Insight driven marketing is one of the key solutions we use with our B2C clients. The ability to interpret vast amounts of data into a targeted campaign that delivers real results and fully understands our client’s needs; is the role of our Insight department.
We are delighted to announce that we were awarded best in class for Innovation in Insight Driven Email Marketing for our work with client First Great Western.
The project brief was to increase first class ticket sales; Celerity successfully executed this task by firstly designing a propensity model to identify which of their existing customers would be most likely to respond to a campaign that encouraged them to upgrade from a standard leisure ticket to first class.
Insight driven marketing supported by data
Using Apteco FastStats, our Insight team created the model which identified a segment of their database that would be likely to respond to a campaign of this nature. First Great Western used this data to execute a completely personalised and targeted email campaign which generated more interest in their first class travel service.
Celerity helped First Great Western generate exceptional results which saw them benefit from a significant ROI. ROI for email marketing reached 2,500% in 2013 (research from Direct Marketing Association) an increase of 16% on the previous year; this increase can be attributed to a better use of segmented email lists, and relevant and personalised communications being targeted at these audiences.
Targeted email marketing campaigns
We were thrilled to receive this prestigious prize for our efforts in implementing this exceptional campaign. Celerity is delighted to see that once again data is proved king when it comes to smarter targeting, more effective marketing and powerful customer relationships.
We expect to continue to see growth in email marketing, both for B2B and B2C, in 2014. With an impressive ROI it’s not surprising that many companies are looking to outsource their requirements to specialists in this area. If you would like to speak to our Insight team, and perhaps help us achieve another award for innovation, please get in contact.