Winback campaigns are a perfect opportunity to remind inactive subscribers the benefits of the brand and hopefully inspire them to re-engage. Neyber created a campaign to reach out to potential customers who expressed interest in a loan application but had no interaction since. Through their targeted winback campaign, Neyber more than tripled their conversion goal.
To understand what went into this award-winning campaign, we interviewed Max Sobell, senior marketing automation & CRM manager at Neyber.
What were the goals of this particular campaign?
The goal of our winback campaign was to re-engage customers who used our loan soft check (”Find My Rate”), started a loan application, but did not finish their application. We were aiming for 20% conversion of customers.
Did you face any challenges along the way?
Our first challenge was getting the data in place to query those who started but did not finish applications to build our segmented list. We also wanted to make the email as personal as possible, so we included the reason for the loan as a data point for segmentation to dynamically display emojis in the subject line as well as have the image in the email be relevant.
What were your campaign results?
I’m proud to say we exceeded our 20% goal with a 63% conversion rate. In addition to this, our email metrics are extremely healthy, with a 55% open rate, 30% click-through rate, and a low unsubscribe rate of 0.2%.
How did you achieve these results?
We use Return Path by Validity to ensure our deliverability remains excellent. Our initial worry was the content could be seen to be a bit “spam-like,” so we used the Return Path Platform to test the initial pilot to a lower volume of customers, and then we slowly ramped up our sending volume.