RedEye worked with Buyagift to develop a behavioural email programme to build loyalty and encourage repeat purchase.
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, and generated 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 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, an email would be triggered.
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
- CTAs 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.
When comparing the campaign against the overall objectives, it is clear the project was a great success for Buyagift.
Objective one: to 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 per cent. 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 two: to create customer loyalty and engagement
The uplift seen from people receiving the emails and making a purchase was 150 per cent 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 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 per cent for the abandon basket email.
Objective three: to increase revenue
Revenue generated from the behavioural emails was over £200,000 per month in their peak. Thirty-two per cent of the monthly revenue came from just four per cent 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.
At its peak, Buyagift saw an impressive ROI of 3,015 per cent 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.