How gamification of emails allows Yakaboo to have interaction subscribers and improve conversion charges — Stripo.e-mail

For those who’re nonetheless contemplating investing assets in gamification for e-mail advertising, this case research from Yakaboo, the Yespo advertising company, and Stripo, is a must-read. Uncover how AMP video games affect key e-mail marketing campaign metrics and increase gross sales. Take pleasure in examples and concepts for game-infused emails to implement in what you are promoting.

Case research authors

Yakaboo is a nationwide guide platform in Ukraine, providing over 300,000 books in 71 languages. Considered one of its gross sales channels is e-mail advertising, by which Yakaboo sends its subscribers details about new merchandise, thrilling collections, and promo codes.

Yakaboo collaborates with the Yespo advertising 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 lively function. The Stripo editor performance was used to develop the gamification component.

The problem: Easy methods 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 interact subscribers, elicit responses to their emails, and promote studying. Emails with gamification entertain subscribers, appeal to consideration to the model, and make promotional emails pleasing.

Most significantly, sport 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 main enterprise targets.

The primary e-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 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 very good sport needs 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 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 essential phases:

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

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

  2. The following stage is setting out a technical job for all course of members.
  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 format of the AMP block and the e-mail itself, whereas the HTML model is completed straight within the Stripo editor.
  6. The completed e-mail is examined on varied e-mail companies and gadgets, with checks for cellular 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 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 just a few examples of AMP sport emails which have carried out nicely 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 had 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 best way for St. Nicholas to cross.

Example of email with maze completion

(Supply: E-mail from Yakaboo)

As soon as the whole 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 scale 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 photos 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, rising 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 find out how to remedy them

The principle subject with AMP emails arises with customers whose e-mail shoppers don’t help AMP. Two variations of the e-mail are created “inside” one e-mail to stop dropping these subscribers and dropping site 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’ll 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 site visitors was misplaced when transitioning to the web site. This subject was resolved by manually including tags to each emails.

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

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

Listed here are just a few examples of such outcomes:

  • one e-newsletter helped improve channel income by 20%;
  • the typical open fee (OR) elevated by 12%;
  • the typical order worth (AOV) elevated by 50%.

General, utilizing these emails, Yakaboo anticipates a ten% improve 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 superb strategy to interact subscribers and stand out from opponents. Yakaboo additionally plans to include AMP into set off emails and check their effectiveness.

Create AMP video games in your subscribers with Stripo