Best practice from eCircle.
Argos customers who have purchased online for home delivery or reserved online for in-store pick-up were sent a branded email thanking them for their purchase and asking them if they wanted to review the products they recently purchased.
To maximise response rates, every email was sent approximately two weeks after purchase, giving customers’ time to use the product but with it still being front of mind.
Instead of sending one generic email to each customer, Argos utilised dynamic content so that each email generated was unique to each individual depending on what products the recipient had purchased.
After the product had been reviewed and moderated by Bazaarvoice, they were uploaded onto the website within 72 hours, allowing Argos to engage customers directly with highly targeted, personalised content, providing communication on an individual level with the objective of boosting response rates, generating customer reviews for multiple products and driving sales of reviewed products.
This campaign involved an advanced automated data programme, implemented specifically to populate the dynamic email content.
At the outset, data company Planning Inc were employed to work on the data, selecting only consenting customers, supplying the data to eCircle which was then uploaded into eCircle’s email broadcast software eC-messenger.
Based on this data, personalised email content could simply be generated for each recipient and sent out on an automatic basis, ensuring relevance and timeliness.
“We generated hugely impressive click through rates of over 34% and open rates of almost 25% thanks to the relevancy of the campaign” Grant Baillie, Multi-Channel Customer Retention Manager, Argos.
In the dynamic world of web 2.0, brands must recognise the power of the consumer so Argos’s customer review programme embraces this by giving them the chance of writing a review.
By creating this initial dialogue, Argos can build on these relationships, guaranteeing that they are long-lasting and profitable, allowing them to use the reviews for future re-targeting campaigns and help with building an accurate profile for each use in Argos’s database.
An initial target was set by Argos to generate 209,000 product reviews in six months. In the space of just four months, they had already generated 203,095 reviews.
This unique and innovative campaign won the Best Use of Email at the prestigious Revolution Innovation Awards 2009, and was shortlisted for the Best Use of Email award at the NMA Effectiveness Awards.
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