Driva
Driva
Automations |
Email Deliverability
| Segmentation |
Automations | Email Deliverability | Segmentation |
Introduction
In this full-time role, I was responsible for revitalising early lifecycle campaigns, optimising lead conversion, enhancing email deliverability, and managing four weekly newsletter distributions to our target audience.
Driva's primary challenge was predicting precisely when customers would enter the market for their next loan.
Through testing and analysis, we determined that maintaining consistent communication frequency was the most effective strategy. This approach ensured strong brand presence, kept Driva top-of-mind, and positioned us as the convenient choice when customers were ready to pursue financing options.
“Grace” - Plain Text Email Campaign
These emails not only reduce risks of landing in spam, but have been proven to improve engagement due to its universal readability across devices & sense of personal intentionality.
This campaign was no exception and smashed it. Had customer service asking me to pause it as we had too many loan enquiries!
Results
Open Rate:
61.52%
Click Rate:
6.39%
Reply Rate:
6.39%
Early Lifecycle Revamp
Looking at the data of when customers lost interest in the early lifecycle, i noticed there were a few issues with the timings of communications. Small changes in the settings had big impacts. By simply shifting an SMS from being sent instantly to 15mins, it resulted in a 95% reduction in cost & +20% conversation rate.