Vocabulary Ninja Reactivation Campaign

Create an email campaign with the goal of resubscribing lapsed members

Client: Vocabulary Ninja
Date: January 23, 2022
Services: Email Campaign, eCommerce

01. The Brief

During November/December and January/February we ran two email campaigns coinciding with Cyber Monday and the new January term. The goal of these email campaigns was to resubscribe lapsed customers to Vocabulary Ninja using a email campaigns.

02. Approach 

Cyber Monday

In November, we ran a Cyber Monday email campaign with the aim of increasing sales during the Cyber Monday period and resubscribing lapsed customers using discount codes. Aside from encouraging people to resubscribe, it also served as a nudge to get people to unsubscribe if they were no longer interested in the service.

January Term

At the start of January we began a three email campaign with the aim of resubscribing lapsed members for our long term client Vocabulary Ninja. The goal of the campaign was to push lapsed customers back into subscribing with Vocabulary Ninja over the course of three weeks.

What We Did – Cyber Monday: 

  1. Email 1 (26/11) – Talked about what’s new at VN and offer a 20% discount

  2. Email 2 (28/11) – Thanked those who had already resubscribed and reiterated the discount on offer for those who haven’t.

What We Did – January Term: 

  1. Email 1 (23/1) – Talked about what’s new at VN and offered a 10% discount

  2. Email 2 (30/1) – Thanked those who had already resubscribed and reiterated the discount on offer for those who haven’t.

  3. Email 3 (6/2) – “Is this really goodbye?” theme. Gave recipients one more chance to use the discount.

04. Results for Cyber Monday

There are two very clear spikes on the days that the emails went out to demonstrate the impact of the emails. YOY there was a 80% increase in net sales. From the data we found that engagement with the emails decreased by over 80% and opens decreased by around 21%. Unsubscribes resulting from the email stayed around the same.

increase in net sales 80%

04. Results for January

We noticed a lot of people weren’t using the code (which can be normal) and so to check the effectiveness of the campaign we checked the following date ranges for year on year performance comparison. There was a total see 67% increase in products sold drove a 78% increase in total revenue, and an overall 104% increase in orders.

At the end of the campaign, there was a total of £2320 in single teacher membership sales and overall revenue at £4762.28.

increase in orders 104%