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Case Study: Wrapp

Empowering the Marketing Team

About Wrapp Wrapp is a social and mobile app that allows users to send and receive paid gifts or promotions to and from their friends. They work with over 200 merchants and nationwide retailers such as H&M, Sephora, Toys “R” Us, Spotify and True&Co. Currently, Wrapp has over 50 employees and a rapidly growing user base of over 2.5 million globally and 1.5 million in the US.

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Challenge Wrapp was able to create and send email campaigns, but the process of launching a new campaign was arduous and time consuming. The marketing team had to rely on the busy engineering team to code new email templates, make cosmetic changes to old templates, and launch campaigns. Creating new email templates was not an engineering priority; thus it took up to 2 months for a new layout to be completed. Need Wrapp needed a smart email marketing platform for launching new email campaigns. The solution had to allow marketers to easily design templates and perform A/B tests with minimal coding. An added bonus would be real-time metrics reporting and conversion tracking, since Wrapp wanted to showcase the success of their campaigns to merchants. Solution Wrapp uses Iterable for several triggered campaigns, which can send event-based birthday gift card or gift-expiry emails. Iterable’s intuitive what-you-see-is-what-you-get template editor makes it super simple to update the copy and images in a template with zero coding. Plus, Wrapp’s marketing team can preview emails on various devices or email clients. Iterable’s hands-on support team also helped Wrapp in every step of the email campaign creation process— from template design to coming up with split testing experiment ideas. Finally, Iterable’s robust analytics clearly showed the dollar value of conversions tied to each email campaign. This makes it extremely easy for Wrapp to report back to merchants on the ROI of their Wrapp partnership.    

“I love working with Iterable because the product and people there make it easier to do my job.” -Sura Hussain,

US Marketing Manager at Wrapp

 

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The Results Before using Iterable, relying on the engineering team to troubleshoot an email script would take about 2 hours. Major email campaign changes could take up to 2 months to implement. With Iterable, marketers are empowered to update the scripts and email templates themselves, achieving immediate success. This new efficiency also freed up the engineering team to work on other projects, such as implementing new features. Wrapp ran an Iterable experiment comparing 4 email sender names, testing for the highest open rate. The winning sender name, “Lisa from Wrapp,” saw a 71.83% increase in opens over the control.

What’s Next? Currently, Wrapp is utilizing Iterable to send its conversion-centric campaigns, which is about 10% of their total email volume. They have seen great success with these triggered campaigns and plan to increase the volume in 2014. Wrapp will continue to use Iterable’s advanced A/B testing experiments as a learning tool to better understand the best sender, subject, send times and templates for maximizing conversions. In addition, Wrapp is currently exploring the idea of Iterable’s email service as a backup for mobile push notifications. Wrapp mobile app users who have disabled push notifications can receive an Iterable-powered email rather than a mobile alert. This allows Wrapp to ensure that the user receives the important message.

“Because the tech team doesn’t need to spend as much time focusing on marketing needs, they’ve been able to prioritize and push out other product features instead. “ -Sura Hussain, US Marketing Manager at Wrapp

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About Iterable Iterable is a next generation email marketing suite designed with the marketer in mind. With Iterable you can:

• Enjoy world-class deliverability • Easily manage email templates • Segment subscriber lists • Send optimized email marketing campaigns • Conduct advanced A/B testing experiments • Access robust metrics reports

   Get in touch www.iterable.com (866)-487-2567 team@iterable.com @Iterable