Overview:
A multinational health and wellbeing organisation was sending multiple offers via email per week with little return. They wanted to understand their customers in order to send tailored and relevant mailing communications that would guarantee an increase in conversions and reduce the volume of opt-outs.
The Challenge:
Increase relevance of communications for each customer to increase repeat purchases and reduce opt-outs without increasing comms frequency or workload for the marketing team.
Objectives and Approach:
Using Starcount data we helped this organisation understand their customers by enriching their 1st party data. We gave an in depth analysis of the types of customers they have, revealing which customers were concerned and engaged with different areas of health and well-being i.e. fitness vs nutrition vs dietary concerns
For each customer segment, we were able to show:
- Most followed influencers
- Most interacted with websites
- Top media channels and preferences
- Favourite brands
We recommended tailored creative comms that would resonate with each of their customer types, creating a better customer experience by offering personalised rewards and offers. The improved relevancy and targeting meant campaign performance increased whilst the number of emails being sent a week was reduced.
Results:
- 40% fewer opts
- 90% reduction in volume of marketing sent
- 4x revenue than BAU
