E-MAIL MARKETINGCASEPREPARED FOR:

Manuel Guimarães Pinto Filho / GPNX / Founder

manuel@gpnxgroup.com

+55 19 98168-9471

ABOUT GPNX GROUP

Company Stats

• 3 years old start up based @ Campinas with representatives in Chile andCanada

• Customers in Entertainment, Financial Services, Telecom and Insurance

• alumni

Email Stats

• Sent ~13M e-mails during last 6mo.

• 1 M users

• Reputation 99%

• Deliverability 99%, blasts larger than 350K

• Transactional and marketing

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• Team of Brazilians, Canadians, Russians and Chileans

• Deep expertise in online marketing, mathematical optimization models

and web scale applications.

GPNXDATA SERVICES

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APIs for Data

Capture and

Standardization

Aggregation &

Hygiene

Data Modelling

& Segmentation

Tools & Services

for Activation

Measurement &

Optimization

SaaS Enabled

• Data Services and Marketing Information

Platform are our core offers

• Email is a key tool in driving business for our

customers

• Sendgrid is a key fullfilment partner

– Cost effective

– Flexible

– Robust

– Awesome API

CUSTOMER CASE:LARGE SOCCER TEAM

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What were the objective, strategy, tactics and results

How we created a propensity model for lead scoring

How we segmented the users

How we reformulated the communication

PROBLEM:

6 months after launching the “sócio torcedor” program, sales are flattening. Existing

communication was done using only demographic segmentation.

DEFINING THE OBJECTIVES

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• Acquire new customers, increase email marketing ROI, reducestress on mailing listsObjective

• Create a propensity model using engagement and conversionscoringStrategy

• Reformulate communication according to user segments

• Use email, active call center and facebook display adsTactics

• Conversion rate rose 10x

• Sales lift of 45%

• Lead nurturing program with 12.15% CTR all time.Results

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CREATING THE PROPENSITY MODEL

• Engagement Propensity Index – How much is user engaged on channels?

– Recommended a friend

– Regularly clicks on e-mails

– Regularly visits the website

– Uses the iOS app

• Conversion Propensity Index – How similar is user to active members?

– Attending the matches at stadium

– Likes same web pages on facebook

– Similar demographics

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CREATING THE SEGMENTATION

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Future

potentialBest bets

Low

propensity

High

propensity

Conversion-

Engagement

+

+

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DEFINING THE COMMUNICATION

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• Active call center

• Direct mail

• E-mailBest Bets

• Facebook ads

• E-mailHigh Propensity

• Survey

• E-mail nurturing programFuture Potential

• E-mail nurturing programLow Propensity

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SEGMENTEDE-MAIL STATS

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99%

Delivery

75%

Open

17%

Click

0.04%

Bounce

GPNX

Sendgrid

Email

API

Data capture API

Data hygienization

Data distribution

Propensity Model

Segmentation

Multi-channel

Communication Matrix

PREPARED FOR:

Manuel Guimarães Pinto Filho / Founder / GPNX

manuel@gpnxgroup.com

+55 19 98168-9471

CALLME!