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SKII 1st Repeat eCRM
The Results
Open rate of 80.9% vs. global average of 16.9% and a high click through rate of 17.2% vs. 5.5%. This was part of a global data marketing project assigned to Wunderman by P&G globally.
To create a highly personalised email based eCRM communication program for opt-in users activating a first repeat purchase. Through our own global research analytics, we found out that customers who were approached within 30 days of their initial visit are 12% more likely to make their first repeat purchase and more likely to become loyal customers over customers who were not contacted.
Our Solution
Through a simple, three tiered structure that includes a personal message, the user’s own Magic Ring™ test results and product related tips/seasonal offers, we communicate the product benefits to our consumer in an intimate way, driving her to engage with the retail space.
To create a highly personalised email based eCRM communication program for opt-in users activating a first repeat purchase. Through our own global research analytics, we found out that customers who were approached within 30 days of their initial visit are 12% more likely to make their first repeat purchase and more likely to become loyal customers over customers who were not contacted.
eCRM Campaign
SKII 1st Repeat eCRM
80.9%
Average E-Mail Open Rate
32%
1st Repeat Purchase Rate
2X
Average spending on 1st repeat purchase marked $334, double of normal consumers’ spending
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