Oh My! to Oh WOW!Marketing Case Study of Same monotonouss sent to subscribers which has led to dipping open rates The Challenge CASE STUDY 1.Improve relevancy ofs with real time campaigns 2.Plan different types of campaigns instead of just promotional 3.Make ancalendar and set the frequency of mailing 4.Create segments based on customer engagement Solution Proposed CASE STUDY Strategy CASE STUDY Create various categories of campaigns so as to improve customer interest in the brand. Focus on Real time campaigns to improve relevancy and customer connect. 1 Nurturing Branding Engagement Promotion STEP Re-engagement CASE STUDY Devise different types ofconcepts that adhere toBest Practices and gets highest response from customers 2 STEP CASE STUDY Testimonial Campaigns for building brand credibility Introducing OLX brand ambassador tocustomers Event based Campaigns to add a touch of personalization Contest Campaigns to reach out and amplify the Brand Bollywood inspired Campaigns to improve visibility Concept selling Campaigns to build brand awareness Improve the level of targeting and efficiency ofdeliverability Active In-Active Active 1 time opener Active 2-3 time opener Active 4 time opener In-Active Never opened EARLIER BUCKETS OF SEGMENTATIONPROPOSED SEGMENTATION BUCKETS 3 STEP CASE STUDY Actively posting on website Setsending frequency for each of the buckets created so that users receives based on their engagement Active 1 time opener Active 2-3 time opener Active 4 time opener In-Active Never opened 2s / month3s / month 4s / month 2s / month 4 STEP CASE STUDY Actively posting on website 4s / month Define rules for Segmentation Strategy Active 1 time opener Active 2-3 time opener Active 4 time opener In-Active Never opened 2s / month3s / month 4s / month 2s / month Bucketing rules to be revised every 4 months Removeids of users who havent responded to these re-engagements after 4 months 5 STEP CASE STUDY Actively posting on website 4s / month CreateMarketing Calendar for each month and sends in a scheduled and organized manner depending on user interests and interaction June Testimonial Campaign Introduce Biker ride contest Region wisefor contest User Benefits of OLX Bollywood inspired SampleCalendar for month of June Engagement nurturing Engagement Promotion Branding 6 STEP CASE STUDY Implementation CASE STUDY About the Campaign Promotionalplanned around Bollywood theme to draw more response saw an exceptional open rate of 15.7% Subject line Even our Bllywd Legends are selling their Old Stuff on OLX Response Active database Open Rate 15.7% CTR 0.9% Inactive database Open Rate 1.5% CTR 0.16% Bollywood inspiredcampaign CASE STUDY # GIF images Letter C & S keep interchanging Concept -- To promote to users that buying and selling is simple through mobile phone. Implementation By trackingopens on mobile device (both Android and Ios) using EMMS device tracking feature, all mobile users are targeted to promote buying/ selling through mobile and also to download the mobile app. Response -- Android users Open Rate 15% Click Through Rate 1.2% iOS users Open Rate 27% Click Through Rate 0.8% Device targeting CASE STUDY Event basedcampaign to improve customer connect About the Campaign Real time campaign planned to make most of the football excitement. Response Active database Open 18% CTR 1.26% Inactive Open 1.1% CTR 0.15% A/B TESTING PERFORMED ON SUBJECT LINE SUBJECT LINE ASUBJECT LINE B people are watching FIFA in peace? Find out how No Tring Tring Enjoy FIFA in peace with your friends Winner campaign CASE STUDY Concept Using positive opinions of customer who transacted through OLX to drive the active non-transacted customers Response Active database Open 10% CTR 0.04% Testimonial campaign to build trust in the brand A/B TESTING PERFORMED ON SUBJECT LINE SUBJECT LINE ASUBJECT LINE B The Story of Our Happy Customers Happy Stories | Happy Customers Winner campaign CASE STUDY Concept campaign in sync with OLX marketing strategy of increasing the customer reach by partnering with reality show. In the campaign, users get a chance to take part in a reality contest by selling their unique items through OLX. Subject line Hello [City_Name], Be a part of Epic OLX Collector Riders Contest Response Open 10.8% CTR 1.62% Contest Campaign CASE STUDY Results CASE STUDY Better customer engagement 25% of inactive subscribers for the last six months responded to different themes of campaigns 10% migration of users from one timeopener bucket to 2/3 timeopener bucket Steady increase in average open rates by 15-20% Increase in the volume of QoQ listings on OLX website Decrease in unsubscribe rate by 10% due to controlled frequency and a calendared and targeted approach CASE STUDY CORPORATE OFFICE 8 th Floor, Peninsula Towers, Peninsula Corporate Park, Lower Parel (W), Mumbai Phone: | Missed Call: BRANCHES New Delhi | Chennai | Bengaluru | Hyderabad | Gandhinagar | Pune