Propel helped in automating marketing campaigns for CreditRegistry
Summary
As experts in the field of Martech, Propel utilized their expertise to design and execute
complex, highly segmented, and targeted flows and campaigns to assist CreditRegistry in
achieving its marketing objectives. Through meticulous research, advanced segmentation
techniques, and agile marketing processes, we overcame challenges and complied with system
limitations, resulting in significant revenue generation for CreditRegistry.
Furthermore, we assisted CreditRegistry in running five automations on Omnisend, which were
triggered based on user actions.
In addition, we aided in targeting 10 million users to generate sales and successfully sent out 50 million SMS using Dotgo kONNECT, further increasing brand awareness and revenue for CreditRegistry.
Results
As a data-driven organization, CreditRegistry utilized personalized email campaigns and SMS
targeting users based on their website actions. Through this approach, Propel Labs enabled
CreditRegistry to measure success every week by collating data on all campaigns and automations
sent through various marketing platforms, allowing for optimization and improved performance.
The result was exceptional, with almost all automations having an average open and click rate
significantly higher than industry standards. Our best-performing automation achieved an open
rate of 87.02% and a click rate of 19.35%, demonstrating the effectiveness of our
targeted approach.
Background about Credit Registry
CreditRegistry is a Nigerian credit reporting and risk management organization that offers
credit reporting and risk management services to financial institutions, enterprises, and
individuals. They provide detailed credit reports and calculate customer credit scores using
advanced data analytics and machine learning algorithms. In addition to credit reporting, they
offer services such as credit monitoring, fraud detection, and education and counseling. Their
goal is to provide accurate credit information to promote responsible lending and borrowing and
help financial institutions make better lending decisions to increase credit access for
Nigerians and other Africans. They aim to reduce loan defaults and other credit concerns by
providing reliable credit information.
Challenges
CreditRegistry is a Nigerian organization that offers credit reporting and risk management
services to financial institutions, enterprises, and individuals. They provide detailed credit
reports and calculate customer credit scores using advanced data analytics and machine learning
algorithms. In addition to credit reporting, they offer credit monitoring, fraud detection, and
education and counseling services. They aim to provide accurate credit information to promote
responsible lending and borrowing and help financial institutions make better lending decisions
to increase credit access for Nigerians and other Africans.
They aim to reduce loan defaults and other credit concerns by providing reliable credit
information. In scaling operations, this resulted in a few distinct challenges, for which Credit
Registry turned to Propel to:
Propel’s Approach
Propel approached the issues by initiating an introductory call with the client to determine
their objectives and requirements. The next stage was comprehending, mapping, and documenting
the desired outcomes. Propel determined that the to-be-accomplished objectives can be utilized
as project milestones for creating a schedule.
CreditRegistry required assistance in establishing various automations corresponding to multiple
phases of the user life cycle to ensure maximum sale conversion and user engagement. These
automations included cart abandonment, welcome email automation (for users who purchased a
standard report and users who purchased a gold or platinum report), automation for newly
registered users, etc. Each of these automations includes several personalized emails for
maximal conversion and is designed to target only the users in their respective automations. To
address these challenges, Propel Labs employed the use of 3 marketing tools:
Execution
The following explains the steps taken to ensure all the challenges were addressed and client
expectations were met
Using Omnisend to execute marketing automation campaigns
The above image shows the automations created, the number of emails sent, the Open rate, the click rate, and the Sales generated from each automation.
The cart abandonment automation trigger was set for a user when they add a product to the cart but don't make a purchase in a time span of 1 day.
Propel also used A/B testing to strategically select the most effective subject line for future automations to optimize engagement and sales generation.
Using EmailOctopus to execute marketing automation campaigns
The above image shows automation with a specific trigger, wait times and the emails sent out to the users in the list associated with this automation.
Using Dotgo Konnect to execute marketing automation campaigns
Utilizing all the abovementioned platforms and methods, Propel helped CreditRegistry set up automation, send out emails and SMSs, and help them gain insights on the places they can improve using the data collected from these workflows.
Key Takeaways
Organizations are in need to engage with their customers to increase customer retention and
engagement. Automating the marketing campaigns gives you an opportunity to engage with your
customers and create a long lasting relationship. As a result, it generates revenue for the
organization.
Propel marketing automation services helped CreditRegistry to automate their marketing campaigns
and increase engagement with the users.