The works loyalty scheme caters for a variety of installer groups, interacting with them each on an individual level. The scheme looks to reward installers for their loyalty while also supporting their business to encourage growth across the board.
Research carried out by Baxi identified a number of segments within the membership database, who interacted with the scheme in very specific ways. We used this detailed understanding of the needs of the different audiences to create targeted messages for communicating with members to encourage loyalty and increase engagement.
works members were categorised in to nine groups based on behaviour, activity and length of membership. Three priority groups were identified to be the main focus of the tailored communications; these were new members, regular users and occasional users.
We created a campaign for new members, designed to guide them from initial sign up through to their sixth month of membership. Creating a series of personalised
emails, we were able to deliver relevant messages to this key audience at crucial points in their membership, to increase the number of new members that go on to become regular users of the scheme.
Communication with the existing members was tailored to offer a place for feedback and involvement. In addition, the messages looked to inform installers on products, news and legislation as well as promotional and partner offers. Loyal installers were offered more in terms of benefits and the depth of information to reward their custom and help develop Baxi’s relationship with them.
As well as providing copywriting, design, development and distribution of these campaign we offered works data cleansing through the supply of failed sends and reports on the campaign’s success.
The result of this project was a 48% email open rate, whilst email click through rate increased from to 20%.