THE CHALLENGE
FFX Tools is a highly successful online tool provider with strong sales, but was suffering from a large customer database that required optimising via detailed testing and segmentation. Following a significant investment from Foresight Group, a London-based private equity firm, and the appointment of new CEO Patrick Kerr. FFX were looking to increase the performance of its online marketing.
Sales growth had slowed over time, with nearly 50% of the database unresponsive to email communications. Conversions onsite were weaker than required too making the cost of ads inefficient. FFX needed to know where the performance gaps were, before repairing began.
+42%
increased email open-rate
+9%
increase in conversions
+100%
improvement in brand appeal tests
THE SITUATION
146-point analysis with 5 high impact recommendations
Background
In October 2015 Foresight Group, a London based private equity firm, invested £4.0 million into Folkestone Fixings Limited (FFX), a multi-channel supplier of high quality tools, fixings and building supplies. As part of a sales and marketing due-diligence piece, our proprietary 146-point checklist highlighted a number of performance gaps in FFX’s digital footprint that could be improved.
The challenge
Rapid growth and expanding systems had created an audience list under-utilising the insights within for marketing activity. As a consequence, marketing activity needed a boost. With over half the customer database unresponsive, FFX needed their data to assist in procurement, marketing, & website performance. We were asked to bring back the dead.
The solution
Our Assessment of the business included a checklist of 5 high impact 90-day recommendations. In February 2016 we met with new CEO Patrick Kerr to agree a program of activity. Our report identified critical issues within branding, SEO, conversion rate optimisation and core to all these activities was database cleansing and segmentation. We met with new CEO Patrick Kerr and devised a solution focussed on 4 areas:
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Database analysis
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Brand clarity
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Communication design
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Results interpretation
THE RESULTS
Detailed analysis, followed by a fast and effective action plan
Database Analysis
A phased program of activity began with analysing the CRM database within FFX. For this we worked with EmailBee – experts in email targeting using their unique email platform. Our first job was cross-referencing & rebuilding the company database of hundreds of thousands of names to include:
First name
Segment
Customer value
Purchase history
This has become the bedrock to our on-going work.
Brand Clarity
Using our task force of professional consultants we scored and aggregated feedback from surveys on a number of brand performance metrics, including:
‘Clarity of proposition’ – i.e. who is FFX?
In a benchmark on the term ‘trustworthy’, how do they perform from 1-5
Is it clear what FFX offer and can you remember them?
Communication Design
Using the database we were able to start mapping brand messages, product lines and triggers to actual customer requirements. We A/B tested customers with a series of segmented campaigns using carefully written, HTML constructed Emails. Each designed to learn about customer desires and feed data back into the central database making each set of future campaigns more relevant, more targeted and effective.
WIth EmailBee’s proprietary technology, we were also able to ensure high levels of ‘inboxing’ for our best practice HTML builds
Results interpretation
The results were astounding. By systematically feeding back granular information on opens and specific clicks we were able to continually refine and target the database.
We’ve named this project as our database ‘resuscitation’ service – literally bringing propects back from the dead. Years of Non-activity has been transformed overnight into highly engaged, connected customers responding in thousands positively to all our communications. We are now seeing very good interaction, buyer intent and individual preferences taking shape from an audience previously thought dead or uninterested.
“… rare mix of pure creativity, business acumen and detailed analysis”
The team at FFX Tools have now worked with Usable Media on a number of digital projects ranging from design and usability to CRM consultancy. There’s that rare mix of pure creativity, business acumen and detailed analysis in the team. It’s a potent combination.
Patrick Kerr – CEO, FFX Tools
THE RESULT
FFX Tools experienced substantial improvements in the performance of their email marketing
+42% increased email open-rate
+9% increase in conversions
+100% improvement in brand appeal tests
OUR SUMMARY
Audit of Digital Gaps
By analysing FFX’s Marketing database we revealed performance gaps and opportunities that best practice would fix
High impact recommendations
Using our internally developed tool, we presented several high impact recommendations to the board and stakeholders, illustrated with proven examples
Rapid execution
Our team of award winning writers and designers created a sequence of emails to qualify and segment the database. From here, we lead-scored prospects and refined communications to be more relevant.
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