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.
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 Multi–Triggered 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%