Icons8, a leading design resource platform, partnered with Sender to boost their email marketing performance. Using segmentation and automation, they quickly achieved impressive results.
Some impressive results
Click-through rate after implementing audience segmentation
Open rate after implementing audience segmentation
Bounce rate after starting to clean its email list regularly
To better target its marketing efforts and cater to specific customer needs, Icons8 decided it should segment its audience according to three types of criteria:
Icons8 segmented their subscribers based on the specific products they engaged with.
For example, if someone used their Ouch! Illustrations, they received tailored emails that resonated with their specific interests, making things feel more personal.
Icons8 knows everyone's different. So, they segmented their email list based on what people were into, like UI design.
This meant everyone got emails about things they were actually interested in, making them more likely to read and click.
The brand also noted how often users interacted with its services and categorized them as active, occasional, or dormant.
For instance, active paid design software Lunacy users were treated to content that acknowledged and rewarded their engagement, helping to build a stronger connection.
Icons8 realized their email subject lines needed a makeover, too. So, instead of a formal tone, they tried fun subject lines like "OMG, these fluffy characters 💛💜" for their Ouch! illustrations.
And people loved it! The open rate jumped by over 8%, showing that creativity goes a long way, particularly for certain segments.
While Icons8's email deliverability and bounce rates were already good, they went the extra mile to maintain a clean email list.
Now, three days after each email is sent, Sender automatically removes any email addresses that bounced or marked the sender as spam.
This strategy dropped their bounce rate from 0.25% to just 0.05%, and their spam rate got even lower, too. It's all about keeping the list healthy and engaged.
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