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Complaint rates reduce by 12.9% & RPC up 6% for MVF

MVF Global‘s platform helps ambitious businesses grow by delivering high volumes of new customers.

MVF provides a scalable source of new customers to businesses all over the world. As a business they send millions of emails a month to their subscribers and rely heavily on email as an ongoing revenue generation channel

Client:

Kate’s advice allowed us to action more significant, revolutionary tests backed by solid qualified
hypotheses. The multi-triggered campaign was created following a thorough analysis using the team
to find where our major user journey flaws were, and has changed our best practice for these sends
for the better – as shown by the results.

MVF Global

Summary

Challenge

Multiple offers sent in separate emails to the subscribe in quick succession post-sign up, resulted in a high complaint rate in the initial stages of the customer journey.

Changes

eFocus Marketing worked with MVF to create an overall complaint reduction strategy, which included implemented of a Multi-Triggered Campaign and a follow up email.

Results

  • Complaint rate has reduced 12.9%
  • RPC (Revenue per Click) for users in the test increased by up to 6%

Changes made by eFocus Marketing

eFocus Marketing worked with MVF to create an overall complaint reduction strategy, which included implemented of a MultiTriggered Campaign (and rolled out across 17 markets after testing) and follow up email 2 hours later instead of multiple individual emails for different offers.

This sought to reduce the number of emails sent, improve the user experience and offer a better selection of offers whilst the user was still in that mind frame, subsequently reducing complaints.

    Results

    After making the changes, MVF saw the following results:

    • Complaint rate has reduced from 0.062 to 0.054. (-12.90%)
    • RPC for users in the test increased by up to 6%