Truprint - Gaining an Ecommerce edge

The clever marketers at Truprint, felt that after three years of email marketing they needed to gain a better picture of their recipients’ engagement with them. They decided that just looking at previous campaign click throughs – was no longer enough.

In a crowded market place with little distinguishing between retailers in the eyes of consumers, they realised they needed to understand what didn't engage people with their brand as much as what did.

Customer segmentation

By implementing PureResponse, Truprint could look at detailed elements of a campaign to see what motivated each individual recipient and target them accordingly.

One campaign was to encourage those who had never made a purchase to become customers, by offering a further discount to the recipients who didn’t click on a sales email.

Retargeting 'non-open' recipients in this way increased the sales revenue attributed to that campaign by over 30%.

Testing the water

Test emails also played a large part in gaining a clear understanding of customers' behaviour.

Using the reporting tools in PureResponse email software, they compared the response to two campaigns with different redemption timeframes and found out at which point recipients were compelled to open or click-through.

Truprint can even identify the specific day of week and time that people click-through on an email to ensure their marketing is delivered when most likely to elicit a response by using Intelligent Time Sending.

The Results

Database segmentation in this way has enabled Truprint to simply and quickly implement relatively sophisticated behavioural targeting in their email marketing strategy and now each campaign's objective is dependent upon the customer type.