Project Information
Yatra
Online Ticket Bookings
Struggling with low email open rates and deliverability
Redeemed domain reputation and achieved high inbox placement rates through A/B testing
Satisfied!!!
From Poor Deliverability to High Open Rates: Kenscio's Email Transformation
The Challenges
As a leading online platform for ticket booking, the brand heavily relied on emails for its business operations. Therefore, ensuring the successful delivery of these emails to customer’s inboxes presented an ongoing difficulty.
Here are the Initial Challenges that Clients were facing:
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Ensuring an optimal user experience presented a considerable challenge.
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Reduced Open Rate: A decline in the open rate of emails was detected due to repetitive subject lines, spam, and issues with readability.
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Ensuring INBOX Deliverability: Overcoming the hurdle of inbox deliverability was crucial to ensuring that emails reached recipients' inboxes rather than being flagged as spam, as this directly impacted the performance of the campaign.
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The readability of the text and the accompanying preheader/subtext posed an additional challenge.
Kenscio Recommended the following Solutions for the Campaign:
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Revolutionize the overcrowded realm of email correspondence between the client and customers.
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Capture the attention of a broader audience to stimulate increased online purchase.
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Improve the chances of successful email delivery by considering location and other pertinent criteria.
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Establish a flawless customer journey to cultivate meaningful connections between the brand and its customers.
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Amplify lead generation by enhancing both the rate at which emails are opened and the rate at which links are clicked.
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Monitor and track the success of email deliverability.
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Safeguard the integrity of infrastructure and IP addresses.
Campaign Execution:
An in-depth content analysis was undertaken, including checking for spam, predicting subject lines, assessing subheader performance, and ensuring appealing content and context. Inbox deliverability was audited comprehensively to identify the reasons for the lack of inbox delivery success.
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We took the necessary steps to guarantee that the mailers were delivered to both the Inbox and Primary tab during the initial warm-up stage.
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We created active audience segments, divided them into logical groups, and conducted A/B testing of subject lines and content to ensure precise placement in the inbox.
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We consistently monitored and updated the client as required, ensuring a superior customer service experience.
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We focus on real-time monitoring and adjustments to enhance the overall customer service experience.
Solution:
The campaign execution improved significantly after addressing the challenges.
Results
Additionally, Kenscio also addressed issues about spam specifically targeting ESP, as well as problems related to blocking and being placed on blacklists.
Campaign Metrics
Conclusion:
This case study exemplifies the effectiveness of strategic planning, successful execution, and continuous monitoring in overcoming marketing challenges, significantly improving the effectiveness of email campaigns and boosting client satisfaction.