Oh My! to Oh WOW! Marketing Case Study of

Same monotonous s sent to subscribers which has led to dipping open rates The Challenge CASE STUDY

1.Improve relevancy of s with real time campaigns 2.Plan different types of campaigns instead of just promotional 3.Make an calendar and set the frequency of mailing 4.Create segments based on customer engagement Solution Proposed CASE STUDY

Strategy CASE STUDY

Create various categories of campaigns so as to improve customer interest in the brand. Focus on Real time campaigns to improve relevancy and customer connect. 1 Nurturing Branding Engagement Promotion STEP Re-engagement CASE STUDY

Devise different types of concepts that adhere to Best Practices and gets highest response from customers 2 STEP CASE STUDY Testimonial Campaigns for building brand credibility Introducing OLX brand ambassador to customers Event based Campaigns to add a touch of personalization Contest Campaigns to reach out and amplify the Brand Bollywood inspired Campaigns to improve visibility Concept selling Campaigns to build brand awareness

Improve the level of targeting and efficiency of deliverability Active In-Active Active 1 time opener Active 2-3 time opener Active 4 time opener In-Active Never opened EARLIER BUCKETS OF SEGMENTATIONPROPOSED SEGMENTATION BUCKETS 3 STEP CASE STUDY Actively posting on website

Set sending frequency for each of the buckets created so that users receive s based on their engagement Active 1 time opener Active 2-3 time opener Active 4 time opener In-Active Never opened 2 s / month3 s / month 4 s / month 2 s / month 4 STEP CASE STUDY Actively posting on website 4 s / month

Define rules for Segmentation Strategy Active 1 time opener Active 2-3 time opener Active 4 time opener In-Active Never opened 2 s / month3 s / month 4 s / month 2 s / month Bucketing rules to be revised every 4 months Remove ids of users who haven’t responded to these re-engagement s after 4 months 5 STEP CASE STUDY Actively posting on website 4 s / month

Create Marketing Calendar for each month and send s in a scheduled and organized manner depending on user interests and interaction June Testimonial Campaign Introduce ‘Biker ride’ contest Region wise for contest User Benefits of OLX Bollywood inspired Sample Calendar for month of June Engagement nurturing Engagement Promotion Branding 6 STEP CASE STUDY

Implementation CASE STUDY

About the Campaign– Promotional planned around Bollywood theme to draw more response saw an exceptional open rate of 15.7% Subject line – Even our B●llyw●●d Legends are selling their Old Stuff on OLX Response –  Active database Open Rate – 15.7% CTR – 0.9%  Inactive database Open Rate – 1.5% CTR – 0.16% Bollywood inspired campaign CASE STUDY

# GIF images – Letter ‘C’ & ‘S’ keep interchanging Concept -- To promote to users that buying and selling is simple through mobile phone. Implementation – By tracking opens on mobile device (both Android and Ios) using EMM’S device tracking feature, all mobile users are targeted to promote buying/ selling through mobile and also to download the mobile app. Response --  Android users Open Rate – 15% Click Through Rate – 1.2%  iOS users Open Rate – 27% Click Through Rate – 0.8% Device targeting CASE STUDY

Event based campaign to improve customer connect About the Campaign– Real time campaign planned to make most of the football excitement. Response –  Active database Open – 18% CTR – 1.26%  Inactive Open – 1.1% CTR – 0.15% A/B TESTING PERFORMED ON SUBJECT LINE SUBJECT LINE ASUBJECT LINE B people are watching FIFA in peace? Find out how ☎ No Tring Tring ☎ Enjoy FIFA in peace with your friends Winner campaign CASE STUDY

Concept – Using positive opinions of customer who transacted through OLX to drive the active non-transacted customers Response –  Active database Open – 10% CTR – 0.04% Testimonial campaign to build trust in the brand A/B TESTING PERFORMED ON SUBJECT LINE SUBJECT LINE ASUBJECT LINE B ☺ The Story of Our Happy Customers ☺ ☺ Happy Stories | Happy Customers ☺ Winner campaign CASE STUDY

Concept – campaign in sync with OLX marketing strategy of increasing the customer reach by partnering with reality show. In the campaign, users get a chance to take part in a reality contest by selling their unique items through OLX. Subject line – Hello [City_Name], Be a part of Epic OLX Collector Riders Contest Response – Open – 10.8% CTR – 1.62% Contest Campaign CASE STUDY

Results CASE STUDY

 Better customer engagement  25% of inactive subscribers for the last six months responded to different themes of campaigns  10% migration of users from one time opener bucket to 2/3 time opener bucket  Steady increase in average open rates by 15-20%  Increase in the volume of QoQ listings on OLX website  Decrease in unsubscribe rate by 10% due to controlled frequency and a calendared and targeted approach CASE STUDY

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