Shifting to Quality over Quantity
The company knew its plan of attack would include automation, but it needed to capture the data first. In addition to collecting customer and prospect information at events, via social media and through Web forms, the marketing team introduced ID registration via its Freesat app, which captured each user’s basic profile.
Once it had taken steps to improve its database, Freesat began the next phase of driving stronger engagement, which included launching three automated email campaigns:
Welcome Series As soon as a Freesat customer or prospect enters the database, it triggers a welcome nurture series, which consists of three emails. The first email acts as a “hello” from the company, a reminder of what the recipient has signed up for and a call to action to download the Freesat App (right). The second message, sent on day 4, uses A/B testing to help confirm which prize would entice readers to visit the preference center and complete their profiles. The final email, sent on day 9, contains messaging tailored to whether the recipient is a customer, prospect or even an unknown.
Birthday Campaign In this creative email program, recipients are promised a special treat in exchange for providing birthdate information, encouraging customers to submit even deeper information on a landing page. Those that complete the form receive a special message on their birthday, containing a recipe for birthday cake.
Reengagement Series Rather than growing its database by pulling in whatever email addresses and information it could, Freesat chose a plan that allowed it to capture more quality data, instead of marketing to a list that wasn’t interested. As part of this goal, it launched a reengagement campaign in which customers who had been inactive for 90 days were sent an email (right), which included the latest Freesat news and an option to unsubscribe or update profile preferences.
Those that didn’t open the first email after another 90 days were sent a “Sorry to See You Go” message and then automatically unsubscribed from the list. The message also included an “I’m Not Going Anywhere” button, in case the communication piqued interest.
Enhancing the Customer Journey Through Personalised Experiences
Freesat’s increased digital marketing efforts paid off, and it has the numbers and happy customers to prove it. Within 18 months its database grew by 447 percent. Additional results include:
An overall open rate of 67 percent, a 139 percent increase over manual email sends An overall click-through rate of 38.7 percent, a 1282 percent increase over manual email sends Welcome Series—50.4 percent open rate, 24.8 percent click-through rate and 11 percent preference center completion rate Birthday Campaign—27 percent open rate on email 1, 67 percent completion rate on form and 41 percent open rate of subsequent birthday message Reengagment Series—24 percent open rate and 4.5 percent click-through rate
“In the last 18 months, working with IBM Marketing Cloud has allowed Freesat to be more sophisticated with our email targeting through brilliant segmentation,” says Jennifer Jacobs, customer marketing manager, Freesat. “The automated marketing programs let us create tailored and personalised experiences for all our customers and prospects. And the results aren’t bad either, with a 140 percent uplift in open rates and more than a 1,000 percent increase in click-through rates.”
IBM Marketing Cloud, part of the IBM Marketing Solutions portfolio, powers the delivery of exceptional experiences for customers across the buyer journey by leveraging customer data and behaviors, providing analytical insights and automating relevant crosschannel interactions. The cloud-based digital marketing platform provides email marketing, lead management and mobile engagement functionality to inform and drive personalized interactions in real time.
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