Evans Cycles: Delivering a Data Driven
CRM Strategy Through Email
Integrating online and offline data to produce a highly
effective customer relationship management programme.
Ben Hart, Evans Cycles
Matthew Kelleher, RedEye
172% Year on Year
Increase in Email Revenues
172% growth in email revenues compared to
the same period 2009/10.
Evans Cycles achieved these results through,
amongst others, segmentation and life cycle
marketing strategies.
The email campaign plan segmented
messaging and creative content based on
individual preferences, engagement, online
browsing and behavioural data.
Email marketing content was relevant to
each individual user. The results included
open rates as high as 84.9% (generic
‘newsletter’ emails 16% - 25%) and click rates
of 40.5% (generic emails 3.8% - 5%).
The Building Blocks to Email CRM
Best practise and best results demand relevance. Relevance requires both
data and the ‘plumbing’.
• Behavioural Data
• RFM and Historical Data
• Engagement Data
• Automation
• Dynamic Content
• Lifecycle Model
RedEye call this approach ‘Behavioural Email’.
Diverging Strategies in Email
eCRM Database
ODP B.I.
D/base
Web Analytics
Data
ESP
OR
RedEye
Database
Customer Data
Transactional Data feed
Email Suppressions &
Unsubscribes
Product Cancellations
Post Purchase Email
Email Engagement &
Preferences
Top Rated Products
Data Feed Status
Maximise customer lifetime
value by targeting behaviour
Customer
lifetime
value
Time
Increased value with behavioural
lifecycle marketing
Traditional customer
lifecycle email marketing
Acquire Convert Develop Retain Reactivate
Abandoned
basket
Welcome X-sell
Profile
driven
offers Nursery
Win back
Re-engagement
Newsletters
6 Stages Of Customer Lifecycle
1. Tactical
2. Engagement
3. Purchase
4. Re-Enforcement
5. Retention
6. Reactivation
Evans CRM Programme
An Overview:
• Integrate Off- and On-Line Transactional & Behavioural Data to:
• Improve Customer Retention
• Increase Customer Lifetime Value
• Customer fall into the eCRM programme whether they have purchased on
line or instore.
• Daily behavioural emails driven by single data feed from Evans Cycles
merging with online data held by RedEye.
• To launch the programme, we concentrated only on implementing the plan for
bike purchases
6 Stages Of Customer Lifecycle
1. Tactical
• Campaign emails segmented by
web/email engagement, online
behaviour and transactional data
2. Engagement
• Welcome
• Error Experienced
• Category Conversion - Content
Group Based e.g. Clothing,
Components, Accessories, Road
Bikes, Mountain Bikes, Hybrid, GPS
Engagement
Welcome Email
Clothing Conversion
Error Experienced Email
6 Stages Of Customer Lifecycle
1. Tactical
• Campaign emails segmented by
web/email engagement, online
behaviour and transactional data
2. Engagement
• Welcome
• Error Experienced
• Category Conversion - Content
Group Based e.g. Clothing,
Components, Accessories, Road
Bikes, Mountain Bikes, Hybrid, GPS
3. Purchase
• Abandoned Basket
• Abandoned Basket Follow Up
• Thank You for Your Purchase
• Cross-sell – Accessories
Abandoned Basket
Purchase
Clothing/
Accessory Upsell
(not live)
Thank You Post
Purchase
Purchase
6 Stages Of Customer Lifecycle
1. Tactical
• Campaign emails segmented by
web/email engagement, online
behaviour and transactional data
2. Engagement
• Welcome
• Error Experienced
• Category Conversion - Content
Group Based e.g. Clothing,
Components, Accessories, Road
Bikes, Mountain Bikes, Hybrid, GPS
3. Purchase
• Abandoned Basket
• Abandoned Basket Follow Up
• Thank You for Your Purchase
• Cross-sell – Accessories
4. Re-Enforcement
• Bike Anniversary
• Post-Purchase Review
5. Retention
• Cross-Sell – Bike Insurance &
Service Reminders
Retention
Bike Insurance Cross
Ride It! Free Event
6 Stages Of Customer Lifecycle
1. Tactical
• Campaign emails segmented by
web/email engagement, online
behaviour and transactional data
2. Engagement
• Welcome
• Error Experienced
• Category Conversion - Content
Group Based e.g. Clothing,
Components, Accessories, Road
Bikes, Mountain Bikes, Hybrid, GPS
3. Purchase
• Abandoned Basket
• Abandoned Basket Follow Up
• Thank You for Your Purchase
• Cross-sell – Accessories
4. Re-Enforcement
• Bike Anniversary
• Post-Purchase Review
5. Retention
• Cross-Sell – Bike Insurance &
Service Reminders
6. Reactivation
6. Reactivation
• Segment into
• Bike purchases only
• Clothing/Accessories/Bikes
• Control tests
• X% DM
• X% Email
• X% Both
• Test incentives
In Summary
Evans Achievements:
1. 172% increase in income from email
2. Constructed a SCV to drive email CRM
3. Combined multi channel data