Focused emails are a superb device for fixing numerous advertising and marketing issues. On this case research, we’ll discover three distinct focused e mail sequences designed for particular functions which have completely different approaches to segmentation and personalization. The e-mail campaigns serve numerous targets: partaking new customers, reactivating inactive readers, and gathering useful product suggestions.
Focused emails group № 1: New Stripo customers’ engagement
Advertising and marketing purpose: Person retention on the first phases of interplay with the product, entice new customers, and hold them within the preliminary phases of utilizing the product.
Particularly, you will need to assist those that have began creating their first e mail however haven’t completed modifying it. The first advertising and marketing 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’s going to 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 best method.
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 assist you!” The e-mail gives a whole 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 group to resolve any points.
2. The second model of the e-mail is analogous in content material, however a brief questionnaire is connected. We ask the person to fill it out to know what precisely prevents them from finishing the e-mail creation.
(Supply: Electronic mail by Stripo)
3. The third model is a personalised e mail from our CEO, Dmytro Kudrenko. It says that he has seen the person is having problem and is able to assist. The e-mail additionally incorporates 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 personalised 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
Because of the usage of these emails, we have been in a position to obtain steady outcomes. The share of opening emails (open charges) varies from 35% to 42%, and the speed of clicks on openings (click-to-open fee) is from 3% to five%. This helped considerably enhance the variety of customers who accomplished their first e mail, rising the chance that they might stay lively Stripo customers.
Focused e mail group № 2: Reactivation of inactive readers
Advertising and marketing purpose: Everlasting hygiene of the checklist of readers and reactivation of inactive customers.
Sustaining the purity of the contact checklist is important in our work with newsletters, notably by means 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 moderately than the spam folder. The primary advertising and marketing purpose of this sequence is to separate inactive customers from lively ones, making certain our emails are solely despatched to these genuinely within the content material.
The construction of the e-mail sequence
This automated sequence consists of three emails. One adjustments 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 fascinating content material that can be utilized whatever the hyperlink to our product. It may be a advertising and marketing calendar, crash exams, white papers, eBooks, or e mail evaluations. 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 adjustments relying on the season. For instance, now it is e mail about going again to high school, quickly will probably be e mail about Halloween, and so forth. As well as, the e-mail incorporates 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 recommend that they fill out a brief type the place they will clarify why they aren’t within the e-newsletter. After that, the subscriber is robotically unsubscribed and goes to the inactive phase of customers.
Outcomes of reactivating subscribers utilizing focused e mail sequence
Listed here are the outcomes we bought for every of the emails:
| Open fee | Click on-to-open fee | |
|---|---|---|
| Electronic mail 1 | 30.6% | 2.4% |
| Electronic mail 2 | 15.3% | 2.1% |
| Electronic mail 3 | 10.4% | 3.6% |
Because of this e mail sequence, we achieved an vital outcome: 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 checklist, preserve a excessive area popularity, and make sure the most effectiveness of our newsletters.
Focused emails group № 3: Survey for gathering useful product suggestions
Advertising and marketing purpose: Researching to enhance the performance of modules in Stripo.
At Stripo, we always enhance our merchandise primarily based on our customers’ wants. Observing customers’ conduct by means of analytics and asking them about their expertise interacting with the performance is vital. For this objective, we surveyed these actively utilizing Stripo editor modules. This initiative allowed us to determine crucial points that forestall us from utilizing our instruments successfully and discover methods to unravel them.
Our advertising and marketing 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 wherein 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 partaking 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 options was important to higher understanding person wants and planning additional performance growth.
Focused e mail marketing campaign outcomes
The open fee was 34.4%, and we collected about 120 related responses. This information turned the premise for additional discussions with the product group. Person suggestions has supplied useful enter for enhancing 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.
Total, this survey helped us perceive what was bothering customers and supplied us with influential insights that helped form our plans to enhance the modules in Stripo.
Wrapping up
Electronic mail advertising and marketing needs to be enticing and an efficient device for interacting with customers. The Stripo group is actively engaged on creating focused emails that assist retain new customers and gather useful information for product growth.
Listed here are the life hacks we bought on account of this work:
- Concentrate on customers — understanding the wants and conduct of customers is a key component in creating efficient e mail campaigns. Contemplate suggestions out of your prospects.
- Testing choices — usually testing completely different approaches and e mail codecs helps you discover the best options for person retention and engagement.
- Spend money on analytics — use surveys to assemble person insights to enhance the product performance that your prospects want.
Construct efficient focused emails with Stripo
