Implementing Email Marketing and Games

By analyzing four services across sixty-six factors, we assisted the client in selecting the optimal email marketing platform. They received a detailed presentation in the comparison table. Based on our recommendations, the client has selected the best solution, matching the needs and balancing cost with features.

We removed duplicate contacts and performed both quick and thorough verification of the client’s contact database. As a result, the client received a list of active users ready to obtain the first emails. The professional preparation and data cleanup helped us to get relevant contacts and improve the effectiveness of the newsletters.

We integrated and configured the ESP for sending mass email campaigns. Uploaded the validated customer database to the platform. Created an account, set up DNS records, as well as Gmail and Mail postmasters for domain tracking, chose a name, and added an avatar to the email system.

Warmed up the domain on Mail, Gmail, and Yandex using newsletters from the DOI, Welcome, and "return" DOI scenarios. The majority of the validated users in the database consented to receiving emails and engaging with the brand.

When the infrastructure was prepared, the next step was to launch the email campaigns. Therefore, we built a process from scratch for creating and approving communications with the client: from creating email layouts to collecting statistics and generating recommendations for future mailings.

Changed the newsletters structure by incorporating interactive elements such as mini-games, GIFs, and additional ready-to-download materials. These enhancements helped increase CTOR, boost subscribers’ loyalty, and drive more traffic to the landings with activations and the website.

Before the New Year, together with the client, we decided to launch an activation aimed at enhancing loyalty among existing users and attracting new ones. Developed a gamification on a dedicated landing page where the visitor was able to customize a card by choosing the color, background, and text from a number of options. As a bonus, the user got a children’s book titled "Holiday Kaleidoscope from Kinder: Games and More".

The New Year’s campaign was launched to increase loyalty among active users and grow the customer database.

The bright New Year’s gamification captured users' interest, with some creating multiple cards. Regarding new customer acquisition, the form completion rate was 31% of all visitors, with 18% verifying their emails. This promotional campaign allowed us to build brand trust and increase users' willingness to receive communications. As a result, we managed to successfully launch a project from scratch within 2 weeks and added new contacts to the customer base. We were able to reach a larger audience with future mailings.

Alongside we continued working on the customer base segmentation. As the basis, our team used factors related to audience interaction with the new brand communications. The analysis was conducted 6 months after the launch of the email channel, providing us with sufficient data on user activity. We identified 5 main segments and set up automatic updates on each. Described a communication strategy for all the groups as well as gave recommendations on the frequency of mailings and reactivation.

We developed creative additional materials for emails, the New Year’s card landing page, and promotional activities: for instance, static and animated Telegram sticker packs, PDF coloring pages, and a New Year’s book for kids featuring various mini-games and checklists.

To consolidate the successful launch of the project, we provided the client with a detailed plan for sending trigger and mass emails for activations including all technical aspects. Also, generated a list of supporting communications for users in the general database.

Launched email marketing for mass communications.

Segmented and validated the customer database.

Warmed up the domain and updated the subscriber list.

Set up automated and regular email campaigns.

Defined email workflows and customer journeys.

Expanded CRM marketing tasks. Started working with other Kinder brand teams.

Created New Year's gamification and creative materials: Children's book, Stickers for Telegram, Mini-games in emails