FIGARODIGITAL.CO.UK
Brand: EVANS CYCLES Agency: ADESTRA LTD
Evans Cycles used
Adestra’s MessageFocus platform to deliver a targeted email campaign. The brand wanted to get in touch with contacts that’d previously opened the emails, but hadn’t purchased in the past year. Purchase history data was
used to segment those customers the email campaign would target. This was refi ned with MessageFocus segmentation, based on open rates, to ensure that the message was sent to engaged subscribers: those who had opened an email in the past 60 days.
The emails highlighted
popular models, offered savings and gave a clear incentive to buy. Evans Cycles learnt
Brand: RS COMPONENTS Agency: RESPONSYS
RS Components is a
leading distributor of electronic, electrical and industrial components. Its email programme is a key part of its sales strategy: the company has more than one million active email subscribers and sends over three million emails every month, in 20 different languages. Even with such a wide
customer base, RS Components knew that it had to make its email marketing programme relevant to each and every customer. Responsys was tasked with helping the catalogue
electronics retailer create a unique segmentation process to enable it to orchestrate highly sophisticated and engaging email marketing to a database of 1.6 million customers. Responsys considered RS Components customers’ lifecycle positions and used key behavioural triggers to automate relevant emails. The result was improved click-to-open rates, click-through rates and web traffi c, and a direct positive impact on conversions. fi
garodigital.co.uk/case-study/ rs-components.aspx
that giving subscribers a reason to click, in addition to the primary offer, could increase conversions. They did this by highlighting their most popular brand, then including a secondary section which displayed clearance bikes. With an open rate of 37 per
cent and a click rate of 8.3 per cent, this campaign demonstrates the power of pairing email engagement data with purchase history data. fi
garodigital.co.uk/case-study/ evans-cycles-email-automation. aspx
18 issue 20 january 2014
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68
