking like this: kauwelapoke.app://promotions
  NOTE: Please reach out to your Account Manager or open a ticket through one of our contact forms if you don't have your URL scheme yet.

You can always test the message before sending it to real users:

• Select Test tab
• In Add Individual Users input field enter email you are using to log in to the app
• Click Send Test button

• Now select Android Push in Messaging Channels section and repeat all steps as for iOS Push
• Next, select Webhook in Messaging Channels section. Here, you set up a webhook to issue the promotion to eligible users. You can find the complete guide on how to set up Promotion in CMS and create a webhook in Braze here.
• After setting up the webhook, click Forward to progress to the next step

Step 2 -  Delivery

Now we need to define when Braze should deliver the message and to whom. We will target the users who didn’t make any purchase in the last 7 days.

• In the Delivery section select the Action Based Delivery

• In Action-Based Scheduling Options section for New Trigger Action choose Make Purchase option and click Add Trigger button

• In Schedule Delay section choose after, weeks, and type in 1

• In Unless The User field choose Make Purchase and click Add Exception button

• In Campaign Duration section, you must define the campaign start and optionally end time. You can also prevent messages from sending during specific hours by enabling Quiet Hours
• In Delivery Controls - Allow users to become re-eligible to receive campaign should be unselected as we don’t want to be pushy.
• Click Forward to progress to the next step

Step 3 -  Target Users

As we narrowed our target audience through the Delivery step, in this one we will choose All Users (iOS Application - iOS) AND All Users (Android Application - Android). 

• If your apps must be GDPR compliant in the Send to section choose opted-in users only

• Click Forward to progress to the next step

Step 4 - Conversions

To see if our campaign is successful, we should assign conversion events. This should show us how many users placed the order after our push notification.

• Click Add Conversion Event button

• In Primary Conversion Event - A for Conversion Event Type choose Makes Purchase
• Set Conversion Deadline to 3 days

• Click Forward to progress to the final step

Step 5 - Confirm

In the final step, you will get an overview of the changes you’ve made in all the steps.

• Click Launch Campaign to start this campaign

After launching the campaign you can check its performance by going to the Campaigns then select the campaign name. You can always edit the campaign if you click the gear wheel icon and select Edit.