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Marketing Gamification (Customer Retention Strategies) | Olga Andrienko – SEMrush

How much do you know about marketing gamification? Did you know that it can form a powerful part of your customer retention strategies?

Olga Andrienko from SEMrush joined us at the online growth summit to discuss how SEMrush use marketing gamification in their customer retention strategies and how it helps them come up with creative marketing campaign ideas.

Campaigns should be easy, interesting and fun -marketing gamification fits into all three.

They came up with creative ways to inform customer retention strategies and decided to use email marketing as the channel. They originally tested an idea to provide extra value to their customers by offering a free e-book to people that upgraded their SEMrush account. This was promoted through an email marketing retention campaign.

The problem, however, is that the current, existing upgraded customers felt left out and also wanted some form of free content. This isolated them and caused a backlash. They had to rethink and started to brainstorm some gamification examples to help engage and retain current users.

As Olga Andrienko says, marketing campaigns should be easy, interesting and fun – this is exactly why they use gamification examples at SEMrush for their email blasts. The email series was a game that informed the customer retention strategy, each email would help users set up a new tool on the platform and when complete they would receive a prize.

Remember, marketing campaigns should be:

Fun
Easy
Interesting

Let us know in the comments of any gamification examples or gamification campaigns you have run or would like to run!

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