Targeted micro campaigns improve RoI for Kiddicare

The general ‘monthly offers’ email has its place, but more targeted campaigns are a good deal more effective. Etelligent has all the tools needed to create highly-targeted campaigns easily, improving RoI.

Nowadays, many retailers gather a great deal of information about which customers buy which products. Etelligent enables the retailer to use this data to suggest products that might be appropriate to each customer. These offers can be sent via micro-campaigns which might only be delivered to a few hundred contacts, but are highly profitable because the customer is only offered relevant products.

Kiddicare.com is a good example – one of the UK’s leading online retailers of products for the mother-to-be through to pre-school. The company’s distribution and nerve centre is in Peterborough where you can also visit their newly-built superstore. Established in 1974, Kiddicare is family-run business and the largest privately-owned nursery and baby supplier in the UK.

For Kiddicare email marketing is an extremely important method of keeping in touch with their ever-expanding customer base, and they have been using Etelligent to do this since 2004. Take the example of car seats, and the critical topic of child safety.

On that first journey home from the maternity unit the child must ride in a backward-facing stage-1 seat which many proud parents will have purchased online from Kiddicare. However just eight months later the child will have grown and a stage-2 seat is required by law.

This is where Etelligent comes in and it’s so simple and all automatic.

Kiddicare’s data shows the customers who’ve bought the stage-1 seat and when they did so. Their campaign is set up to automatically email those customers reaching the critical time-to-move-on date, and each month it automatically creates an email offering the stage-2 seats.

So with Etelligent, it’s quick and simple to create and load the message into the system, set the sending rule and there’s nothing more to do. It can all be forgotten about except to check the effectiveness using Etelligent’s powerful analysis tools which link in with the website’s analytics package to prove the effectiveness.

As for Kiddicare’s customers; they receive emails that are relevant and timely so have grown to trust Kiddicare emails. This is reflected in the higher than industry average open rates, and a click-rate that is almost double that expected for the sector.

Consequently, the return on their investment is markedly better than doing simple one-size-fits-all blanket emails.

Consequently Kiddicare have been able to sell more product, and keep customers loyal for longer. And we all know that loyal customers make good referrers, so building the business onwards from there.