Shop Direct

Entire Direct Marketing

THE TEAM

Nick Barthram

Matt Wright

Zoe Yardley

Geraldine Sherriff

Richard Norton

Ian Bates

Alex Denman

Andy Irving

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.

OBJECTIVES

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.