In the event you’re nonetheless contemplating investing sources in gamification for e 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 e 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 guide platform in Ukraine, providing over 300,000 books in 71 languages. Certainly one of its gross sales channels is e 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 workforce performed an lively position. The Stripo editor performance was used to develop the gamification ingredient.
The problem: The right way to implement gamification in e 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 e mail newsletters, they dedicate important effort to making sure that the content material is partaking 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 gratifying.
Most significantly, recreation mechanics excite subscribers about receiving promo codes and enhance the probability of them utilizing them to buying merchandise. Subsequently, boosting gross sales is without doubt one of the major enterprise goals.
The primary e mail with gamification appeared as a small survey with multiple-choice solutions. Upon clicking the button with the right reply, the subscriber obtained one other e mail with a prize.
After a number of profitable campaigns, Yakaboo determined to strive a extra advanced type of gamification — an AMP recreation — for which they turned to the Yespo company workforce.
Answer: Involving Yespo consultants and the Stripo editor performance
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 take into account all settings.
How the work on AMP recreation emails is carried out
The preparation course of takes a couple of month and contains seven important phases:
- First, Yakaboo brainstorms the concept for the e-mail:
- what the mechanics can be;
- whether or not the publication can be thematic for a sure event;
- whether or not the e-mail can be tied to a vacation;
- the seasonality and demand for sure forms of merchandise.
- The following stage is setting out a technical process for all course of individuals.
- All particulars are coordinated with the Yespo company supervisor.
- Getting ready creatives begins — Yakaboo handles the design and copywriting of AMP emails in-house after which passes them on to Yespo.
- Yespo performs the structure of the AMP block and the e-mail itself, whereas the HTML model is finished immediately within the Stripo editor.
- The completed e mail is examined on varied e mail providers and gadgets, 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 a number of examples of AMP recreation emails which have carried out nicely in Yakaboo’s campaigns.
Halloween matching recreation
The subscriber’s process was to match the title of a well-known guide with a picture symbolizing it. The guide themes had been chosen to suit the vacation — mysticism and horror.
(Supply: Electronic mail from Yakaboo)
Upon profitable recreation completion, a promo code of 15% immediately appeared within the e mail to make use of for purchases. Visitors was not misplaced, since there was no want to attend for an extra e mail.
(Supply: Electronic mail from Yakaboo)
St. Nicholas Day recreation with maze completion
On this recreation, the subscriber’s process was to click on on components of the trail, paving the best way for St. Nicholas to cross.
(Supply: Electronic mail from Yakaboo)
As soon as all the route was assembled and St. Nicholas crossed, a promo code of 21% (in honor of December 21) was immediately revealed.
(Supply: Electronic 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: Electronic mail from Yakaboo)
Guide 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: Electronic 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 e mail.
(Supply: Electronic mail from Yakaboo)
Matching pictures 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 need to make use of the next 20% low cost.
(Supply: Electronic mail from Yakaboo)
Challenges of making AMP video games and the best way to remedy them
The principle situation with AMP emails arises with customers whose e mail purchasers don’t help AMP. Two variations of the e-mail are created “inside” one e mail to stop shedding these subscribers and shedding site visitors:
- Model for customers with AMP help.
- An an identical e mail for customers with out AMP help. In such emails, subscribers obtain a hyperlink to an identical recreation on the web site that they’ll play.
Relying on the subscriber’s e mail service, they see the AMP recreation instantly or a hyperlink to it. Within the preliminary phases of utilizing AMP video games, some e mail site visitors was misplaced when transitioning to the web site. This situation was resolved by manually including tags to each emails.
Outcomes: Impression of AMP video games on gross sales and e mail publication responses
Undeniably, e mail advertising and marketing efficiency and outcomes rely on the provide within the e mail and the corporate’s complete technique. Nevertheless, the outcomes of the AMP newsletters pleasantly shocked and happy Yakaboo.
Listed here are a number of examples of such outcomes:
- one publication helped enhance channel income by 20%;
- the common open fee (OR) elevated by 12%;
- the common order worth (AOV) elevated by 50%.
General, utilizing these emails, Yakaboo anticipates a ten% enhance 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 superb option 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
