ACTIVATED CHANNELS
PARTNERS
Adobe Campaign
ISSUES ADDRESSED
re-establish dialogue with inactive customers
Inactive population: 12 months < last opening < 36 months OR 0 open optin 3-36 months
Marketing pressure: 1 Newsletter per week
Duration of sending: smoothed over 3 days
Marketing pressure: 1 Newsletter per week
Duration of sending: smoothed over 3 days
Since September 2021
STÉPHANIE CATARINO
Director of E-commerce, Acquisition and CRM France
STÉPHANIE CATARINO
Director of E-commerce, Acquisition and CRM France
reactivation of inactive
49%
inactive reactivated in 15 months
boost the engagement of active customers
Active population: last opening < 12 months and no purchase in the last 36 months or optin 0-3 months and no purchase
Marketing pressure: 2 to 3 weekly Newsletters
Duration of sending: smoothed over 1 or 2 days
Marketing pressure: 2 to 3 weekly Newsletters
Duration of sending: smoothed over 1 or 2 days
web conversion rate
+17%
retention rate
+21%
maximize customer lifetime value
Active population: last opening < 12 months and 1 purchase < 36 months or optin 0-3 months
Marketing pressure: 3-4 Newsletters / week
Duration of mailings: smoothed over 1 or 2 days
Marketing pressure: 3-4 Newsletters / week
Duration of mailings: smoothed over 1 or 2 days
click rate
+14%
retention rate
+7pts
