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 by means of connecting additional channels (push, SMS, pop-ups on the website and inside the product, messengers and chatbots). In this way, you get the maximum response by being exactly where the customer needs you.

Email marketing turned into…

MailChimp Partner

SendPulse Partner

eSputnik Partner

WHAT HAS CHANGED
IN EMAIL MARKETING?

Email marketing, if done properly, still accounts for a significant share of revenue.

If we are talking about e-commerce, email marketing may account for 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.

However, …

Email has seen a drop in responses in#nbspthe B2C segment — Open Rate and Click Rate. You don't write letters to real people anymore. Now your inbox is filled with work emails and offers from companies.

Friends and relatives socialize using social networks and messengers.

So, we decided to take our expertise in email marketing (and we've been working with email marketing since 2008) and change the paradigm.

Email is just a means of 'transport' for retention marketing. Let's maximize the response

Email is one of the means to deliver a message to the consumer.

Other means 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.), website pop-ups and in-app notifications, remarketing in PPC ads.

The consumer gets messages where it suits them, and thus we maximize the response.

For each channel, we customize the communication — it would be strange to send a long text to people who 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 decide where to place the "traps" and "tripwires"

We decide on 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

Analyzing lead capture and setting up active capture mechanics

We set up the correct and proactive collection of contacts using active pop-ups and other lead capturing mechanics.

4

Prioritizing the order funnels: 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

promos or bulk messages
triggered or event messages
welcome series or autoresponders
cold sales

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 will work for years and solve 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 decide where to place the "traps" and "tripwires"

We decide on 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

Analyzing lead capture and setting up active capture mechanics

We set up the correct and proactive collection of contacts using active pop-ups and other lead capturing mechanics.

4

Prioritizing the order funnels: 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

promos or bulk messages
triggered or event messages
welcome series or autoresponders
cold sales

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 will work for years and solve 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 AND SHOULD NOT BE WORKING WITH RETENTION MARKETING?

Should

Shouldn't

Projects with repeat sales

IT products with the need for onboarding and converting trial/demo users into paying ones

Anyone who needs to build trust and expert relations with consumers and partners

Those who are used to working with spam. Buying or stealing a database with thousands or millions of contacts someone else has collected.

We do not work with spam.

WHAT TOOLS ARE WE USING IN OUR WORK?

Email Service Provider, CDP and Marketing Automation

MailChimp, Mandrill, SendPulse, eSputnik, Amazon SES, SendGrid, Intercom, Hubspot, Clevertap.

Lead capture and active pop-ups

In addition to free tools from ESPs, we use Sumo.com, KingSumo, Hellobar.

Client 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 have been using their services since 2019.

Since 2010

Mailing

More than 9,700 people keep reading regular emails from Roman.ua, 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 pop-up

Deliverability maximization.
7 steps to maximize deliverability

Automating a large project

Case study: Dobovo.com

Case study: Autoportal.com

Check the portfolio

TESTIMONIALS

The agency helped with the redesigning, copywriting, functionality and marketing calls in triggered emails, choosing an ESP, automating email marketing, and separating the language versions of triggers. I like the way 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 conducting an audit. Automation worked well 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 redesigning, copywriting, functionality and marketing calls in triggered emails, choosing an ESP, automating email marketing, and separating the language versions of triggers. I like the way 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 conducting an audit. Automation worked well 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. Having implemented the chain, we achieved an increase in customer returns by 18%. Read the full review

Viktor Arabynskiy

Product manager at Boosta