Overview
A great way to boost an evergreen program is by running a burst campaign. A burst is a strategic, limited-time variation of your standard campaign that typically offers a more enticing or seasonal reward to increase shares and conversions.
For example, you might double your typical reward from $50 to $100 or from 20% off to 40% off to coincide with a particular holiday. Depending on the bursted reward and overall promotional strategy, clients can see their performance double during this period.
Setting Up Your Burst
Complete the following steps to set up a burst.
Log in to your My Extole account.
On the Programs page, find the program for which you would like to run your burst. Hover over your live campaign and hit the duplicate icon.
Hit the Edit Creative button of the new campaign and navigate to the Basics tab to update the name and description
Update your creatives and/or your offer to align with the burst promotion.
Check out Using Extole's Campaign Editor for help
Update the Reward in the Rules section
If this is a new reward type or value, go to the Rewards page and create the new coupon, gift card or account credit reward.
QA using the Offer Configuration Checklist below
Once you're ready to launch, go back to your Programs page and open the dot menu to the far right of your burst.
Click the Go Live button and choose the option to Go Live as a Burst.
Note: This will automatically pause your original campaign, which means existing advocates will continue to see it while new customers will see the burst campaign. To learn more about Pausing vs. Ending, check out this article.
You can schedule your campaign to go live as well. Learn more about scheduling campaigns here.
Offer Configuration Checklist
When making updates to the reward, use this checklist to ensure you have updated in across the entire campaign. If you have any questions, please contact your CSM.
Update copy and creative elements across all assets
Confirm copy on the Social Share Image, Social Share Description, and How it Works
Update the Disclaimer and Terms
Update the reward (gift card, updated coupon codes, account credit amount, etc.)
If your test offer is a gift card, confirm your Tango Gift Card email template with your CSM in the Tango portal
Check your maximum spending limits if you are sending out more or larger gift cards
If your test offer is a higher value account credit, make sure that your system is prepared to handle a different reward amount
Best Practices
Provide a Better Incentive
The idea here is to encourage your customers to engage now while there is a noticeably better offer available. Marketing your burst as a 2X or Double Rewards offer will get customers who are on the fence to act before it’s gone.
Create Urgency
While a burst could become your evergreen offer, it’s good to highlight that this is a limited-time reward to encourage engagement. You can even add a countdown timer so your customers know it won’t be available for long.
Align with Seasons and Holidays
Your evergreen programs should be dynamic like the rest of your website or app. Align creatives and copy with the different seasons to better connect with your customers. For example, on Valentine's Day try adding festive copy like “Share the love! Refer a friend and you will both get 30% off this month” instead of your typical 15% off.
Add Promotions
If you are going to be doubling or significantly increasing your offer, make sure your customers are seeing it. Build up excitement with a few targeted outbound emails and a new banner on your homepage to drive awareness and activity.