ACTIVATED CHANNELS
PARTNERS
IBM
ISSUES ADDRESSED
re-establish dialogue with inactive customers
Inactive population: 2 months < last opening < 36 months and non-openers (off target)
Marketing pressure: 1 Newsletter per week
Duration of mailings: spread over 6 days
Marketing pressure: 1 Newsletter per week
Duration of mailings: spread over 6 days
Since January 2020
CÉLINE LEDUC
CRM Manager
CÉLINE LEDUC
CRM Manager
reactivation of inactive
47%
inactive reactivated in 12 months
reactivation of inactive
52%
inactive reactivated in 16 months
boost prospect engagement
Active population: last opening < 2 months and 0 purchases
Marketing pressure: 2 Newsletters / week
Duration of mailings: spread over 3 days
Marketing pressure: 2 Newsletters / week
Duration of mailings: spread over 3 days
click rate
+39%
click-through rate conversion
+756%
maximize the lifetime value of customers
Active population: last opening < 2 months and purchase < 36 months < 200 days, and at least 1 purchase
Marketing pressure: 2 Newsletters / week
Duration of mailings: smoothed over 3 days
Marketing pressure: 2 Newsletters / week
Duration of mailings: smoothed over 3 days
click rate
+13%
conversion rate
+706%
