3x Click Rate Boost: Sortizy’s Lifecycle Marketing Strategy

BEFORE:

• Inconsistent user engagement and retention, leading to high churn rates.
• Ineffective content strategies due to lack of targeted A/B testing.
• High drop-off rates in user journeys without clear intervention strategies.

AFTER:

• Successfully implemented 153 campaigns and 116 flows distributing 3.86 million emails and SMS, with a CTR of 5.72% and a CVR of 1.1%.
• Enhanced app stickiness and user journey optimization across touchpoints
• Successful festive campaigns and onboarding flows increased user loyalty and reduced churn.

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Sortizy is a mobile app that brings food enthusiasts together by enabling them to share recipes, cooking tips, and culinary stories. Despite its success in attracting users, Sortizy faced several challenges in maintaining consistent customer retention rates and minimizing churn.

Propel was brought on board to address inconsistent user engagement, drop-offs in key areas of the user journey, content-related A/B testing challenges, and growing churn rates. Sortizy aimed to increase retention by improving user experience, re-engaging inactive users, and driving deeper engagement through personalized marketing efforts.

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The Challenge

• Inconsistent Stickiness Affecting Customer Retention

Despite initial interest, many users disengaged over time, making it challenging to sustain a high customer retention rate. Sortizy needed a strategy to identify why engagement levels were fluctuating.

• Drop-offs in the User Journey

Key points in the customer lifecycle were seeing drop-offs, resulting in lost engagement opportunities. Without identifying where users exited, retaining them was a challenge.

• Challenges with A/B Testing and Content Optimization

It was difficult to pinpoint which types of content and messaging resonated best with users. This called for retention tactics that included robust experimentation and iterative content testing.

• Churn and Re-engagement Challenges

Users were uninstalling the app or becoming inactive, leading to churn. Sortizy needed a solution to win back these users with targeted strategies.

The Solution

Propel used a customer-centric approach to develop tailored retention strategies by segmenting users based on Recency, Frequency, and Monetary value (RFM analysis). These strategies involved personalized retention workflows, targeted campaigns, and ongoing optimizations.

• RFM-Based Segmentation and Retention Workflows
  
  • Leveraged MoEngage to segment users based on their behavior (recency, frequency, and spending habits).
  • Developed personalized messaging, offers, and campaigns tailored to each segment to increase retention.

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• Tracking User Behavior and Drop-Offs
  • Monitored weekly reports of user behavior, identifying areas with high drop-offs.
  • Created action-specific flows based on where users disengaged, prompting them to complete desired actions.

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• RFM-Based Segmentation and Retention Workflows
  
  • Leveraged MoEngage to segment users based on their behavior (recency, frequency, and spending habits).
  • Developed personalized messaging, offers, and campaigns tailored to each segment to increase retention.

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• Tracking User Behavior and Drop-Offs
  
  • Monitored weekly reports of user behavior, identifying areas with high drop-offs.
  • Created action-specific flows based on where users disengaged, prompting them to complete desired actions.

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• A/B Testing for Content Optimization
  
  • Conducted A/B tests to experiment with various content types and emotional triggers.
  • Identified the best-performing campaigns and optimized subject lines and messaging to boost engagement.

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• Targeted Retargeting Campaigns
  
  • Created automated campaigns using MoEngage to retarget users who uninstalled the app.
  • Used personalized WhatsApp messages (via Interakt) and emails to re-engage inactive users and reduce churn.

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• Festive Campaigns and Event-Based Marketing
  
  • Created automated campaigns using MoEngage to retarget users who uninstalled the app.
  • Maintained a calendar of special food days to run timely, high-impact campaigns with relevant offers.

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• Onboarding Flow for New Users
  
  • Created seamless onboarding flows for new users to help them engage quickly with the app’s core features.
  • Sent personalized tips, tutorials, and introductory offers to enhance the first experience and boost customer centricity.

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Conclusion

Propel’s customer-centric retention tactics helped Sortizy overcome challenges related to inconsistent stickiness, drop-offs, and churn. By employing personalized strategies, A/B testing, and ongoing optimization, Sortizy achieved measurable improvements in user engagement and customer retention rates.

The proactive focus on retention tactics such as RFM-based segmentation, festive campaigns, and WhatsApp integration provided Sortizy with a powerful framework to grow sustainably. Propel’s data-driven insights and tailored campaigns empowered Sortizy to optimize the customer journey, resulting in increased retention rates, higher engagement, and meaningful revenue growth.

This case study demonstrates the importance of aligning Customer Lifecycle Management efforts with the unique needs of users, reinforcing that customer retention is key to long-term success. With these results, Sortizy is now better positioned to sustain engagement and scale its platform while minimizing churn.

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Want to put this into practice? Propel's lifecycle team builds custom retention programs across lifecycle strategy, campaign analytics, and email deliverability. Book a free strategy call to see if we're a fit.