Innovative Email Marketing Services for Major Food Delivery App
About the Company
India’s most significant online food ordering and the delivery platform allow users to order food from nearby restaurants, cafes and deliver it to their homes. With more than 1.4 million daily food orders across India, it’s one of the top destinations for online food ordering.
With more than 15 million customers, it has a presence in more than 500 towns and cities. They launched an instant pickup/dropoff service in 2019. They expanded into general product deliveries.
Challenges of the Campaign
➖Email marketing campaign is pivotal in reaching prospective customers with the latest offers, upcoming restaurants, and cuisines. Marketing via email is always challenging.
➖As one of the leading food ordering and delivery platforms, the client wanted to make the most out of email marketing as a part of their marketing campaigns.
In light of the client’s expanding user base across various demographics and ethnicities across the nation, the existing challenges that the client faced are as follows:
➖Engaging or retaining existing users
➖Expanding the customer base
➖Maintaining INBOX placement – Emails were landing in spam instead of Inbox, affecting campaign performance.
➖Providing a quality user experience was a major challenge
The Objective of the Campaign
➖Ensure that the brand’s emails are clear and concise
➖Engage maximum users in promotional and cross-selling activities
➖Enhance the email communication experience for users
➖Delivery improvements based on city, occasion, festival, and other factors
➖Deliver seamless experience to customers improving brand loyalty
➖Improve open rate and CTR (Click Through Rate) to increase the number of orders
Real-Time campaigns were deployed to promote time-based deals so that the mailers were more interactive. Personalized content relevant to the occasion/festival was utilized to improve the open rate. The objective behind using these customized triggers was to enhance the promotional mailers’ impact in garnering more subscribers’ attention who opened the emails.
➖A broad client base necessitated an expert partner who could manage their campaign management needs from end to end
➖Creation of a unique and attractive subject line and preheader
➖Monitor and track delivery effectiveness
➖Segmentation of target lists
➖Use of Email Intelligence
➖IP and domain reputation management
➖User behaviour analysis
Execution of the Campaign
✔️The delivered creative and innovative subject line and preheader content to improve email inboxing performance
✔️Analyze the performance of Email campaigns in real-time by viewing open email rates, deleting without being read rates, and subscriber engagement levels
✔️Improved IP & Domain Reputation to high
✔️A comprehensive email deliverability audit was conducted to identify the issues causing undeliverable emails
✔️Planned and executed warm-ups campaigns to increase inboxing in Gmail rapidly
✔️Effective segmentation – proactive, time-triggered
✔️Automated email list cleaning (Ensuring email list hygiene)
✔️Suppression against potential spam traps with spam and blacklist alerts
✔️Achieved new prospects onboarding without reducing the email deliverability
✔️Email subject lines were A/B tested along with content to ensure high INBOX placements
✔️Furthermore, spam, blacklisting and block issues were addressed that are specific to ESPs
Outcome of the Campaign
⏩Achieved 90%+ INBOX Placement in Gmail
⏩Successfully delivered half a billion emails every month
⏩Improved sender reputation to high
⏩We have successfully executed over 170 campaigns consistently.
⏩The open rate increased by over 15%
⏩Reduced spam rate by 60%
⏩Reduced bounce rate by 80%
⏩Successfully managed the IPL campaigns with 90% Inbox placement and 15% Open Rate (Special Case)
⏩The average INBOX placement and CTR improved by 94%+ and over 15% between January 2021 and July 2021