Rationalising email communication delivers industry-leading digital engagement 

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The challenge:

An organisation was sending their customers up to 25 emails per month. This was resulting in reduced open and engagement rates, as well as confusing messages in market 

 

Approach:

An audit of existing emails and their schedule was undertaken to understand the status quo, which also included a thorough understanding of audiences, products and legalities. 

 

Solution:

Personalised weekly customer update emails, supported by new communications guidelines.  Segmentation work, new comms guidelines and stakeholder training, enabled by marketing automation technology, allowed for personalised messaging within each email. This reduced the need for multiple individual sends and provided a much richer customer experience.

 

Results:

Rationalised customer communications from 25 to 5 emails per month, resulting in a significant increase in open rates (40%) and CTR (11%) – double industry average.