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...