Case Study: Contact Strategy
A good example of a strong contact strategy is the work that Response One did for Cineworld. Cineworld is a major cinema chain in the UK with over 4 million registered customers – a fantastic database opportunity. Their email marketing programme needed a review to maximise engagement and increase bookings.
In order to achieve this Response One created a single customer view by merging visit and email data. This was then segmented into groups around factors such as visit frequency and average spend and from this they developed a six-stage lifecycle email programme. This programme meant contacting the customer at certain stages of their journey to encourage loyalty and actions.
This approach is common in any good contact strategy and allows you to look at the different customer lifecycle stages and what the appropriate actions should be such as increasing awareness, improving sales, advocacy and cross selling, win-back or refer a friend (known as member-get-member or MGM).
The results of Response One’s work with Cineworld were £350,000 of incremental revenue in the first 8 months. This is a good example of how producing a well thought through contact strategy can have significant gains.
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