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How Game Elements In Marketing Emails Can Boost eCommerce Revenue

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Client

Comfy is the most successful omnichannel home appliance and electronics retailer in Ukraine.

Challenge 

  • To increase the customer base 
  • To improve upselling and cross-selling

Initial Data

The market of home appliance and electronics is one of the most competitive markets in Ukraine. For a large brand who has already covered more than 30% of the market, attracting a new audience is a real challenge which motives to look for out-of-the-box approaches.

Solution

To increase the customer base within the shortest possible time and motivate subscribers to make a purchase, the Promodo team has created the “Roulette” gamification activity.

A lot of marketing experts and eCommerce business owners are skeptical of draws. They consider that this tool attracts an unmotivated audience. However, this activation solution is an effective tool for drawing customers, especially if the logic of the activity was carefully developed, and an initiator can control all stages of the activity implementation to a website. 

In the Comfy case, users, who visited the website (and, therefore, were interested in a purchase), as well as existing customers who ordered something earlier became participants of the draw. 

*Contest games with guaranteed prizes significantly increase customer loyalty. Clients participate in such draws and share their winnings in their social profiles.

Activity Audience

All website visitors

  • Challenge: to convert visitors to email subscribers

Existing customer base

  • Challenge: To motivate customers to make an additional purchase

To work out these details, the launch process was divided into several stages:

Preparation 

  • At this stage, we developed the gaming logic for the new activity, formed the prize fund and configured the integration with the eSputnik email marketing service.

Draw Logic 

  • The user lands to the activity page by clicking on a banner or widget. To participate in the draw and activate the ‘Play’ button, they need to enter their email address. Each participant has two attempts to spin the roulette.

If the arrow points to the grey field twice, the user receives a notification asking them to enter their email address and receive an additional attempt. If the arrow points to the grey area again, the user can enter a friend’s email and try one more time as a referral. By motivating players to invite friends to the game, we managed to attract the attention of new users to the COMFY brand.

Prize Fund

  • Speaker was the grand prize (limited quantity)
  • Discount codes for various categories
  • Implementation Stages 

The Promodo team created several marketing email templates and configured scenarios for different results of the draw.

Website banners and widgets informed visitors about the draw. We also sent emails for the existing customer base.

Testing Stage 

Our team tested user activity at every implementation stage, monitored the customer's reaction and made necessary changes if needed.

What we tested, and why:

  • If everything was displayed correctly (both the general interface of the landing page and all possible game scenarios;) 
  • How all game scenarios were performed (from service notifications on the landing page to emails which winners and losers received); 
  • How the discount code was activated in the website shopping cart; 
  • If all discount codes were correctly recorded (both valid and used before); 
  • All email with dynamic content (discount code + category of the discounted product) 
  • Customer behaviour at each stage of the draw; a declining number of steps needed to complete the game (is it convenient to click on a button, is the next step clear, how to use a promotional code, etc.); 
  • UI elements of the roulette, including CTA.

Results 

×8  New subscribers

+32%  Revenue from triggered emails 

+74% Transactions from triggered emails 

Thanks to the activity, the Promodo team managed to expand the customer base and increase the number of cross-sales.

What’s next?

The Comfy customer base has been replenished with a new audience which they now can convert into loyal customers with the help of the email marketing channel. Promodo is currently testing new mechanics of interaction with users to increase the customer base and revenue in future.

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