TradeSmart's 60% Email Conversion Leap

Industry: Financial Services

Use case: Email Marketing, Targeted Messaging, Conversions

BEFORE

• Manual Segmentation: TradeSmart’s internal team sent feedback requests to random users without considering their behavioral patterns.
• Low Conversion Rates: Email conversion was limited to 1.5%, and WhatsApp messages had a 2% conversion rate.
• Unoptimized Campaigns: No A/B testing or timing optimization was applied to the campaigns.

AFTER

• Behavioral Segmentation: We targeted the most active users, focusing on loyal customers likely to provide valuable feedback.
• Higher Engagement: Within 3 days, the campaign saw a 50.99% conversion rate from email clicks to feedback submissions
• Optimized Delivery: Using MoEngage’s Sherpa, emails were delivered during peak engagement periods, increasing the likelihood of responses.

Table of Contents

TradeSmart is a leading fintech platform offering innovative trading and investment solutions to retail investors. With a customer-centric approach, the platform strives to deliver seamless trading experiences, enabling users to make informed financial decisions. To maintain its competitive edge, TradeSmart actively seeks customer feedback to enhance its product and services.

However, the existing feedback collection process was manual and inefficient, leading to low response rates and missed opportunities to gather insights. TradeSmart needed a more targeted and automated campaign strategy to increase user participation and improve feedback collection.

A/B Testing of email copies for analyzing response rates and maximizing engagement.

The Challenge

TradeSmart’s internal team relied on manual customer segmentation to send NPS (Net Promoter Score) feedback requests through email and WhatsApp. However, this approach resulted in multiple challenges:

• Ineffective Targeting: The lack of data-backed segmentation meant that campaigns were sent to users without considering their engagement behavior or loyalty.
• Low Conversion Rates: Email campaigns had a conversion rate of just 1.5%, and WhatsApp messages only achieved 2% conversions.
• Unoptimized Campaigns: TradeSmart didn’t use A/B testing to fine-tune the message tone, subject lines, or CTAs, resulting in poor open and click-through rates.
• Missed Engagement Opportunities: The absence of behavioral segmentation prevented TradeSmart from engaging their most loyal users, who were more likely to provide meaningful feedback.

Without a data-driven approach, TradeSmart struggled to gather actionable insights that could guide product development and boost customer retention.

The Solution

We partnered with TradeSmart to design and execute a targeted NPS feedback campaign using MoEngage’s advanced segmentation and automation tools.

• Behavioral Segmentation of Customers

We identified the most active and loyal users on the platform—those who were highly engaged and likely to provide feedback. This customer segmentation approach ensured that only relevant users were targeted, maximizing the chances of meaningful feedback.

• A/B Testing of Messaging Direction

We tested different subject lines, message tones, and CTAs to optimize email and WhatsApp performance. The messaging variations aimed to improve open rates, click-through rates, and conversion rates.

• Optimized Campaign Delivery with MoEngage’s Sherpa

We utilized MoEngage’s Sherpa intelligent path optimizer to analyze user behavior and deliver messages during a 4-hour window when users were most likely to engage. This ensured optimal delivery times for each user, boosting engagement.

• Channel Strategy

While both email and WhatsApp were deployed, email was prioritized due to cost-effectiveness and its ability to accommodate longer messages. WhatsApp was used selectively for users who required quicker notifications.

• Automated Feedback Collection Workflow

We set up automated workflows to track user interactions, such as email opens, clicks, and submissions. The entire campaign was monitored in real-time, eliminating manual efforts.

Conclusion

The NPS Campaign saw a sharp increase in open rates and CTRs

TradeSmart gave their NPS feedback campaign a boost by using behavioral segmentation and MoEngage’s automation tools. This helped them target the right people, optimize delivery times, and get valuable feedback for product improvements. By using data-driven customer segmentation, A/B testing, and optimized delivery windows, TradeSmart has streamlined their feedback loop, making sure their products meet customer expectations.

With these improvements, TradeSmart is well-positioned to foster stronger customer relationships, enhance user satisfaction, and achieve sustainable business growth.

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