How EmailOctopus Improved Purchases by 40% and Signups by 15% with TripleDart

Client Overview

EmailOctopus has established itself as a successful email marketing platform with over $3 million in annual recurring revenue. They've built their reputation on offering a platform that's straightforward, cost-effective, and equipped with powerful features that help businesses grow their audience and connect meaningfully with customers.

EmailOctopus Needed an In-House Paid Marketing Team

EmailOctopus faced a significant obstacle: they didn't have an in-house team to manage their paid campaigns. Without dedicated expertise, they weren't able to optimize their marketing investments or explore new growth opportunities in the competitive email marketing landscape.

TripleDart’s Approach Was a Mix Of Optimizing Existing Systems and Discovering New Opportunities 

Here’s how TripleDart stepped in as EmailOctopus’ in-house performance marketing arm: 

Eliminated Budget Wastage & Reallocated Resources

TripleDart identified where money was being wasted and stopped spending on underperforming keywords. We then redirected those funds toward high-intent, long-tail keywords that were showing real conversion potential for scalable growth.

Optimized Channel Mix for Maximum ROI

After analyzing months of data, we discovered that Bing was performing exceptionally well for competitor keywords but struggling with generic terms due to fluctuating search volumes. 

We adjusted the strategy accordingly, investing more in the successful competitor campaigns on Bing while reducing spend on the less effective generic keywords.

Uncovered New Growth Opportunities

TripleDart expanded EmailOctopus's reach through multiple approaches:

• Keywords: Through gap analysis and competitor research, we identified high-intent, cost-effective keyword opportunities
• Locations: We expanded into regions with lower CPCs while maintaining demand and conversion quality

Generated cost-per-signup as low as $13 compared to $25 in other regions.

• Campaign Types: We diversified acquisition channels by implementing Dynamic Search Ads and expanding to platforms like Facebook

Ran Strategic Experiments to Improve Efficiency

TripleDart implemented thoughtful testing to optimize performance:

• Optimized for High-Intent Actions: We expanded our focus beyond signups, experimenting with purchase events, providing better signals to ad platforms, and improving the signup-to-purchase rate 

Improved signup-to-purchase ratio from 22% to 26%.

• Broad Match vs. Phrase Match Testing: We found that broad match significantly reduced CPCs. While it generated a few lower-quality signups, the overall cost per purchase remained lower than with phrase match, improving the cost-per-signup and cost-per-purchase 

Cost-per-signup went down 41% from $73 to $43

Cost-per-purchase went down 26% from $193 to $143

Leveraged Data for Long-Term Growth

TripleDart analyzed customer data to understand the lifetime value of different customer segments, helping EmailOctopus prioritize long-term profitability over short-term wins, ensuring sustainable growth.

Results

The strategic overhaul and expansion resulted in significant improvements for EmailOctopus:

• 15% Month-over-Month Increase in Signups: The number of signups rose from approximately 900 to 1100, demonstrating a robust upward trend.
• 40% Increase in Overall Purchases: By improving the Signup-to-Purchase ratio by around 20%, we significantly boosted overall purchases while maintaining a similar cost-per-purchase (CP-Purchase).

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The Team Behind the Success

• Sudharshan Narasimhan - Relationship Manager/Account Director: Ensured smooth onboarding and tracked delivery to meet expectations.
• Basavaraj Angadi - Paid Media Strategist: Managed end-to-end campaign strategy and operations, driving innovative solutions and impactful results.

Through strategic planning, execution, and ongoing experimentation, TripleDart has positioned EmailOctopus for continued success in the competitive landscape of digital marketing.

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