Case Study
Apna activates Email on CleverTap 9:419:41
and achieves a 30x YoY growth in
Users Engaged
Apna was founded in 2019 with a mission to empower a rising workforce with
better professional opportunities. This unique platform offers its users access to
millions of job openings. Employers can access a vast network of candidates and
find prospective employees. Within a short span of its launch, it became one of
the leading platforms for job-seekers, winning Google Play's 'Best App for
Personal Growth 2020' award. Apna has been using CleverTap since 2021 as an
engagement platform to orchestrate tailored interactions with candidates and
employers.
Objectives Impact
The Apna team wanted to activate Email to
complement Push Notifications and WhatsApp
channels to engage users with relevant and
30x Scale in Monthly Users reached
within a 12-month period
informative content. Email helps establish a direct
28%
line with users, widens the user base, and enables
broader content formats. It is also a trusted Increase in Open rate achieved
channel of communication for job seekers. while scaling by 30x
Email is also an ideal medium to re-activate
88%
dormant users, leading to a large user base to
Higher Click rates
engage. To rapidly scale the Email channel,
at 30x scale
managing several factors, such as Infrastructure,
Domain reputation, List management, and
Content personalization, are critical to achieving
high deliverability and engagement rates.
At Apna, we started with phone-based onboarding and
Approach WhatsApp engagement because of their simplicity. As our
candidate base grew larger and more diverse, we needed a
Apna leveraged CleverTap's multichannel more flexible, cost-effective way to keep users engaged
integration to create a unified user experience and stay top of mind. With help of CleverTap’s platform, we
across its channels. The platform's automation built our email channel from scratch and scaled our
capabilities and expert insights from the campaigns by almost 30X in just one year. By delivering
CleverTap team enabled Apna to switch on and relevant, personalized content at a lower cost, we achieved
ramp up email campaigns quickly. a double-digit increase in user retention. Email has become
Since the Email channel was set up from scratch, a vital touchpoint that drives meaningful engagement and
the team developed a customized warm-up plan ensures users think of us when they need us most.”
to ensure optimal functioning. It followed a
phased approach - initially, the team planned Shuvajyoti Ghosh
trigger-based campaigns with personalized, Head of Growth
relevant communication.
Apna strives to ensure that the user experience is
highly personalized. Each user's job feed consists
of openings curated based on the user's
preferences. The same is true of the messaging,
too. With CleverTap's Linked Content capability,
message content is dynamically personalized at
It was fascinating teamwork between the Apna and
send-time to ensure users see the most relevant
CleverTap teams on our journey to build a successful email
roles. These campaigns achieved a high
channel. By combining transactional and promotional
engagement rate and kept spam complaints low.
strategies, we quickly achieved high engagement and
To prime the channel to handle massive scale, the bolstered our domain reputation, enabling us to scale
team attacked on all fronts through multiple rapidly. Through in-depth audience segmentation,
initiatives, including optimizing domain usage, list personalized recommendations, compelling content, and
cleaning, and third-party email verification. These precisely timed deliveries, we reached peak performance.
efforts ensured negative signals like bounce rate For some key campaigns, open rates soared to an
were at minimal levels. impressive 3x the industry average. CleverTap’s powerful
As the size of the targeted base scaled up, Apna platform and technical expertise played a crucial role in
and CleverTap teams worked collaboratively to executing these strategies seamlessly, delivering impactful
constantly monitor critical metrics, such as and scalable results.”
campaign open and click rates, and maintain
domain reputation. The campaigns secured
Rahul Chadha
higher engagement metrics with smart Senior Manager, Growth
segmentation based on job roles and more
attributes.
