Reanimating the subscriber base for a consulting agency
About client
UkrAgroConsult is a consulting agency specializing in research and analysis of the agricultural market in Ukraine and the Black Sea region. The company offers a range of services, including analytics of grain and oil markets, food industry research, agricultural sector studies, logistics, forecasts of raw material and agricultural markets, development of individual business strategies and plans, investment consulting, and more.
Tasks
How did we achieve this result?
The Problem
An outdated database, with mailing sent to users who registered on the portal over 10 years ago or left their contact details at annual thematic exhibitions and forums.
The Result
A scenario was created for the reactivation series.
Logic of the series:
- Welcome letter for everyone
- General information letter about what will be included in the newsletter
- Bonus letter
- Reminder about the bonus, which will expire in 48 hours
As a result of the series, subscribers were added to the address books:
- Active addresses in the English database after reactivation (1908)
- Inactive addresses in the Russian database after reactivation (8543)
Mailing results:
- Sent – 38604
- Delivered – 36106
- Opened – 2358 (6%)
- Clicks – 88
- Errors – 2477
- Unsubscribed – 40
- Spam complaints – 2
Statistics on the opening of each letter.
Conclusions
The reactivation series was delivered to 10946 recipients. As a result of its completion, 1908 interested recipients remained in the database (17.4%). If we exclude from the starting number those who could not receive the letters at all (emails for which SendPulse reports an error that the addresses do not exist) – the success rate of the series is 18.8%. An address book titled “Active addresses in the English database after reactivation” was created in the personal account, which currently contains 1908 contacts.
Recommendations:
- Always add to the mailing list only those users who are genuinely interested in receiving the newsletter.
- After each order is placed on the site, it is worth sending an email with an offer to receive content
- A subscription form should be created on the site to attract new customers. For this, a pop-up needs to be installed and a welcome automated email series should be connected to immediately engage the person in communication
- It is very important to conduct regular mailings with subsequent validation to maintain the hygiene of the database
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