leveraging user data: how mr. lube achieved a 222% lift in customer engagement by creating a...

Former Director, Customer Experience & Engagement,Mr. Lube Canada

Former Director of Customer Experience & Engagement, Mr. Lube Canada@A_Shaikin

Senior Director, Editorial ContentMarketingSherpa@danielburstein

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Shoes

30 Days 60 Days 90 Days 120 Days 180 Days 300 Days

Welcome/thank you email

First oil change and gives email address

Ideal email reminder

Needs oil change 75 days

Needs oil change 150 days

Mass offer

Email timed reminder

Email timed reminder

Will not receive reminder

Ideal email reminder + other service reminder

Will not receive reminder

Mass offer Mass offer Mass offer

Added SEM landing page, added services and improved promotion strategy, enhanced social

media, updated customer feedback

Ecosystem of relevant customer information, device optimized/

responsive design, stronger images, more engagement,100% automated

“Legacy” Program “Advanced” Program

Point of Sale DataEcosystem of RelevantCustomer Information

Mobile Compatible Device Optimized/Responsive Design

Generic Template Stronger Images

Rigid Content More Engagement

Some Manual Intervention 100% Automated

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“Legacy” Program “Advanced” Program

Point of Sale DataEcosystem of RelevantCustomer Information

Mobile Compatible Device Optimized/Responsive Design

Generic Template Stronger Images

Rigid Content More Engagement

Some Manual Intervention 100% Automated

1. Vehicle mileage between services drives cadence = each customer has unique message journey

2. Data used to identify Mr. Lube customers vs. those who had non-oil change services

3. Calculates next Mr. Lube date based on prior visit frequency, mileage and history

4. Email governance based on next Mr. Lube date calculation rather than prior visit date

CTA

Ability to changepicture based oncontext of email

TreatmentsOpen Rate

Relative Difference

Clickthrough Rate

Relative Difference

“Legacy” Program

34.5% 3.35%

“Advanced” Program

44.5% 28.9% 10.8% 222%

The optimized version increased clickthrough rate by 222%.

The optimized version increased clickthrough rate by 222%.

The optimized version increased open rate by 29%.

The optimized version decreased bounce rate by 20%.

Marketing is about more than hitting numbers; it is about engaging people.

(both inside and outside your organization)

Andrea Shaikin, Mr. Lube@A_Shaikin

Daniel Burstein,MarketingSherpa@danielburstein