BUKI Case Study: How to Migrate to Yespo CDP from Another Service and Accelerate Email Campaign Launch by 5 Times

Transferring a large project's marketing communication to a new platform seems like a complicated task requiring a lot of time and specialists. However, BUKI discovered that a full migration to Yespo CDP only takes a few weeks, and the number of involved professionals can be counted on the fingers of one hand.

In this case study, we'll discuss the stages of BUKI's transition to our platform and the nuances encountered in the process. We'll also reveal why the marketing team chose our platform, whether they achieved their goals, and what turned out to be a pleasant bonus.

About the Project

BUKI, an international EdTech company founded in Ukraine in 2014, operates as a platform for finding tutors in hundreds of subjects. The service is active in seven countries: Ukraine, Poland, Kazakhstan, Nigeria, Spain, Mexico, and the USA. Across seven websites (domains include buki, upskillstutor, buscatuprofesor), over 110,000 tutors in 200+ subjects are registered. More than 1.2 million students have already found their mentors through BUKI. The company is also developing the online school BUKI School.

The Objective of Changing the Platform

Previously, the BUKI company sent emails through a different service, but over time, it no longer met all the marketing needs of the team.

The main nuance was that we, as a company, had outgrown the need for just a transactional service. We wanted something more convenient for the marketer. A platform where they can perform a variety of actions without being tied to development.

Svitlana Klymenko, a marketer at BUKI

 Acceleration of Campaign Launches

BUKI wanted to transfer its email marketing to the Yespo CDP in order to reduce the time needed to create and launch campaigns. Previously, the email preparation cycle involved many specialists and depended on the availability of developers.

Emails were created in an external editor and uploaded to a custom admin panel, where developers planned the dispatch. A fully prepared email would wait for 2-4 days before being sent to subscribers. If the development department was too busy, the mailing could start in 1-2 weeks. This made it almost impossible, for example, to add situational marketing to the content strategy.

In Yespo, a marketer can create the necessary campaign without the need for external specialists using a user-friendly editor, and the built-in AI can help refine the copy.

Simplification of Campaign Management

Another key incentive for transferring email campaigns to the Yespo platform was the desire to give marketers more freedom to manage promotional and transactional campaigns. Even minor changes, like the conditions for triggering an email, required developer involvement. Depending on their workload, changes could take a week or more.

Testing also required additional time. For a standard A/B test, splitting the contact segment in half and sending different versions of the email, developers had to write code.

The more complex the task, the more time it took. Most of the cases I wanted to test are very easy to do in Yespo – it takes just a few minutes.

Svitlana Klymenko, a marketer at BUKI

Using Additional Channels and Analytics

The BUKI team was looking for a platform that allowed the use of multiple direct channels within a single system. This would prevent the dispersion of the budget across various services and connect new channels without the need for excessive developer effort. Additionally, the previous service lacked in-depth analytics.

Specifics of BUKI's Transition to the Yespo CDP

BUKI decided to migrate all communications to Yespo separately for each country: 6 sites for the BUKI project and 3 sites for the BUKI School project.

At the time of publishing the article, the migration was still ongoing, but the main project communications had already been transferred. They started the process with the Ukrainian website, which took 4 months — from September 2022 to January 2023. During this first project, the BUKI and Yespo teams perfected the migration scheme. After that, transferring communications for other countries took less time — about one to one and a half months.

Let's take a closer look at the stages of BUKI's transition to our platform.

Stage 1: Transferring Email Templates to Yespo

The BUKI team started with this stage as it was the most labor-intensive for the company. The challenge was that all emails had to be recreated, as they were originally prepared by developers using code in the admin panel and couldn't be transferred. Additionally, the templates didn't always meet adaptability standards. During the migration, the company's marketer updated the email designs.

Stage 2: Creating Workflows for Triggered Campaigns

It was necessary to reproduce the logic of sending triggered emails and ensure that events from the company's backend were correctly received in the Yespo CDP to trigger the workflows. The workflows themselves also had to be created in the Yespo editor.

Stage 3: Domain Authentication

The next step for the BUKI marketer was domain authentication. This stage can sometimes require more attention and time than anticipated.

The unexpected challenge for us was the domain authentication and adding new records. Sometimes they conflicted because there were so many of them. We had to either remove something or come up with a specific record.

Svitlana Klymenko, a marketer at BUKI

Stage 4: Transferring the Database and First Campaigns

The contact database was transferred to Yespo in parallel with the domain authentication process when everything was almost ready for the first email campaign. After the transfer, the BUKI team carefully checked whether:

• everything was being sent correctly,
• user complaints about delayed message delivery were being tracked, etc.

With each subsequent market migration, there were fewer such nuances. Now, when launching new markets, the company prepares emails directly in the Yespo editor, which significantly saves time and resources. As of the publication date, two additional countries had already been launched in BUKI School.

How to Prepare for Migration to a New Platform: BUKI’s Tips

Svitlana Klymenko, a marketer at the company, shared tips on how to prepare for a comprehensive migration of communications to a new platform.

Firstly, clearly define the goals that the company or marketing team wants to achieve by changing the platform. This makes it easier to understand which functionalities are needed and to choose the right service. After migrating, it will be easier to analyze the results — which goals were achieved and which were not.

Secondly, plan the migration stages. If you're unsure about where to start and what to expect, consider reading migration stories of companies such as Knygarnia “Є” on Yespo CDP. Explore this example and use the described experience for your business. However, remember that migration stages have specific characteristics for each company, as every business is unique.

Thirdly, define approximate timelines for each stage of the migration.

I advise to assess the time more or less realistically because some stages took longer than I had anticipated. Allow time not for the optimistic but for the realistic or even pessimistic scenario.

Svitlana Klymenko, a marketer at BUKI

What Goals Were Achieved

After migrating communications to Yespo CDP, the BUKI marketing team was able to achieve all the pre-migration goals.

Sped up email campaigns. The preparation time for email campaigns was reduced by 5 times! On average, it now takes 1-2 days to prepare a single email, whereas previously, the process could stretch to a week or two (5-10 working days).

The marketer gained freedom of action. Before migrating to the new platform, the marketer had to provide developers with detailed specifications, indicating when an email should be sent, to which audience, etc.

In Yespo CDP, I have more influence on campaigns and more opportunities to change the sending conditions. Most often, I can make changes to the email myself and no longer distract anyone from the team. And I can do it in 10-15 minutes, not wait a week.

Svitlana Klymenko, a marketer at BUKI

Effectively utilizing analytical data. In the previous service, BUKI specialists did not have access to important analytical data about the results of campaigns, specifically:

• reasons for unsubscriptions;
• the dynamics of the number of users who unsubscribed from the mailing list.

After gathering information about the reasons for unsubscriptions, the BUKI team has already customized the unsubscription page, adding information about subscription categories. This way, the company tries to prevent users from completely opting out of emails.

What Exceeded Expectations When Working with Yespo

Thanks to the migration to the new platform, BUKI achieved several results that the team did not even anticipate.

Improved Email Delivery Rates

After the migration, the percentage of delivered emails increased, partly due to Yespo's global blacklist. It contains non-existent, full, or inactive email addresses that are automatically excluded from campaigns. BUKI specialists regularly clean the contact base themselves, and the CDP provides additional backup. This positively impacts the sender's reputation. As a result, for one of the BUKI domains, the email delivery rate increased from 94% to 99%.

AMP Email Increased the Number of NPS Responses

The increase in the delivery rate also had another effect — Google easily and quickly granted the company permission to send AMP emails.

The ability to create AMP emails was used to conduct an NPS survey among subscribers. The email was sent to the entire segment, and then it depended on which version was displayed on the user's device. 

If the device did not support the dynamic content, the recipient saw a standard email with a request to rate the service on a scale of one to five in a Google Form. 

Other subscribers on devices that displayed interactive content saw an AMP email in which they could directly give a rating and write a comment.

As a result, we received 14 times more responses through the AMP email than through the usual Google Forms. I was pleasantly surprised.

Svitlana Klymenko, a marketer at BUKI

Plans

One of the goals of BUKI's migration to the Yespo CDP was to connect additional communication channels. Besides existing email and Viber campaigns, marketers plan to add widgets on the website, which will notify users about new important service features.

Widgets interested us due to their ease of implementation. You only need to install a script on the website once, and then a single marketer, rather than an entire team of specialists, can configure the display conditions and content of these elements.

Svitlana Klymenko, a marketer at BUKI

Work on these tasks has already started.

If you want to switch your mailing service, learn more about the capabilities of our omnichannel CDP. The functionality of Yespo covers much more than just campaigns in several channels. The platform can automatically collect, process, and accumulate large volumes of customer data. Then, it can be used for:

• segmentation,
• analytics,
• generating personalized product recommendations on the website, in the app, and in direct channels,
• launching bulk and triggered campaigns.

Book a demo — our experts will demonstrate how the system works and share effective ideas for its use in your business.

Special Request Inline