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 for the duplicate and rename it in the Campaign Editor to indicate that it is burst.
Swap out your creatives and/or your offer to align with the burst promotion.
Note: If you are updating your offer, check out the A/B Testing your Offer article to ensure you haven’t missed anything.
If applicable, go to the Rewards page and update the reward associated with your burst. You may need to add new coupon codes or a new gift card reward.
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. If you’d like all customers to see the burst, you must end the previous campaign.
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.