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