Transforming Email Engagement: How Global Delight Achieved a 100% Increase in Open Rates
Case Study: Enhancing Email Engagement and Deliverability for Global Delight
About Global Delight
Founded in 2007 in Udupi, India, Global Delight has established itself as a pioneer in developing award-winning cross-platform audio, video, and photography applications. With a user base exceeding 30 million globally, the company is renowned for its innovative and creative apps.
Rohith Bhat (Founder) and M. Ramachandra Acharya (CTO) are the driving forces behind Global Delight. Rohith, a visionary leader who lives by the mantra “Dream big, achieve big,” brings his passion for technology, movies, and travel into shaping the company’s success. Ramachandra, a former professor and patent holder in browser technologies, blends his expertise in coding with a love for the violin to provide deep technical direction as CTO.
Objectives
Global Delight approached cmercury with the following goals:
1. Develop Engagement Programs: Craft tailored engagement strategies for two primary user segments:
– App Downloaded Users: Constituting 80% of their email base.
– Newsletter Subscribers: Making up the remaining 20%.
2. Enhance Email List Hygiene: Implement ongoing and acquisition-phase hygiene practices, addressing challenges arising from their previous single opt-in approach.
3. Design Engaging Welcome Emails: Create compelling welcome emails for each user segment to foster initial engagement.
4. Streamline Unsubscription Management: Address challenges in managing email unsubscriptions across multiple product groups to ensure user preferences are accurately honored.
The Approach
Based on the customer engagement metrics of their previous campaigns along with the user behavioural patterns and demographics, the GD team suggested a structured email workflow for engaging the new registrants. The content was designed to convert free trial installations to paid subscribers. They also wanted to make sure that rather than flooding the new users with continuous communications, target them based on their engagements on emails at a fixed interval schedule.
Challenges
Single Opt-In Approach: Led to potential issues with email list quality and engagement.
Unsubscription Handling: Difficulties in accurately processing unsubscription requests across various product groups, risking user dissatisfaction.
Solutions Implemented
Email List Hygiene Enhancement:
Utilized cmercury Verify to implement rigorous list cleaning processes, ensuring a high-quality email database.
Engagement Programs Development:
App Downloaded Users: Designed targeted campaigns focusing on user onboarding, feature highlights, and usage tips to enhance user experience and retention.
Newsletter Subscribers: Crafted content-rich newsletters featuring company updates, industry insights, and exclusive offers to maintain subscriber interest.
Welcome Email Creation:
Developed personalized and engaging welcome emails for each segment, setting a positive tone for future communications.
Unsubscription Management System:
– Implemented an API-based unsubscription management system , allowing users to opt-out of specific product group communications or globally, based on their preferences.
Adaptive Flows and Deep Segmentation:
Employed adaptive email flows and deep segmentation strategies to deliver relevant content, enhancing user engagement and reducing unsubscription rates.
THE RESULTS
Email List Hygiene: Achieved a hygiene level exceeding 98%, maintaining hard bounce rates below 2%
Open Rate Improvement: Increased average open rates from 12% to 25%, marking over a 100% uplift.
Welcome Email Engagement: Successfully introduced well-crafted welcome emails, leading to improved initial user engagement.
Unsubscription Management Efficiency: The API-based system ensured accurate processing of unsubscription requests, enhancing user satisfaction and compliance.
Enhanced Email Responses: Adaptive flows and deep segmentation resulted in a 200% increase in email responses and a significant reduction in unsubscriptions, contributing to a steady sender reputation and consistent inbox placements.
Conclusion
Through strategic collaboration with cmercury, Global Delight effectively addressed its email marketing challenges. The implementation of targeted engagement programs, rigorous list hygiene practices, and efficient unsubscription management led to substantial improvements in email performance metrics and user satisfaction.
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