PUZZLEYOU BOOSTS Newsletter CONVERSION RATE BY REACTIVATING INACTIVE CONTACTS

puzzleYOU, founded in 2009, has established itself as a leading provider of personalized photo puzzles and curated puzzle collections. The company offers puzzles with up to 2,000 pieces and sells them across 23 countries worldwide. With a strong focus on the German market, puzzleYOU has earned a solid market position thanks to its high-quality products and customer-centric service.

Most recently, the company was honored with the Stern Innovation Award and recognized as one of Bavaria’s Best 50.

The reactivation campaign was a great success, reaching nearly half a million contacts in Germany.

In addition to these quantitative results, puzzleYOU was able to:

• Generate increased revenue by boosting order volumes and re-engaging inactive customers.
• Build a cleaned and segmented customer database, improving the efficiency of future marketing activities and reducing ongoing costs.

These figures and improvements highlight the effectiveness of the campaign and underline the positive impact of Mapp Marketing Cloud on puzzleYOU’s overall marketing strategy.

puzzleYOU was facing several challenges that impacted the efficiency of their marketing efforts:

• High number of inactive newsletter contacts: An opportunity to develop new strategies to boost engagement and improve the effectiveness of email marketing campaigns.
• No activity-based segmentation of newsletter recipients: An opportunity to deliver more relevant content through targeted messaging and campaign optimization.
• Scalability of newsletter KPIs: Potential to improve open, click, and conversion rates.
• Missing newsletter reactivation journey: A great opportunity to explore new ways of re-engaging inactive subscribers.

The foundation for the strategy was an analysis of current newsletter data, generated using Tableau Mapp Dashboards. Based on this, different clusters were identified, and the following solution was proposed:

puzzleYOU implemented a reactivation strategy within the Mapp Marketing Cloud to tackle the challenges described. The process began with a detailed data analysis to segment customers into two groups:

• A-level customers: No clicks or purchases for 15 months or longer.
• B-level customers: No clicks or purchases in the past 12–14 months.

A tailored email campaign was created for each group:

• A-level customers received an offer with a 50% discount.
• B-level customers received an offer with a 40% discount.

If there was no response to the initial offer, a reminder was sent after a waiting period of 7 days. If customers still showed no activity, a new activation email with a different approach was sent after an additional 10 days, clearly distinct from the two previous sends.

Only upon activity—such as clicks or conversions—were customers marked as reactivated and removed from the deactivation list. If there was no activity within the total 17-day waiting period, customers were asked to confirm their newsletter consent within another 10 days. If they failed to do so, deactivation followed.

The use of Mapp Marketing Cloud, with a strong focus on contact segmentation and functionality, led to a high reactivation and conversion rate.

Moving forward, puzzleYOU plans to make even better use of Mapp’s tools. The next steps include automating processes and rolling out successful strategies to additional markets. This will help increase efficiency and support puzzleYOU’s international growth.

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