RETENTION
MARKETING
Email marketing is a part of digital marketing focused on nurturing and "warming up" leads, building long-term relationships with consumers and partners, and increasing repeat sales.

But today, email alone is not enough. You need to deal with retention in general — connect additional channels (push, SMS, pop-ups on the website and inside the product, messengers and chatbots), to be where it is more convenient for the consumer and get the maximum response.
Email marketing turned into…
MailChimp Partner
SendPulse Partner
eSputnik Partner
WHAT HAS CHANGED
IN EMAIL MARKETING?
Proper email marketing still brings a significant share of the revenue.


If we are talking about e-commerce,  then email marketing can bring from 10% to 30% on thousands of orders. Conversion from email is 2−5 times higher than the average for the website. For an IT product (SaaS, marketplace, etc.), email can change the entire business model and unit economics.
Email shows a drop in responses in the b2c segment — Open Rate and Click Rate. Users stopped writing letters to other people. Now your inbox is filled with work emails and offers from other companies.

We communicate with friends and relatives on social networks and messengers.

So we took our expertise in email marketing (and we've been working with email marketing since 2008) and changed the paradigm.
But…
Email is just the delivery route for retention marketing. Maximizing response
Email is one of the transports and methods for delivering a message to a consumer.

Other transports that we use to collect leads, "warm-up", train, build relationships, and sell are mobile and web push, SMS, social networks and messengers, chatbots (Facebook, Whatsapp, Telegram, Viber etc.), pop-ups on the website and in-app, remarketing in PPC ads.

The consumer receive messages where it is more convenient for them, so we maximize the response.

For each channel, we customize the communication — it would be strange to send a long sheet of text where people are used to emojis and short messages.

The most important thing in this process is to build a retention marketing strategy, define triggers, periods, and frequency, and draw up a content plan.
RETENTION MARKETING STRATEGY
1
Clients base analysis to determine
where to place the "traps" and "tripwires"
We determine the best places for triggers within the LifeCycle framework by Jim Novo, author of The Drilling Down, a textbook on database marketing, RFM analysis, and working with large databases.
2
Deliverability analysis and monitoring setup
We use a 7-step framework that allows you to get into the inbox and keeps all deliverability indicators in the "green zone." We also validate the existing database.
3
Analysis and setup of lead capture mechanics.
We set up the correct and proactive collection of contacts using active pop-ups and other lead capturing mechanics.
4
Prioritizing the work with orders funnel:
0 → 1 or 1 → 2
Usually, there are two main funnels for a business: turn a lead / registration into a customer and turn a customer into a repeat customer. Having worked through these funnels, the business changes its unit economics and business model, increasing LTV from the user. For example, for Sokol.ua, we increased repeat sales by 42%.
5
Determining the four types of communications
  • "promo" or bulk messages
  • triggered messages
  • welcome series or autoresponders
  • cold sale
6
Drafting a content plan
using newsbreaks of the project
We mix promo, educational, and engaging messages so that people do not unsubscribe but instead go to the next step in the funnel and buy.
7
Setting up the ready-to-use communications,
writing and repackaging content
We use available business content materials (videos, social media, and blog posts) and create new ones, if necessary. We top it up with personalization.
8
Building time-tested regular mechanics:
collecting feedback, measuring Net Promoter Score
We set up mechanics that have been working for years and solved business problems, such as quality control of service and proactive reputation management.
9
Response, retention, and sales analytics
We analyze feedback on communications, long-term trends in contacts' behavior, and its impact on sales.
1
Clients base analysis to determine
where to place the "traps" and "tripwires"
We determine the best places for triggers within the LifeCycle framework by Jim Novo, author of The Drilling Down, a textbook on database marketing, RFM analysis, and working with large databases.
2
Deliverability analysis and monitoring setup
We use a 7-step framework that allows you to get into the inbox and keeps all deliverability indicators in the "green zone." We also validate the existing database.
3
Analysis and setup of lead capture mechanics.
We set up the correct and proactive collection of contacts using active pop-ups and other lead capturing mechanics.
4
Prioritizing the work with orders funnel:
0 → 1 or 1 → 2
Usually, there are two main funnels for a business: turn a lead / registration into a customer and turn a customer into a repeat customer. Having worked through these funnels, the business changes its unit economics and business model, increasing LTV from the user. For example, for Sokol.ua, we increased repeat sales by 42%.
5
Determining the four types of communications
  • "promo" or bulk messages
  • triggered messages
  • welcome series or autoresponders
  • cold sale
6
Drafting a content plan
using newsbreaks of the project
We mix promo, educational, and engaging messages so that people do not unsubscribe but instead go to the next step in the funnel and buy.
7
Setting up the ready-to-use communications,
writing and repackaging content
We use available business content materials (videos, social media, and blog posts) and create new ones, if necessary. We top it up with personalization.
8
Building time-tested regular mechanics:
collecting feedback, measuring Net Promoter Score
We set up mechanics that have been working for years and solved business problems, such as quality control of service and proactive reputation management.
9
Response, retention, and sales analytics
We analyze feedback on communications, long-term trends in contacts' behavior, and its impact on sales.
WHO SHOULD BE WORKING WITH RETENTION MARKETING?
Fits
Doesn't fit
Projects with repeat sales
IT products with the need for onboarding, converting trial/demo users into paying users
Anyone who needs to build trust and expert relations with consumers and partners
For those who are used to working with spam. Buying or stealing a database with thousands or millions of contacts someone else had collected.
We do not work with spam.
WHAT TOOLS ARE WE USING IN OUR WORK?
Email Service Provider и Marketing Automation
MailChimp, Mandrill, SendPulse, eSputnik, Amazon SES, Intercom, Hubspot.
Lead capture and active pop-ups
In addition to free tools from ESPs, we use Sumo.com, PopMechanic, KingSumo, Hellobar, CarrotQuest
Clients base analysis
Microsoft Excel, Microsoft Power Query, Microsoft Power Pivot, SQL.
Cold sales
Linkedin Sales Navigator, Snov.io, Reply.io.
ACHIEVEMENTS
Partner #1
Of MailChimp in Ukraine
We were the first agency in Ukraine to become partners of the MailChimp system.
16 million businesses used their services in 2019.
Since 2010
Sending emails
More than 9,700 people read the Roman.ua regular emails, which we've been sending since 2010. A generation of digital marketers grew up on our materials.
RETENTION MARKETING CASES
308+ marketplace triggers
Up to 19% conversion to subscription. How to collect an email base with an active popup
Maximizing deliverability. 7 steps to improve deliverability.
Large project automation
Dobovo.com case
Autoportal.com case
REVIEWS
The agency helped with the redesign, copywriting, functionality, and marketing calls in triggered emails, choosing an ESP, automating email marketing, and separating the language versions of triggers. I like how you work with tasks — nothing is ever lost. Read the full review
Dmitriy Malakhov
Co-founder of Dobovo.com
The agency helped us to automate email marketing after an audit. Automation worked quietly for about a year. Then we reconfigured it ourselves. We are satisfied with the result of our cooperation. Read the full review
Andrey Burenok
Founder and CEO TripMyDream
The agency helped with the redesign, copywriting, functionality, and marketing calls in triggered emails, choosing an ESP, automating email marketing, and separating the language versions of triggers. I like how you work with tasks — nothing is ever lost. Read the full review
Dmitriy Malakhov
Co-founder of Dobovo.com
The agency helped us to automate email marketing after an audit. Automation worked quietly for about a year. Then we reconfigured it ourselves. We are satisfied with the result of our cooperation. Read the full review
Andrey Burenok
Founder and CEO TripMyDream
We ordered an email marketing audit. We received a detailed audit with a lot of advice: from the integrity of the database to assembly, checks for spam filters, and other aspects. The guys from the agency analyzed each case separately. According to the report, it was clear that all the information had been double-checked several times. Read the full review
Kuziv Ivan
Marketing Team Lead MacPaw
Roman carefully studied our business and determined which chains of automatic emails need to be implemented in order to improve funnel patency and user retention. After the implementation of the chain, we achieved an increase in customer returns by 18%. Read the full review
Viktor Arabynskiy
Product manager at Boosta
We ordered an email marketing audit. We received a detailed audit with a lot of advice: from the integrity of the database to assembly, checks for spam filters, and other aspects. The guys from the agency analyzed each case separately. According to the report, it was clear that all the information had been double-checked several times. Read the full review
Kuziv Ivan
Marketing Team Lead MacPaw
Roman carefully studied our business and determined which chains of automatic emails need to be implemented in order to improve funnel patency and user retention. After the implementation of the chain, we achieved an increase in customer returns by 18%. Read the full review
Viktor Arabynskiy
Product manager at Boosta
HOW MUCH DOES IT COST?
from 1500$ a month
A client pays directly for the mailing service and the programmer's work, implementing our technical specifications.

The minimum contract starts from 3 months.
The cost does not include the cost of the mailing service

Partners

Google Analytics Individual Qualified
since 2009

Meta Business Partner.
Only ~16 in Ukraine

  • Certificates: Bing Ads Accredited Professional 2015
  • HubSpot Email Marketing Certified 2020
  • HubSpot Inbound Certified Professional 2009
  • Reply.io Outbound Sales Mastery 2021
  • Certified Google Ads Consultant2011

Clients

We have worked with 252 Clients and helped them to enhance online marketing and earn more.

Clients
ABOUT US

Why did we choose Roman.ua?
Because they are geeks.