How gamification of emails permits Yakaboo to interact subscribers and enhance conversion charges — Stripo.e mail

When 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 online business.

Case research authors

Yakaboo is a nationwide guide platform in Ukraine, providing over 300,000 books in 71 languages. One in all 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 getting ready and sending out the newsletters by the omnichannel Yespo Buyer Information Platform (CDP). In getting ready the e-mail campaigns with AMP video games, the Stripo workforce performed an energetic position. The Stripo editor performance was used to develop the gamification ingredient.

The problem: The 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. Due to this fact, even in promotional e mail newsletters, they dedicate vital effort to making sure that the content material is participating and helpful for his or her prospects.

A number of years in the past, Yakaboo diversified its promotional emails to actively have interaction 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 probability of them utilizing them to buying merchandise. Due to this fact, boosting gross sales is among the main enterprise targets.

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 complicated type of gamification — an AMP sport — for which they turned to the Yespo company workforce.

Resolution: Involving Yespo consultants and the Stripo editor performance

A superb 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 think about all settings.

How the work on AMP sport emails is carried out

The preparation course of takes a few month and consists of seven major phases:

  1. First, Yakaboo brainstorms the concept for the e-mail:

    • what the mechanics will likely be;
    • whether or not the e-newsletter will likely be thematic for a sure event;
    • whether or not the e-mail will likely be tied to a vacation;
    • the seasonality and demand for sure forms of merchandise.

  2. The subsequent stage is setting out a technical job for all course of individuals.
  3. All particulars are coordinated with the Yespo company supervisor.
  4. Making ready creatives begins — Yakaboo handles the design and copywriting of AMP emails in-house after which passes them on to Yespo.
  5. Yespo performs the structure of the AMP block and the e-mail itself, whereas the HTML model is completed immediately within the Stripo editor.
  6. The completed e mail is examined on numerous e mail companies and gadgets, with checks for cell adaptability and proper show in darkish mode.
  7. 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 guide with a picture symbolizing it. The guide themes have been chosen to suit the vacation — mysticism and horror.

Example of email with a gamification

(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.

Example of a promo code for purchases

(Supply: E mail from Yakaboo)

St. Nicholas Day sport with maze completion

On this sport, the subscriber’s job was to click on on components of the trail, paving the way in which for St. Nicholas to cross.

Example of email with maze completion

(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.

Example of email with maze completion

(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.

Example of email with quiz game

(Supply: E mail from Yakaboo)

Ebook Appreciation Day sport

On this sport, 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.

Example of email with game of fetch 

(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 dimensions of the low cost and the corresponding promo code with an activation button appeared immediately within the e mail.

Example of email with spin-the-wheel game

(Supply: E mail from Yakaboo)

Matching photographs 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.

Example of email with finding the pair game

(Supply: E mail from Yakaboo)

Challenges of making AMP video games and tips on how to remedy them

The primary problem 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 forestall dropping these subscribers and dropping visitors:

  1. Model for customers with AMP help.
  2. An equivalent e mail for customers with out AMP help. In such emails, subscribers obtain a hyperlink to the same sport on the web site that they will play.

Relying on the subscriber’s e mail service, they see the AMP sport instantly or a hyperlink to it. Within the preliminary phases of utilizing AMP video games, some e mail visitors was misplaced when transitioning to the web site. This problem was resolved by manually including tags to each emails.

Outcomes: Impression of AMP video games on gross sales and e mail e-newsletter responses

Undeniably, e mail advertising and marketing efficiency and outcomes rely on the provide within the e mail and the corporate’s complete technique. Nonetheless, the outcomes of the AMP newsletters pleasantly shocked and glad Yakaboo.

Listed below are a couple of examples of such outcomes:

  • one e-newsletter 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 wonderful approach to have interaction 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 in your subscribers with Stripo