This document outlines an email marketing case study for OLX to improve engagement. It proposed segmenting subscribers based on engagement, creating various campaign types (e.g. promotions, branding), and setting email frequencies for each segment. Various campaign concepts were tested, such as testimonials, contests, and device-targeting. Results included improved engagement, subscriber migration between segments, and increased listings on the OLX website.

1. Oh My! to Oh WOW!
Email Marketing
Case Study of

2. Same monotonous emails sent to subscribers which has led to dipping open rates
The Challenge
CASE STUDY

3. 1. Improve relevancy of emails with real time campaigns
2. Plan different types of campaigns instead of just promotional
3. Make an email calendar and set the frequency of mailing
4. Create segments based on customer engagement
Solution Proposed
CASE STUDY

4. Strategy
CASE STUDY

5. Create various categories of campaigns so as to improve customer interest in the
brand. Focus on Real time campaigns to improve relevancy and customer connect.
1
Nurturing
Branding
Engagement
Promotion
STEP
Re-engagement
CASE STUDY

6. Devise different types of email concepts that adhere to Email Best Practices and
gets highest response from customers
2
STEP
CASE STUDY
• Testimonial Campaigns for building brand credibility
• Introducing OLX brand ambassador to email customers
• Event based Campaigns to add a touch of personalization
• Contest Campaigns to reach out and amplify the Brand
• Bollywood inspired Campaigns to improve visibility
• Concept selling Campaigns to build brand awareness

7. Improve the level of targeting and efficiency of email deliverability
Active In-Active
Active
1 time
opener
Active
2-3 time
opener
Active
4 time
opener
In-Active
Never
opened
EARLIER BUCKETS OF SEGMENTATION PROPOSED SEGMENTATION BUCKETS
3
STEP
CASE STUDY
Actively
posting on
website

8. Set email sending frequency for each of the buckets created so that users receive
emails based on their engagement
Active
1 time
opener
Active
2-3 time
opener
Active
4 time
opener
In-Active
Never
opened
2 emails / month 3 emails / month
4 emails / month 2 emails / month
4
STEP
CASE STUDY
Actively
posting on
website
4 emails / month

9. Define rules for Segmentation Strategy
Active
1 time
opener
Active
2-3 time
opener
Active
4 time
opener
In-Active
Never
opened
2 emails / month 3 emails / month
4 emails / month 2 emails / month
5
STEP
CASE STUDY
Actively
posting on
website
4 emails / month

10. Create Email Marketing Calendar for each month and send emails in a scheduled
and organized manner depending on user interests and interaction
June
01
02 03 04 05
Testimonial
Campaign
06 07 08
09
Introduce
‘Biker ride’
contest
10 11 12 13
Region
wise email
for contest
14 15
16 17 18 19 20 21 22
User
Benefits of
OLX email
23 24 25 26 27 28
Bollywood
inspired
email
29
30
Engagement
nurturing
Engagement
Promotion
Branding
6
STEP
CASE STUDY

11. Implementation
CASE STUDY

12. About the Campaign–
Promotional email planned around Bollywood theme to
draw more response saw an exceptional open rate of
15.7%
Subject line –
Even our B●llyw●●d Legends are selling their Old Stuff
on OLX
Response –
 Active database
Open Rate – 15.7%
CTR – 0.9%
 Inactive database
Open Rate – 1.5%
CTR – 0.16%
Bollywood inspired email campaign
CASE STUDY

13. # GIF images – Letter ‘C’ & ‘S’ keep interchanging
Concept --
To promote to users that buying and selling is simple through
mobile phone.
Implementation –
By tracking email opens on mobile device (both Android and
Ios) using EMM’S device tracking feature, all mobile users are
targeted to promote buying/ selling through mobile and also to
download the mobile app.
Response --
 Android users
Open Rate – 15%
Click Through Rate – 1.2%
 iOS users
Open Rate – 27%
Click Through Rate – 0.8%
Device targeting
CASE STUDY

14. Event based email campaign to improve customer connect
About the Campaign–
Real time campaign planned to make most of the football
excitement.
Response –
 Active database
Open – 18%
CTR – 1.26%
 Inactive
Open – 1.1%
CTR – 0.15%
A/B TESTING PERFORMED ON SUBJECT LINE
SUBJECT LINE A SUBJECT LINE B
1600000+ people are watching
FIFA in peace? Find out how
☎ No Tring Tring ☎ Enjoy FIFA in
peace with your friends
Winner campaign
CASE STUDY

15. Concept –
Using positive opinions of customer who transacted
through OLX to drive the active non-transacted
customers
Response –
 Active database
Open – 10%
CTR – 0.04%
Testimonial campaign to build trust in the brand
A/B TESTING PERFORMED ON SUBJECT LINE
SUBJECT LINE A SUBJECT LINE B
☺ The Story of Our Happy
Customers ☺
☺ Happy Stories | Happy
Customers ☺
Winner campaign
CASE STUDY

16. Concept –
Email campaign in sync with OLX marketing strategy
of increasing the customer reach by partnering with
reality show. In the campaign, users get a chance to
take part in a reality contest by selling their unique
items through OLX.
Subject line –
Hello [City_Name], Be a part of Epic OLX Collector
Riders Contest
Response –
Open – 10.8%
CTR – 1.62%
Contest Campaign
CASE STUDY

17. Results
CASE STUDY

18.  Better customer engagement
 25% of inactive subscribers for the last six months responded to different
themes of campaigns
 10% migration of users from one time email opener bucket to 2/3 time email
opener bucket
 Steady increase in average open rates by 15-20%
 Increase in the volume of QoQ listings on OLX website
 Decrease in unsubscribe rate by 10% due to controlled frequency and a
calendared and targeted approach
CASE STUDY

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