Case Study: Argos user generated email campaign
- Added:
- Apr 09, 2009
Recetly, Argos worked with BazaarVoice, Planning Inc and eCircle to launch a user review section on their website. This case study shows how the retailer used the data collected from feedback to run an email campaign that delivered record results.
Argos wanted to develop an online marketing campaign that engaged with their customers and embraced the importance of customer feedback. Working alongside specialist suppliers, BazaarVoice and Planning Inc, they created a dynamic user review section on the Argos website to drive engagement and loyalty amongst its customer base.
Branded emails were sent to customers who purchased online for home delivery or reserved online for in-store pick up, thanking them for their purchase and inviting them to review the product they had purchased.
The emails, managed by eCircle who ensured they were sent to the correct customers within the desired timeframe, used dynamic content to generate a personalised email for each of their customers.
The campaign initially aimed to generate 209,000 reviews in the first six months, but has already exceeded targets, hitting 203,095 in just four months.
This translates into 17,590 products currently reviewed on the Argos website. The team has been able to receive, moderate and upload the customer’s reviews on average within 72 hours, ensuring a quick turnaround on the information provided.
Results
The emails generated a conversion of 10% across all the categories. Furthermore, Argos found that the majority of their customers were happy to be brand advocates with 52% of reviewers giving the top product rating of five stars.
Significantly the campaign demonstrated engagement through high open rates and extremely low unsubscribe rates of 0.05%.
Grant Baillie, Multi-Channel Customer Retention Manager, Argos said: “We were really pleased to be able to use our email marketing to help feed user generated content on to the website, offering customers a really useful tool to help improve their online shopping experience at argos.co.uk. We can clearly see from the huge response that this cross channel communications campaign delivered emails that interested and engaged our customers.”
Simon Bowker, UK Managing Director of eCircle added: “It is great for eCircle to be working with such a well respected retailer on an exciting and innovative project. Increasingly companies need to be approaching their customers from a number of channels, so we are pleased to be part of the cross channel team Argos works with. The figures for this project speak for themselves; we measure our email marketing by open rates, click throughs and overall engagement. This innovative project produced some really impressive results which will help drive Argos’ sales both on and off line.”
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