Behavioural email programme results in 62% open rate

    The Challenge

    Buyagift’s aim is to always deliver highly targeted and relevant email campaigns. In the past Buyagift has seen that relevant and timely campaigns have fulfilled customer needs, as well as generating an impressive response rate in terms of sales.

    Buyagift see an average of 730,000 visitors to their website on a monthly basis. The challenge for Buyagift was to ensure that visitors to the website and their overall customer base were sent communications that were appropriate, to encourage repeat purchase.

    The main objectives of this project were to encourage positive reviews for customer experiences; create customer loyalty and engagement and ultimately increase revenue.

    The Solution

    The behavioural emails were set up by RedEye within their Marketing Automation Solution Platform, Contour, based on three different trigger criteria, which were:

    • Auto loaded data feeds

    • Tag driven solutions from website behaviour

    • Pre-defined segmentation data based on customer analysis that ensured that when a customer met a certain criteria, they would be triggered an email

    Triggered by insight devised from customer data, the emails work off both profile data and ‘real time’ behavioural data, ensuring customers only receive information on the experiences that would be of greatest interest to them.

    Buyagift also wanted to ensure that the emails were designed using best practice criteria that the recipient would find engaging and useful. The templates were designed to include:

    • A good text to image ratio to ensure the emails were still accessible when images were not enabled

    • CTA’s above the fold to allow the customer to quickly return to the website

    • Personalisation in subject lines to help increase relevancy to the customer

    A series of rules were requested to ensure that a customer would not receive too many emails in a short space of time. This was important to ensure that customers would not unsubscribe from email communications, or become uninterested due to emails being sent too regularly.

    It was also clear that the behavioural emails needed to complement the general campaign emails that were sent out to the customer base. Based on expert advice from RedEye, these followed the same design, branding and tone of voice as the website to ensure continuity and brand recognition. This approach helps the customer to have a seamless transition from the emails to the website and ensures a consistent brand experience.

    The emails were created based on where the recipients were in their Customer Lifecycle: from welcome, to abandon browse; all the way through to product reviews and anniversary campaigns. The campaigns were designed to move the customer through the purchase journey to create loyalty to purchasing from Buyagift. Dynamic content helped to ensure that the emails were personalised to each recipient.

    To ensure that the messaging was delivering a positive result for both, the customer and Buyagift, RedEye introduced a holdout control cell for all people signing up to emails. This meant that their purchase behaviour was not influenced at all by the behavioural emails. The control cells were set up to be a statistically valid proportion of the overall volume. This was important to Buyagift as the results needed to be representative of their customer base.

    The control cell is used to measure performance against the mailed segments on a monthly basis to ensure the value of the emails is maintained over the lifetime of a customer.

    The Results

    When comparing the campaign against the overall objectives, it is clear the project was a great success for Buyagift.

    Objective 1 - Encourage positive reviews for customer experiences

    The review email is the primary source of verified reviews, it generated 1,989 reviews in the seasonal peak. This is a conversion rate of over 50%. Upon submission of a review, a follow up email with £10 off the customers’ next purchase is triggered. This gives the customer a nice incentive to repeat purchase, whilst also thanking them for their review.

    Buyagift have seen that the products that have great reviews are the highest converting products on the website. Customer reviews are therefore vital in helping other customers to choose the experience that is right for them.

    Objective 2 – Create customer loyalty and engagement

    The uplift seen from people receiving the emails and making a purchase, was 150% above the control cell. It was made clear that consumers that received the behavioural emails were more likely to purchase than those that did not receive them. The value of the control cell highlighted the fact that, the emails delivered relevant content that was something that
    customers saw as a welcome communication from Buyagift.

    Open rates for the emails were also a great indicator of customer engagement, at their peak, we saw open rates of 62% for the abandon basket email.

    Objective 3 – Increase revenue

    Revenue generated from the behavioural emails for over £200k per month in their peak. 32% of the monthly revenue came from just 4% of the total email volume that was the behavioural emails. This amazing result shows the real value and great level of relevance that the emails were delivering to the customer. 

    In its peak, Buyagift saw an impressive ROI of 3015% on the behavioural email programme. Customers also remained engaged within the email channel and more importantly with the brand overall which was a great success for the business and its customers.

    Working with RedEye on our behavioural emails has made implementing a full email programme much simpler and ultimately successful. We thoroughly enjoy working with RedEye and this is just another example of the fantastic results we regularly achieve with them. Winning the Award for the ‘Best Marketing and Advertising eCommerce Campaign’ at the 2015 eCommerce Awards with this campaign just reiterates the success we have achieved with them.

    Group CRM Manager

    Buyagift

    3015%

    Return on investment

    62%

    Open rate for abandon basket email

    150

    Uplift seen from email received to making a purchase

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