E-MAIL MARKETINGCASEPREPARED FOR:
Manuel Guimarães Pinto Filho / GPNX / Founder
+55 19 98168-9471
ABOUT GPNX GROUP
Company Stats
• 3 years old start up based @ Campinas with representatives in Chile andCanada
• Customers in Entertainment, Financial Services, Telecom and Insurance
• alumni
Email Stats
• Sent ~13M e-mails during last 6mo.
• 1 M users
• Reputation 99%
• Deliverability 99%, blasts larger than 350K
• Transactional and marketing
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• Team of Brazilians, Canadians, Russians and Chileans
• Deep expertise in online marketing, mathematical optimization models
and web scale applications.
GPNXDATA SERVICES
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APIs for Data
Capture and
Standardization
Aggregation &
Hygiene
Data Modelling
& Segmentation
Tools & Services
for Activation
Measurement &
Optimization
SaaS Enabled
• Data Services and Marketing Information
Platform are our core offers
• Email is a key tool in driving business for our
customers
• Sendgrid is a key fullfilment partner
– Cost effective
– Flexible
– Robust
– Awesome API
CUSTOMER CASE:LARGE SOCCER TEAM
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What were the objective, strategy, tactics and results
How we created a propensity model for lead scoring
How we segmented the users
How we reformulated the communication
PROBLEM:
6 months after launching the “sócio torcedor” program, sales are flattening. Existing
communication was done using only demographic segmentation.
DEFINING THE OBJECTIVES
30/09/2013E-mail marketing case
• Acquire new customers, increase email marketing ROI, reducestress on mailing listsObjective
• Create a propensity model using engagement and conversionscoringStrategy
• Reformulate communication according to user segments
• Use email, active call center and facebook display adsTactics
• Conversion rate rose 10x
• Sales lift of 45%
• Lead nurturing program with 12.15% CTR all time.Results
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CREATING THE PROPENSITY MODEL
• Engagement Propensity Index – How much is user engaged on channels?
– Recommended a friend
– Regularly clicks on e-mails
– Regularly visits the website
– Uses the iOS app
• Conversion Propensity Index – How similar is user to active members?
– Attending the matches at stadium
– Likes same web pages on facebook
– Similar demographics
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CREATING THE SEGMENTATION
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Future
potentialBest bets
Low
propensity
High
propensity
Conversion-
Engagement
+
+
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DEFINING THE COMMUNICATION
30/09/2013E-mail marketing case
• Active call center
• Direct mail
• E-mailBest Bets
• Facebook ads
• E-mailHigh Propensity
• Survey
• E-mail nurturing programFuture Potential
• E-mail nurturing programLow Propensity
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SEGMENTEDE-MAIL STATS
30/09/2013E-mail marketing case
99%
Delivery
75%
Open
17%
Click
0.04%
Bounce
GPNX
Sendgrid
API
Data capture API
Data hygienization
Data distribution
Propensity Model
Segmentation
Multi-channel
Communication Matrix
PREPARED FOR:
Manuel Guimarães Pinto Filho / Founder / GPNX
+55 19 98168-9471
CALLME!
