How Sending 4 Emails a Day Increased Our Sales by 62%

The article by Valentina Matyunina, business development manager at Dau Relationship Marketing, discusses the strategies the agency used to increase their client's sales by 62%. The agency's clients include a streaming service with a subscription system. The agency’s main goal is to convert users into paid subscribers for the streaming service.

Altcraft Platform, a marketing automation platform, proved instrumental in addressing this challenge. This allowed the team to steer clear of technical complexities and dedicate their freed-up time to refining the email strategy for the client. This involved devising a unique giveaway with a cash prize and crafting fresh triggers.

What We Did

We have extensive experience in email marketing and firmly believe that the "send an email and wait" approach is ineffective. It fails to engage the database and drive customers towards the desired action. Constant reminders are essential, but they must be delivered subtly.

Following the initial email, we crafted a "reminder" email. The number of follow-up emails varied depending on the accuracy of the trigger. If the trigger was successful, great. If not, we would experiment with a different trigger. To track results and identify audience engagement, we utilized Altcraft Platform's comprehensive analytics. The platform promptly generated reports based on specified filters.

Our objective was to convert trial subscribers into paid subscriptions with 3-month or 12-month plans. We sent two primary email blasts to the entire database, but as expected, the conversion rates fell short of our expectations. This prompted the implementation of follow-up emails.

To ensure success, we launched an "email blitz" for our clients. This involved sending daily emails to the streaming service's subscribers, a rather aggressive approach. We only paused on weekends because email open rates are typically lower during those times — people are generally less active on their email accounts. This insight, along with others, came from Altcraft Platform's analytics.

Unsubscription rates remained within the acceptable range (< 0.05%), while conversion rates soared. So, why didn't we annoy everyone?

Creativity is King

The platform allows us to segment the audience based on various criteria, ensuring that emails are delivered to those most likely to open them. Essentially, we conducted an email campaign using a "hot" database, but we divided the recipients into two groups. One group included those who had never opened any emails, and the other group included those who had read the emails but had not yet made a purchase.

For the first group, our goal was to get them to open the emails. This required creative approaches to email subject lines: we needed to capture the recipient's attention and make them curious about the content, without revealing too much before they actually opened the email.

Here are some examples:

• Clear the Skies and Discover Your Future 🤯

• Act Now! This Can't Wait! 😜

• A Turning Point Awaits 🧭

For the second group of subscribers, we needed to work with the content itself, not the “packaging.” We used unusual design elements, GIFs, or visual triggers to show them we offer a modern and useful product they definitely need.

Our Results

As per the plan, we were required to send out 14 emails over a 60-day period. It’s interesting that towards the end of the campaign, we had to send out 4 email blasts per day. But not only did we not experience any unsubscribes, but on the contrary, additional sales within the scope of the task increased by 62%, revenue exceeded advertising expenses threefold, and there was no noticeable increase in unsubscribes after the final emails.

Reminder emails proved to be the secret sauce of our success, boosting the target conversion rate. With the help of Altcraft Platform, we were able to expand the number of paid subscriptions to the streaming service.

To avoid being intrusive and causing negative emotions, we employed a variety of informational and creative triggers, experimented with different subject lines, and incorporated interactive visual elements into our email designs. This kept users engaged despite the consistent message across all emails — an invitation to participate in a cash giveaway.

What Did We Learn From This Experience?

Outsource technical tasks to specialized platforms and invest the saved time in creative brainstorming sessions with your agency team.

By Valentina Matyunina