CreatorMail Drives 42% Online Active Customer Engagement

December 2011

Online behavioural analysis techniques developed by CreatorMail have achieved industry leading customer engagement activity levels - exceeding 42% - for its high street brand customers.  The results far exceed alternative online and direct response approaches and underline the criticality of understanding customer buying behaviour.

The figure emphasises what retailers can potentially achieve – even in the current economically testing times – with an in-depth knowledge of customers based on sophisticated database modelling techniques. CreatorMail’s entrepreneurial approach to active online customer engagement has paid dividends for its high street customers, driving sales conversion rates into double figures. Working with leading brands including HMV and Thomson, CreatorMail has shown how the application of such methods has produced staggering channel metrics, open rates, active engagement and industry leading incremental conversion rates.

“We set out to change the way businesses communicate with their customers using email as a primary delivery mechanism. Customers are becoming more cost and service savvy and thoroughly research options online as a matter of course. In response to this, businesses are keen to drive loyalty and strengthen brand image. The challenge has always been to gain a clear understanding of customer requirements and at what point they are most likely to respond or purchase,” said Mark Brennan, managing director of CreatorMail.

With economic uncertainty affecting consumer spending, the battle to win customers and market share has become a sophisticated affair. This is reflected in the personalised service that shoppers now receive from those businesses operating CreatorMail’s cutting edge solutions which ‘monitor, evaluate and respond’ to online consumer behaviour – with pinpoint accuracy. The underlying software and marketing, which allows such in-depth behavioural analysis and response mechanisms, are the tools that have made CreatorMail a multi award-winning success and a prime example of a home-grown trailblazing services business.

“Using some of the most sophisticated database technology available and in-house expertise, we can now help to positively influence how customers and prospective purchasers interact online.  This takes the analysis of the ‘clicks’ and the use of data analysis to a new dimension, allowing personalised interaction to be initiated from historical data. As a result of the work we have undertaken and the specialist knowledge we have accumulated, we have become a silent power behind our customers’ online presence,“ added Brennan.

CreatorMail has forged partnership relationships with leading global brands across many industry sectors including leisure, retail and pharmaceutical, demonstrating how active customer engagement can be significantly improved by over 42%.

“Our work with travel company, Thomson, on its Holiday Seeker Conversion Programme is a good example of the efficacy of online behavioural knowledge combined with appealing response marketing. The service uses 1-2-1 email communication to assist active holiday seekers to find the perfect holiday. By harnessing online engagement data, the programme identifies red hot prospects looking to purchase and responds with emails with personalised content, delivered with the right tone, frequency and at the right time. The results achieved are astounding,” said Brennan.

It is no coincidence that CreatorMail has picked up 35 top industry accolades in less than five years - which include Direct Marketing Association (DMA) multiple gold awards for four years running in e-CRM, Travel Holidays, Data Strategy and eMail Marketing and recently the Grand Prix winner at this year’s Data Strategy Awards. The company has been shortlisted for six DMA Awards in December.