Watchfinder implement re-targeting campaign and see increase of 225% in average open rates
Watchfinder implement re-targeting campaign to further engage active customers and increases average open rates by 225%
The leading retailer of luxury pre-owned watches Watchfinder act as a marketplace for both buyers and sellers. Their flagship store is in the Royal Exchange London, and they have multiple boutiques throughout the country including Bluewater in Kent, Victoria Quarter in Leeds and Harvey Nichols in London, however the majority of their business is carried out online.
‘The Special Offer Ends Tomorrow’ Campaign
“I was looking for new ways that Watchfinder could engage more with our active customers and act on their behaviours from our offers email. So with help from the Pure360 support team, we implemented a very simple and targeted re-marketing email campaign – and the ‘Special offer ends tomorrow’ campaign was born!” Shaun Reynolds, email marketing executive at Watchfinder.
Each Tuesday their prospect base was sent an email offering luxury watches at a discounted rate with the subject line “[Brand] One Week Special Offer.” On the Monday before the one week offer ran out, they used the reporting tools available within the platform to create a new highly engaged segment of people who had clicked on a watch link or visited the landing page. This list was de-duped against anyone who has purchased a watch that week to ensure recent customers were not targeted with a sales email.
This highly engaged segment would then be sent a follow up campaign with the subject line “[Brand] Special Offer Ends 9am Tomorrow” linking to a dedicated landing page. The objective of this campaign was to make the recipient feel special and valued whilst also creating a sense of urgency to encourage a purchase.
Please note: this offer is no longer valid
The strategy proved highly successful. Average open rates for the re-targeting campaign increased by 225.7% and the average CTR by 95.9%. This means Watchfinder now achieve an average open rate of 60%, significantly higher than industry benchmarking standards.
It doesn’t stop there. Taking customers on a journey of email maturity is at the heart of how we help them to grow. Watchfinder are now looking to develop their segmentation strategy even further by using the advanced reporting tools within the Pure360 platforms to target people based on geographic data. This means they will be able to send targeted, personalised campaigns, based on the location of people who have clicked the email.
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