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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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6 Stages Of Customer Lifecycle
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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6 Stages Of Customer Lifecycle
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
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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6 Stages Of Customer Lifecycle
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
3. Purchase Abandoned Basket Abandoned Basket Follow Up Thank You for Your Purchase
Cross-sell Accessories
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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6 Stages Of Customer Lifecycle
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
3. Purchase Abandoned Basket Abandoned Basket Follow Up Thank You for Your Purchase
Cross-sell Accessories
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