With over 150 million registered players for games, including “Forge of Empires” and “Grepolis”, InnoGames uses email marketing to remain in contact with players around the world. The company’s success with email marketing depends on using data to automate and personalize emails.
InnoGames emails are designed to ensure a low churn rate and encourage in-game sales. The company’s goal is to understand and develop each gamer’s expectations throughout the customer lifecycle.
Using Episerver’s Intelligent Campaigns, InnoGames sends several hundred thousand emails each month. This fully automated solution delivers an average opening rate of 36% and click-through rates of 19%.
New gamers are greeted by InnoGames with a two-step welcome campaign. These emails present new gamers with relevant offers and useful tips. The first welcome email is sent a day after registration, and the second three days later.
When a player has been inactive for three days, InnoGames’ solution automatically triggers a 30-day reactivation campaign.Emails are sent on day 3 and day 8 of inactivity, offering discount offers for in-game purchases. Average open rates are 21%.
On day 21, players receive an automated request to give feedback. These emails also have a high level of performance with a 16% open rate. On day 30, gamers receive recommendations for other games from the InnoGames portfolio.
InnoGames sends emails in 28 different language versions. The automation goes in both directions: around 120 forwarding rules ensure that all personal email replies are automatically forwarded to the right InnoGames community manager.
For each new email campaign and language, Intelligent Campaigns conducts detailed analyses to filter out the highest-performing subject lines, based on tests with small groups. This ensures that InnoGames can continually optimize email opening rates.
Thanks to this data-driven, marketing automation strategy, InnoGames is able to develop strong customer relationships with millions of gamers across the globe.
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