Creating a Lifecycle-Stage Campaign

Lifecycle-based campaigns enable the creation of targeted communications directed at customers within a specific lifecycle stage. These campaigns are triggered at key moments—such as immediately after customer registration, upon making a first deposit, during periods of inactivity, or upon reactivation—ensuring that the messaging is both timely and relevant.

Step-by-Step Instructions on Setting up a Lifecyle Campaign

1. Accessing Campaign Management:
   Begin by navigating to the lifecycle stage in question on the dashboard, click on the menu icon and select Manage Campaigns. Click on New to start the campaign creation process. 

2. In campaign management, organisations can choose between two distinct types of campaigns:

   • One-Off Campaigns:
     These campaigns are executed a single time against a specified target audience and conclude once all messages have been delivered.

   • Dynamic Campaigns:
     These campaigns are scheduled to run within a defined time frame, starting on a specific date and ending on another. During this period, any customer who enters the designated segment is automatically enrolled in the campaign.

3. Campaign Setup:

   • Naming & Description: Assign a meaningful name and description to the campaign.
   • Scheduling: Define a start and end date; the campaign’s duration is determined by the chosen date range.

4. Targeting:

   • Scope: Choose to target either all customers within the selected lifecycle stage or only those who have remained in the stage for a specified number of days.
   • Filters: By default, campaigns do not include filters. To target customers based on specific attributes, activate the filters and select the desired attributes. For example, a campaign may focus on customers registered in the United Kingdom.

5. Selecting Actions:

   • Action Options: Choose one or multiple actions such as emails, SMS, push notifications, or webhook executions.
   • Scheduling Actions: Each action can be scheduled to send immediately, at a predefined day and time, or when the system detects an optimal time for each customer.
   • Sequence & Delays: Actions are executed sequentially (from top to bottom) with configurable delays between them if required.

6. Customising Campaign Preferences:
   Campaign preferences typically inherit the global settings configured in the account. However, these settings can be customised on a per-campaign basis by activating specific options. Tooltips are available for each preference—simply hover over the question mark icon for more information.

🔷 Click here for further information about Campaign Preferences

7. Activating the Campaign:
   Once all configurations are in place, activate the campaign and click Save to initiate the process.

Key Considerations

• Campaign Consistency:
  Both one-off and dynamic lifecycle campaigns follow the same underlying processes as outlined in the related sections.

• Targeted Stage:
  A single lifecycle-based campaign can only target customers within one specific lifecycle stage.

• Complex Journeys:
  For more intricate customer journeys involving multiple goals, it is recommended to use customer journeys instead of lifecycle campaigns.

Use Case Scenarios

Dynamic lifecycle campaigns are particularly effective in automating communications when customers meet certain criteria within a lifecycle stage. For example:

• Welcoming New Players:

  • Scenario: A new player registers.
  • Implementation: Set the 'Consecutive Days' value to 1 under the Target section to trigger a welcome message one day after registration.

• New Depositors:

  • Scenario: A player makes their first deposit.
  • Implementation: Set the 'Consecutive Days' value to 0 to target players on the day they make their first deposit, thereby showing appreciation immediately as revenue commences.

• Inactive Players:

  • Scenario: A player becomes inactive.
  • Implementation: Set the 'Consecutive Days' value to 2 to trigger a retention message two days after inactivity begins. Note that the effectiveness decreases the longer the campaign is delayed.

• Reactivated Players:

  • Scenario: A previously inactive player returns.
  • Implementation: Set the 'Consecutive Days' value to 1 to target reactivated players one day after they return, reinforcing their re-engagement.

Stage Timeline, Customer Journey, and 'Consecutive Days'

• Consecutive Days Feature:
  When creating a campaign, users can choose to target all customers within a stage or utilise the consecutive days feature. For instance, setting this value to 3 will target players who have been in the current lifecycle stage for three consecutive days. Conversely, setting it to 0 will target players who joined the stage on the current day.

• Creating Funnels:
  This mechanism allows for the construction of complex funnels throughout the customer journey, enabling granular targeting at different points in time.

Complex Timeline Targeting

In scenarios where a more nuanced approach is needed—such as targeting players based on a range of days or those who have been in a lifecycle stage for less than a specified number of days—filters can be applied:

• Using Filters:
  Activate filters within the campaign, navigate to General Filters, and search for options like "Days in [Lifecycle Stage]." By applying different operators (e.g., less than, equal to), administrators can create sophisticated timeline targets.

• Configuration Requirement:
  Ensure that the "Targeting all customers in stage" option is set to "Yes" when using complex timeline targets via filters.

Two-Step Engagement

Campaign engagement (campaign goal or objective is configured at the campaign level and is tracked when a customer interacts with a message (e.g., delivered, opened, or clicked). With two-step engagement enabled, a customer must perform an additional action—such as signing in or placing a wager—to be considered fully engaged. This extra step ensures that the engagement metrics accurately reflect meaningful customer interactions.

Data Compatibility

Lifecycle-based campaigns are compatible with the following data categories as outlined in the Data Policy:

• Category A
• Category B
• Category C

⚠️ Review the full Data Policy here.