RELATIONSHIP MANAGEMENT?

RELATIONSHIP

MANAGEMENT?

Don’t rush things

Mind your budget

Evaluate and adjust

CLIENT PROFILE

One of the leading Belgian fashion agencies

Distributor of high quality fashion to select network of specialty stores and freestanding mono-brand retail stores in Belgium and Luxemburg

Monthly stock sale

Marketing = direct mail

THE CHALLENGE

Heavy print cost

Ecological footprint

Time consuming follow-up

• Outdated database

THE SOLUTION

Solution = threefold

• Gradual transition to email marketing

• Re-engagement

• Print solution in one environment

TRANSITION

CAMPAIGNS

STEP 1

www.optinbox.be/arw

TRANSITION TO

EMAIL MARKETING

Design of new print invitations

Twofold registration procedure: online and

offline

Exclusive registration form

Forward this

invitation to your

friends and let them

enjoy our exclusive

deals.

TRANSITION TO

EMAIL MARKETING

Strategy

• Reminders by email complement postal invites

• Tell a friend through URL List building

RE-

ENGAGEMENT

CAMPAIGNS

STEP 2

RE- ENGAGEMENT

CAMPAIGN

Three campaigns to passive clients

Combination of regular invitations and personal

letters to update profile

Segmentation on frequency of visits

Focus on active opt-in new subdivision

INTEGRATED

PRINT

SOLUTION

STEP 3

PRINT SOLUTION

Print is still part of the marketing mix

All- in- one solution

THE

RESULT

THE RESULT

Reach:

Active

Passive63% 37%

THE RESULT

sept

okt

nov

33% 33%

33%

• Re-engagement

campaign

EMAIL SUBSCRIPTION

62%

27%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Postal campaign Re-engagement campaign Total conversion

Mailing list

Email subscription

27% 40%

62%

RE-ENGAGEMENT

CAMPAIGN

0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

Re-confirmation Email subscription

Re-activating campaign

Re-activating campaign

27%

51,72%

0

5

10

15

20

25

30

35

40

Open rate CTR Bounce rate

average email results

average email results

EMAIL MARKETING

RESULTS

37,90%

8,26%

1,60%

EMAIL MARKETING

RESULTS

0

10

20

30

40

50

60

70

80

90

100

mrt 2012 nov 2012

Mailing list

bounce rate

18,93%

1,6%

EVALUATION

Notable findings

Loyal audience

Succesful re-

engagement

campaign

Challenges

Slow

conversion

Time-

consuming

processing of

answers

NEXT STEP

Reminder letter to non-responders

Clear call to action and deadline

Reasonable processing time (three months)