Increasing e-mail effectiveness for Whittards of Chelsea
Whittards’ customers who opt for e-mail communications fill in a short questionnaire, telling Whittard which products they’re interested in.
Most are interested in more than one product group. We therefore put the interest data into cluster analysis and identified distinct segments.
We then refined those segments, by analysing purchase data.
The results were excellent: Customers receiving e-mails about products that they were actually interested in were much more responsive than those receiving generic messages.
Our targeted email campaign achieved three times the purchase rate of the historical selection methodology.