Should you’re nonetheless contemplating investing assets in gamification for electronic mail advertising, this case examine from Yakaboo, the Yespo advertising company, and Stripo, is a must-read. Uncover how AMP video games affect key electronic mail marketing campaign metrics and increase gross sales. Take pleasure in examples and concepts for game-infused emails to implement in your corporation.
Case examine authors
Yakaboo is a nationwide guide platform in Ukraine, providing over 300,000 books in 71 languages. Certainly one of its gross sales channels is electronic mail advertising, by means of which Yakaboo sends its subscribers details about new merchandise, thrilling collections, and promo codes.
Yakaboo collaborates with the Yespo advertising company, which assists in making ready and sending out the newsletters by means of the omnichannel Yespo Buyer Knowledge Platform (CDP). In making ready the e-mail campaigns with AMP video games, the Stripo crew performed an lively function. The Stripo editor performance was used to develop the gamification ingredient.
The problem: The right way to implement gamification in electronic mail campaigns and begin utilizing AMP video games
In speaking with clients, Yakaboo at all times focuses on their consolation and strives to enhance its service. Due to this fact, even in promotional electronic mail newsletters, they dedicate vital effort to making sure that the content material is partaking and helpful for his or her clients.
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, entice consideration to the model, and make promotional emails gratifying.
Most significantly, recreation mechanics excite subscribers about receiving promo codes and improve the chance of them utilizing them to buying merchandise. Due to this fact, boosting gross sales is likely one of the major enterprise targets.
The primary electronic mail with gamification appeared as a small survey with multiple-choice solutions. Upon clicking the button with the proper reply, the subscriber obtained one other electronic mail with a prize.
After a number of profitable campaigns, Yakaboo determined to strive a extra complicated type of gamification — an AMP recreation — for which they turned to the Yespo company crew.
Resolution: Involving Yespo specialists and the Stripo editor performance
A very good recreation ought to 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 contemplate all settings.
How the work on AMP recreation emails is carried out
The preparation course of takes a few month and consists of seven important levels:
- First, Yakaboo brainstorms the thought for the e-mail:
- what the mechanics might be;
- whether or not the publication might be thematic for a sure event;
- whether or not the e-mail might be tied to a vacation;
- the seasonality and demand for sure kinds of merchandise.
- The subsequent stage is setting out a technical job for all course of members.
- All particulars are coordinated with the Yespo company supervisor.
- Getting ready creatives begins — Yakaboo handles the design and copywriting of AMP emails in-house after which passes them on to Yespo.
- Yespo performs the structure of the AMP block and the e-mail itself, whereas the HTML model is finished straight within the Stripo editor.
- The completed electronic mail is examined on numerous electronic mail companies and units, 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 recreation emails with completely different mechanics
It’s important to keep away from repeating mechanics and to develop one thing new every time to maintain subscribers . Listed here are a couple of examples of AMP recreation emails which have carried out effectively in Yakaboo’s campaigns.
Halloween matching recreation
The subscriber’s job was to match the title of a well-known guide with a picture symbolizing it. The guide themes had been chosen to suit the vacation — mysticism and horror.
(Supply: Electronic mail from Yakaboo)
Upon profitable recreation completion, a promo code of 15% immediately appeared within the electronic mail to make use of for purchases. Visitors was not misplaced, since there was no want to attend for a further electronic mail.
(Supply: Electronic mail from Yakaboo)
St. Nicholas Day recreation with maze completion
On this recreation, the subscriber’s job was to click on on elements of the trail, paving the way in which for St. Nicholas to cross.
(Supply: Electronic mail from Yakaboo)
As soon as your entire route was assembled and St. Nicholas crossed, a promo code of 21% (in honor of December 21) was immediately revealed.
(Supply: Electronic mail from Yakaboo)
Quiz recreation for the Independence Day of Ukraine
On this quiz, subscribers wanted to accurately reply questions on Ukraine’s historical past to obtain a 20% low cost.
(Supply: Electronic mail from Yakaboo)
Guide Appreciation Day recreation
On this recreation, 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: Electronic mail from Yakaboo)
Shock wheel
This recreation 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 electronic mail.
(Supply: Electronic mail from Yakaboo)
Matching pictures of winter fairy-tale characters
This was one other matching recreation 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: Electronic mail from Yakaboo)
Challenges of making AMP video games and the right way to remedy them
The primary challenge with AMP emails arises with customers whose electronic mail purchasers don’t assist AMP. Two variations of the e-mail are created “inside” one electronic mail to forestall shedding these subscribers and shedding visitors:
- Model for customers with AMP assist.
- An an identical electronic mail for customers with out AMP assist. In such emails, subscribers obtain a hyperlink to an identical recreation on the web site that they’ll play.
Relying on the subscriber’s electronic mail service, they see the AMP recreation instantly or a hyperlink to it. Within the preliminary levels of utilizing AMP video games, some electronic mail visitors was misplaced when transitioning to the web site. This challenge was resolved by manually including tags to each emails.
Outcomes: Impression of AMP video games on gross sales and electronic mail publication responses
Undeniably, electronic mail advertising efficiency and outcomes rely on the supply within the electronic mail and the corporate’s complete technique. Nevertheless, the outcomes of the AMP newsletters pleasantly shocked and happy Yakaboo.
Listed here are a couple of examples of such outcomes:
- one publication helped improve channel income by 20%;
- the common open charge (OR) elevated by 12%;
- the common order worth (AOV) elevated by 50%.
General, utilizing these emails, Yakaboo anticipates a ten% improve in gross sales income, which is a strong argument for his or her utilization.
Yakaboo’s plans for AMP video games
AMP video games are a superb strategy to interact subscribers and stand out from rivals. 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
