CLIENT OVERVIEW
Mimojo, an innovative lifestyle app focused on cashback rewards, partnered with e-CENS for managed services on the MoEngage customer engagement platform. Their goal was clear: move beyond basic communication to build a structured, multi-channel engagement strategy that would drive user activation and long-term value.
THE CHALLENGE: Bridging the Gap Between Install and Value
Like many growing apps, Mimojo faced common hurdles in converting installs into active, transacting users:
- Onboarding Drop-off: A significant number of users installed the app but failed to complete the crucial sign-up and card enrollment steps needed to unlock the app’s core cashback benefits.
- Low First-Transaction Rates: Many users who did enroll weren’t quickly progressing to make their first transaction with partner merchants, limiting immediate value realization for both the user and Mimojo.
- Generic Engagement: Initial user communication lacked personalization and wasn’t effectively guiding users through key lifecycle stages.
- Platform Underutilization: The internal team needed support to fully leverage the capabilities of the MoEngage platform for optimized campaign execution.
e-CENS’ STRATEGIC APPROACH: Foundations, Automation, and Empowerment
Our engagement focused on building a sustainable customer engagement capability, not just running campaigns. This involved several key phases:
- Foundational Audit & Setup: Before launching complex journeys, we conducted a thorough technical audit of Mimojo’s MoEngage setup. This wasn’t just a box-ticking exercise; it was critical to ensure the data foundation was solid. We identified and rectified gaps in key event tracking and user attributes essential for meaningful segmentation and journey triggering. This foundational work prevents the “garbage in, garbage out” problem that plagues many automation efforts.
- Targeted Lifecycle Journey Implementation: Based on the audit findings and Mimojo’s core objectives, we designed and implemented initial customer journey flows using MoEngage:
- Onboarding Optimization: Specific journeys were built to target users who dropped off during sign-up or card enrollment, providing timely nudges and clear guidance to improve completion rates.
- First Transaction Activation: For enrolled users yet to transact, we developed flows highlighting unique cashback offers and relevant merchant partners, motivating that crucial first value-driving action.
- Ensuring Reliable Delivery (IP Warming): Effective engagement requires messages to actually reach the inbox. We executed a careful IP warming strategy, monitoring key deliverability metrics daily to establish a strong sender reputation – a often-overlooked but vital step for maximizing the impact of any email campaign.
- Structured A/B Testing for Continuous Improvement: We established a framework for ongoing A/B testing across key engagement elements (subject lines, timing, CTAs, content). This wasn’t about random tests, but a structured approach to generate validated learnings and systematically optimize campaign performance over time. (See table in original study for specific test examples).
- Enhancing Discovery (Content Cards & Catalogs): We helped Mimojo utilize MoEngage features like Content Cards and Catalogs. This enabled personalized merchant recommendations directly within the app experience, promoting discovery and supporting continuous user engagement based on behavior. Internal testing and frequency capping ensured relevance without overwhelming users.
- Team Training & Enablement: Technology is only effective if the team can use it well. We provided tailored training sessions covering MoEngage’s capabilities. The goal was to empower the Mimojo team to manage campaigns, adapt journeys, and leverage the platform independently for long-term CRO success.
MEASURABLE RESULTS: Driving Key Conversions
The strategic focus on foundations and targeted automation yielded significant improvements in critical early-stage metrics:
- +200% Increase in Sign-Up Completion Rate: The targeted onboarding flows directly addressed the initial drop-off points, leading to a dramatic improvement in users completing the sign-up process.
- +122% Uplift in First Transaction Rate: By effectively nurturing enrolled users and highlighting relevant value propositions, the post-subscription journeys successfully encouraged more users to make their first transaction.
STRATEGIC VALUE DELIVERED: Building Sustainable Engagement
This partnership went beyond basic campaign execution. By focusing on a solid technical foundation, implementing data-driven lifecycle journeys, establishing a process for continuous optimization, and empowering the internal team, e-CENS helped Mimojo build a scalable and effective customer engagement capability. This groundwork positions Mimojo for ongoing growth in user activation, retention, and transaction volume.
CLIENT TESTIMONY:
“e-CENS were an essential part of our launch phase at Mimojo. Tapping into their product experts to ensure our MarTech platforms were structured and integrated to exploit the maximum impact of their respective services, formed the foundations of our performance marketing success. The team at e-CENS is informed, structured and, most importantly for a new start-up team, patient!”
— Louise Rowe, Head of Marketing at Mimojo
