Overview
Selected as a strategic partner by Battery Agency, Circle 7 helped create an email drip campaign as well as the weekly email newsletter strategy for OUYA, a micro game console based on Android. After an extremely successful Kickstarter campaign, OUYA had over 100,000 email addresses in its database. We were tasked with leveraging this database to expand OUYA’s customer base and sustain OUYA’s micro transaction business model.
Challenges
OUYA raised over $8.5 million dollars on Kickstarter and had a sizable database of users who had opted in to be a part of the OUYA community. Indie game developers could create new games for OUYA without the traditional cost and licensing barriers prevalent on major game consoles. Users needed to be educated on the open source features of the console and be informed about new games that were becoming available on OUYA.
Solutions
In order to educate new users on the open source nature of the console, we created an email drip campaign that was delivered over 30 days. The first email directed users to a survey where they could tell us what type of games they liked to play. Subsequent emails informed users about OUYA’s media center capabilities, side loading classic arcade ROMs, game development and ended with a credit to their account to purchase games or console accessories.
OUYA’s weekly email newsletter was segmented using the customer survey from the email drip campaign. User’s received content from the game categories they had picked and a coupon code to incentivize purchasing new games. We further reduced conversion friction by allowing new games to be ‘pushed’ to the user’s console directly from the HMTL emails in their inbox. One click in the email resulted in a new game being downloaded to the user’s console.
