3 actual instances from Stripo — Stripo.e mail

Focused emails are a wonderful instrument for fixing varied advertising issues. On this case research, we’ll discover three distinct focused e mail sequences designed for particular functions which have totally different approaches to segmentation and personalization. The e-mail campaigns serve varied objectives: participating new customers, reactivating inactive readers, and gathering helpful product suggestions.

Focused emails group № 1: New Stripo customers’ engagement 

Advertising purpose: Consumer retention on the first phases of interplay with the product, entice new customers, and hold them within the preliminary phases of utilizing the product.

Specifically, you will need to assist those that have began creating their first e mail however haven’t completed enhancing it. The first advertising purpose of those emails is to make sure that the person continues to have interaction with the product and completes their first e mail. That is crucial as a result of, on common, if a person doesn’t create an e mail inside the first 7–10 days, the likelihood that it’ll stay lively decreases considerably.

Emails from this group

Every person for whom our system receives an occasion affirmation indicating that they’ve began to create an e mail however haven’t completed receives one e mail. We’re always testing this e mail utilizing 4 choices to find out the simplest strategy.

1. The primary model of the e-mail instantly addresses the person with the message: “We noticed that you simply began to create your first e mail however didn’t end it. Allow us to aid you!” The e-mail supplies an entire information to working with the editor, together with screenshots and examples. The person can be provided the chance to order a ready-made template from our designers or schedule a gathering with the assist workforce to resolve any points.

2. The second model of the e-mail is comparable in content material, however a brief questionnaire is hooked up. We ask the person to fill it out to grasp what precisely prevents them from finishing the e-mail creation.

(Supply: Electronic mail by Stripo)

3. The third model is a customized e mail from our CEO, Dmytro Kudrenko. It says that he has observed the person is having issue and is able to assist. The e-mail additionally accommodates a information for working with the editor however is submitted on behalf of the CEO.

(Supply: Electronic mail by Stripo)

4. The fourth model can be a customized e mail from the CEO however in plain-text format. This format mimics a easy, unobtrusive textual content e mail that appears much less formal than a block e mail.

Outcomes of the focused person retention emails

Due to the usage of these emails, we have been capable of obtain secure outcomes. The proportion of opening emails (open charges) varies from 35% to 42%, and the speed of clicks on openings (click-to-open charge) is from 3% to five%. This helped considerably enhance the variety of customers who accomplished their first e mail, rising the probability that they might stay lively Stripo customers.

Focused e mail group № 2: Reactivation of inactive readers 

Advertising purpose: Everlasting hygiene of the listing of readers and reactivation of inactive customers.

Sustaining the purity of the contact listing is important in our work with newsletters, significantly by way of reactivating those that have stopped interacting with our emails. This isn’t only a formal course of; it helps protect a excessive area popularity and ensures our emails land within the major inbox quite than the spam folder. The primary advertising purpose of this sequence is to separate inactive customers from lively ones, guaranteeing our emails are solely despatched to these genuinely within the content material.

The construction of the e-mail collection

This automated sequence consists of three emails. One modifications relying on the season, and the opposite two are evergreen, appropriate for any time.

The primary e mail is distributed to subscribers who final opened our emails a very long time in the past. The next emails are despatched solely to those that haven’t learn the earlier ones.

1. The primary e mail is concentrated on a wide range of attention-grabbing content material that can be utilized whatever the hyperlink to our product. It may be a advertising calendar, crash checks, white papers, eBooks, or e mail opinions. The primary purpose is to curiosity the person by making him need to work together with the content material.

(Supply: Electronic mail by Stripo)

2. The second e mail makes use of situational content material that modifications relying on the season. For instance, now it is e mail about going again to highschool, quickly will probably be e mail about Halloween, and so forth. As well as, the e-mail accommodates templates that the person can contemplate.

3. The third e mail is the final try to draw the subscriber. If they don’t reply to earlier emails, we advise that they fill out a brief type the place they’ll clarify why they don’t seem to be within the e-newsletter. After that, the subscriber is routinely unsubscribed and goes to the inactive phase of customers.

Outcomes of reactivating subscribers utilizing focused e mail sequence

Listed below are the outcomes we obtained for every of the emails:

Due to this e mail collection, we achieved an essential end result: about 30% of customers who initially didn’t work together with our emails turned lively once more after the primary e mail. One other 15% was added after the following iteration. This technique permits us to keep up a clear readership listing, preserve a excessive area popularity, and make sure the most effectiveness of our newsletters.

Focused emails group № 3: Survey for gathering helpful product suggestions

Advertising purpose: Researching to enhance the performance of modules in Stripo.

At Stripo, we always enhance our merchandise based mostly on our customers’ wants. Observing customers’ conduct by way of analytics and asking them about their expertise interacting with the performance is essential. For this objective, we surveyed these actively utilizing Stripo editor modules. This initiative allowed us to determine crucial points that stop us from utilizing our instruments successfully and discover methods to unravel them.

Our advertising purpose for this focused e mail was to conduct in-depth analysis on how customers work together with modules within the Stripo editor. We needed to gather their opinions on what they lack, why they use the modules this fashion and never in any other case, and what could be improved.

The e-mail with the survey type

This marketing campaign was guide and included one e mail during which we reached out to customers who have been actively utilizing the modules within the Stripo editor and invited them to take a survey. The distinctive side of this e mail was that we centered on the phase of customers who have been already participating with the modules’ performance within the final 30 days (besides those that simply registered), permitting us to gather related data for additional product enchancment.

(Supply: Electronic mail by Stripo)

Within the survey e mail, we requested what prevents customers from working with modules, what they lack, and what they see as superb enhancements to this performance. Getting particular insights and recommendations was important to higher understanding person wants and planning additional performance growth.

Focused e mail marketing campaign outcomes

The open charge was 34.4%, and we collected about 120 related responses. This information turned the premise for additional discussions with the product workforce. Consumer suggestions has offered helpful enter for bettering the module library search performance and the naming sample for customized modules.

It additionally turned out that customers actually need a separate workspace for working with modules. This allowed us to prioritize work on making a full-fledged module house, just like the performance of working with templates.

General, this survey helped us perceive what was bothering customers and offered us with influential insights that helped form our plans to enhance the modules in Stripo.

Wrapping up

Electronic mail advertising must be engaging and an efficient instrument for interacting with customers. The Stripo workforce is actively engaged on creating focused emails that assist retain new customers and gather helpful information for product growth.

Listed below are the life hacks we obtained because of this work:

1. Give attention to customers — understanding the wants and conduct of customers is a key factor in creating efficient e mail campaigns. Take into account suggestions out of your clients.
2. Testing choices — recurrently testing totally different approaches and e mail codecs helps you discover the simplest options for person retention and engagement.
3. Spend money on analytics — use surveys to collect person insights to enhance the product performance that your clients want.