Increase subscriber re-engagement by 300% with segmentation and automation

‘Investigación y Ciencia’ is a scientific content publisher with four subscription packages and a magazine whose contents can also be viewed under registration on its website.

They needed to be able to segment their consumers effectively, integrate data from many sources, and automate the subscription, renewal, offer, and upselling processes so that they could be completed with increased agility and efficiency.

Multiplica proposed implementing the Active Campaign platform, which offers the segmentation capabilities they needed to engage with their clients and could be easily integrated with their database system.

‘After learning about the needs of ‘Investigación y ciencia,’ we recommended using the Active Campaign automation platform because it not only provided the necessary segmentation capabilities for their goals, but it also fit their budget and gave the team autonomy in its use, as it is a user-friendly marketing platform.’

The project began with client immersion sessions to learn about: 1) the business strategy, 2) the catalog of products offered, 3) customer segmentation, 4) subscription models, and 5) the ecosystem of technology stakeholders involved, including platforms and work teams.

Through the establishment of business blueprints, the journeys of the subscription processes and the touchpoints to be automated with the client were defined based on the identified needs.

Following that, we defined the data model and implemented it on the Active Campaign platform. Simultaneously, we identified the actions and content that should be automated in client communications.

We worked in weekly sprints for its tactical implementation, defining the most urgent activities to perform each week and monitoring the results to optimize the campaigns.