Couponing site enjoys 121% lift in activation using customisable email delivery functionality
Markco Media is a global web-based marketing and advertising company that operates the UK’s number one voucher and deals network.
Realising that issues with deliverability were hampering its success led Marcko Media to look for a new email service provider.
“Our myvouchercodes.co.uk site is in rapid growth mode with 8-10 million unique views to our website every month. Email is an integral part of our strategy, and it was imperative that we get into our subscriber’s inbox to help drive traffic to our site and increase conversion,” said Simone Vincent, myvouchercodes.co.uk email marketing manager.
Redoubling email response focus
There was a renewed focus on the myvouchercodes.co.uk’s email programme after selecting Silverpop Engage as its email service provider and hiring a new email marketing manager to put together a strategic plan.
Vincent worked closely with Silverpop’s account management team to understand how she could take best advantage of Silverpop Engage to make the programme as dynamic as possible.
“We completely overhauled our email programme, which included a full redesign of creative, implementation of a double opt-in system, and a focus on how we could better engage subscribers based upon their behaviour,” she said.
The myvouchercodes.co.uk programme today includes weekly promotional emails to subscribers focused on top company offers based upon subscriber preference, top trends that includes a content-based email written from a very personal perspective, and third-party emails that drive advertising revenue.
A programme consisting of three parts is also focused on welcoming new customers and improving their likelihood of activation. And a re-engagement programme enables a personalised email series to be sent customers that haven’t interacted by opening an email within the past three months.
For its welcome programme, Vincent uses Silverpop’s Programs feature to create a multi-email series welcoming new subscribers and then sending them reminders if they do not activate via double opt-in within a specified period of time.
“Implementing a double opt-in is best practice, but we are also at risk of customers never completing their sign-up process. With Programs, we are able to easily automate the process and realize a significant uplift in terms of an increase in subscribers completing the sign up process,” said Vincent.
For its re-engagement programme, Vincent targets dormant subscribers with personalised content using Silverpop’s Dynamic Content functionality. “If we can get dormant subscribers to open their emails again, they will realise the value of the brand. By speaking to them in a personalized one-to-one style and incorporating subscriber preferences, we are increasing the likelihood of re-engagement,” she added.
Reaping optimisation benefits
Myvouchercodes.co.uk’s programme focuses on the entire customer lifecycle, which includes welcoming new customers, nurturing them and, winning back inactive subscribers.
With a focus on monetising its email programme based on subscriber behaviour, myvouchercodes.co.uk has benefitted from a 121% lift in activation through welcome campaign three-part reminder series, where 20% of its dormant subscribers were reactivated through re-engagement programme.
“We are very happy that our open rates improved by 17% by using send time optimisation,” added Vincent. This is a feature our merchants really like and implementing it is as easy as clicking on a box.”
“The biggest benefit with our email programme is that our results are measurable and therefore it is transparent where we need to focus our efforts,” she concluded.