Mirror Reader Offers worked with Communicator to implement a portfolio of personalised emails that would drive traffic to the website and ultimately increase revenue potential. Communicator discuss the work
Mirror Reader Offers’ website features deals and offers recently published in the Daily Mirror and Sunday Mirror newspapers. Previously, the setup of campaigns was a labour intensive process, limited by the ecommerce and email platforms used. Emails were built from scratch and therefore only one email was sent per week, affecting the overall performance of their email marketing strategy. There was a real lack of dialogue and contact with customers so they worked with Communicator to optimise their email marketing strategy with the aim of driving traffic to the website and ultimately increasing revenue potential.
Strategy & Execution
Mirror Reader Offers decided to switch to a new ecommerce platform to enable them to progress their offering and began working with the Communicator campaign management team on build, execution, measurement, analysis and conversion tracking of their email campaigns. This included a campaign portfolio of weekly newsletters, birthday, welcome and basket abandonment emails each personalised and specific to the individual. Specific reporting and analytics functionality helped the brand to identify the best day and time of the week to send emails in order to maximise performance. Basket abandonment emails have also been tested, resulting in the discovery that 30 minutes after abandonment is the optimum time to send.
This new approach has helped Mirror Reader Offers achieve 30 per cent year-on-year revenue growth just from email. The success of this strategy will help develop a future focus on cross-selling and upselling, using contextual email marketing techniques to ensure that emails are relevant at each point of open. This will further increase engagement and ultimately revenue potential from email.
What the client says
“We’ve received quality support from Communicator and have achieved fantastic results, especially when compared to email revenue performance from last year. We’re looking forward to further optimising our campaigns using Communicator functionality to experience further growth in the future.”