Predictive Frequency Management increases engagement by 17%

A world leader in cordless technology

Gtech developed the world’s first cordless power sweeper. Since then, Gtech have gone from strength-to-strength selling over 22 million products in 19 countries, becoming the experts in the field of cordless technology, and expanding into garden tools, ebikes and massage beds.

The Gtech mission is to make life easier and more enjoyable by creating ergonomic, lightweight but high performing home and lifestyle products.

Reacting to a change in consumer sentiment

Judging the mood of the nation and analysing which content their subscribers were engaging with, Gtech began to include more light-hearted informational and blog style content into their emails.

This complementary style of content was vital to move contacts from less engaged segments, and therefore less likely to purchase at this stage, to more highly engaged segments and into an automated programme of increased frequency which helped them see conversion rates of over 4.1%.

Traditionally, after purchasing a household item such as a cordless vacuum, Gtech would see drop offs in engagement and customers who had made their purchase would unsubscribe.

However, through the inclusion of blog and added value content resulted in customers who had recently made a purchase remaining engaged with Gtech and continuing to engage and interact with the content-led lifestyle emails and they continued to see improvements in open rates well over 40%.