Evans Cycles: Delivering a Data Driven CRM Strategy Through Email Integrating online and offline data to produce a highlyeffective customer relationship management programme. Ben Hart, Evans Cycles Matthew Kelleher, RedEye
172% Year on YearIncrease 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 CRMBest practise and best results demand relevance. Relevance requires bothdata and the ‘plumbing’.• Behavioural Data• RFM and Historical Data• Engagement Data• Automation• Dynamic Content• Lifecycle ModelRedEye call this approach ‘Behavioural Email’.
Evans CRM ProgrammeAn 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 Lifecycle1. Tactical• Campaign emails segmented by web/email engagement, online behaviour and transactional data2. Engagement• Welcome• Error Experienced• Category Conversion - Content Group Based e.g. Clothing, Components, Accessories, Road Bikes, Mountain Bikes, Hybrid, GPS