We have been joined by Martí Díaz Lorente, Email Marketing Specialist at King, to talk about “How King Unlocked a Treasure Chest of Email Value” for franchises like Candy Crush Saga. Martí was joined by Giuseppe Capuano, his Validity Customer Success Manager.
We mentioned the foremost deliverability challenges King confronted lower than two years in the past and their excellent enchancment journey since then. Key learnings included:
The energy of partnership. Martí spoke glowingly about his relationship with Validity. Accreditation with Validity’s Certification program was the inspiration for King’s success, and Marti views his relationship with Giuseppe as a real partnership. Both talked fondly about their early brainstorming periods to get to know King’s e-mail viewers higher, in addition to the testing, segmentation, and personalisation these learnings launched.
Content is King. We analysed the precept of proper message, proper individual, proper time. Martí famous the primary aspect might be most essential. If you ship good emails, even when they’re to the unsuitable individual on the unsuitable time, the probabilities of them nonetheless opening your messages improve. This philosophy knowledgeable a new method for King. By acknowledging consumer individuality and harnessing attributes like location, tenure, recreation engagement, and e-mail engagement, King was in a position to begin delivering genuinely player-focused communications.
The fishing boat metaphor. Martí likened subscriber engagement to a fishing journey. While a main goal is catching recent fish, retaining what’s already been caught in prime situation is simply as essential. The similar goes for King’s e-mail program. New subscribers are wanted to compensate for record churn, however current engagers require nurturing to keep up excessive ranges of engagement with their video games. Martí famous it’s simpler to steer somebody to purchase once more than to purchase for the primary time.
King’s astounding program optimisation has allowed them to develop program volumes a phenomenal eightfold, whereas additionally bettering deliverability and producing massive uplifts in open and click on charges. Want to learn the way massive? Check out the complete recording under to be taught extra about their “Pillars of Transformation” technique and the precious learnings that may be utilized to your e-mail program.
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