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With senior lifecycle marketing team members, I wrote and developed strategy for dozens of day-to-day campaigns for app users — the transactional emails and in-app/push notifications that help define the experience of using Upside. Some were as simple as a new retailer launch, some were as complicated as the campaigns below. (Aside: I have A LOT of this work. More samples available by request.)

My approach was direct, simple, and actionable. (Read as: These are here not because they’re beautiful, but because they’re effective.)

Recent Inactive User Bonus

Challenge: Reactivate users who have not claimed an offer in 30 days with $0.10/gal bonus cash back. Some of them have bonuses on their accounts already — in subject lines and emails I stacked the new and old bonuses to serve the biggest number I could.

Assets: Email, push and in-app notifications for an initial send and two rounds of reminder communications

Results: 41% average open rate + 1.14% average click rate + 14.6% reactivation rate

Dead User Reactivation

Challenge: Bring back “dead” users who have not used the app for a year or more with a $0.15/gal bonus. This campaign is almost too simple but it A) worked B) on a really difficult audience C) without using a super-rich bonus — just effective subject lines and notifications that prompted them to act and made it sound simple.

Assets: Email and in-app notifications for an initial send and four rounds of reminder communications

Results: 29% open rate + 0.53% click rate + 17.2% reactivation rate