Marketing Automation for the OctaZone Mobile Training App

OctaZone is a fitness training app featuring professional advice from European and world martial arts champion, Khabib Nurmagomedov
Company size. 
500,000 customers in the database
Arsen Ibragimov,
CEO, and Founder of OctaZone
Increase the number of OctaZone customers with paid subscriptions
Motivate customers to pay for subscriptions through mobile push notifications and emails

IT stack. 

iOS and Android mobile apps, landing page on Tilda, marketing automation platform
The following case study is from Mindbox, the original brand behind Maestra’s technology
OctaZone approached Mindbox when they couldn’t find a suitable marketing automation service for mobile apps. The team faced a number of challenges at the beginning of their implementation — including long negotiations, “crutch” solutions for data transmission, and the search for a CRM agency that would help configure communications.
However, OctaZone has now launched 55 triggered and 7 bulk mobile push campaigns. These notifications help sell paid subscriptions, retain customers, and, most importantly, they provide revenue growth.
In this case study, we’ll tell you more about which OctaZone segment is the most difficult to identify and why we need to send push notifications at 15-minute intervals.

OctaZone’s Mindbox implementation and how the platform was adapted for the mobile app

Personalized communications that depend on the needs of the audience

OctaZone divides its customers into three segments according to their needs, depending on whether they want to:
  • lose excess weight
  • train actively
  • keep in shape
There is also another group: those who use workouts as a means of meditation to reduce stress and relax. However, these customers have not yet been allocated to a separate segment, as they are more difficult to identify.

Customer acquisition

1. Creative ad campaigns on Facebook and Apple Search Ads meet the needs of each segment:
Creative ad posts for different audience segments
2. Messages are sent to those who have downloaded the app but have not yet purchased a subscription.
These messages are sent in two languages. When downloading the app, the customer is automatically placed in their language segment on the platform, depending on their location. Customers from Ukraine, Kazakhstan, Kyrgyzstan, Latvia, Uzbekistan, Tajikistan, and Turkmenistan are sorted into the Russian-speaking market. The rest are sorted into the English-speaking segment. Here’s an example of what these messages look like:
A chain of three push notifications with a discount on the subscription to the app. Push notifications are sent every 15 minutes
  • Click rate
  • Click rate
  • Click rate

Customer retention

OctaZone sends mobile push notifications and emails to those who have already bought a subscription. Here are some examples:
  1. Workout reports help to maintain the customer’s interest, motivating them to continue practicing.
Monthly report for English-speaking customers
  • Click rate
  1. Push notification reminders regarding training sessions sent one day before, and on the day of the workout session.
Workout Reminder
  • Click rate
  1. Collecting feedback in mobile push notifications and emails helps to understand how to improve the app.
Collecting feedback among customers via mobile push notifications and emails
  • Click rate
  • Open rate
  • Click rate
Feedback collection workflow with mobile push notifications and emails

Future plans for developing direct communications:

  1. Start reactivating customers in the pre-churn segment. For instance, those who haven’t practiced for a week. We’ve already prepared the messages for this.
  2. Reactivate the churn segment, i.e., those who have canceled their app subscription. To do this, we need to make the integration of the app with the platform more complete. This will ensure that the data about the cancellation of the subscription is transmitted to the platform.