Integrated campaigns, with real results
If you want to successfully deliver a consistent message across a range of media and channels, The Black Hole can deliver a proven approach to your Integrated Marketing Communications.
Turning the highest store card activation rate into maximum lifetime value
See how our integrated campaign increased sales
Results
£15m extra sales in the first six months
Our Strategy included:
- Planning and strategy development
- Creative email design
- HTML email build
- Direct mail
- Customer relationship management
- Landing page optimisation
- Campaign analysis
Project Objective
When the Black Hole helped Argos launch its store card in 2000, it swiftly gained the highest store card activation rate on the high street. By 2005 there were 2.5m cardholders and we now needed to create an integrated CRM programme to drive maximum value from this store card data pool.
What we did
With monthly mailings and seasonal campaign propositions, the programme is built around monthly targeted offers and vouchers delivered using email and direct mail templates including 73 text versions. Not only has it increased customer lifetime and lifetime value, but it has also significantly improved cost margins.
By analysing demographics, credit and buying behaviour across the database, we built a strategy rich in consumer insight. It means we now understand the trigger behaviours that move customers between segments. So we can communicate with each part of the customer base in a more compelling way.
Customer contact strategy doubles new account opens
See how we engineered a welcome programme to get the desired results
Results
Over 100% increase in new accounts opened vs previous activity.
Our Strategy included:
- Email marketing programme
- Creative design and HTML build
- Email delivery and campaign analysis
- Direct mail campaign
Project objective
The challenge was to understand the complex behaviour of the people that are most likely going to trade with Halifax Share Dealing. Then by tailoring content towards these key trading groups, our digital experts helped one of the world’s biggest banks create a successful email marketing programme – significantly increasing the number of trading transactions and product holding.
What we did
Halifax Share Dealing had become the first place to go to get on the trading ladder. By helping to educate as well as provide these customers with relevant and timely products, services and offers – we could promote the benefits of the extended product range to existing customers and increase the average product holding and overall value of the customer to the business.
The Black Hole engineered a welcome programme, mapped out the customer journey, designed and built all email templates and bespoke email marketing creative, managed the email broadcasting and analysed the results to produce a progress report.
The emails and direct mail strategies were based on customer insight, triggered by their previous behavior and segment characteristics. The result was to ensure that the content for all marketing communications was relevant and matched the customer’s experience and expectations, whilst still promotional enough to drive the desired response.
Increased response through an integrated marketing campaign
See how we delivered the results with this new marketing comms programme
Results
400% increase in email click through rate
Our Strategy included:
- Creative email design
- Email broadcasting
- HTML email build
- Direct mail
- Customer relationship management
- Landing page optimisation
- Campaign analysis
Project objective
After successfully re-branding and repositioning the 25 year old Crystal Holiday brand, The Black Hole set to work improving the efficiency and effectiveness of their revenue generating communications. The result was to create a new integrated marketing communications programme that made email an integral part of the sales process.
What we did
The new integrated marketing campaign combines direct mail with cost-effective, template based email for quick-turnaround tactical mailings.
Price-focused, tactical weekly emails throughout the holiday seasons put the right product in front of the right customers at the right time, driving response with latest offers and destination information. Optimising landing pages reduced the drop off rate, delivering more customers directly to the Crystal website. Regular direct mail targeted both those who receive the email, and those customers for whom Crystal have no email address. And it’s all tracked.
