The 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
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.
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.
Strategy (Audience Training)
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 (Order Numbers) 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
Execution
Creatives
Dynamic Content Mechanism
No “Immediacy”
Encircl partnered with Lifestyle bloggers and influencers to create awareness and make the #ClassseItaliana hashtag popular.
Embedded “Immediacy”
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.
The Email Lifecycle
During Promotion
Post Promotion
Embedded Inventory Status
During Promotion
Post Promotion
Case Highlights
| 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% |
| Number of orders received | Not applicable | Supposedly “x” | 1.77X (77% increase) |
Number of online orders drastically increased by a staggering 77% compared to previous campaigns for similar offers without using the countdown timer.
A multiple number of such email marketing campaigns carried out using Real Time Personalisation (RTP)
Throughout all the campaigns, there is a consistent increase in the number of orders received, a significant trend that reflects the essence of Real Time Personalisation(RTP)