TradeSmart's 60% Email Conversion Leap using Moengage's Omnichannel orchestration

Key Insight

TradeSmart, a leading online brokerage, wanted to strengthen its relationship with existing investors through meaningful engagement. While marketing campaigns were frequent, user interactions lacked emotional depth and feedback integration.

Propel identified the opportunity to transform one-way communication into two-way engagement — by designing a campaign that measured satisfaction, trust, and sentiment in real time.

Solution Snapshot

Propel created an automated Net Promoter Score (NPS) campaign that captured user feedback and redefined TradeSmart’s communication framework.

1. NPS Workflow Automation

Built end-to-end automated journeys using Customer.io.

2. Dynamic Segmentation

Segmented users by engagement and satisfaction level (Promoters, Passives, Detractors).

3. Behavior-Triggered Communication

Delivered follow-ups based on user sentiment to close feedback loops quickly.

4. Data-Driven Iteration

Used insights from responses to refine tone, offer loyalty rewards, and enhance support outreach.

Challenge

TradeSmart had a robust user base, but limited insight into customer satisfaction.

• Manual surveys resulted in low response rates.
  
• No automation connected user sentiment to future communication.
  
• Campaigns focused on updates rather than feedback-driven retention.
  

The challenge was to listen at scale — using automation to turn customer feedback into actionable growth signals.

Approach

Propel built a smart NPS framework to capture, categorize, and respond to user sentiment.

• Journey Mapping: Identified ideal timing — post-transaction and post-campaign — to maximize response rates.
  
• Automation Logic: Set up triggers for immediate follow-ups based on NPS category.
  
• Personalized Response Sequences: Designed unique email journeys for promoters (referral ask), passives (value reminders), and detractors (support outreach).
  
• Continuous Improvement: Integrated performance dashboards to monitor scores and conversion correlation.
  

This approach helped TradeSmart evolve from broadcasting messages to cultivating meaningful two-way engagement.

Solution

Propel executed a multi-step campaign inside Customer.io:

1. NPS Request Email: Sent after key trading milestones with dynamic personalization.
   
2. Follow-Up Automation:
   
   • Promoters: Invited to share testimonials and referral rewards.
     
   • Passives: Encouraged to explore new features and investment tools.
     
   • Detractors: Triggered a human-led support follow-up to address issues directly.
     
3. Real-Time Analytics: Captured response rates, feedback quality, and engagement metrics to refine future communication.
   

The campaign not only captured sentiment but used it to improve brand loyalty and retention.

Result

By replacing manual outreach with behavior-based segmentation and smarter delivery timing, TradeSmart transformed a flat NPS campaign into one of its strongest engagement channels yet.

Conclusion

By reaching the right users at the right moment, TradeSmart turned a stagnant feedback loop into a reliable, repeatable engine for customer insight.