The e-mail technique that reworked CostPocket’s person engagement — Case research — Stripo.electronic mail
Our case research collection, “Electronic mail Marketer’s Code,” brings you one other distinctive instance from a seasoned marketer. On this version, main electronic mail advertising and marketing strategist Viivika Lumberg shares how she carried out a trigger-based electronic mail technique that boosted CostPocket’s person engagement by 10x and helped save the enterprise.
On this in-depth look, you’ll uncover how Viivika’s method, pushed by person habits and considerate automation, took the app from a 1% conversion price to a powerful 65% completion of person profiles. For those who’re on the lookout for insights into utilizing electronic mail sequences to information customers and improve conversions, this case is full of priceless classes you gained’t wish to miss.
Knowledgeable
CMO at CostPocket, electronic mail advertising and marketing coach at Smaily
About Viivika Lumberg
Viivika Lumberg is a seasoned freelance electronic mail advertising and marketing strategist with a deep ardour for data-driven advertising and marketing and organizational habits. Specializing in maximizing the potential of electronic mail campaigns, she has a monitor file of delivering distinctive outcomes to her purchasers. For instance, her work with CostPocket led to a exceptional tenfold improve in conversion charges from trial customers to paid prospects, all due to well-crafted electronic mail flows. Her experience additionally extends to bettering electronic mail engagement via the usage of superior analytics and segmentation instruments for purchasers akin to Smaily and Maildo.
Because the founding father of Maildo, an electronic mail advertising and marketing company, Viivika efficiently managed every little thing from electronic mail methods to technical setups and GDPR compliance. Her management and strategic imaginative and prescient had been so impactful that Smaily later acquired the company. Pushed by a dedication to steady enchancment, Viivika steps into companies to craft tailor-made electronic mail advertising and marketing methods that not solely meet but additionally exceed expectations, delivering measurable outcomes each time.
Viivika shares her expertise in creating a technique and organising a set off electronic mail marketing campaign, the principle purpose of which was to transform leads within the product into customers.
About CostPocket
A bit extra about the start line: CostPocket (beforehand Tsekk.ee) is an expense administration app that digitizes knowledge from receipts and invoices and helps with expense and journey studies. It isn’t simply an app for accumulating expense paperwork. The magic occurs when all the info are despatched into accounting software program in digital type, so no accountant must do any guide entry.
About seven years in the past, I confronted a query: What do you do in case you have a very nice product that can make your life 20 occasions simpler, however organising the account is a bit tough, and also you most likely want the service only some occasions a month?
We now have two choices:
- One possibility is to name every of your purchasers and assist them via the preliminary setup course of, however this method just isn’t scalable.
- One other method is to automate the method with the assistance of emails.
The advertising and marketing problem: Only one% of leads grew to become energetic customers
The CostPocket downside was that it was downloaded by purchasers who made step one (created an account), however just one% of these individuals really began to make use of the app.
The basis of the difficulty was easy: Throughout the course of, individuals had been requested many questions, a few of which had been fairly tough, like, “What ERP does your accountant use?” Many individuals left with out returning.
The answer to that concern required time and endurance. We knew that the one appropriate answer can be to information individuals via the sign-up course of by triggering automated emails as soon as it grew to become obvious that the person was getting caught.
Sadly, at the moment, it was not an possibility, because the system CostPocket used didn’t permit for the usage of set off factors to ship emails. So, all that we might do was arrange a listing of emails that each one customers would obtain after signing up and giving us their electronic mail addresses, which was the one piece of accessible data at the moment.
Resolution: 8 set off emails that boosted conversions
As step one, we created eight emails, the primary of which satisfied the person to proceed with the sign-up course of. Moreover, we had a case research to point out the service’s advantages, an electronic mail with a joke (sure, that’s high-quality if you already know your prospects will recognize it), and some others. The automation was primarily based on just one set off (sign-up time), and all of the emails went out to everybody, so segmentation was not carried out.
You would possibly assume that sending triggered emails primarily based solely on sign-up would end in extraordinarily low open charges and click on charges, as you don’t really know whether or not the recipient nonetheless has any curiosity in your product.
Nicely, I’ve to shock you: the common open price for all of the emails within the checklist was 42%, with the primary electronic mail averaging a 54% open price and the final averaging a 33% open price.
Click on charges for these emails had been considerably much less vital, as we didn’t have a system to direct individuals again to the app. Due to this fact, the emails contained a lot of the essential content material within the electronic mail physique, and the CTA directed recipients to a weblog put up with an extended rationalization of the identical matter.
What did the emails seem like? They had been very simple:
(Supply: Electronic mail from CostPocket)
We added one image to each electronic mail and included a brief tutorial textual content, aiming to take no multiple minute of the recipient’s time to learn the e-mail. Moreover, we included the title and film of an precise buyer assist particular person on the backside of the e-mail.
Ends in numbers: A tenfold improve in accomplished profiles
The mailing statistics had been described earlier:
- the common open price for all emails was 42% (starting from 33% to 54% in particular person emails);
- the common click on price was 3.7% (starting from 0.1% to 9.9%);
- the precise enterprise win is that due to these emails, CostPocket gained 10 occasions extra accomplished profiles — or, in different phrases, paying prospects.
Hurray!
To be continued…
Two years later, we launched a second model of the e-mail move, which earned the nickname “The Monster.” By then, the app had developed considerably, permitting us to determine precisely the place new customers had been getting caught through the sign-up course of. We additionally made the whole person journey smoother, due to suggestions from our prospects.
We not needed to ship seven emails to every new buyer, as that could possibly be thought-about spamming.
What did we do?
- As an alternative, with the assistance of the IT division, we arrange triggers for every step within the sign-up course of.
- We realized that one electronic mail per set off just isn’t at all times sufficient. This meant that our “Monster” grew to become even greater and included extra emails: on common, each set off had three emails, leading to greater than 20 emails in whole.
Necessary word:
Bear in mind, the trick is that not everybody receives all of the emails! The triggers had been arrange in order that if somebody didn’t full step 2 within the sign-up course of, they obtained an electronic mail the following day with an outline of easy methods to full the step. In the event that they accomplished the step and moved additional within the course of, and even completed it, they didn’t obtain any extra emails.
Nonetheless, in the event that they nonetheless didn’t end the second step, they obtained two extra reminders. If nothing occurred, they had been moved right down to a basic move explaining the app’s advantages, which included three extra emails. If the shopper didn’t “get up” with these emails, we stopped emailing them and regarded them nonclients.
- Design-wise, we moved towards a simplistic design, as seen under. We experimented with the copy at the very least 3 times and continued to enhance the textual content.
(Supply: Electronic mail from CostPocket)
It is a complicated answer that requires in depth testing and thought to make sure that your purchasers obtain solely the mandatory emails and that the sequence stops as quickly because the required motion is taken.
The outcomes are definitely worth the bother, although:
- the common open price for all emails was 53% (starting from 42% to 70% in particular person emails);
- the common click on price was 7.7% (starting from 0.1% to 16.9%);
- the common proportion of accomplished profiles is now 65%.
After all, it’s not simply the emails — the quantity is roughly 600% higher than at the start line as a result of the method itself has additionally been rebuilt at the very least 5 occasions and consistently examined on customers, and advertising and marketing is doing extra exact concentrating on.
Wrapping up
We’re grateful to Viivika Lumberg for the inspiring case she shared with us. CostPocket’s success with set off emails highlights the facility of focused, behavior-based campaigns. Right here’s how one can apply these classes to your electronic mail advertising and marketing efforts:
- Leverage triggered emails — arrange automated emails primarily based on person actions. Determine key factors the place customers want steerage and ship well timed useful emails to maintain them engaged.
- Constantly optimize your flows — take a look at completely different electronic mail sequences and refine them over time. Don’t be afraid to broaden your move as wanted, however be certain that every electronic mail serves a function.
- Hold it easy — use clear designs and concise content material. Fast, easy-to-read emails with clear calls to motion will increase engagement and assist drive conversions.
These methods will enable you to construct compelling, high-performing electronic mail campaigns.
P.S.: Are you a practising electronic mail marketer and have a case research of an impressive electronic mail marketing campaign that you simply wish to share with the group? Write to us, and we’ll focus on it.
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