Want to know more about how chatbots are becoming smarter and making customer service more efficient with large language models?
On 7th Dec, 2023, Segment together with Supercell organized an informative webinar ("How leading game developer Supercell increases user loyalty and engagement with email marketing") about the topic and other AI features they've developed.
It was too good to not share! Check out the best insights from the webinar below.
(psst: the notes were automatically generated with Wudpecker's AI notetaking tool. If you'd like to check these notes + transcript + audio recording without needing to log in, press here.)
<p class="h1-rich">🤏 TL;DR</p>
Supercell's email marketing strategy involves collaboration with game teams to determine the audience, subject lines, and content of the emails. Emails are created with the help of an agency and localization company, and SendGrid is used to send out emails to players. AB testing is conducted on email content and subject lines to optimize engagement, and Twilio offers multiple solutions for customer engagement needs.
<p class="h1-rich">✨ Summary</p>
Email Marketing at Supercell
- Emails provide an opportunity to reach out to players and inform them about game updates and events.
- Supercell's email marketing strategy involves collaboration with game teams to determine the audience, subject lines, and content of the emails.
- Email layouts are created with the help of an agency and localization company.
- Supercell uses SendGrid and its own internal tooling to send out emails to players.
- The performance of emails is analyzed using SendGrid's analytics and webhook integration.
- AB testing is conducted on email content and subject lines to optimize engagement.
- SendGrid also helps monitor email deliverability and domain health.
Examples of Email Campaigns
Books of Clash Promotion
- The email promoted a comic book made for Clash fans and was sent only to specific geos where players could buy the book.
- The email included a sneak peek of the comic book and a CTA button leading to a website for purchasing.
- The strategy resulted in a high click-through rate and was used for print emails promoting the books.
Collaboration between Clash of Clans and Chess.com
- Emails were sent to both active and inactive players to promote the collaboration.
- The email's CTA led to a deep link for players with the game installed or to the App Store for downloading the game.
- Players who had quit the game were reengaged through this email campaign.
Promoting Beta Launches of New Games
- Emails are used to recruit players from different games to participate in beta launches.
- Players from different games are targeted based on their preferences and play styles.
- AB testing is conducted on email content and subject lines to optimize engagement.
Lunar New Year Event Promotion
- An email was sent to promote the Lunar New Year event, offering content and art related to the event.
- AB testing was conducted on different layouts to determine player preferences.
- The winning layout was used for future emails promoting similar events.
Twilio's Marketing Solutions
- Email is a versatile and familiar channel for consumers and businesses.
- Twilio offers multiple solutions for customer engagement needs, including Twilio SendGrid Marketing campaigns and Twilio Engage.
- Twilio SendGrid Marketing campaigns is an approachable email marketing tool for promotional and lead generation emails.
- Twilio Engage allows for personalized experiences across multiple channels and leverages predictive and generative AI.
Key Takeaways
- Email marketing is an effective communication channel and personalization is key.
- Partnering with an email marketing tool like Twilio SendGrid provides benefits such as contact management, AB testing, and analytics.
- Creating high-quality and engaging content is crucial in a crowded marketplace.
- Cross-promotion and understanding user interests can enhance customer lifetime value.
Upcoming Webinar
- A webinar will be held to provide demos and dive deeper into Twilio SendGrid and Twilio Engage.
- The webinar will showcase how to increase customer lifetime value with data-driven performance.
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