Audience engagement
Our Financial Services client has been running campaigns using bought data with the objective of generating engagement ahead of a switch to lead generation. They were struggling with the inbox and website engagement, not achieving the open, click, page views and repeat visits that they had been looking for.
Our first step was to review their purchased data, looking at the deliverability of previous campaigns and seeing what levels of engagement they previously had. We wanted to set a benchmark to measure our activity against and see what content had engaged which contacts, to give us a head start on what has resonated and what hadn’t.
From there we created a programme of valuable content delivered across a moderately condensed period of time, with the cadence of sends designed to be non-intrusive, but frequent enough to build engagement. Essentially, we wanted the recipients to see the emails and content as worthwhile (enhancing the brand reputation), to create strong associations and new engagement habits without being a nuisance.
This programme also made use of personalisation to increase relevance. Typical techniques such as changing images and relevant copy were used, along with changing the sequence in which a contact received content depending on what they had viewed. Sending content that the contact has already seen would be counter productive and could harm the brand.
This approach was used across a number of different campaigns, which evolves based on the campaign performance, further increasing the key engagement metrics. Contacts were also segmented over time based on behaviour and received slightly different journeys based on their engagement with previous emails and previous campaigns.
Following the project
All of the key metrics exceeded expectations, with a highlight being the ‘Highly Engaged’ segment reaching a unique open rate of 89% for one campaign (1448 contacts opened campaign emails out of a segment of 1627 contacts).
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Either way, you’ll still be further forward than you are right now.
Understanding your market
A rapidly growing national mobile smartphone and tablet repair service, WeFix were looking to gain a better understanding of their customer base. Specifically, identifying their typical customers and how to include them in marketing campaigns. They also required guidance on potential geographical locations for expansion and growth.
Targeted campaigns
Our client provided the broad brief of looking at possible opportunities within the business and finding a group of customers within their database who could be influenced through a direct mail campaign.
Customer understanding
Lots of businesses changed through the pandemic and found themselves looking somewhat different after the lockdowns, with elements of their business having changed and facing new challenges. Our client had a view of ‘their customer’ and how they engaged with the brand, which was based more in historic feedback and the brand positioning than in deep insight to their customer base.