Project Information
Mafatlal Industries
Textile
Poor Email Engagement and CTO
Template Optimization and Content Personalization
Delighted
Enhance audience engagement and drive CTO impact through strategic timing, template optimization, and personalized content strategies
Client Overview
Mafatlal Industries, a prominent player in the textile sector, sought to boost engagement and improve the effectiveness of its email marketing campaigns. Facing challenges with low open rates and the need to enhance CTO, the client aimed to revitalize their email marketing strategy to resonate better with their audience.
Challenges Faced:
Despite notable improvements in Click-Through Rates (CTR) and Click-To-Open Rates (CTO), Mafatlal Industries encountered hurdles such as low open rates and the necessity to optimize their Call-to-Action (CTA). While the reduction in unsubscriptions was a positive development, there remained opportunities to further refine engagement strategies.
Solution Offered to the Client
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Template Optimization: Updating email templates with visually appealing images was identified as a crucial step to enhance engagement. Incorporating eye-catching visuals can capture recipients' attention and encourage interaction with the email content.
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Strategic Deployment: Leveraging insights on optimal sending times, Mafatlal Industries strategically deployed campaigns during peak engagement windows, resulting in enhanced response rates and interaction with email content.
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Content Personalization: Tailoring email content to resonate with the target audience's preferences and interests was emphasized. Personalized messaging addressing recipient needs and preferences can foster stronger connections and drive higher engagement levels, improving the CTO.
Execution
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There was a noticeable improvement in the key metrics and engagement due to the effective optimization of campaigns.
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Automated List Cleaning and Email Validator were implemented to remove invalid email addresses
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Performing litmus and A/B tests on creatives and SLs to track campaign performance.
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Trying out multiple variations in the creatives, enabling send time optimization, etc.
Result of the Campaign
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Open Rate Enhancement: With an improvement of open rates by 25 to 30.20% for school uniforms and by 10% for healthcare campaigns, Mafatlal Industries has significantly increased the visibility and reach of its email content, fostering greater audience engagement.
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CTA Effectiveness: By refining Call-to-Action elements within their email communications, Mafatlal Industries witnessed improvements in Click-Through Rates (CTR) and Click-To-Open Rates (CTO), with CTR reaching 0.38% for school uniforms and 0.26% for healthcare campaigns, and CTO peaking at 1.25% and 2.81%, respectively.
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Strategic Timing: Leveraging insights on optimal sending times, particularly during morning hours and between 10 AM to 11 AM and 3 PM to 4 PM, proved instrumental in driving engagement. Aligning campaign deployment with peak activity periods maximized visibility and response rates.
Conclusion
Kensio played a pivotal role in enhancing the performance of Mafatlal Industries email marketing campaigns. Through advanced analytics and template optimization tools provided by Kensio, Mafatlal Industries successfully refined their email templates with visually appealing images and personalized content.
This optimization, guided by Kensio’s expertise, captured recipient attention, leading to higher engagement levels and improved Call-to-Action (CTA) effectiveness. As a result, Mafatlal Industries witnessed notable increases in open rates, Click-Through Rates (CTR), and Click-To-Open Rates (CTO), positioning the brand for sustained growth and enhanced brand loyalty in the competitive textile market.