Lifecycle Campaign vs regular message

Leanplum makes it easy to engage along the full customer journey with Leanplum’s Mobile Marketing Automation solution. When creating messages in Leanplum, you have the option of creating stand-alone messages, or creating messages within a Lifecycle Campaign. Which option should you go with, and when?

If you are creating a message that is truly stand-alone, such as a sale tied to a specific date, you should create a stand-alone message. These might include a scheduled in-app message promo, a new feature announcement push or an app update push. From the Messaging dashboard, navigate to the Messaging section and click to Create Message.

However, at Leanplum we've found some of the strongest campaigns are the ones which are trying to drive users to a specific milestone in the experience. These are Lifecycle Campaigns. These campaigns run continuously and guide each individual user to the desired milestone, or Exit Trigger. Exit triggers could include Completing Onboarding, Purchasing, or Re-engagement. Users receive different messages in the Lifecycle campaign until the reach the Exit Trigger. From the Messaging dashboard, navigate to the Lifecycle Campaigns section and click to Create Campaign.

A common use case of a Lifecycle Campaign is for a re-engagement campaign targeting lapsed users. Any user, regardless of prior activity in the app, can become a lapsed user if they do not come back to your app after a set period of time. For that reason, it makes sense to automate the process of messaging lapsed users as much as possible, and a Lifecycle Campaign is the perfect way to achieve this.

For more information on how to set up a lapsed users Lifecycle Campaign, click here.

For more campaign ideas, visit our Recipes Library or contact support@leanplum.com with any questions.


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