Our case research collection, “E mail Marketer’s Code,” brings you one other distinctive instance from a seasoned marketer. On this version, main e-mail advertising strategist Viivika Lumberg shares how she carried out a trigger-based e-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 conduct and considerate automation, took the app from a 1% conversion charge to a powerful 65% completion of person profiles. When you’re searching for insights into utilizing e-mail sequences to information customers and enhance conversions, this case is full of precious classes you received’t wish to miss.
Knowledgeable
CMO at CostPocket, e-mail advertising coach at Smaily
About Viivika Lumberg
Viivika Lumberg is a seasoned freelance e-mail advertising strategist with a deep ardour for data-driven advertising and organizational conduct. Specializing in maximizing the potential of e-mail campaigns, she has a monitor report of delivering distinctive outcomes to her shoppers. For instance, her work with CostPocket led to a outstanding tenfold enhance in conversion charges from trial customers to paid prospects, all because of well-crafted e-mail flows. Her experience additionally extends to bettering e-mail engagement by means of using superior analytics and segmentation instruments for shoppers akin to Smaily and Maildo.
Because the founding father of Maildo, an e-mail advertising company, Viivika efficiently managed every part from e-mail methods to technical setups and GDPR compliance. Her management and strategic imaginative and prescient have been so impactful that Smaily later acquired the company. Pushed by a dedication to steady enchancment, Viivika steps into companies to craft tailor-made e-mail advertising methods that not solely meet but additionally exceed expectations, delivering measurable outcomes each time.
Viivika shares her expertise in creating a method and organising a set off e-mail marketing campaign, the primary purpose of which was to transform leads within the product into customers.
Set off-based emails are the perfect noninvasive method to talk along with your shoppers on the proper time with the proper message. Though they will generally be difficult to arrange, I assure that they’re definitely worth the trouble.
Viivika Lumberg,
CMO at CostPocket, e-mail advertising coach at Smaily.
About CostPocket
A bit extra about the start line: CostPocket (beforehand Tsekk.ee) is an expense administration app that digitizes information from receipts and invoices and helps with expense and journey reviews. It isn’t simply an app for accumulating expense paperwork. The magic occurs when all the information are despatched into accounting software program in digital kind, so no accountant must do any guide entry.
About seven years in the past, I confronted a query: What do you do you probably have a very nice product that can make your life 20 instances simpler, however organising the account is a bit tough, and also you in all probability want the service just a few instances a month?
We have now two choices:
One choice is to name every of your shoppers and assist them by means of the preliminary setup course of, however this method is just not scalable.
One other manner is to automate the method with the assistance of emails.
The advertising problem: Just one% of leads grew to become energetic customers
The CostPocket downside was that it was downloaded by shoppers who made step one (created an account), however just one% of these folks really began to make use of the app.
The foundation of the difficulty was easy: Through the course of, folks have been requested many questions, a few of which have 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 resolution could be to information folks by means of 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 choice, because the system CostPocket used didn’t enable for using set off factors to ship emails. So, all that we may do was arrange an inventory of emails that every one customers would obtain after signing up and giving us their e-mail addresses, which was the one piece of accessible data at the moment.
Answer: 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 indicate the service’s advantages, an e-mail with a joke (sure, that’s high-quality if you recognize your prospects will recognize it), and some others. The automation was based mostly 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 based mostly solely on sign-up would lead to 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 typical open charge for all of the emails within the checklist was 42%, with the primary e-mail averaging a 54% open charge and the final averaging a 33% open charge.
Click on charges for these emails have been considerably much less vital, as we didn’t have a system to direct folks again to the app. Due to this fact, the emails contained many of the crucial content material within the e-mail physique, and the CTA directed recipients to a weblog submit with an extended rationalization of the identical subject.
What did the emails seem like? They have been very simple:
(Supply: E mail from CostPocket)
We added one image to each e-mail and included a brief tutorial textual content, aiming to take no a couple of minute of the recipient’s time to learn the e-mail. Moreover, we included the identify and film of an precise buyer help particular person on the backside of the e-mail.
Ends in numbers: A tenfold enhance in accomplished profiles
The mailing statistics have been described earlier:
the typical open charge for all emails was 42% (starting from 33% to 54% in particular person emails);
the typical click on charge was 3.7% (starting from 0.1% to 9.9%);
the precise enterprise win is that because of these emails, CostPocket gained 10 instances 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 circulation, which earned the nickname “The Monster.” By then, the app had developed considerably, permitting us to determine precisely the place new customers have been getting caught throughout the sign-up course of. We additionally made the complete person journey smoother, because of suggestions from our prospects.
We now not wished to ship seven emails to every new buyer, as that might be thought-about spamming.
What did we do?
As a substitute, with the assistance of the IT division, we arrange triggers for every step within the sign-up course of.
We realized that one e-mail per set off is just not at all times sufficient. This meant that our “Monster” grew to become even larger and included extra emails: on common, each set off had three emails, leading to greater than 20 emails in complete. Vital be aware:Bear in mind, the trick is that not everybody receives all of the emails! The triggers have been arrange in order that if somebody didn’t full step 2 within the sign-up course of, they acquired an e-mail the following day with an outline of how you can 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 further emails. Nevertheless, in the event that they nonetheless didn’t end the second step, they acquired two further reminders. If nothing occurred, they have been moved right down to a normal circulation explaining the app’s advantages, which included three further emails. If the consumer 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 beneath. We experimented with the copy at the very least 3 times and continued to enhance the textual content.
(Supply: E mail from CostPocket)
It is a complicated resolution that requires in depth testing and thought to make sure that your shoppers obtain solely the required emails and that the sequence stops as quickly because the required motion is taken.
The outcomes are definitely worth the bother, although:
the typical open charge for all emails was 53% (starting from 42% to 70% in particular person emails);
the typical click on charge was 7.7% (starting from 0.1% to 16.9%);
the typical share 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 instances and continually examined on customers, and advertising is doing extra exact focusing 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 e-mail advertising efforts:
Leverage triggered emails — arrange automated emails based mostly on person actions. Establish key factors the place customers want steering and ship well timed useful emails to maintain them engaged.
Constantly optimize your flows — check completely different e-mail sequences and refine them over time. Don’t be afraid to broaden your circulation as wanted, however be certain that every e-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 make it easier to construct compelling, high-performing e-mail campaigns.
P.S.: Are you a working towards e-mail marketer and have a case research of an impressive e-mail marketing campaign that you simply wish to share with the neighborhood? Write to us, and we are going to talk about it.