Challenge
A company that distributes video content (movies, series, TV shows) on a streaming platform launched new bundles. Each was themed and included original productions available only to subscribers. Unfortunately, the previous activities did not attract many customers. For this reason, the company needed tools to encourage customers to take advantage of the offer.
The video content distributor decided to send personalized messages with a discount code to be used only for subscribing to the latest bundles.
Action
- Collecting data on recipients
The company began monitoring customer activity so that it could personalize the message and offer a subscription to the bundle that would best suit a particular person's interests.
- Segmentation
Users were segmented based on the data collected. Segmentation made it easier to communicate with customers and personalize content.
- Generating discount codes
The video content distributor generated unique discount codes for new bundles using eCouponing.
- Personalized messages and tailored bundle recommendations
Thanks to iPresso, horror lovers received discount codes with an advertisement for a bundle with horror films, while comedy lovers received in the message a bundle recommendation with productions to make them laugh to tears.
Results
- The discount codes encouraged customers to choose new bundles. Their sales increased by 25%.
- The new bundles were very popular with both new and regular customers. The conversion rate increased by 18%, and those interested in the company's offerings were eager to subscribe to the bundle.
- Users liked the personalized messages and expected them in the future. There was a 10% decrease in unsubscribes to marketing information.
- Subscriber retention increased by 16% and the company gained many loyal customers.
