Time for a Spring Clean
Bring Your Life – Thule helps you transport anything you care for safely, easily, and in style so you are free to live your active life. They believe in the value of an active life – whether you are in the city or the great outdoors. Their products are built to promote their customer’s own health and happiness, and ultimately for the respect and care we then give to the world around us. Thule, Inc. is headquartered in Seymour, CT.
Thule has a very large customer database containing 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 their web site. Thule was only talking to customers on average 3 times per year, but they wanted to increase this cadence of communication to 6-12 times per year.
It was vital to make sure that this increase in cadence did not lead to an increase in opt-outs and that consumers self-volunteered their preferences for email communication.
The Ascent360 Solution.
Ascent360 worked with Thule to identify every customer who had a valid email address in the Thule CRM database and 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 higher marketing cadence in which Thule would contact them on a consistent basis. The campaign showed the customer what benefits the customer would receive as being part of the email campaign and would give them clear options to leave if they wanted to. These benefits included exclusive promotions, offers and news about upcoming product launches.
Open rates were increased by personalizing the email as much as possible to include a personalized Subject Line “Steve, We’ve Missed You”, the use of 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.