challenge
A global payments company wanted to increase the percentage of prospects and users eligible for their promotional emails to boost sales conversions. However, they struggled to identify who in their system could receive these emails but wasn’t, and needed to understand why. Varying global laws around email consent and the risks of violating spam regulations, such as fines and reputational damage, complicated the issue. Our client needed a partner with the data analysis expertise to translate the legal department’s complex mixture of geographic and consent requirements into clear identification of missed marketing opportunities among millions of website visitors.
solution
After analyzing why new sign-ups were excluded from nurture email programs, we launched an experiment to change the consent procedure in the most neglected region. To track the impact and future experiments, we built a data exploration platform and monitoring dashboard. This analytics platform allowed the client to easily identify factors preventing contacts from being emailed, enabling rapid action to expand marketing reach.
results
The new dashboard revealed a nine-point increase in opt-in rates in the affected region during the first month, a 15% lift compared to the historic rate. This project demonstrates how data-driven approaches can help improve marketing reach, while still maintaining regulatory compliance. The team’s methodical approach— analysis, experimentation and measurement—, provides a strong foundation for future improvements in consent collection and email marketing.
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