They quickly discovered that the data needed to identify these abandoned applications wasn’t available for query. So before they could concentrate on building the campaign, they first had to make a business case to get this data flowing into their email service provider. Knowing that timeliness is critical, they also wanted to ensure that the email would be delivered within four hours after a customer interacted with the loan application—which required overcoming a data delay within their API.
With their data problems solved, the team at Neyber turned to the campaign itself. They knew the campaign could potentially come off as too sales-y, so they wanted to take a very engaging, personal approach with the email content. In order to improve the relevance of the email, they added a field to the application form asking the reason for the loan. They then used this data point to dynamically display related emojis in the email subject line. The team regularly relies on Return Path’s deliverability tools to ensure consistent inbox placement, and in this case they utilized those tools to pilot the campaign to a smaller segment of customers. Once they ensured their email wasn’t being viewed as spam, they were able to safely ramp up their send volume.