monetize non engaging email database
Email Marketing

How we helped Voylla monetize non-engaging email database?

Email still stands to be the King among digital marketing tools. According to Digital Marketing Association, email generates ROI of 3800%. Though the case is such, there is a huge loss, maybe known or unknown for marketers, in traditional email marketing approaches. Let’s dig into that.

The usual performance of an email campaign is simply measured in the likes of open rate which comes around 25%, and Click-through rate averaging 4%. Enterprises or digital marketing professionals update, sometimes remove non-engaging email database in regular interval of time, maybe once in 45 days or 90 days, to improve the email campaigns’ results.

This results in huge volume of database loss. Studies show that an average of 16% to 25% of email data is only used. That means if an eCom company having 100,000 database does use only 16,000 to 25,000 active email addresses to run promotional campaigns. This means roughly 75% is of no use!

Did you know it requires an average of $2.5 to acquire a new lead or subscriber? So, just imagine how much would be your loss in marketing if you don’t monetize your non-engaging email data base!

Do you think it’s acceptable for any business, especially in a highly competitive domain? Absolutely not! Then what’s the solution for it?

Predictive Intelligent Emails, the solution to optimize non-engaging data base
Instead of sending non-engaging customers a usual ‘Miss You’ mailers saying We Miss You, Buy This or That; we created 1-to-1 experience for each customer with Predictive Intelligent Emails (PIE).

What PIE does is, it has the ability to predict the right content or product, and at the right time for each customer. You can offer and provide what the customer really wants even before they request it. Let’s take a look at the benefits from predictive email marketing. Increase in conversion, Better customer holding, Enriched user experience, surging authenticity etc. are few of the major, undeniable reasons to using predictive email marketing.

The game changing use case of Voylla
With iCubesPro Predictive Intelligent Emails, Voylla.com sends more than 1.5 lakh predictive emails on an average basis and is able to achieve significantly higher engagement rates. Notably, they could increase click rate to 16% – 20% from 3% – 4%. The revenue uplift too was a stupendous 55% across all email campaigns. You could find the case study here.

So, we at iCubesPro, thought of implementing Predictive Intelligent Emails to non-engaging database – the million dollar answer to the question we discussed above.

What we did was as following:
Step 1: We run the usual PIE campaigns to the clickers.
Step 2: Analyzed the recent 3 campaigns and picked the most clicked URLs or most visited products.
Step 3: Easily inserted those top performed products into the mailer body.
Step 4: Created a segment of non-engaging email database, which comes around 54,000, in the last 6 months.
Step 5: Released the campaign.

The result
We observed 18% open rate and 3.2% click-through rate and very importantly 12 orders from a zero-valued database!

Predictive Intelligent Emails works for non-engaging database if you smartly apply it. You don’t have to send campaigns to your whole non-engaging subscribers. Applying your intelligence, you may segment like non-engaging database within 1 year or 6 month or 3 months. Taking non-engaging database within a period of 10 or 5 years is nothing but insanity by which you would end up your money in total disaster. You could get free advice to use which data from email marketing experts at iCubesPro, which will definitely help you monetize your written-off database, and eventually a spike in your revenue from email channel.

Amritha P. B.

Lead - Cluster
Amritha is a workaholic person, who continuously helps businesses generate value by interacting with them and providing them the right guidelines in the email marketing space. She is a hardcore fan of SRK. Watching movies, and hanging out to new places are her sidelines.