Case Study

Email Campaign Strategy

18% Revenue Jump For A Kids' Reading App With Targeted Email Campaigns

For kids who want to dive deep into the world of new, imaginative stories- our client provided the perfect gateway. An exciting reading app that makes reading fun through gamification, it offers a wide variety of books from famous children’s publishers like Amar Chitra Katha and Tinkle. Its library boasts works of many famous authors and new books which are not available on free internet databases. By subscribing, parents can encourage their kids to develop strong reading habits.

What the Client Needed

Although our client had successfully built a solid user base of children and parents eager to access their library of fun, educational books, they faced a significant challenge in converting free users into paying subscribers. Many users would download the app and explore free content, but they weren’t upgrading to paid subscriptions, which limited their revenue growth.

Key Challenges Faced:

BrandLoom’s targeted email campaign strategy successfully increased subscription conversion rates for a kids' reading app, turning free users into paying subscribers and boosting revenue

Low Subscription Conversion Rates:

A large percentage of their users remained free members, enjoying the limited free content but not subscribing to the premium plan.

BrandLoom targeted free users exploring limited content by offering special discounts and free trials to encourage upgrading to a premium subscription

Unengaged Users:

A portion of users would sign up for the app, but they would gradually become inactive, failing to read regularly or explore more of the platform’s features.

BrandLoom implemented personalized email campaigns for a kids' reading app, shifting from generic emails to behavior-driven messages, resulting in higher open rates and click-throughs

Generic Email Campaigns:

The brand was sending out broad, one-size-fits-all email campaigns that weren’t personalized to individual users’ behaviors. This resulted in lower open rates, minimal click-throughs, and almost no subscription upgrades.

These challenges called for a fresh approach. The solution lay in making the brand emails more relevant and impactful to each user. After our deep-dive into the problem- we realized they had to shift from generic email blasts to targeted, behavior-driven email marketing to drive better results.

And that’s exactly what Team BrandLoom did.

Strategy We Followed

After analyzing their challenges, we decided to take a more data-driven approach to revamp their email marketing strategy. Our goal was to engage users more effectively by sending personalized and timely messages based on individual behaviors. Here’s what we did:

Step 1

Segmenting the User Base by Behavior

To address the issue of low conversion rates, we started by breaking their user base into distinct segments based on user behavior:

BrandLoom targeted active readers who read frequently but hadn't subscribed, sending personalized emails that highlighted premium benefits to convert them to paid subscriptions
BrandLoom re-engaged inactive users who hadn't used the platform in over 30 days, sending reminders and offers to spark renewed interest and subscriptions
BrandLoom targeted free users exploring limited content by offering special discounts and free trials to encourage upgrading to a premium subscription

By identifying these key groups, they were able to customize email content to speak directly to the needs of each segment.

Step 2

Crafting Tailored Email Campaigns

We created specific email campaigns for each user group:

Active Readers of GetLitt Book Reading App

For Active Readers:

They sent targeted emails showcasing premium benefits like exclusive books and additional gamification features. For example, the subject line read: “Unlock a World of Stories with Our Premium Plan!”

InActive Readers of GetLitt Book Reading

For
Inactive Users:

Re-engagement emails included reminders of unfinished books or notifications about new additions to the library. They included time-limited offers like “Come Back and Save 20% on Premium!” to spark immediate action.

Free Readers of GetLitt Book Reading App

For
Free Users:

Users who hadn’t upgraded received a series of emails promoting the advantages of going premium, often with a special discount or a free trial: “Get Full Access: Try Premium for Free This Month!”

Step 3

A/B Testing of Subject Lines

BrandLoom conducted AB testing on email subject lines to determine the most effective messaging for driving higher engagement and open rates, boosting them from 12% to 22%

Recognizing the importance of first impressions, we then tested multiple subject lines for each email campaign. For instance, we compared performance between “Unlock More Adventures with Premium Access” and “Your Reading Journey Just Got Better—Go Premium Now!” This testing helped us determine the most effective language for driving engagement, improving open rates from 12% to 22%..

Step 4

Resending Emails to Non-Openers

For users who didn’t open the initial email, we employed a simple yet powerful technique: resending the same email with a tweaked subject line. For example, after the initial subject line “Unlock a World of Stories with Premium” went unopened, they followed up with “Your Premium Access Awaits—Don’t Miss Out!” This small change led to an additional 5-8% increase in open rates, recapturing attention from users who missed the first email.

BrandLoom utilized the technique of resending emails with revised subject lines to capture attention from non-openers, resulting in a 5-8% increase in open rates and better engagement

Step 5

Creating Urgency with Time-Sensitive Offers

BrandLoom implemented time-sensitive offers, such as Get 25% Off Premium, to create urgency and drive immediate actions from inactive and free users, boosting conversions

To encourage users to act quickly, we also introduced time-bound offers like “Get 25% Off Premium—Offer Ends in 48 Hours.” This sense of urgency spurred immediate action from users who might have been on the fence about upgrading. These urgency-based campaigns were particularly effective for converting inactive users and free users.

Step 6

Automating the Process

BrandLoom automated their email marketing campaigns using behavioral triggers. For instance, when a user finished reading a book, they’d automatically receive an email suggesting similar premium books with an upgrade offer. Similarly, inactive users received automated reminders. This not only saved time but also ensured that emails reached users at the most relevant moments.

BrandLoom automated email campaigns using behavioral triggers, sending personalized offers when users finished reading or became inactive, ensuring timely and relevant communications

Results

Working on this project an eye-opener. The turning point came when we stopped sending blanket emails and started targeting users based on their behavior. The emotional satisfaction came from watching dormant users re-engage and active readers finally convert to paid subscriptions.

BrandLoom's targeted email campaigns increased open rates, conversion rates, and revenue by 18%, re-engaged inactive users, and improved retention through personalized, data-driven marketing
  • Open Rates: Increased from 12% to 22%.
  • Conversion Rates: Enhanced by 15%, moving closer to the target of 10-12%.
  • Revenue Growth: Achieved an 18% increase in total revenue.
  • User Re-engagement: Successfully reactivated 20% of previously inactive users.
  • Retention and Satisfaction: Improved user retention and received positive feedback, fostering long-term loyalty.
  • Operational Efficiency: Enhanced scalability and consistency through automation.

The results made one thing clear- data-driven marketing isn’t just powerful—it’s personal.

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