How India’s largest Music App grew its audience reach by 67% and a 2.5X uplift in email engagement with Netcore email marketing.

Challenges:

• The majority of their email list were Gmail addresses, but their deliverability had taken a hit.
• The domain had a low sender reputation with Gmail, thus most emails were landing in the spam folder.
• A historical bad reputation had impacted the sending domain, making it extremely hard to establish a good reputation with mailbox providers.
• They also suffered from limited reach to email audiences due to the poor deliverability of the campaigns.
• The majority of their email list was not engaged, which put the inactive subscribers at risk of becoming dormant.
• With the domain suffering from critical deliverability issues, it was challenging to conduct a thorough warm-up process. 

Netcore strategy:

• The CRED team analyzed the email templates and suggested changes to enhance the deliverability scores of their campaigns.
•  Our deliverability experts analyzed campaign performance over a period of time and selected new sender domains for scaling up the volumes.
•  They assessed mailing lists, segments, verified and validated the email addresses, and performed a calculated IP warm-up. As a result, there was a gradual lift in overall engagement metrics.
• The team segmented the music app’s email list smartly to target the most relevant content as per subscriber behavior on their music streaming platform.
  
• Predictive segmentation created a combination of ‘intelligent’ segments based on subscriber attributes, which led to high engagement from subsequent targeting.
•  The brand also used Netcore’s AI-powered predictive engagement feature to identify the engaged users who were more likely to open their emails. This brought a positive impact on email open rates and deliverability.