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Email Newsletter Optimization - Real Estate Platform (2024)

Redesign of a bilingual email newsletter strategy for a 200K+ real estate interested audience.

Impact

  • Increased the CTR by 22% and Unique Opens by 30% in 3 months

  • Decreased time spent on creating email reports by 50% on ongoing basis.




Problem

The email newsletter saw a fast and sharp rise in subscriptions after the signup process was built into creating an account on the platform. However, the newsletter strategy was outdated, and a lot of people did not engage with it. It started seeing low click and open rates consistently.

Goal

Increase email newsletter click and open rates by 20% to keep up with the growing follower base by introducing customer segmentation and delivery optimization.

Strategy

  • Create relevant user personas to create segmentation and find room for personalization

  • Instead of a single-send email structure, introduce segmented Salesforce Marketing Cloud email customer journeys.

  • Use content A/B testing with test groups to determine best performing content before sending to the majority of subscribers

Execution

I brainstormed personas with team members, landing on 4 based on user behavior and supported by Salesforce Marketing Cloud analytics in Einstein AI:

  1. High Engagers: High open and click rates.

  2. Observers: High open but low click rates.

  3. Intentional Readers: Low open and high click rates.

  4. Dormants: Low open and low click rates.

In the updated email templates, High Engagers and Intentional Readers received longer email with bigger content variety, while Observers and Dormants received shorter formats with only highly relevant content related to the core offer.


Then I built automated email journeys to segment the audience. If a person has not opened an emai, they would get a resend in a few days with a different variation of the subject line. We analyzed which changes generated the biggest differences in email opens and clicks, which ended up being subject lines and intro paragraphs. Each email journey was then built with A/B tests in them. First, a small percentage of the subscribers would get the A and B variants, then Salesforce would detect the best performing content and send to the rest after a period of time selected by me.


To avoid the reporting becoming tedious, we simplified the reporting using a native Salesforce tool, which aggregated the emal analytics from the journey to pull into a ready-to-use dashboard.


Results

Updated strategy enabled for a stronger CTRs and open rates, increased both by more than 20% in a span of 3 months.

Skills

  • Email marketing, A/B testing, segmentation, copywriting, strategy

  • Salesforce Marketing Cloud

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