Definition
Marketing channels that your brand fully controls, such as push notifications, in-app messaging, email, or SMS. Owned media allows for direct, cost-effective user engagement throughout the customer lifecycle.
Owned Media ROI = Revenue from Owned Channels / Owned Media Costs. Efficiency = Owned CPA / Paid CPA.
Push notifications (re-engagement), email (onboarding and win-back), and in-app messages (contextual upgrades). SMS is optional but effective for time-sensitive messages.
Track attributed conversions per channel. Compare conversion rates for users engaging with owned media vs those who do not. Most CRM platforms provide attribution reporting.
Near-zero marginal cost per message, but there are platform fees ($200-2K/month). Still dramatically more cost-effective than paid acquisition — typically 5-10x better ROI.
A promotional code that unlocks a discounted price or special access to a subscription. Offer codes are often used in partner campaigns, user gifting, influencer marketing, or churn recovery workflows.
A monetization and engagement tool that presents users with offers (e.g., free trial extensions, discounts) in exchange for actions like watching an ad, completing a survey, or sharing the app. Common in freemium or hybrid monetization models.
A premium feature that allows users to use the app or consume content without an internet connection. Often used in fitness, language learning, or media apps to justify subscription value and reduce churn during travel or commuting.
The structured experience that guides new users through their first interactions with the app - often including feature highlights, value reinforcement, and paywall exposure. A well-optimized onboarding flow will improve activation, trial starts, and long-term retention.
A monetization model where users pay once for permanent access to a specific feature, product, or piece of content. OTPs can complement subscriptions for users who prefer à la carte value over recurring payments.
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