Our client ArgenSweet is a major milk-candy producer in
Argentina. AddReal started working for the client when past
campaigns were not delivering expected results. Overview When ArgenSweet came to AddReal, it was confronting a common issue for large email campaigns: Email marketing efforts were not producing desired results. Even when ArgenSweet sent a huge amount of emails, overall traffic to their website was decreasing. The company was unable to locate the cause for the drop in web traffic. Objectives First, AddReal needed to diagnose the problem by reviewing all analytics from past campaigns. Next, AddReal needed to create radical improvements in the marketing strategy with a new campaign. Solution AddReal performed a digital effectiveness analysis and a research marketing analysis that included an in-depth examination of all return paths and a qualification checklist for the certification program. The process tracked the campaign IP address and completely recorded metrics that distinguish legitimate email senders from spammers: volume, complaint rates, unknown user rates, infrastructure, spam trap hits, and content. AddReal’s analysis revealed that the overall inbox placement rate (IPR) reported such a low delivery rate that it was missing nearly 60,000 subscribers and customers in its marketing efforts. Previously executed campaigns that included a mailing pattern of one large monthly mailing had negatively impacted the company’s online reputation. Also, the way the client was approaching the target market was not generating any response. A mailing segmented by ISP found that emails sent to MSN, Hotmail and Yahoo! together had an inbox placement rate of only 33 percent and an open rate under 5 percent. AddReal started working on a new strategy created to generate interaction with the market and retrieve detailed information on the progress step by step. To eliminate the frequency variable that was negatively affecting the customer's campaign, AddReal recommended subdividing the deployment into segmented groups according to internet patterns and customer behavior. This change helped the customer to establish and maintain a positive reputation and to manage a tracked campaign with customized monitoring. AddReal also coordinated a certification program regulation; the benefits were evident almost immediately. Results - The campaign's delivery rate is at 99.80 percent. - The open rate is 74 percent. - The click-through rate of each email campaign has increased by 82 percent. - Subscribers are engaging and interacting with the brand more consistently, as repeat visits are on the rise.  |
