CDP BASED RE-ENGAGEMENT: Time for a Spring Clean
Client Overview: Thule helps its customers transport anything they care for safely, easily, and in style, so they’re free to live an active life. The company believes in the value of an active life – whether in the city or the great outdoors. Its products are built to promote its customers’ health and happiness and, ultimately, the respect and care they give to the world around them. Thule, Inc. is headquartered in Seymour, CT, with Global Headquarters in Sweden.
Challenge: Thule has a very large customer database, which includes the names of consumers who have interacted with the brand in various ways over the years, such as by registering a bike rack or buying a Sport Stroller from the website. Thule was only communicating with its customers on average three times per year, but it wanted to increase the frequency of communication to six-12 times per year. The company wanted to make sure that the increase did not lead to more opt-outs and that consumers self-volunteered their preferences for email communications.
Solution: Ascent360 worked with Thule to identify every customer who had a valid email address in the Thule CRM database, and it created a “Let’s Catch Up!“ re-engagement campaign with a clear call to action – update your preferences. The goal of the campaign was to move customers into a more frequent marketing schedule in which Thule would contact them on a consistent basis. The campaign showed customers what benefits they would receive as being part of the email campaign and gave them clear options to leave if they preferred. These benefits included exclusive promotions, offers, and news about upcoming product launches. Open rates were increased by personalizing the email to include a customized subject line (“Steve, We’ve Missed You”), the use of the first name in the email (“Dear Steve” ) and season-specific graphics—in this case, a winter scene showing Thule products was included in the header.
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