MIF case study: 25% email revenue growth

25 Jul ‘17

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MIF is a highly unusual publishing house with very enthusiastic readers. In 2004, Igor Mann, Mikhail Ivanov and Mikhail Ferber decided to publish leading business books in Russian and to take personal responsibility for everything they do. In 11 years, MIF has become one of the country’s largest publishers.

Why Mindbox

MIF originally used Mailchimp. The falling rouble exchange rate made the Western email solution too expensive to keep using. Besides, they were unable to automate a number of mechanics with it. Mindbox turned out to be cheaper and more convenient.

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Numbers

The Mindbox platform turned out to be around 10% less expensive than the previous solution. MIF reports a 17-25% increase in monthly email revenue since integrating Mindbox. Automated trigger-based emails generate around 30% of email revenue.

Both segmentation and trigger-based emails help us to sell more books. This is one of the reasons why we chose Mindbox. They have a clear email process, it’s easy to view metrics and quickly correct anything that might not be right. They also have a huge number of triggers that we can run.

 
Anastasia Makarova, MIF Project Manager
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Automated email sequences

In more than a year of working together, MIF has launched 50+ triggers, including:

  • Welcome campaign
  • Abandoned cart
  • Discount and promo guide
  • Upcoming books
  • Subscription confirmation
  • Emails with gifts

Mindbox bases its email scenarios almost entirely on the client’s interests, its discount categories, wish list and many other variables. This is what every business should strive for.

Welcome campaign: «Welcome to MIF»

MIF’s welcome emails are highly unusual. The content changes depending on where and how the consumer subscribed. This is what it looks like in the Mindbox interface:

Welcome to MI

Discount and promo guide

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Automated emails about discounts and promos are generated completely automatically. Everything is based on the customer’s interests, their wish list, discount size and current promos. This gives each of MIF’s customers a unique, personalised offer. Nearly 10% of visits from these emails are converted into orders (based on Google Analytics data).

We like the flexibility of the product and the team. We can think up a new space ship, and Mindbox helps us launch it.

 
Anastasia Makarova, MIF Project Manager

Abandoned cart

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MIF’s abandoned cart is also personalised. New users see one abandoned cart and regular customers see another. Recommended books change based on preferred genre and shopping history. According to Google Analytics, more than 20% of emails are converted into purchases.

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We’ve thought of everything for you, use it

If you’re looking for ideas about how to test an abandoned cart, you should definitely read our material «Marketers. Abandoned cart scenarios: questions worth asking». We also mention MIF there!

Conclusion

In a year, we have done the following:

  • Centralised data and began to segment MIF’s customers using it;
  • Automated trigger-based emails;
  • Provided an easy-to-use interface for one-off emails.

Result: lower costs and higher email revenue. In the future, MIF plans to configure robust RFM segmentation and launch more personalised trigger mechanics.

Anastasia Makarova Anastasia Makarova
MIF Project Manager

MIF’s feedback

We have a plan. We publish a book → Thousands of people read the book → People change, and then they change the world around them. Mindbox’s team helps us do this (and we help them ;-).

We used to send emails blindly. We chose a book, wrote an email about it, pressed “Send” and watched to see if it would work. With Mindbox, we can recommend books to people that they would like, because we know their preferences. We see when someone adds Barbara Sher to their wish list, looks at watercolor textbooks, wants to take up running or explain math to a child. Segmentation based on user actions is the magic wand of personalised marketing. We publish a book and know whom to tell about it.

We work not because of book sales, but thanks to them. Both segmentation and trigger-based emails help us to sell more books. This is one of the reasons why we chose Mindbox. They have a clear email process, it’s easy to view metrics and quickly correct anything that might not be right. They also have a huge number of triggers that we can run.

We like the flexibility of the product and the team. We can think up a new space ship, and Mindbox helps us launch it. We appreciate the constant updates that we want to try ourselves. We like the interaction with their team – they are always ready to help and explain. We also like their transparent work process.

For a more detailed client’s perspective, see Anastasia’s article about integrating with Mindbox.

Mindbox team

Semyon Mikanyov

Semyon MikanyovLead Manager
Anna Stepanova

Anna StepanovaProject Manager
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