Online Entertainment Ticketing Platform’s Success Story
About the Company
India’s largest online entertainment ticketing platform allows users to book tickets for movies, plays, sports, and live events. One of the most popular destinations for event ticketing in India.
As a reputed brand and a market leader, it has a presence in 4 countries, with 5000+ registered screens and a strong base of 25 million customers. Email marketing is pivotal in reaching out to registered subscribers with the latest show-time information.
Challenges
Marketing your brand in a highly competitive market is quite challenging. As the biggest online ticketing platform, it relied on emails for business communications. Therefore, the deliverability of emails to the customer’s inbox was a constant challenge.
The existing challenges that clients had to face initially are mentioned below:-
Ensuring the quality of user experience was one of the major challenges.
Reduced Open Rate: The open email rate was lower due to unappealing subject lines, spam, and readability issues.
Ensuring INBOX Placement: Emails were landing in the spam box instead of Inbox, affecting campaign performance.
The readability of text and preheader/subtext was another challenge.
The Objective of the Campaign:
* Break the clutter of email communications between the brand and the users.
* Reach out to maximum users to promote and cross-sell activities/movies.
* Improve user experience in terms of email communication.
* We are improving deliverability based on city, age groups, and other related factors.
* Provide a seamless experience for the customers, and improve brand-customer affinity.
* Enhance lead generation by improving the open rate and CTR.
Solution
Personalized content analysis involves spam checks, subject-line predictions, sub-header performance, and ensuring appealing context and content. A comprehensive email deliverability audit was conducted to outline the issues behind the lack of email deliverability.
With the best-in-class email deliverability intelligence and real-time insights, the team at Kenscio redeemed the IP & Domain reputation of the client. A/B testing of email subject lines and content was undertaken to ensure a high degree of INBOX placement. In addition, ESP-specific spam, block, and blacklist issues were also addressed.
Kenscio Suggested the Following Solutions for the Campaign:-
* Intelligent Email Segmentation
* Emailer Intelligence
* Deliverability monitoring and Tracking
* Infrastructure and IP Maintenance
Execution of the Campaign
* Improving IP & Domain Reputation from low to high
* Execute and monitor warm-up plans to scale up volume
* Ensuring email list hygiene – Time-triggered & automated list cleaning (Effective segmentation)
* Subject line comparison and content score check to gauge email campaign performance.
* Hotmail SNDS monitoring and analytics
* Spam & Blacklist alert – Suppression against potential spam trap
* Gauge email campaign performance in real-time with unprecedented email deliverability intelligence’s email open rate, read rate, delete w/o being read rate & the subscriber engagement level.
The Outcome of the Campaign
- We improved the inbox placement to 90%.
- Improve the sender’s reputation
- Increased the open email rate to 10%
- Reduce the spam rate to 0.1 %
- Reduced the bounce rate to 0.5 %
- Boost up the ROI by improving the CTR rate by 3%
- Improve the average conversion rate by 2.5%
- An increase of 10% in the average engagement rate