A utility company has a large customer base to whom they send regular marketing communications, but they felt that the messages weren’t delivering to bottom line performance. They wanted to shift to delivering highly personalised messages at the right time for the customer – the problem was, they didn’t have visibility into their data or a tool with which to deliver these messages.
The organisation, which had worked with Datamine before, contracted us to help them answer the following questions:
- What do we need to do to deliver these messages?
- What platform do we choose to do it?
- How do we implement it?
- How do we review and optimise it once it is live?
First, we mapped out the use cases, determining what they wanted to do (e.g. email or multi-channel, event-triggered messages, web or social integration etc.) and understanding how their data can enable it.
Datamine then guided the client to select the best platform for their challenge, then implement and test the initiatives before going live. We provided the team with enough knowledge and training to where they were able to successfully run it themselves and see results from their activities. Now, we operate under a support retainer to help them optimise their use of the platform – we provide guidance and support, as well as technical expertise to help them continually improve and act as an overflow resource for when they are busy.
The client now has greater control over their marketing – they’re able to deliver highly personalised content and experiences to their customers. Engagement rates are up 20% since implementation, and the client can deliver 5x more campaigns, all of which are much more targeted and specific. As part of the optimisation, we’ve increased the customer centricity through personalisation of each message, delivering a 10% improvement in revenue per send and a click-to-open rate improvement up to 25%.
The success of these marketing efforts has allowed the client to build the right team of experts to deliver – the team has been able to more than double in size since implementation. Datamine’s focus is now on support and optimisation in order to help them go from good to great.