BEST MARKETING AUTOMATION CASE STUDIES OF 2017



1) Email Marketing

a) Case Study - How Nykaa Practices Advanced eCommerce Email Marketing

Nykaa is an eCommerce business with specialization in beauty and cosmetics products. It;s a one-stop destination to find beauty products from top brands for both men and women

Nykaa aimed to grow engagement with users, increase revenue from new and existing customers and increase its brand reputation.

Solution: With automated marketing tool Boomtrain, Nykaa created highly specific user segments based on user’s behavior on their website and delivered them targeted, prime time personalized emails.


Automated Email Marketing

Above image shows how Nykaa targets highly engaged users who bought a particular brand (L’Oreal) product with an informative campaign on other product offerings by that brand.

Results: 29 million emails were delivered to its users by Nykaa with an average open rate of 13% and a click through rate of 8%. Read Full Case Study

b) Case Study - How Marketing Automation boosts email engagement by 15% for NSPCC

The NSPCC is the UK’s leading children’s charity, specializing in child protection to safeguard children at the risk of abuse who runs over 40 fundraising events (runs, treks, overseas challenges, and skydiving) throughout the year

The charity wanted to encourage their supporters by creating a great email experience for them throughout the fundraising process to raise more money and increase communication touch points in an efficient and sustainable way across 40+ events

Solution:

Participants signing up to NSPCC events were delivered a set of multi-stage automated emails where the content was based on the stage of journey (Welcome, Guidance on setting up fund raising page, Fundraising ideas and inspirations, Creating training plan, NSPCC fundraising tips and advice, etc)

The number, timing and content of emails is tailored depending on when the participants sign-up. At the end of the event participants were sent an email to congratulate them on completing the event


Automated Email Marketing

Results:

Email marketing automation has helped NSPCC to achieve an average open rate of 46% with a click-to-open rate of 39% and a decrease in bounce rate from 1.5% to 0.9%. It has saved them around 60 hours across 40 events which can be utilized for other important activities like strategy and planning. Now it takes just 30 minutes to set up a new event, create new filters and drop participants in to the journey

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2) Landing Pages

a) Case Study - Tokeo - How Landing Page Personalization by Profession helped to increase conversion rate

Tokeo, a Polish brand – was made a center point for individuals and businesses to get consultations and advice from experts in different fields who needed 300 experts (different profession) on board. One-size-fits all landing page allowed users to sign up as experts which gave them an initial conversion rate of 8.5% which could be increased.

Solution: 11+ different landing page variations aimed at specific experts were created which was done very easily by simply copying the original page, making necessary changes and rearranging the elements.


Landing Page Personalization

Results: Landing Pages for Doctors got a conversion rate of 13%, teachers got 30%+ conversion rate whereas digital marketers got 700% more than one-size-fits-all version.

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b) Case Study - How Pixers increased conversion rate by creating multiple landing pages targeted at different customer segments

Pixers, is an interior personalization business.

The whole business model of Pixers is based on individualized products, hence, priority was given to make sure that their landing pages are tailored to different customer segments.

Solution: Different landing pages were created targeting different customer segments and different traffic sources. Landing page designs were different for B2B and B2C oriented customers

For eg – The below page for B2C was created with entertaining cat images for cat lovers as a sub segment and a focus on benefits instead of features


Personalized Landing Page

Results: Pixers fetched upto 15% conversion with B2C customers and 5% in the B2B segment

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3) Lead Generation

a) Case Study - How Uneedcomms generates 20% more leads with marketing automation

Uneedcomms is a South Korean based service provider who offers an all-in-one solution (website design, online advertising, and user experience improvements) for eCommerce businesses.

They aimed at tracking lead efficiently as manual processes were highly inefficient leaving them with no time for other important tasks

To achieve this, they needed a central database to house their customer information so as to achieve smooth communication across marketing, CRM and sales team.

Solution: With marketing automation tool Hubspot, they created a central database for all customer information and were able to track leads consistently along the funnel.


Lead Generation with Marketing Automation

Results: Marketing Automation resulted in 45% more leads being captured each month along with a 20% increase in lead generation. Also, automating manual processes saved them 20% time which could be utilized for other important value-added tasks.

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b) Case Study - How Tata Capital increases lead generation by 600% using Chatbot

Tata Capital is a non-banking company in the financial sector of TATA group. They had launched a ‘myLoan’ mobile app for real time assessment of loan application targeted at first time loan takers without a credit history.

With the traditional customer servicing platforms like call centre, they faced challenges like not being operational 24*7, attrition, etc. which led to re-recruitment and training. Updating the agent with the latest products, processes, policies and prevailing rates in the industry was also a big challenge

Solution: They launched AI based Tata Capital Chatbot who understands and responds to queries related to its financial services products. They also launched a Robotic Automation Bot focused on Personal Loan Products. This bot helps customers feed in data in a chat format and replies them with an eligibility quote which changes the entire user experience to a casual conversation with a friend.


Lead Generation with Chatbot

Results: Tata Capital increases lead generation by 600%. Number of customer responses have increased from 5x to 6x.

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4) Campaign Management

a) Case Study - How Cincom increases their campaign open rate and click through open rate by implementing a behavior based content campaign

Cincom Systems is an enterprise software solutions company.

The company had no means of knowing whether their new leads and customers were already subscribing to their regular updates.

Solution: Cincom used marketing automation software to implement a behaviour-based content campaign that involved 5 phases – Tracking subscriber’s onsite behavior, Tagging subscribers by subject matter, Content Auditing, Progressive Profiling, and passing on qualified leads to Sales team.


Campaign Management

Results: The campaign resulted in an increase in open rate by 256%, and in click-to-open rate by 1941%. 1513 potential opportunities could be identified and an average of 18 new sales lead were generated every week.

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b) Case Study - How Chatbooks was able to increase their ad spend 3 times using marketing automation

Chatbooks is a family-owned business that creates printed albums from digital pictures, such as Instagram or Facebook photos, thereby, helping people hold on to what matters them the most.

Chatbooks run a range of campaigns from brand awareness, video views, website conversions, website clicks, mobile app engagement, to mobile app installs with 60-70% of their ad budget allocated to Facebook and Instagram. Their goal was to automate their prospecting and retargeting campaigns with rule based triggers. In addition to automation, personal customer service and the ability to give and receive continuous feedback was another key requirement for Chatbooks.

Solution: Chatbooks automated and scaled up their prospecting and retargeting campaigns with Smartly’s powerful optimization features. Stop Loss automatically pauses inefficient creatives. Based on rules set by the advertiser, Predictive Budget Allocation helps to reallocate more budget to best-performing ones.


Retargeting Campaign

Results: Chatbooks was able automate their workflow and scaled up their ad spend by 3x without increasing their team size

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5) Marketing Programs

a) Case Study - How Automation boosted HDFC Bank's Marketing Campaign