1. About Pense Imóveis – RBS Group
Launched in 2012, Pense Imóveis is the main real estate online classified website
for the south of Brazil, covering Rio Grande do Sul and the state of Santa Catarina.
The site hosts over 3,000 listings of newly-built and existing properties and
generates over 1.2 million visits monthly, helping visitors find the right properties
and facilitating communication between them and property owners for transacting
purchases or rental agreements. Pense Imóveis also has a digital magazine that is
updated on a daily basis to cover topics about architecture, construction, market
trends, renovation, and home decorating.
Business Challenge
The partnership between Pense Imóveis and Lyris began when the company chose
Lyris HQ Agency Edition to replace its existing email marketing solution. In reviewing
new solutions, the company was looking for a platform that could help it generate
leads – plus offer expertise in email campaign management and optimization.
The Solution
Pense Imóveis worked with Lyris Professional Services to refine and optimize its
marketing programs with innovative digital marketing tactics, best practices, and
strategies to maximize online performance. After only six months email marketing
is contributing significantly to higher levels of engagement and market share for the
company, and is generating an increasing number of leads.
Strategy #1: Apply new segmentation rules in order to implement a re-
engagement campaign.
Objective
Increase the number of engaged subscribers in the Pense Imóveis database and,
therefore, the open rates of its campaigns.
Action
Working with the Lyris team, new segmentation rules were created which separated
active and inactive subscribers, and identified a new segment for reactivation
through a re-engagement campaign.
Strategy #2: Develop email templates that are optimized for mobile devices.
After Strategic Restructuring, Pense
Imóveis’ Email Marketing Program
Generates Seven Times More Leads
in Only Six Months Headquarters
Porto Alegre, Brazil
URL
www.penseimoveis.com.br
Industry
Real Estate
Products & Services
Lyris HQ Agency Edition
Lyris Professional Services
Results
Customer Success Story
653%
increase in lead generation
800%
increase in revenue
Within just six months:
Driven by new segmentation
strategies, responsive design
templates, and re-engagement
email campaigns
2. Customer Success Story
Objective
Increase email campaign open and click-through rates.
Action
Taking into account the rapid growth of mobile device usage, Lyris experts re-designed
the company’s email campaign templates based on a “mobile first” concept in which
emails are optimized for viewing on the smallest screens first and still deliver good
experiences for larger screens. Thanks to the mobile-optimized email templates, Pense
Imóveis increased its email click-through rate by nearly four times.
The Results
Business is booming at Pense Imóveis. The company has been able to increase its email
volume by 503% since implementing the Lyris HQ Agency platform, and is already gaining
market share. Working with Lyris Professional Services on best practices and email
optimization strategies has returned outstanding results in all key metrics, far surpassing
expectations for its most important metric when it began working with Lyris: lead generation.
• 800% increase in email revenue
• 670% increase in audience
• 653% increase in lead generation
• 625% increase in business transactions
• 65% increase in open rates
• 22% increase in deliverability rates, from 78.37% to 95.42%
• 268% increase in click-through rates
• 123% increase in click-through open rates
• Decrease in bounce rate from 21.63% to 4.48%
“Our first challenge was to replace our
email marketing solution in order to reach
the goals set for 2014. Lyris was selected
among the various email marketing
providers taken into account. Its main
advantage was the fact that Lyris was
not just a provider of an email marketing
platform. Lyris’ professional services team
accompanied, step-by-step, all strategies
adopted. Therefore, with Lyris’ constant
support and strategic guidance, we were
able to consolidate email marketing as
a pillar for lead generation results for
Pense Imóveis. There is still a long way to
go, and I am convinced that Lyris is the
partner that will help us grow.”
Douglas Bonesso
Head of E-mail Marketing, Pense Imóveis
100%
200%
300%
400%
500%
600%
700%
800%
April May June July August September October
Audience
Leads
