PAYTM SUCCESS AT ANALYSIS

ACTIVATE

MITIGATE RETAIN

Paytm is India's largest mobile payments and eCommerce platform. It started

with online mobile recharge and bill payments and today, has an online
marketplace. In a short span of time, they have been successful in scaling to over
180 million registered users. With their user base being so enormous, the
challenges faced when running an eCommerce business were also of
proportionate magnitude.

This case study will give you a glimpse of how Betaout armed Paytm to
overcome the following major hurdles.

Retention of One-time Buyers (users who had transacted only once)

Activation of Contacts (users who registered but never transacted)
Mitigating loss of revenue through multiple promo code usage by a user
"Personalized cross-channel targeting can

10
give 6X more transactions and

x
more revenue
 THE VALUE OF CROSS
CHANNEL
PERSONLIZATION
Paytm employed Betaout’s
Customer Segmentation
PERSONALIZED OMNI-
module to segment their CHANNEL TARGETING
customers based upon their
INCREASES
behavioural properties to
discover that the Customer ENGAGEMENT RATES
Segment, “One-time Mobile BY

5
Recharge”, comprised of thirty
percent of their users, i.e.
thirty percent of all customers
had recharged their prepaid
mobile credit using Paytm only
once in their lifetime.
X

"The challenge for the company was to get these users to recharge their mobile credit
using Paytm not just once, but repeatedly, in the least time possible. Paytm embarked
on solving this problem by setting up an Omni-Channel drip marketing campaign using
Betaout, timely engaging these users through SMS, Email and Mobile Push
Notifications"
CUSTOMER
RETENTION

"It takes MONTHS to find a customer and only

SECONDS to lose one"
ONLY 20% OF MARKETERS HAVE A
UNIFIED CUSTOMERS PROFILE
ACROSS CHANNEL
The drip campaign, automated on a monthly basis, aimed at touching every user
in the segment by first sending an SMS enticing them to recharge their mobile
credit, followed by an email being delivered to users who didn’t take the desired
action, and concluded with a Mobile Push Notification to the users who still
hadn’t completed the purchase.

Email SMS Mobile Push

90

60

30

0
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6

25 % INCREASE
IN REPEAT CUSTOMERS
Over a period of six months, this campaign significantly improved both, the
recency and frequency of purchase, successfully reducing the share of users in
the Segment “One-time Mobile Recharge” from 30% to 12%.

6
6

X 4

INCREASE

IN FREQUENCY
2
OVER A PERIOD

OF 6 MONTHS
0
Before After

"Another Customer Segment that was of prime importance to the company were
“Contacts”, 10% of all users, who had registered themselves on Paytm but never
transacted. This segment mostly included high intent users who had been active
either on the Paytm app or website at least once"

The paramount task was to activate this segment of users, by getting them to
complete their first purchase as early as possible. Paytm decided to set-up
another multi-channel drip marketing campaign for this segment, deploying
Betaout’s Recommendation Engine to include products based on user
behaviour and actions.
CUSTOMER ONBOARDING
& DELIGHT

"Just one PHENOMENAL customer experience

can make a world of difference "
The drip campaign included three emails, followed by an SMS and a mobile push
notification, with customers who completed their first purchase being excluded
out of subsequent campaign engagement. Betaout’s Recommendation Engine
helped with the personalisation of Emails and Mobile Push Notification, hence
delivering high engagement for each user.

Email SMS Mobile Push

In the first month itself, this drip campaign was successful in bringing down the
percentage of users falling under the “Contacts” segment from 10% to 2%.
Hence, activating the segment and moving customers up in their respective
life-cycles.
100

75

50

25

0
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6

10 Conversions
x

"While Paytm had been successfully accomplishing major user activation and
customer retention objectives, it was losing a chunk of its revenue to customers
using promotional discount codes for their purchases repeatedly. They needed a way
to ensure that a user makes a purchase incentivised through promocode only once,
and Betaout’s Anti-gaming feature provided them just that"
ANTI
GAMING
"Differentiate between loyal customers and
customers loyal to discounts"
Betaout’s Anti-gaming feature allows a merchant to generate a unique
promocode for each user, excluding users who have already made use of a
promocode for any of their purchases.

90

60

30

0
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6

45 .
Savings
x
The real-time data capture, execution, and analytics capabilities of Betaout
perfectly matched Paytm’s needs. With powerful omni-channel engagement
automation, available via a highly easy-to-use interface, Paytm could easily
manage their digital marketing strategies to meet their objectives using engaging
and personalized customer content.
 Take Your Ecommerce Marketing To
The Next Level

Humanizing Ecommerce Experience

About β etaout

Betaout is an all-in-one eCommerce Marketing Solution. Using the power

of real-time segmentation and hyper-targeted personalisation, Betaout
enables marketers to automate engagement across multiple channels
including Email, Mobile Push, On-site, Browser Push, Cart Recovery,
Facebook Re-targeting and SMS.

www.betaout.com Contact Sales: ajish@betaoutinc.com