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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
OR


  Web                        ODP
Analytics                    B.I.
  Data                      D/base


                  eCRM
                 Database




        ESP
Data Feed Status

Customer Data

                                     Email Suppressions &
                                     Unsubscribes

Product Cancellations


                          RedEye
                          Database
Transactional Data feed
                                     Email Engagement &
                                     Preferences



Post Purchase Email




Top Rated Products
Maximise customer lifetime
value by targeting behaviour

                       Increased value with behavioural
                       lifecycle marketing

                                                 Profile
                                                           Re-engagement
Customer                                         driven
                                  Nursery
                                                 offers
lifetime                                                     Win back
value                  Welcome    X-sell

                     Abandoned
                     basket
                                               Traditional customer
                                               lifecycle email marketing
                                 Newsletters

                                                                    Time


           Acquire   Convert     Develop        Retain     Reactivate
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
6 Stages Of Customer Lifecycle
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
6 Stages Of Customer Lifecycle
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

3.   Purchase
•    Abandoned Basket
•    Abandoned Basket Follow Up
•    Thank You for Your Purchase
•    Cross-sell – Accessories
Purchase

Abandoned Basket
Purchase


  Thank You Post
  Purchase




  Clothing/
  Accessory Upsell
  (not live)
6 Stages Of Customer Lifecycle
1. Tactical                               4. Re-Enforcement
• Campaign emails segmented by            • Bike Anniversary
   web/email engagement, online           • Post-Purchase Review
   behaviour and transactional data
                                          5. Retention
2.   Engagement                           • Cross-Sell – Bike Insurance &
•    Welcome                                 Service Reminders
•    Error Experienced
•    Category Conversion - Content
     Group Based e.g. Clothing,
     Components, Accessories, Road
     Bikes, Mountain Bikes, Hybrid, GPS

3.   Purchase
•    Abandoned Basket
•    Abandoned Basket Follow Up
•    Thank You for Your Purchase
•    Cross-sell – Accessories
Retention
Bike Insurance Cross




Ride It! Free Event
6 Stages Of Customer Lifecycle
1. Tactical                               4. Re-Enforcement
• Campaign emails segmented by            • Bike Anniversary
   web/email engagement, online           • Post-Purchase Review
   behaviour and transactional data
                                          5. Retention
2.   Engagement                           • Cross-Sell – Bike Insurance &
•    Welcome                                 Service Reminders
•    Error Experienced
•    Category Conversion - Content        6. Reactivation
     Group Based e.g. Clothing,
     Components, Accessories, Road
     Bikes, Mountain Bikes, Hybrid, GPS

3.   Purchase
•    Abandoned Basket
•    Abandoned Basket Follow Up
•    Thank You for Your Purchase
•    Cross-sell – Accessories
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

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Email marketing retail case study

  • 1. 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
  • 2. 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%).
  • 3. 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’.
  • 5. OR Web ODP Analytics B.I. Data D/base eCRM Database ESP
  • 6. Data Feed Status Customer Data Email Suppressions & Unsubscribes Product Cancellations RedEye Database Transactional Data feed Email Engagement & Preferences Post Purchase Email Top Rated Products
  • 7. Maximise customer lifetime value by targeting behaviour Increased value with behavioural lifecycle marketing Profile Re-engagement Customer driven Nursery offers lifetime Win back value Welcome X-sell Abandoned basket Traditional customer lifecycle email marketing Newsletters Time Acquire Convert Develop Retain Reactivate
  • 8. 6 Stages Of Customer Lifecycle 1. Tactical 2. Engagement 3. Purchase 4. Re-Enforcement 5. Retention 6. Reactivation
  • 9. 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
  • 10. 6 Stages Of Customer Lifecycle 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
  • 11. Engagement Welcome Email Clothing Conversion
  • 13. 6 Stages Of Customer Lifecycle 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 3. Purchase • Abandoned Basket • Abandoned Basket Follow Up • Thank You for Your Purchase • Cross-sell – Accessories
  • 15. Purchase Thank You Post Purchase Clothing/ Accessory Upsell (not live)
  • 16. 6 Stages Of Customer Lifecycle 1. Tactical 4. Re-Enforcement • Campaign emails segmented by • Bike Anniversary web/email engagement, online • Post-Purchase Review behaviour and transactional data 5. Retention 2. Engagement • Cross-Sell – Bike Insurance & • Welcome Service Reminders • Error Experienced • Category Conversion - Content Group Based e.g. Clothing, Components, Accessories, Road Bikes, Mountain Bikes, Hybrid, GPS 3. Purchase • Abandoned Basket • Abandoned Basket Follow Up • Thank You for Your Purchase • Cross-sell – Accessories
  • 18. 6 Stages Of Customer Lifecycle 1. Tactical 4. Re-Enforcement • Campaign emails segmented by • Bike Anniversary web/email engagement, online • Post-Purchase Review behaviour and transactional data 5. Retention 2. Engagement • Cross-Sell – Bike Insurance & • Welcome Service Reminders • Error Experienced • Category Conversion - Content 6. Reactivation Group Based e.g. Clothing, Components, Accessories, Road Bikes, Mountain Bikes, Hybrid, GPS 3. Purchase • Abandoned Basket • Abandoned Basket Follow Up • Thank You for Your Purchase • Cross-sell – Accessories
  • 19. 6. Reactivation • Segment into • Bike purchases only • Clothing/Accessories/Bikes • Control tests • X% DM • X% Email • X% Both • Test incentives
  • 20. In Summary Evans Achievements: 1. 172% increase in income from email 2. Constructed a SCV to drive email CRM 3. Combined multi channel data