Email marketing retail case study

Evans Cycles: Delivering a Data Driven

CRM Strategy Through Email

Integrating online and offline data to produce a highly

effective customer relationship management programme.

Ben Hart, Evans Cycles

Matthew Kelleher, RedEye

172% Year on Year

Increase in Email Revenues

172% growth in email revenues compared to

the same period 2009/10.

Evans Cycles achieved these results through,

amongst others, segmentation and life cycle

marketing strategies.

The email campaign plan segmented

messaging and creative content based on

individual preferences, engagement, online

browsing and behavioural data.

Email marketing content was relevant to

each individual user. The results included

open rates as high as 84.9% (generic

‘newsletter’ emails 16% - 25%) and click rates

of 40.5% (generic emails 3.8% - 5%).

The Building Blocks to Email CRM

Best practise and best results demand relevance. Relevance requires both

data and the ‘plumbing’.

• Behavioural Data

• RFM and Historical Data

• Engagement Data

• Automation

• Dynamic Content

• Lifecycle Model

RedEye call this approach ‘Behavioural Email’.

Diverging Strategies in Email

eCRM Database

ODP B.I.

D/base

Web Analytics

Data

ESP

OR

RedEye

Database

Customer Data

Transactional Data feed

Email Suppressions &

Unsubscribes

Product Cancellations

Post Purchase Email

Email Engagement &

Preferences

Top Rated Products

Data Feed Status

Maximise customer lifetime

value by targeting behaviour

Customer

lifetime

value

Time

Increased value with behavioural

lifecycle marketing

Traditional customer

lifecycle email marketing

Acquire Convert Develop Retain Reactivate

Abandoned

basket

Welcome X-sell

Profile

driven

offers Nursery

Win back

Re-engagement

Newsletters

6 Stages Of Customer Lifecycle

1. Tactical

2. Engagement

3. Purchase

4. Re-Enforcement

5. Retention

6. Reactivation

Evans CRM Programme

An Overview:

• Integrate Off- and On-Line Transactional & Behavioural Data to:

• Improve Customer Retention

• Increase Customer Lifetime Value

• Customer fall into the eCRM programme whether they have purchased on

line or instore.

• Daily behavioural emails driven by single data feed from Evans Cycles

merging with online data held by RedEye.

• To launch the programme, we concentrated only on implementing the plan for

bike purchases


1. Tactical

• Campaign emails segmented by

web/email engagement, online

behaviour and transactional data

2. Engagement

• Welcome

• Error Experienced

• Category Conversion - Content

Group Based e.g. Clothing,

Components, Accessories, Road

Bikes, Mountain Bikes, Hybrid, GPS

Engagement

Welcome Email

Clothing Conversion

Error Experienced Email


1. Tactical




2. Engagement

• Welcome






3. Purchase

• Abandoned Basket

• Abandoned Basket Follow Up

• Thank You for Your Purchase

• Cross-sell – Accessories

Abandoned Basket

Purchase

Clothing/

Accessory Upsell

(not live)

Thank You Post

Purchase

Purchase


1. Tactical




2. Engagement

• Welcome






3. Purchase





4. Re-Enforcement

• Bike Anniversary

• Post-Purchase Review

5. Retention

• Cross-Sell – Bike Insurance &

Service Reminders

Retention

Bike Insurance Cross

Ride It! Free Event


1. Tactical




2. Engagement

• Welcome






3. Purchase





4. Re-Enforcement

• Bike Anniversary

• Post-Purchase Review

5. Retention

• Cross-Sell – Bike Insurance &

Service Reminders

6. Reactivation

6. Reactivation

• Segment into

• Bike purchases only

• Clothing/Accessories/Bikes

• Control tests

• X% DM

• X% Email

• X% Both

• Test incentives

In Summary

Evans Achievements:

1. 172% increase in income from email

2. Constructed a SCV to drive email CRM

3. Combined multi channel data

Business

Email marketing retail case study