Project Information
BookMyShow
Entertainment
High spam complaint rates and domain fluctuations
Kenscio implemented frequency limits, database suppression, and real-time optimizations
Appeased
Optimizing Email Campaigns for BookMyShow: Reducing Spam Complaints and Stabilizing Domain Performance
The Challenges:
BookMyShow, a premier entertainment ticketing platform, faced significant challenges in managing email campaigns due to the need for more database (DB) availability from its leading CDP system. To overcome this, the BookMyShow team utilized behavioral data from the Mapp Engage UI, starting with an active database (DB). This initiative highlighted two major challenges during the domain scaling process: high user-level spam complaint rates and domain fluctuations.
Challenge Faced by the Client
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User-Level Spam Complaint Rate: The initial phase of using an active database revealed a high rate of spam complaints at the user level, negatively impacting email deliverability and user engagement.
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Domain Scale-Up Fluctuations: During the domain scaling process, the team encountered issues with content filtration and fluctuations, disrupting the email campaigns' consistency.
Solutions Implemented for the Client
Reduction in User-Level Spam Complaint Rate:
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Implemented a user-level email frequency limit, ensuring each user receives a maximum of 3 weekly emails.
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Suppressed the last 3 days' deployment database from other domains to prevent overlap and reduce complaints.
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Kenmail was integrated with BMS CDP to ensure the highest deliverability and guaranteed Inboxing.
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We integrated our robust tool, KenClean, to ensure that all data is validated and invalid data is removed to improve campaign performance.
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We also conducted litmus tests and A/B testing to track inbox placement during the campaigns.
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Spam traps were caught periodically on the validity tool, and those IDs were suppressed to enhance the campaign performance.
Addressing Domain Scale-Up Fluctuation Challenges:
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We deployed email campaigns in multiple batches to minimize content filtration issues.
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Conducted interim tests on campaigns and made necessary adjustments, such as optimizing subject lines and modifying templates based on performance.
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Maintained a ratio to inactive campaign volume, adjusting the active percentage as needed based on performance monitoring.
Solution
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The campaign performance showed significant improvement following the resolution of the obstacles.
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Kenscio managed to restore the client's IP and domain reputation.
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Through A/B testing, Kenscio experimented with different subject lines and email content, verifying that a large chunk of emails were successfully delivered to the recipient's inboxes.
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Additionally, Kenscio successfully dealt with issues regarding spam, blocking, and blacklisting specific to ESPs.
Outcomes of the Campaign
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Spam Complaint Reduction: Implementing the user-level email frequency limit and database suppression significantly decreased the spam complaint rate, improving email deliverability and user satisfaction.
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Stabilized Domain Performance: The batch deployment and continuous optimization strategies effectively addressed the domain fluctuation issues, resulting in more stable and effective email campaigns.
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Higher mailing throughput to ISPs: ISPs like Gmail, Yahoo, and others started accepting email at higher sending limits, resulting in faster campaign completion time.
Results:
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The spam complaint rate at the user level was significantly reduced due to controlled email frequency and strategic suppression.
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The average open rate was more than 30% for openers, non-openers, and non-receivers for higher volumes.
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The average Click-through Rate was 0.50%.
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The overall unsubscription rate was less than 1%.
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We have achieved the key metrics with a higher send-out volume.
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The domain fluctuation issues were mitigated by deploying campaigns in batches and continuously optimizing based on interim results, resulting in more stable and effective email deliverability.
Conclusion
Through strategic planning and continuous monitoring, BookMyShow successfully tackled the challenges of high spam complaint rates and domain fluctuations. The solutions implemented enhanced the effectiveness of their email campaigns and improved overall user engagement and satisfaction.
By adhering to these strategies and plans, BookMyShow aims to improve the effectiveness of its email marketing campaigns, ensuring high engagement rates and customer satisfaction. Furthermore, they take measures to ensure that emails land directly in customer’s inboxes, avoiding spam filters and increasing the engagement ratio in email campaigns.