Email Marketing Strategy:
Emails were being sent in an un-organized manner with no monitoring and measurement system in place. There was no strategy in place to select the products for specific campaigns. There was no system in place to measure the effectiveness of the campaigns like open rate, click rate or any resulting sales. They were either repeated or stopped at the discretion of the operator. We built and setup the entire email marketing strategy, implemented the measurement strategy, deployed measurement technologies and integrated measurement systems with the emailing platform and the e-commerce site. This resulted in an ROI of Rs 13.45 on every rupee spent on the campaign.
Products: Books, eBooks for competitive exams and olympiads
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Strategic email marketing campaign resulted in 13.45x ROI
Though the emails were being sent by the client’s end but in a totally un-organized manner. No measurement system, no strategy was in place. We knew nothing about the list behavior no bounce stats, no open rates, no CTRs was available.
Our strategy and recommendations
We strategically went ahead and extracted the list of all buyers in last 3 years from the ecommerce system. Since the list was a bit old so the very first step we took was to clean it up. The cleaned list was 60% of the size of the original list and scrubbed for hard bounces, honey-pots and spam-traps. We then segmented this list in year wise and class wise sub-lists. Then promoted these classes by 3 in the list that was two years old and promoted the classes by 2 in sub-lists that were two years old and so forth. We also gave attention to the fact around what were the top 20% best sellers to these list segments. We identified the products best-suitable for promotion with these list segments.
We put the measurement system in place and integrated the system with Google Analytics. Now we knew if any person from these lists bought on our site and the amount of purchase for every transaction.
We started sending the emails campaigns to these lists segments with the products suitable to these lists for the relevant classes.
We started getting results and some lists people started buying in less than one hour of sending the campaigns. We got an ROI of 13.45x after 1st four months of starting these campaigns. i.e. we got Rs 13.45 worth of revenue for every rupee spent on email marketing. We were able to bring back people who had bought from us in the past and successfully generated more revenue from them.
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