If you happen to’re nonetheless contemplating investing sources in gamification for e-mail advertising and marketing, this case examine 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 online business.
Case examine authors
Yakaboo is a nationwide ebook platform in Ukraine, providing over 300,000 books in 71 languages. Considered one of its gross sales channels is e-mail advertising and marketing, by way of 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 way of the omnichannel Yespo Buyer Knowledge Platform (CDP). In making ready the e-mail campaigns with AMP video games, the Stripo staff performed an energetic function. The Stripo editor performance was used to develop the gamification factor.
The problem: Find out how 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. Due to this fact, 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 pleasant.
Most significantly, sport mechanics excite subscribers about receiving promo codes and enhance the chance of them utilizing them to buying merchandise. Due to this fact, boosting gross sales is without doubt one of the main enterprise aims.
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 attempt a extra advanced type of gamification — an AMP sport — for which they turned to the Yespo company staff.
Answer: Involving Yespo consultants and the Stripo editor performance
A great sport must 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 sport emails is carried out
The preparation course of takes a few month and contains seven principal levels:
- First, Yakaboo brainstorms the concept for the e-mail:
- what the mechanics will probably be;
- whether or not the publication will probably be thematic for a sure event;
- whether or not the e-mail will probably 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 members.
- 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 straight within the Stripo editor.
- The completed e-mail is examined on numerous e-mail companies 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 sport emails with totally different mechanics
It’s important to keep away from repeating mechanics and to develop one thing new every time to maintain subscribers . Listed below are a couple of examples of AMP sport emails which have carried out effectively in Yakaboo’s campaigns.
Halloween matching sport
The subscriber’s job was to match the title of a well-known ebook with a picture symbolizing it. The ebook themes had been chosen to suit the vacation — mysticism and horror.
(Supply: E mail from Yakaboo)
Upon profitable sport completion, a promo code of 15% immediately appeared within the e-mail to make use of for purchases. Site visitors was not misplaced, since there was no want to attend for a further e-mail.
(Supply: E mail from Yakaboo)
St. Nicholas Day sport with maze completion
On this sport, the subscriber’s job was to click on on elements of the trail, paving the best way 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 sport for the Independence Day of Ukraine
On this quiz, subscribers wanted to appropriately reply questions on Ukraine’s historical past to obtain a 20% low cost.
(Supply: E mail from Yakaboo)
Ebook Appreciation Day sport
On this sport, subscribers needed to rapidly 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 sport 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: E mail from Yakaboo)
Matching pictures of winter fairy-tale characters
This was one other matching sport with a 10-second time restrict to instill a way of pleasure in subscribers. The variety of makes an attempt was limitless, growing the will to make use of the next 20% low cost.
(Supply: E mail from Yakaboo)
Challenges of making AMP video games and find out how to clear up them
The principle concern with AMP emails arises with customers whose e-mail shoppers don’t assist AMP. Two variations of the e-mail are created “inside” one e-mail to stop shedding these subscribers and shedding visitors:
- Model for customers with AMP assist.
- An an identical e-mail for customers with out AMP assist. In such emails, subscribers obtain a hyperlink to an identical sport on the web site that they’ll play.
Relying on the subscriber’s e-mail service, they see the AMP sport instantly or a hyperlink to it. Within the preliminary levels of utilizing AMP video games, some e-mail visitors was misplaced when transitioning to the web site. This concern was resolved by manually including tags to each emails.
Outcomes: Influence of AMP video games on gross sales and e-mail publication responses
Undeniably, e-mail advertising and marketing efficiency and outcomes rely upon the supply within the e-mail and the corporate’s complete technique. Nevertheless, the outcomes of the AMP newsletters pleasantly stunned and glad Yakaboo.
Listed below are a couple of examples of such outcomes:
- one publication helped enhance channel income by 20%;
- the common open price (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 wonderful method to interact subscribers and stand out from opponents. Yakaboo additionally plans to include AMP into set off emails and take a look at their effectiveness.
Create AMP video games on your subscribers with Stripo
