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"Iterable’s A/B testing tool is very useful. It allows you to test various parts of a message with a user-friendly interface—and can automatically calculate the test's results and determine the winner. It’s a potent tool to boost campaign performance."
CMO @OBRIO
A 24x increase in revenue compared to a similar global campaign they’ve launched in the past, prior to Iterable.
A 9x higher subscription conversion on iOS and 5x higher on Android using their “special offer” variations across push and in-app. Subscription conversion from push grew 38x on iOS and 7x on Android.
With Iterable’s automation capabilities, the Nebula team has been able to save at least 8 hours per week.
OBRIO is a fast-growing product company developing its own products in three areas: applications, web products, and SaaS. This includes their flagship astrology application, Nebula. Nebula is a one-stop shop for astrology lovers. Whether new to astrology, or experts, this global (reaching 50 countries and six localizations), multifunctional platform was created to inspire people in finding their way to happiness.
In addition to highly-personalized horoscopes, natal charts, and compatibility tools, Nebula users can also have a live consultation with astrologers and other spiritual advisors, chat in the Nebula talk (a social network inside the app), read articles and guides in the learning center, and take notes in a diary section.
Launched three years ago, Nebula has quickly grown to a community of over 17 million global users, ranking several times as the top lifestyle app in the Apple Store and Play Market in the USA, UK, Canada, and France.
To help address the demand for their growing app community, Nebula’s team of marketers needed a cross-channel marketing platform to help provide deeper individualized experiences that cultivate joy for users.
In the past, the Nebula team tested a number of tools to send emails and push notifications to users. After recognizing pitfalls of these tools, the team set out to find a cross-channel marketing solution that provided centralized data, allowing the team to make data-driven choices.
Without centralized data, Nebula’s previous tech stack made it difficult to effectively connect with their mobile users, who make up the bulk of the team’s community base. It was challenging to determine how their users were interacting with various marketing channels. Without a strong cross-channel strategy across in-app messages, push notifications, and emails, the team was not able to reach the company’s retention and subscription conversion goals.
The solution? Iterable’s future-proofed customer activation platform provided the marketing automation tools needed to joyify Nebula’s customer experiences and capture more long-term loyalty and retention.
This cross-channel success was exemplified through Nebula’s global campaign to celebrate their third birthday.
To celebrate the third anniversary of Nebula, their marketing team, with help from Iterable, created a cross-channel marketing campaign. The overarching goal of the campaign was to promote customer loyalty and trust by featuring the app’s origin story and giving away gifts, ultimately increasing premium subscribers and converting in-app purchases by getting users to chat with a live astrologist.
With one goal of the campaign being to turn freemium users into subscribers, the team, using Iterable’s A/B testing functionality, tested a variety of subscription offers and messaging to determine the most successful options.
As for the goal of increasing in-app purchases, the team launched similar push notification A/B testing with different offers to replenish a user’s balance to chat with a live astrologer. Through this test, the team found that the winning variations resulted in a significantly increased purchase rate on iOS and Android.
Conducting such tests allowed the Nebula team to find the offers that resonated best with their mobile audience.
Iterable’s A/B testing tool is very useful. It allows you to test various parts of a message with a user-friendly interface—and can automatically calculate the test’s results and determine the winner. It’s a potent tool to boost campaign performance.
CMO, OBRIO
To activate users on social media during their birthday event, the Nebula team also employed push notifications and in-app messaging to direct users to the giveaway.
Iterable’s mobile deep-linking functionality made it possible to seamlessly send users to their subscription and ”chat with an astrologer” special offers, Nebula’s festive horoscope page—which was implemented specifically for the birthday campaign—and their Instagram page.
Also of note, Iterable allows Nebula to set expiration dates on their in-app messaging that align with the end of their giveaway. This gives marketers the ability to easily and automatically manage campaigns.
By automating push notifications and in-app messages, rather than sending and creating them manually, the Nebula team saves at least 8 hours per week by implementing their largest automated journey—made up of 242 campaigns sent to new app users.
With Iterable’s segmentation tool, Nebula could send notifications to different audience groups, for example: iOS versus Android users, premium versus non-premium users, and users of different versions of the app.
For example, looking at the push notification conversions of the “chat with an astrologer” special offer—which was sent only to premium users—was 9 times higher, compared to push sent to all users on iOS, and 29 times higher for Android premium users, compared to all Android users.
The Nebula app community is instrumental in growing OBRIO’s overall brand awareness and increasing user engagement. Since adding Iterable to the company’s tech stack, OBRIO now has a cross-channel customer activation platform with strong mobile functionality, making it possible to engage their mobile users across channels in real-time.
As a result of harmonized cross-channel functionality, centralized data, and A/B testing, OBRIO has seen a 24x increase in revenue compared to a similar global campaign they’ve launched in the past, prior to Iterable.
By partnering with Iterable, OBRIO enhanced the company’s marketing program with a tech-forward approach that prioritizes individualization and harmony with every customer interaction.
Iterable’s real-time data-ingestion and user behavior tracking gives Nebula the ability to individualize messaging for each user, driving more meaningful engagement and, as a result, greater conversions.
Looking toward the future, Iterable’s data-driven platform, which includes an intuitive user interface and drag & drop template editor to create highly targeted campaigns, provides a foundation for OBRIO to explore even deeper personalization, a priority for the company.
