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TRIGGERING EMAIL CONVERSION THROUGH REAL TIME CONTENT DYNAMICS Client: One Reputed Australian Online Wines Company

Digital Direct Marketing Partner:

Kenscio Digital Marketing


OBJECTIVE •

To Drive Subscribers Conversion Rate through effective email marketing programs

To trigger customer purchasing for time-bound promotional offers on various wine products


CHALLENGES & ACTIONABLE INSIGHTS Challenges • To create a sense of urgency in subscribers’ mind for time bound promotional offers • To trigger their purchasing decision by highlighting the “time” factor associated with the special offers

Insights • Customers tend to procrastinate their purchasing decisions unless they discover the “alert” factor associated with time bound deals • Their buying behaviour can be influenced by creating dynamic contents which can depict this “alert” in a subtle way

Actions • Embedding “counter timer” that shows the “time remaining” for the offer to expire • This dynamic timer will show the remaining time with respect to the opening time of the email • After deal expiry, it will show a custom message in place of timer


CREATIVE EXECUTION


DYNAMIC CONTENT MECHANISM

A sample Email creative without any dynamic contents


DYNAMIC CONTENT MECHANISM

A dynamic countdown timer embedded on the Email that shows time remaining for the deal to expire with respect to the opening time of the mail


REAL TIME CONTENT DYNAMICS

During Promotion

Post-promotion


CONTENT DYNAMIC USING INVENTORY BAR

5 Slides Remaining !


INVENTORY BAR EMBEDDED ON MAILS

During Promotion

Post-promotion


PERFORMANCE ANALYSIS •

There were several email campaigns performed time to time Comparison with multiple previous campaigns without a counter and targeted to similar database was considered for campaign performance Total number of conversion (Sales Figure) was taken as a benchmark to asses overall performance result

Open Rate

•Comparison with similar base one day before •Comparison with similar base without using counter

Click Rate

•Comparison with similar base one day before •Comparison with similar base without using counter

Comparison of total number of Conversion


PERFORMANCE RESULTS Similar base prior to campaign

The same offer without counter

RTP embedded Campaign

Open Rate

8.05%

8.45

8.43%

Click Through Rate (CTR)

1.84%

2.72%

5.04%

Not Applicable

Supposedly “X”

1.77X (77% increase)

Number of orders received

There was significant increase in click through rate due to the dynamic timer

Number of conversion increased substantially leading to higher number of online orders received


HIGHLIGHTS: USAGE OF REAL TIME PERSONALISATION Triggers Purchasing Decision through dynamic contents • Success was defined by higher CTR value & final conversion • Dynamic content also gives a distinct ability to differentiate your communications amongst hundreds of promotional mails. •


THANK YOU! www.Kenscio.com info@Kenscio.com


Case Study: Real Time Content Dynamics