Summary
Zepto and its agency synergistically optimized email campaigns, achieving dual Inbox and Primary tab placement during the warm-up phase. Through meticulous audience segmentation and A/B testing, they ensured accurate inbox placement, bolstering engagement. Continuous monitoring and proactive client updates elevated the customer service experience. Their focus on real-time adjustments showcased their commitment to enhancing overall satisfaction, showcasing a harmonized effort to maximize campaign effectiveness and client delight
Challenge
Zepto faced the challenge of maintaining list quality, establishing domain credibility, and seamlessly integrating ESPs with their CDP. They aimed to strike the right balance between timely communication to their entire subscriber base and maximizing engagement. Managing list quality, building domain and IP reputation, and integrating ESPs with their CDP pose challenges for Zepto. They sought to communicate promptly with their subscriber base while optimizing engagement strategies. Maintaining list quality, establishing domain reputation, and integrating ESPs with their CDP were hurdles Zepto navigates. They aimed to communicate efficiently with their entire subscriber base while enhancing engagement rates.
Objective
The marketing objective stemming from these challenges for Zepto is to establish a robust Email Channel focused on deploying engaging mailers. This aims to drive customer engagement and retention by overcoming hurdles related to list quality, domain credibility, ESP integration, and optimizing communication strategies.
Strategy
Zepto's strategy entails maintaining list quality through cleaner services, following industry email and deliverability standards, and integrating SMTP and Call back features for seamless deployment. They prioritize achieving primary Inbox placement by integrating domains with their CDP. Additionally, constant monitoring and strategic adjustments are central, aided by agency support, ensuring sustained engagement and campaign optimization.
Data
Email deliverability: 100% Click-through rate (CTR): 99% Spam and bounce rate (SBR): 32% Email open rate (ORR): 0% - 33%
Solution
The agency's innovative solution for Zepto's email campaign ensured dual Inbox and Primary tab placement in the initial warm-up phase. They crafted active audience segments, further refining them into logical groups through A/B testing of subject lines and content, ensuring precise inbox placement. Continual monitoring and timely client updates were prioritized for an elevated customer service experience. The focus on real-time adjustments aimed to enhance overall customer satisfaction through proactive monitoring and adaptability.
Results
Email deliverability: 92% Email volumes sent: 150M+ Click-through rate (CTR): 3% Email open rate (ORR): Upto 33% Active distribution rate (ADR): 55% Active database user percentage (DBU%): 89%
