In 2022 Movavi decided to transform its customer relationship management by implementing an omnichannel marketing hub, consolidating all customer data and marketing into a single platform. Now Movavi effectively handles over 60 marketing flows, regularly sends segmented bulk campaigns, and conducts frequent A/B tests to learn more about its customers and improve communications.
27% Email Contribution Boost in Total Business Net Revenue. How Movavi Transformed Communications With a Global Audience
Movavi
is a global software company that offers a wide range of photo
and video editing tools for casual and commercial use
Business scale.
70 million users in 190 countries
Goals
Increase share of revenue within the email channel
Solutions
Implement an omnichannel marketing hubUpdate email design and communication approachSend bulk campaigns segmenting audiences by language, interests and activityLaunch 60 flows containing email campaigns and pop-ups, localized into 5-9 languagesImprove communications launching regular A/B tests
IT stack.
Movavi’s Website and Internal Movavi Database, Maestra Omnichannel Marketing Hub
Results
27% email contribution boost in total net revenue3.7% → 4.7% — email share in total net revenue (Results compared for H1 2022 and H1 2023)
Time to value.
15 months: 6 months — implementation, 9 months — flow launch
December 6, 2023
Movavi is a global software company that offers multiple programs for photo and video editing. Its key markets include the U.S., Latin America, Europe, India, and South Korea. Movavi’s products have been localized into dozens of languages and are available on all major platforms and devices. All of these factors play a huge role in their marketing and communications, resulting in multiple segments and languages, within each marketing flow.
In 2022 the company decided to transform its customer relationship management by implementing an omnichannel marketing hub, consolidating all customer data and marketing into a single platform. Now Movavi effectively handles over 60 marketing flows, regularly sends segmented bulk campaigns, and conducts frequent A/B tests to learn more about its customers and improve communications.
This story is the first in a series of case studies on Movavi’s marketing. In this story, we’ll go into detail on the flows that generate 91% of Movavi’s email net revenue.
Movavi’s marketing is evolving towards maximizing profits, and in this light, direct communications are particularly crucial for us. The adoption of a versatile omnichannel marketing hub empowers us to not only boost conversion rates for new audiences but also to positively impact the engagement of our paying customers, increasing upsells and subscription renewals. Moreover, we achieve this in a measurable way, based on data, and by working cross-channel with specific audience segments — this ensures that our users receive personalized messages seamlessly woven into their experience with our software.
The main challenge of Movavi’s direct marketing is to find a smart approach to scaling the revenue of this channel with a small team, while maintaining a high quality of communication across a multiple products and in 8 different language markets.
I’d also like to emphasize the role of email flows and campaigns in our content marketing strategy. Through experimenting with various approaches and audience segmentation, we’ve learned to motivate users to purchase our software not merely through discounts but through engaging and educational content. Consequently, our audience is more actively engaged with our software, achieves awesome results with ease, and remains loyal over time.
Integrating Maestra has enabled us to refine our CRM communication strategies, focusing on the persuasive power of words coupled with attention to analytics. We engage and inspire our customers while testing all ideas with an extensive number of flows and A/B tests. The outcome is an increase in revenue and conversions, and even more new hypotheses for testing.
Maestra is a powerful system for marketers who want to make data-driven decisions. It allows us to create highly specific segments and set up flows throughout the entire customer lifecycle. Thanks to this, we managed to:
• Increase the share of revenue generated by emails;
• Increase overall revenue,
• Reduce the discount percentage.
Data transparency. Maestra excels in data transparency: you can delve into each user’s profile and thoroughly examine their entire history of actions. Moreover, customer data is updated in real-time, enabling us to provide truly personalized offers to our customers
In-depth segmentation. With Maestra, we can send flows and campaigns that were previously unavailable to us due to technical limitations. For instance, immediately after a purchase, customers automatically receive emails with gifts and how-tos which are determined by purchase and customer segment.
Flexible flows. Flows can be fine-tuned based on customer behavior. For example, in our product emails, the content changes as soon as a customer switches from a trial version of the product to a paid one.
A/B tests. We conduct extensive communication testing and doing this in Maestra is both fast and convenient: they can be launched directly in the interface and results are delivered to your inbox.
User support. The company provides strong user support — a necessity when dealing with such a complex system.
While selecting a marketing platform we considered more user-friendly services. We ultimately implemented Maestra because of its flexibility in working with client data.
Marketing automation results
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27%email contribution boost in total net revenue
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3.7% → 4.7%email share in total net revenue
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91%share of revenue from flows in email net revenue (H1 2023)
Data from Movavi’s internal reporting. Custom attribution method used. Results compared for H1 2022 and H1 2023
Email share in total net revenue
Data from Movavi’s internal reporting. Custom attribution method used
Share of revenue from marketing flows in email net revenue
Data from Movavi’s internal reporting. Custom attribution method used
91% of email revenue comes from flows, meaning they require no manual effort from the marketing team. Thus, even in months when Movavi does not send any bulk campaigns, these flows will consistently generate the revenue equivalent to this 91%
The graph illustrates the gradual increase in email revenue share throughout 2022–2023.
During the H1 2022, we launched several flows, which our old system allowed. We also carried out a lot of tasks that helped us prepare for the transfer to Maestra and its usage. This included:
• Maestra’s integration with Movavi’s website and internal database.
• Redesigning our emails.
• Testing new communication approaches in bulk campaigns.
• Writing multiple texts and localizing them.
The significant growth in H2 2022 can be attributed to both promotional activities and the migration of current flows to Maestra, along with their improvement post-migration.
In 2023, we focused our efforts on launching new flows, including:
• Flow aimed at collecting contacts at different touchpoints and motivating them to download a trial or make a purchase.
• Flows for customers at the purchase decision stage (abandoned view, cart, and order).
• Email product series for various customer segments.
• Flows aimed at converting free users to paid products, including upselling campaigns.
In total, we currently have about 60 different active flows, each ranging from 1 to 7 emails and localized into 5-9 languages.
Movavi Video Suite 2024 newsletter for English-speaking users...
...and its equivalent for Spanish-speaking users
Why Movavi Implemented Maestra
In 2022, Movavi decided to implement an omnichannel marketing hub to transform its marketing and customer relationship management. Movavi selected Maestra based on a thorough evaluation of 20 criteria, including the following:
- Data management. Movavi was looking for an augmented user profile with advanced filtering and segmentation capabilities.
- Functionality. A wide range of modules for emails, mobile and web push notifications, along with webhooks, was essential to cater to present and future needs.
- A/B testing capabilities.
- User-friendly and convenient reports.
- Reliability and IT Security.
- Cost-effectiveness.
Maestra significantly stood out from the competition with the data transparency it offers. This allows us to better understand сustomers’ needs and create very specific customer segments.
This is something that not many other platforms can offer.
Customer profile changelog in Maestra
How 60 Flows Help Movavi Capture Every Stage of the Customer Lifecycle
Movavi’s marketing flows are designed to identify customer interests from the moment they sign up and offer them relevant products. Communications are tailored depending on multiple factors:
- The program the customer has bought.
- The trial program they have downloaded.
- The webpage where they provided their email.
- The product they have shown interest in during email surveys.
Furthermore, Movavi’s product promotion strategy relies heavily on trial-based approaches, where users try out software before making a purchase. This means that their customer base can be split into three key segments:
- Newsletter subscribers without a trial or subscription,
- Trial users,
- Customers that have purchased software.
These flows are structured in a way that the offers for these segments can differ within each email series. A good example of this is the product series.
Product Series
This series of six emails is sent to all three key segments: newsletter subscribers, trial users, and customers. Depending on the recipient, the content is slightly modified. For example, subscribers are displayed trial buttons, trial users are displayed purchase buttons and customers are displayed links to learn more about the product. Furthermore, these segments get different additional offers, recommendations, and sometimes even completely different letters
A sample of the email campaigns sent within the flow. The first campaign is sent to recipients who are considering making a purchase, the second is sent to those who have already purchased the product
Moreover, if a customer’s status changes while they are receiving the product series, the content of the series will also change accordingly. For instance, a customer might receive the first email of a series as a subscriber, where they are offered a product for purchase. If they make a purchase, they will then continue to receive the series as a customer, receiving guidance on using the purchased product with a showcase of complementary software. It was the implementation of Maestra that allowed this flow logic to be realized.
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144email campaigns across different segments in Movavi’s Video Editor flow
To understand the scale of flows launched as part of this project, it’s important to go into more detail on the Product Series flow.
In just one sequence dedicated to Movavi’s Video Editor, there are 6 emails. Moreover, these emails are slightly different for each of the three segments: subscribers, trial users, and customers. This totals to 18 emails. Additionally, we need to send these communications to users who speak 8 different languages. That’s 144 emails for the Movavi Video Editor alone.
In just one sequence dedicated to Movavi’s Video Editor, there are 6 emails. Moreover, these emails are slightly different for each of the three segments: subscribers, trial users, and customers. This totals to 18 emails. Additionally, we need to send these communications to users who speak 8 different languages. That’s 144 emails for the Movavi Video Editor alone.
And we have 5 products that require the same approach!
This requires substantial effort not only from our CRM marketers, but also from copywriters. That’s why automating design preparation and text optimization, as well as having an easy-to-use tool for launching flows and evaluating results are vital for us.
Lead capture
Movavi uses a variety of different lead capture pop-ups (these are set up through another marketing tool). Depending on their life cycle stage, customers may be offered discounts, gifts, guides, and more in exchange for their email address.
For instance, Movavi’s Effect Store (where customers can purchase extra video editing features, such as effects, stickers, and transitions) displays a pop-up when a customer has browsed content for a prolonged period of time.
The pop-up offers to send customers an email with a collection of the most popular effects
Email received by those who submit their contact details
These campaigns demonstrate consistently high open and click rates — after all, users receive exactly what they signed up for in the pop-up. We can also add other useful information in these emails, like links to pages where users can purchase the product or download a trial version.
Maestra makes it easy to manage dozens of campaigns of this type — emails are sent in the user’s language for each pop-up.
Abandoned View Flows
Abandoned view flows are sent when a user demonstrates interest in a product: visits the product page, “Buy Now” page, or shopping cart — but does not complete the purchase. At the same time, the message sending frequency is limited to prevent communication overload.
Flow example offers customers a discount on the product they viewed
Flow example offers discount and showcases other products the customer may be interested in
Sales and Promotions
Movavi runs sales a few times a year. Email flows are sent across all locales and for all user segments (customers, trial users, and newsletter subscribers).
Valentine’s Day campaign
Spring sale campaign
Next Steps
Movavi is currently working on the development of other communication channels, including in-program notifications.
Movavi’s special offer
Exclusively for readers of this article! Use the promo code MOVAVIMAESTRA20 to get a 20% discount on Movavi Video Suite 2024. This offer is valid until March 2024. Purchase:
For Mac · For Windows
For Mac · For Windows