Email Personalisation

Science in Sport is the world's leading performance nutrition brand. Combining world-class knowledge and scientific formulations to provide optimal performance solutions across the nutritional need states of energy, hydration, and recovery.

They wanted to increase sales and deliver a more personalised shopping experiences. The company had a growing customer base but lacked a clear strategy for engaging and retaining its audience effectively.

Challenges:

  1. Low Customer Retention:

    • Relatively high customer acquisition costs with limited repeat purchases thus eating into ROI.

    • Generic email campaigns failed to meaningfully engage customers.

  2. Missed Personalisation Opportunities:

    • The company lacked insights into customer behavior and preferences.

  3. Ineffective Product Recommendations

    • Product recommendations were simplistic and didn’t resonate with customers.

Solution:

Customer Segmentation

    • The four components of a 4D segmentation are: customer lifecycle, lifetime value, engagement scoring and next best product.

    • The results of each component are overlaid to segment the base and provide greater insight. For example:

      • High cost communication channels should be reserved exclusively for highly engaged customers who have a high lifetime value or whose ‘next best product’ prediction is a high value product. 

      • Customers who have a high engagement score across various touch points but who aren’t making purchases should be added to a conversion focused campaign and incentivised to buy things with discount codes and other offers.

      • Low lifetime value customers represent opportunities to nurture and grow revenue with a more targeted recommendation campaign.

      • Customers with a high lifetime value but low engagement and low value next best product are a critical group for retention efforts.

Results:

Sales Revenue:

Test group had 8% higher revenue and 20% higher gross sales than control.

Improvement on ROI:  

Test group displayed a 13% improvement on ROI.

Email Engagement:

Click-through rates increased by 17% and conversion rates by 15%. Unsubscribe rates also reduced. Re-engaged 7% of lapsed customers i.e. 7% of lapsed customers made a sale.