The Company
Markco Media is a global Web-based marketing and advertising company that operates the U.K.’s No. 1 voucher and deals network. Its global portfolio of high-traffic websites includes MyVoucherCodes.co.uk in the United Kingdom and CouponCodes4U.com in the United States.
The Challenge
Realizing that issues with deliverability were hampering its success led Markco Media to look for a new email service provider. “Our MyVoucherCodes.co.uk site is in rapid growth mode with 8-10M unique views to our website every month. Email is an integral part of our strategy, and it was imperative that we get into our subscriber’s inbox to help drive traffic to our site and increase conversion,” said Simone Vincent, email marketing manager, MyVoucherCodes.co.uk’s program focuses on the entire customer lifecycle, including welcoming new customers, nurturing
them and winning back inactive subscribers. With a focus on monetizing
its email program based up subscriber behavior, MyVoucherCodes.co.uk has
enjoyed the following benefits:uk.
The Solution
There was a renewed focus on the MyVoucherCodes.co.uk’s email program after selecting Silverpop Engage as its email service provider and hiring a new email marketing manager to put together a strategic plan. Markco Media’s email marketing manager, Simone Vincent, worked closely with Silverpop’s account management team to understand how she could take best advantage of Silverpop Engage to make its program as dynamic as possible.
“We completely overhauled our email program, including a full redesign of creative, implementation of a double opt-in system, and a focus on how we could better engage subscribers based upon their behavior,” says Vincent.
Today, MyVoucherCodes.co.uk’s program includes:
- Weekly promotional emails to subscribers focused on:
- top company offers based upon subscriber preference
- top trends--a content-based email written from a very personal perspective
- third-party emails that drive advertising revenue
- Welcome/Activation program–a three-part series focused on welcoming new customers and improving their likelihood of activation
- Re-engagement program–a personalized email series sent to customers that haven’t opened an email within the past three months
For its welcome program, Vincent uses Silverpop’s Programs feature to create a multi-email series welcoming new subscribers to the program and then sending them reminders if they do not activate via double opt-in within a specified period of time. “Implementing a double opt-in is best practice, but we're also at risk of customers never completing their sign-up process," says Vincent. "With Programs, we're able to easily automate the process and realize a significant uplift in terms of an increase in subscribers completing the sign-up process.”
For its re-engagement program, Vincent targets dormant subscribers with personalized content using Silverpop’s Dynamic Content functionality. “If we can get dormant subscribers to open their emails again, they'll realize the value of the brand," says Vincent. "By speaking to them in a personalized one-to-one style and incorporating subscriber preferences, we're increasing the likelihood of re-engagement.”
The Results
MyVoucherCodes.co.uk’s program focuses on the entire customer lifecycle, including welcoming new customers, nurturing them and winning back inactive subscribers. With a focus on monetizing its email program based up subscriber behavior, MyVoucherCodes.co.uk has enjoyed the following benefits:
- 121% lift in activation through welcome campaign three-part reminder series
- 20% of its dormant subscribers reactivated through re-engagement program
- 17% increase in open rates using Send Time Optimization feature
“The biggest benefit with our email program is that our results are measurable, and therefore it's transparent where we need to focus our efforts,” says Vincent. “We're very happy that our open rates improved by 17 percent by using Send Time Optimization. This is a feature our merchants really like, and implementing it is as easy as clicking on a box.”
----Download the PDF to learn how MyVoucherCodes.co.uk increased its activation by more than 100% while improving open rates by 17%.
