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How Edison and Bamboo helped everyone love email again

THE SITUATION

It’s not often you hear people using the words “love”, “perfect”, and “fantastic” when describing their email client. But those are the precise words that real app store reviewers have used to describe Email by Edison, a faster, simpler and smarter mail app to manage your inbox. With 5,000+ 5-star ratings and a Shorty Award under their belt, Edison has revolutionized email.

 

OUR SOLUTION

To develop a holistic user acquisition strategy, Edison partnered with Bamboo. We helped them design and implement engaging creative
We’re proud to have played a part in growing this legion of passionate users through user acquisition campaigns that have resulted in millions of new users.
We helped Email consistently be one of the Top 20 Downloaded Productivity Apps in the App Store by pursuing the following goals:

Goals

Make engaging creative that delights and aligns with product updates


Stay ahead of the competition by trying new ad formats, features, and placements


Deliver value beyond the ad level with App Store Optimization (ASO)

Staying Ahead of the Competition

DEVELOPING AND TESTING CREATIVE THAT DELIGHTS

Too often, creative tied to productivity apps falls short of inspiring action. It feels cold, forced, and generic. Early on, both the Bamboo and Edison team committed to making sure this never happened to the Email app. A fundamentally different approach email product demands creative that tells this story.

The product is always getting better, too. To communicate this, we customized creative around key product updates to both new and existing users.

 

LEVERAGING IMMERSIVE AD FORMATS

We also pushed the envelope on the creative formats and placements we leveraged. Over 50% of our creative was video, leveraging Bamboo’s extensive creative services team. We also stayed ahead of the competition by utilizing new Facebook ad features: App Event Optimization, Split Testing, and Placement Optimization. We explored acquisition on multiple channels, including Facebook, Twitter, Instagram, and Pinterest to reach diverse and broad audiences.

The Bamboo team delivers on getting results. They are a dedicated group that shines in developing the right ad creative and narrative that really connects with our users.

Hetal Pandya, Co-Founder and VP Marketing at Edison

Delivering value beyond the ad level with App Store Optimization

Many advertisers wrongly assume their work ends when someone clicks their ad. We worked with Edison to conduct multiple rounds of App Store Optimization tests to prove just how important the app store landing experience is in order to deliver conversions, not just clicks.

We ran tests including variations on:

  • App Store Title
  • Screenshots Content
  • Screenshots Order
  • Video Content
  • Text

 

RETENTION AND LTV ANALYSIS

With multiple ad networks in play at a time, allocating budget and priority between each has been crucial. We carried out regular retention reports to make recommendations on shifting budget between different channels.

Results

Millions of new Email users

Through engaging and relevant creative and innovative advertising techniques, we were able to acquire millions of new users for the Email app.

Improved efficiency and costs over time

Having insight into the whole acquisition funnel helped us develop cohorts to track retention and LTV as well as best performing campaigns. Through constant iteration, we helped the Edison not only scale but drive costs down over time.

Email by Edison