Rapidi, a leader in data integration solutions, was running multiple product-specific email workflows to nurture leads and engage customers. However, they faced several challenges:
- Low Engagement Rates: Some emails were underperforming, with low open and click-through rates (CTR).
- Ineffective Segmentation: Their old nurtures lacked targeted segmentation, leading to generic messaging that didn’t resonate with all recipients.
- List Health Issues: Higher unsubscribe rates (1.38%) in the old nurtures indicated poor list health and audience fatigue.
Rapidi needed a more strategic approach to improve email performance, reduce unsubscribes, and ensure their messaging resonated with the right audience.
The Solution: Engagement-Based Segmentation
Thalox stepped in to optimize Rapidi’s email nurtures by introducing an engagement-based segmented approach. Here’s how we did it:
Workflow for a nurture based on engagement and product interest.
1. Segmentation by Engagement Level:
- Contacts were divided into three groups: High Engagers (HE), Dormant Potential (DP), and Inactive (IN).
- Each segment received tailored messaging and optimized subject lines to improve relevance.
2. Repurposing High-Performing Emails:
- We analyzed past email performance and repurposed the best-performing emails for the new nurtures.
- These emails were optimized further for better engagement.
3. Larger, More Diverse Audience:
- The new nurtures targeted a significantly larger audience (20,846 contacts vs. 754 in the old nurtures), ensuring broader reach (during the same period of January-December 2024).
4. Improved Deliverability:
- Thalox focused on maintaining list health, resulting in better delivery rates (97–99%) and lower unsubscribe rates (0.16–0.44%).
The Results: Stronger Engagement and Sustainable Growth
The new segmented approach delivered measurable improvements:
1. Improved List Health:
- Unsubscribe rates dropped significantly, from 1.38% in old nurtures to 0.16–0.44% in new nurtures.
- Delivery rates improved to 97–99%, ensuring emails reached more inboxes.
2. Higher Total Engagements:
- Despite lower percentage metrics (due to the larger audience), the new nurtures drove more total clicks:
- 24–28 clicks in new nurtures vs. 16 clicks in old nurtures (during the same period of January-December 2024).
- High Engagers showed the best performance, with a 16.48% open rate and 4.32% CTR.
3. More Stable Metrics:
- The new approach delivered consistent engagement across all segments, even with a 19x larger audience for Inactive contacts.
- Dormant Potential and Inactive segments maintained steady engagement, with open rates of 12.94% and 12.56%, respectively.
4. Better Real-World Performance:
- While old nurtures had higher vanity metrics (e.g., 26.9% open rate), the new segmented approach showed stronger real-world performance when accounting for volume differences.
A Smarter Way to Nurture Leads
By adopting an engagement-based segmented approach in optimizing their email nurtures, Rapidi made nurtures more effective and sustainable. With Thalox’s data-driven strategy, they not only increased engagement but also improved list health and deliverability, setting them up for long-term success.
This case study shows how smarter segmentation and optimization can make a big difference in email marketing—proving that better targeting leads to better results.