Using personalization, behavioural targeting, and subject line optimization in reactivation email series for an e-commerce brand achieves 65% transactions from the inactive base

1. Jabong Intl
reactivates 31% of its
inactive subscribers using
Behavioural Targeting
~ a Case Study by Consultants at
{ }
2

2. Your customers are busy people
CASE STUDY OF

3. and a considerable percentage of your emails go unnoticed
CASE STUDY OF

4. Inactive sleeping subscribers
{ }
We all have them.
CASE STUDY OF

5. why it matters
- Hurts deliverability and inbox
placement
- Affects email reputation
And most importantly..
- There’s potential revenue in
this inactive list that is
untapped
CASE STUDY OF

6. CASE STUDY OF
Situation:
More than 50% of Jabong Intl’s subscribers are inactive
Source: netCORE Research Laboratory

7. CASE STUDY OF Source: netCORE Research Laboratory
Objective:
How do we wake up these inactive subscribers?

8. Read on to find what strategy
netCORE Consultants proposed to
Jabong Intl to win-back their inactive subscribers

9. Identify the inactive users on
your email list
(Anyone who hasn’t opened your email in the last 6 months)
First,
CASE STUDY OF

10. Behavioural Targeting
based on user activity
Inactive
transacted
users
Inactive
Non
transacted
users
CASE STUDY OF

11. These are more valuable to you.
(If they transacted before, chances are they will transact again)
Inactive
transacted
users
Inactive
Non
transacted
users
CASE STUDY OF

12. 1
2
3
Plan a 3 part email series to bring back the
inactive Transacted subscribers
CASE STUDY OF

13. Include a subject line
that will make customer
sit up and take notice
Do you remember what you did on
12 November 2014?
EMAIL 1
12 November 2014 is the date the customer has transacted
CASE STUDY OF

14. Strategy 1: Curiosity + Incentive
Subject line
EMAIL 1
CASE STUDY OF
Do you remember what you did on
12 November 2014?

15. That didn’t work?
Shoot the second email after a week
CASE STUDY OF

16. Its all about emotionally winning them back
CASE STUDY OF

17. Strategy 2: Emotional touch
Subject line
EMAIL 2
CASE STUDY OF

18. Still doesn’t get your customer to open the email?
Don’t give up (yet)
Email marketers give up on inactive customers too soon*
Plan a third (final) email a week later
*ReturnPath study 2014
CASE STUDY OF

19. Strategy 3: Curiosity + Incentive + Emotional touch
It all started from <Join Date> ..
Subject line
EMAIL 3
CASE STUDY OF

20.  Subject line optimization
 Personalization
 Behavioral targeting
 Advanced user attributes (Subscription date, Transaction date)
CASE STUDY OF
Highlighting some elements used in the Reactivation email series
 Text based simple email

21. [NAME],
Something’s amiss
It all started from
[JOIN DATE]
Do you remember what
you did on [TDATE]?
It works!
3 part email series to TRANSACTED INACTIVE USERS
CASE STUDY OF

22. Wait!
There’s more.
Plan a 3 part email series for
your non-transacted inactive
subscribers as well
(Get them to speak up and understand why they snoozed on
your emails)
CASE STUDY OF

23. EMAIL 3
EMAIL 2
EMAIL 1
Subject line:
[NAME], Something’s amiss
Subject line:
It all started from [JOIN DATE]
Subject line:
Are you angry with us?
3 part email series to NON-TRANSACTED INACTIVE USERS
CASE STUDY OF

24. [NAME],
Something’s amiss
It all started from
[JOIN DATE]
Are you angry with us?
3 part email series to NON-TRANSACTED INACTIVE USERS
It works!
CASE STUDY OF

25. Results of Reactivation plan for Jabong International
- 104% increase in open rates from potential inactive
transacted subscribers (zoomed from regular average of 4.5 to 9.2%)
- Successful in reactivating 31% of the inactive subscriber base
- Achieved 65% transactionsfrom the of transacted inactive users who got
reactivated*
*Source: Client
CASE STUDY OF

26. It has been great working with your team. netCORE Consultants
helped us greatly by improving customer engagement and
enabling us activate our inactive users. The team comes with
great energy and smart brains.
Sneha Tikoo
Assistant Manager, Jabong Intl
CASE STUDY OF
Client Testimonial
“

27. CORPORATE OFFICE
8th Floor, Peninsula Towers, Peninsula Corporate Park, Lower Parel (W), Mumbai - 13
Email: sales@netcore.in Phone: +91 22 6178 2222 | Missed Call: 022 6155 0888
BRANCHES
New Delhi | Chennai | Bengaluru | Hyderabad | Gandhinagar | Pune