Which? chooses Responsys to reengage subscribers
Which? exists to tackle the issues that matter to all consumers. It fights for their rights by campaigning for fairness in key areas including; personal finance, healthcare services, and food and beverage by publishing magazines, books and websites to help consumers make the right choices. The organization sends regular email communications to maintain a dialogue with customers and maintain engagement with its products and services.
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Challenge
Which? sends regular email communications to help people make informed purchasing decisions. Typically customers become disengaged with the email communications over time and so Which? wanted to design a campaign that would re-open the lines of communication. Which? needed a campaign that would enable it to re-engage with individuals who had not interacted with the brand in some time, reminding them of their products and services. The organization knew that the time period leading up to Christmas would be the ideal time to encourage consumers to make informed purchasing decisions.
Solution
The marketing team at Which? worked with Responsys to design a campaign to test the effectiveness of different email subject headings, and their impact on customer engagement levels. Targeted emails reminded customers of the wide variety of product and services, encouraging them to make better, more informed decisions about their purchases. The campaign targeted customers interacting with the brand regularly as well as individuals who had not opened a direct email in the past six months.
Results
The results of the campaign have been particularly impressive. The new subject lines resulted in more customers opening emails with two thirds (68%) of customers who regularly interact with Which? and nearly a third (31%) of disengaged subscribers responding. The campaign enabled Which? to reopen the lines of communications with individuals who had not interacted with Which? for some time and reconnect with loyal customers. Crucially the campaign was able to strike a balance between the organization’s need to maintain subscriber levels while ensuring its communications are always relevant and engaging.
“We wanted to execute a program that would encourage consumers to re-engage with Which? to help them to make informed choices about their Christmas purchases. Responsys enabled us to make the campaign a success thanks to the professionalism of its marketing services team and the advanced functionality of the technology. The campaign with Responsys tested email subject lines which resulted in a significant boost in the number of customers re-engaging with the brand.”
— Anna Hillier, Head of Digital Marketing, Which?
