FabHotels Boosts Email Deliverability by 90% with Improved Domain Reputation
Technology Category
- Analytics & Modeling - Computer Vision Software
- Networks & Connectivity - Radio Access Network
Applicable Industries
- Cement
- Cities & Municipalities
Applicable Functions
- Product Research & Development
Use Cases
- Clinical Image Analysis
About The Customer
FabHotels is a new-age hotel chain that offers comfortable and reliable accommodation at an economical price. The brand operates more than 600 hotels across 50+ cities in India, most of them in prime locations. They are known to offer best-in-class experience and amenities to more than 1 million customers. FabHotels is committed to providing 'value for money' stays and has been running a series of email campaigns to stay connected with their customers, offering newsletters, discounts, and more.
The Challenge
FabHotels, a new-age budget hotel chain, was facing a significant challenge with their email promotional campaigns. Despite running multiple campaigns daily, poor domain reputation was causing most of their emails to land in customers' Spam folders, severely impacting their email marketing strategy. This was particularly problematic in the travel industry, where it's crucial for brands to engage with users during high-purchase-intent micro-moments. FabHotels had been using various email vendors and tools for their campaigns for over two years. Initially, these campaigns performed well until the brand reached a certain daily email threshold. Once this threshold was reached, the domain reputation dropped, and emails started landing in the SPAM folder, rendering emails ineffective as a customer engagement channel.
The Solution
To address this challenge, FabHotels turned to MoEngage Email Consulting and Email Campaigns features. They ran a series of experimental email campaigns to determine the exact volume at which emails stop landing in the inbox and understand any microscopic factor that could cause a drop in email domain reputation. MoEngage's team performed an in-depth analysis of these experimental campaigns through an end-to-end email program audit. This included examining email frequency, domain names, infrastructure, copy and design, and customer segmentation. They then devised a three-pronged approach to grow email domain reputation: revising the customer segmentation strategy, optimizing send times, and adjusting email campaign frequency. Additionally, FabHotels' content strategy was revamped based on the services promoted and included email content best practices.
Operational Impact
Quantitative Benefit
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