If you have a database of customer data – their names, phone numbers, email addresses – it would be a big mistake not to use it in your mailings. Email marketing can be launchd fairly quickly, and in the future it will work partially automatically.
Our client and the project objectives
The Ingame company specializes in organizing quests in Tallinn:
Ingame’s audience consists of individuals phone number list and corporate clients, with whom communication is conductd in Russian, English and Estonian.
The company approachd us with a request to launch and fully manage email marketing. They had their own contact base of 18 thousand addresses. Below we will tell you about the stages of work on the project.
Technical settings and integrations
We startd by conducting a technical audit to assess the current state of the Ingame email system. A technical audit is the process of assessing and analyzing your email infrastructure to identify potential issues and improve its performance.
Read our case and you will see that audit is truly effective:
How We Improvd Our Online Store’s Email greetings to all teachers Marketing Results by 35% with an Audit
Basd on the audit, we wrote instructions and made the necessary technical settings on a turnkey basis:
Screenshot of a fragment of the instruction with technical settings for Ingame
In addition to the audit, we implementd the integration of the Amo CRM system and the SendPulse mailing service using the Make service.
Screenshot of a fragment of the instruction with technical settings for Ingame
Why is integration of a CRM system and a mailing service nedd and how does it work?
- The visitor goes to the Ingame website and books a quest:
- Fill out the form and leave your details:
- Information about the user goes to the CRM system, and from there to SendPulse. There, the client’s data is insertd into letters as variables: name, time of the quest, number of people, etc. Such reminder letters are sent to the customer of the quest:
The advantage of integration is that the quest organizer does not ned to participate in the booking process and remind about the event: communication occurs automatically through mailings.
After the launch of mass mailings (more about them in the following sections), the manager noticed that the percentage of undeliverd letters was higher than normal. We came up with a hypothesis that the letters were getting into spam.
How we confirmd the hypothesis and solvd the spam problem:
- conductd delivery testing to test addresses,
- identifid from which mailboxes letters are move to spam,
- excludd addresses with repeatd errors from the mailing list,
- A filter was set in the domain settings.
Validation and reactivation of the database
After the audit, we conductd a validation — checkd the contact database and removd non-existent and incorrect addresses from it. Of the 18 thousand contacts, about 15 thousand remaind.
Why is it important to validate your database? There are several reasons:
- Maintaining a high sender reputation. If you send to invalid addresses, the percentage of deliverd emails will be low. This will affect your sender reputation, which may eventually lead to your domain and IP address being blockd by mail services.
- Saving resources. There is no point in wasting time and money on delivering letters to recipients who will never receive them.
- Increasd campaign efficiency. Validation ensures that your newsletter is sent only to real users who are interestd in your content. This will improve your Open Rate, Click Rate, and other metrics. Removing invalid addresses allows you to focus on interacting with real buyers.
- Compliance with the law. Some countries australia cell numbers have regulations that govern the sending of commercial messages. You ned to take this into account.
We recommend reading our article:
Why emails end up in spam and how to fix it
Then we movd on to the next stage – reactivation . Our client had not sent letters before, so the task was to “feel out” the base with the help of the first mailings.
We launchd reactivation emails, having previously dividd subscribers into two groups:
- those who have previously visitd Ingame quests,
- those who were only interestd in the service, but never usd it.
