How Gave.ro Almost Tripled Email Campaign ROI Using theMarketer

The company had been using email campaigns as part of their communication mix for a considerable amount of time and used a third-party provider in order to reach their customers. Gave.ro was struggling with multiple challenges, such as low ROI for their email campaigns, the inability to personalize their email content, and generally a decreased level of subscriber engagement.

Gave.ro began using theMarketer on the 3rd of January 2023.

In doing so, they initially validated their own domain for sending with Amazon SES using DKIM and SPF authentication, in order to ensure that email campaigns would get delivered straight to the subscribers’ inboxes. This also helped with branding and credibility, because with the previous email provider they were using, the campaigns were sent from a custom email address assigned by the provider, and not an email address from their own domain. Following the switch, the DNS records were retrieved by theMarketer from the AWS sub-account created automatically for Gave.ro, thus ensuring coherent and compliant processes and branding.

Gave.ro also started using theMarketer’s personalized product block feature in their email campaigns, in order to target subscribers based on their behavior on the website and their products of interest.

Additionally, the advanced segmentation features in theMarketer allowed the online business to segregate their audience based on categories of interest, their interactions with the website, as well as their purchase history.

Last but not least, for certain email campaigns, Gave.ro opted for the personalization of the subject lines as well as the content with the customers’ first names, which gave all email communications a warmer and more human approach.

The results of using theMarketer for the email marketing campaigns of Gave.ro became noticeable very quickly.

On the one hand, sending email campaigns through Amazon SES, while also having their own domain validated with DKIM and SPF lead to a better deliverability of emails straight to the users’ inboxes. This was also supported by the fact that each email sent contained personalized products with distinct URLs, meaning the email providers see the campaigns as unique and deliver them to the users’ inboxes, instead of the Promotions tab for example.

On the other hand, the use of personalization and advanced segmentation allowed Gave.ro to give a more personal touch to their email campaigns, and also to target the right needs and interests for each and every subscriber. This translated into higher subscriber engagement and a more pleasant customer experience.

Overall, after a short time of using theMarketer, the average open rate for the campaigns of Gave.ro grew by over 76%, from 10.1% to 17.8%, while their average click through rate more than doubled, increasing from 1.5% to approximately 4.6%. These changes, alongside the lower costs of email sending with theMarketer and the increase in overall conversion rates, had a significant impact on the overall ROI, which increased from 46.3% to 124.8% in just two months.