How gamification of emails allows Yakaboo to interact subscribers and improve conversion charges — Stripo.electronic mail
For those who’re nonetheless contemplating investing sources in gamification for electronic mail advertising and marketing, this case research from Yakaboo, the Yespo advertising and marketing company, and Stripo, is a must-read. Uncover how AMP video games affect key electronic mail marketing campaign metrics and enhance gross sales. Take pleasure in examples and concepts for game-infused emails to implement in your enterprise.
Case research authors
Yakaboo is a nationwide e book platform in Ukraine, providing over 300,000 books in 71 languages. One in all its gross sales channels is electronic mail advertising and marketing, by which Yakaboo sends its subscribers details about new merchandise, thrilling collections, and promo codes.
Yakaboo collaborates with the Yespo advertising and marketing company, which assists in making ready and sending out the newsletters by the omnichannel Yespo Buyer Information Platform (CDP). In making ready the e-mail campaigns with AMP video games, the Stripo staff performed an energetic position. The Stripo editor performance was used to develop the gamification ingredient.
The problem: Easy methods to implement gamification in electronic mail campaigns and begin utilizing AMP video games
In speaking with prospects, Yakaboo all the time focuses on their consolation and strives to enhance its service. Subsequently, even in promotional electronic mail newsletters, they dedicate vital effort to making sure that the content material is participating and helpful for his or her prospects.
A number of years in the past, Yakaboo diversified its promotional emails to actively interact subscribers, elicit responses to their emails, and promote studying. Emails with gamification entertain subscribers, appeal to consideration to the model, and make promotional emails fulfilling.
Most significantly, recreation mechanics excite subscribers about receiving promo codes and improve the chance of them utilizing them to buying merchandise. Subsequently, boosting gross sales is without doubt one of the main enterprise targets.
The primary electronic mail with gamification appeared as a small survey with multiple-choice solutions. Upon clicking the button with the proper reply, the subscriber obtained one other electronic mail with a prize.
After a number of profitable campaigns, Yakaboo determined to attempt a extra complicated type of gamification — an AMP recreation — for which they turned to the Yespo company staff.
Answer: Involving Yespo specialists and the Stripo editor performance
A superb recreation needs to be impeccably executed — from idea to technical particulars. The important thing problem in creating AMP video games in emails is the e-mail coding, which should think about all settings.
How the work on AMP recreation emails is carried out
The preparation course of takes a few month and consists of seven predominant levels:
- First, Yakaboo brainstorms the thought for the e-mail:
- what the mechanics might be;
- whether or not the e-newsletter might be thematic for a sure event;
- whether or not the e-mail might be tied to a vacation;
- the seasonality and demand for sure sorts of merchandise.
- The following stage is setting out a technical job for all course of individuals.
- All particulars are coordinated with the Yespo company supervisor.
- Making ready creatives begins — Yakaboo handles the design and copywriting of AMP emails in-house after which passes them on to Yespo.
- Yespo performs the format of the AMP block and the e-mail itself, whereas the HTML model is finished immediately within the Stripo editor.
- The completed electronic mail is examined on numerous electronic mail providers and units, with checks for cellular adaptability and proper show in darkish mode.
- Lastly, the e-mail is able to be launched.
Examples of Yakaboo’s AMP recreation emails with completely different mechanics
It’s important to keep away from repeating mechanics and to develop one thing new every time to maintain subscribers . Listed here are just a few examples of AMP recreation emails which have carried out effectively in Yakaboo’s campaigns.
Halloween matching recreation
The subscriber’s job was to match the title of a well-known e book with a picture symbolizing it. The e book themes have been chosen to suit the vacation — mysticism and horror.
(Supply: E-mail from Yakaboo)
Upon profitable recreation completion, a promo code of 15% immediately appeared within the electronic mail to make use of for purchases. Site visitors was not misplaced, since there was no want to attend for an extra electronic mail.
(Supply: E-mail from Yakaboo)
St. Nicholas Day recreation with maze completion
On this recreation, the subscriber’s job was to click on on elements of the trail, paving the way in which for St. Nicholas to cross.
(Supply: E-mail from Yakaboo)
As soon as your complete route was assembled and St. Nicholas crossed, a promo code of 21% (in honor of December 21) was immediately revealed.
(Supply: E-mail from Yakaboo)
Quiz recreation for the Independence Day of Ukraine
On this quiz, subscribers wanted to accurately reply questions on Ukraine’s historical past to obtain a 20% low cost.
(Supply: E-mail from Yakaboo)
E book Appreciation Day recreation
On this recreation, subscribers needed to shortly take away books from the cabinets inside a restricted time. The variety of books fetched decided the low cost code obtained.
(Supply: E-mail from Yakaboo)
Shock wheel
This recreation was created for the shop’s anniversary. Subscribers needed to spin the wheel to obtain a reduction. The scale of the low cost and the corresponding promo code with an activation button appeared immediately within the electronic mail.
(Supply: E-mail from Yakaboo)
Matching photos of winter fairy-tale characters
This was one other matching recreation with a 10-second time restrict to instill a way of pleasure in subscribers. The variety of makes an attempt was limitless, rising the will to make use of the following 20% low cost.
(Supply: E-mail from Yakaboo)
Challenges of making AMP video games and how one can remedy them
The principle difficulty with AMP emails arises with customers whose electronic mail shoppers don’t assist AMP. Two variations of the e-mail are created “inside” one electronic mail to forestall dropping these subscribers and dropping site visitors:
- Model for customers with AMP assist.
- An an identical electronic mail for customers with out AMP assist. In such emails, subscribers obtain a hyperlink to an identical recreation on the web site that they will play.
Relying on the subscriber’s electronic mail service, they see the AMP recreation instantly or a hyperlink to it. Within the preliminary levels of utilizing AMP video games, some electronic mail site visitors was misplaced when transitioning to the web site. This difficulty was resolved by manually including tags to each emails.
Outcomes: Impression of AMP video games on gross sales and electronic mail e-newsletter responses
Undeniably, electronic mail advertising and marketing efficiency and outcomes rely upon the provide within the electronic mail and the corporate’s complete technique. Nevertheless, the outcomes of the AMP newsletters pleasantly stunned and happy Yakaboo.
Listed here are just a few examples of such outcomes:
- one e-newsletter helped improve channel income by 20%;
- the common open fee (OR) elevated by 12%;
- the common order worth (AOV) elevated by 50%.
Total, utilizing these emails, Yakaboo anticipates a ten% improve in gross sales income, which is a robust argument for his or her utilization.
Yakaboo’s plans for AMP video games
AMP video games are a wonderful strategy to interact subscribers and stand out from opponents. Yakaboo additionally plans to include AMP into set off emails and check their effectiveness.
Create AMP video games to your subscribers with Stripo