Matthew Kelleher RedEye and Ben Hart Evans Cycles

8/3/2019 Matthew Kelleher RedEye and Ben Hart Evans Cycles

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Evans Cycles: Delivering a Data Driven

CRM Strategy Through EmailIntegrating online and offline data to produce a highly

effective customer relationship management programme.

Ben Hart, Evans Cycles

Matthew Kelleher, RedEye


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The Building Blocks to Email CRM

Best practise and best results demand relevance. Relevance requires bothdata and the plumbing.

Behavioural Data

RFM and Historical Data

Engagement Data

Automation

Dynamic Content

Lifecycle Model

RedEye call this approach Behavioural Email.


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Diverging Strategies in Email


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eCRM

Database

ODP

B.I.

D/base

Web

Analytics

Data

ESP

OR


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RedEye

Database

Customer Data

Transactional Data feed

Email Suppressions &Unsubscribes

Product Cancellations

Post Purchase Email

Email Engagement &Preferences

Top Rated Products

Data Feed Status


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Maximise customer lifetimevalue by targeting behaviour

Customer

lifetimevalue

Time

Increased value with behaviourallifecycle marketing

Traditional customerlifecycle email marketing

Acquire Convert Develop Retain Reactivate

Abandoned

basket

Welcome X-sell

Profile

driven

offers

Nursery

Win back

Re-engagement

Newsletters


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6 Stages Of Customer Lifecycle

1. Tactical2. Engagement

3. Purchase4. Re-Enforcement5. Retention6. Reactivation


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Evans CRM Programme

An Overview:

Integrate Off- and On-Line Transactional & Behavioural Data to:

Improve Customer Retention

Increase Customer Lifetime Value

Customer fall into the eCRM programme whether they have purchased on

line or instore.

Daily behavioural emails driven by single data feed from Evans Cyclesmerging with online data held by RedEye.

To launch the programme, we concentrated only on implementing the plan forbike purchases


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1. Tactical Campaign emails segmented by

web/email engagement, onlinebehaviour and transactional data

2. Engagement Welcome Error Experienced Category Conversion - Content

Group Based e.g. Clothing,Components, Accessories, RoadBikes, Mountain Bikes, Hybrid, GPS


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Engagement

Welcome Email

Clothing Conversion


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Error Experienced Email


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3. Purchase Abandoned Basket Abandoned Basket Follow Up Thank You for Your Purchase

Cross-sell Accessories


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Abandoned Basket

Purchase


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Clothing/Accessory Upsell(not live)

Thank You PostPurchase

Purchase


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4. Re-Enforcement Bike Anniversary Post-Purchase Review

5. Retention Cross-Sell Bike Insurance &

Service Reminders


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Retention

Bike Insurance Cross

Ride It! Free Event


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4. Re-Enforcement Bike Anniversary Post-Purchase Review

5. Retention Cross-Sell Bike Insurance &

Service Reminders

6. Reactivation


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6. Reactivation

Segment into Bike purchases only

Clothing/Accessories/Bikes

Control tests

X% DM

X% Email

X% Both

Test incentives


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In Summary

Evans Achievements:

1. 172% increase in income from email

2. Constructed a SCV to drive email CRM3. Combined multi channel data

Matthew Kelleher RedEye and Ben Hart Evans Cycles

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