Entire Direct Marketing
WHAT IS WONDERFUL ABOUT THIS WORK?
We took traditionally unresponsive cold emails and achieved a massive uplift in customer acquisition using behaviour-led data analytics, acquiring 4,953 valuable new customers acquired with an average lifetime value of £700. ROI was over 40:1. Clever.
To help Littlewoods conduct 70% of their business online by 2010, we needed to transform cold email acquisition into a truly cost-effective, scalable recruitment channel.
STRATEGY AND TARGETING
Cold email acquisition had never provided Littlewoods Direct with worthwhile customer numbers or sales figures. Savvy online customers increasingly filter out unsolicited emails and the high-volume cold email list market means low cost and low quality data. We needed a cold email campaign that could adapt to the prospect's needs and interests.