Summary

As experts in the field of Martech, Springwood 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.

As a result, we were able to help generate NGN 1.1 million in revenue for the company.

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, Springwood 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 Springwood to:

• Help CreditRegistry choose specific marketing channels to reach a broad audience and achieve desired results.
• Help the company utilize these tools to create campaigns that resonate with target audiences and increase conversions.
• To complete their goal of sending 10 million emails to users using Email Octopus integrated with Amazon SES.
• Provide insights about driving traffic to their website, generating sales, and adding users to Omnisend for automation based on their actions.
• To fulfill their aim of sending out 50 million SMSs for brand awareness, traffic generation, and revenue generation.

Springwood’s Approach

Springwood 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. Springwood 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, Springwood Labs employed the use of 3 marketing tools:

• Omnisend
• Email Octopus + Amazon SES
• Dotgo Konnect

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

• It involved setting up the CreditRegistry CreditConnection account on Omnisend first.
• Adding contacts to the account
• Segmenting the contact list using specific entry points to get the desired contact list
• Creating email templates for all different automations that will be activated
• Creating automation with the required entry points, exclusion lists containing the company's email address and the unsubscribed users.
• Employing the use of A/B testing to find out which subject line works the best
• Turning on the workflow after reviewing the automation to correct any mistakes
• Analyzing the data and using it to provide insights on how to improve the automation by making changes to specific parts of the automation

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.

Springwood 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 initial steps were to set up the account and integrate Amazon SES, which will handle email distribution.
• Importing the lists to which the emails will be sent, with a test email list (This will be used to verify if the automation set-up is working correctly)
• Creating automation with specific triggers that send emails to users when they get added to that list.
• Measuring and analyzing the data from the emails to determine which subject line works best for us
• Providing insights on what can be improved for maximizing the open and click rate

These are the imported lists, which are part of an automation that sends the users an email when they are added to one of the lists.

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

• Setting up our transactional account and adding funds, which will be used to send out SMS
• Applying for a sender mask which will be used as the name with which our SMSs will be sent out
• Create an Outbound SMS campaign
• Add the SMS content and publish them
• Measure the performance and make the changes as required

Utilizing all the abovementioned platforms and methods, Springwood 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.

Springwood marketing automation services helped CreditRegistry to automate their marketing campaigns and increase engagement with the users.