Evergreen funnel

The Evergreen funnel is a mechanic that works continuously and the same for every new person, regardless of the calendar. The user enters it on any day, and the chain of touches unfolds from his own entry point, and not from the general start date.

The opposite is a launch with a sales window: recruiting an audience, warming up according to a general schedule, opening sales for several days, closing. The launch gives a surge in revenue and a strong deadline effect, but it only lasts as long as the window lasts.

The advantage of evergreen is predictability: traffic flows smoothly, conversion is stable, revenue can be planned. The downside is that the urgency is weaker, so the conversion is usually lower than at the peak of the launch, and it has to be compensated for by the volume and quality of warm-up.

A typical mistake when transferring a launch to evergreen is to leave an artificial deadline, which is different for everyone and is obviously fake. People see the timer restart and trust breaks down. A working replacement - real restrictions: the number of seats in the group, the validity period of the personal price, the composition of bonuses.