Summary
The personalisation and relevant communication helped us in achieving over 8% open rate in all our campaigns for prospects segment and 20% open rate for our customer’s segment. This resulted in generating over 500 leads and selling 50% of the overall inventory of the project with approx. revenue of 24 Cr.
Challenge
Generate Leads for Neem Grove at Brigade Orchards which is Brigade's First Plotted Development. We had to device a new promotional email marketing plan to promote the same
Objective
Generate Leads for Neem Grove at Brigade Orchards which is Brigade's First Plotted Development. We had to device a new promotional email marketing plan to promote the same
Strategy
We used First Hive - Customer Data Platform which help organise the first party data and create segments with granular targeting. We took a holistic approach with A/B testing of creatives and subject lines and personalise the communication for every prospect at their different stages of home buying journey through tactful drip and action-based marketing campaigns.
Data
The personalisation and relevant communication helped us in achieving over 8% open rate in all our campaigns for prospects segment and 20% open rate for our customer’s segment. This resulted in generating over 500 leads and selling 50% of the overall inventory of the project with approx. revenue of 24 Cr.
Solution
We sent a promotional email to our internal database to promote Neem Grove at Brigade Orchards. After this we send customized email communication based on the various actions the customer has taken. Customers who have opened but did not fill the lead à We sent a different communication Customers who have not opened the email à We sent them a new email with a new subject line and email creative Customers who have dropped a lead and are interested in plots à We sent them a customised email inviting them for site visits Once the customers have booked the plot à Sent them a customized email congratulating them on their purchase
Results
The personalisation and relevant communication helped us in achieving over 8% open rate in all our campaigns for prospects segment and 20% open rate for our customer’s segment. This resulted in generating over 500 leads and selling 50% of the overall inventory of the project with approx. revenue of 24 Cr.
