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:
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.
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.
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:



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:
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!”
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.
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

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.

Step 5
Creating Urgency with Time-Sensitive Offers

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.

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.

- 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.