Netcore’s email marketing skyrockets Mamaearth's engagement with 90% primary inbox deliverability

CHALLENGES

• Mamaearth’s strategy was focused on retaining existing customers; however, the current transactors were showing low engagement
• List segmentation was being done only at a broad level – active and dormant
• While the ‘30 days active’ were responding to campaigns, other past transactors showed very limited engagement
• The ‘past 90 days’ segment was not targeted at all in the main sales campaign
• Deliverability expertise was lacking in the creation and execution of the campaigns
• With the messaging not being on point, only about 10% of the emails were landing in the customers’ primary inbox

NETCORE STRATEGY

The Netcore experts team helped turnaround Mamaearth’s email campaign performance by:

• Deep-diving into past campaigns to develop an effective strategy to enhance inboxing
• Studying customer content preferences and behavior to improve engagement and conversion
• Revamping creative templates and A/B testing to help improve the primary placement
• Analyzing email content and subject lines to improve first touchpoint to maximize engagement
• Studying user behavior RFM and gaining insights to implement content enhancements
• Testing image vs. text effectiveness for arriving at the right mix in email communications
• Using click maps to understand and recommend user preferences for subject lines and content
• Making insights-based recommendations for products and content customers liked to receive