Transforming Email Performance Through CRM Data Optimisation.
Campaign Planning
Data Analytics
Customer Journey
Graphic Design
Email , Push, In-App
TLDR;
In four months, we helped World of Books resolve CRM issues, boosting revenue by 56% and reactivating 25k lapsed customers. By improving segmentation, personalising campaigns, and adding gamification, we enhanced email engagement, resulting in a 98% session increase and 38% more orders in 28 days. This highlights the effectiveness of targeted CRM optimisation for quick, lasting results.
Challenge
World of Books needed to overcome several CRM-related challenges:
Unsegmented Customer Data: The absence of segmentation limited the effectiveness of email campaigns, impacting customer engagement and repeat purchases.
Data and System Limitations: Inconsistent data and missing product details in their CRM (Bloomreach) prevented accurate recommendations and personalisation. Issues with consent management also led to an unintended increase in unsubscribes, reducing the reach of campaigns.
Resource Constraints: Implementing CRM improvements and optimisations with limited in-house resources.
Audit Insights and Key Actions
Through a comprehensive CRM audit, we identified quick wins and longer-term strategies to address these challenges and optimise email performance:
Uncovering Key Customer Segments: The audit revealed hidden customer segments with distinct behaviours, enabling the team to build tailored campaigns and strategies to engage these groups.
System Setup Optimisation: To enable accurate personalisation, Level53 recommended updating the product file with essential fields, such as product categories and conditions, and fixing the ‘consent on checkout’ issue to avoid re-subscription problems.
Enhanced Communication Strategy: Analysis showed that existing email content lacked personalisation and variety, impacting engagement. We recommended a content overhaul to introduce a mix of educational and sales-driven materials and diving deeper into themes aligned with customer interests, tailored recommendations, and a reduced frequency of non-relevant emails to avoid fatigue.
Data Enrichment and Personalisation: Leveraging gamification, we began capturing customer preferences to build progressive profiling. This enriched data allowed for deeper personalisation, enhancing the relevance of email content and driving customer engagement.
Approach
With these insights, we implemented a structured approach over four months to drive significant improvements in World of Books’ email channel:
Personalised Campaigns and Updated Designs: Created targeted CRM campaigns with dynamic, theme-based content, increasing clicks within emails and contributing to higher engagement.
Lifecycle Segmentation and Bespoke Journeys: Developed lifecycle customer segments, allowing for the creation of unique journeys and content suited to each customer’s stage.
Gamification for Data Collection: Introduced gamification elements to capture customer preferences directly within emails, building a richer understanding of user behaviour and supporting further personalisation.
Quick Wins for Immediate Impact: Implemented urgent fixes, such as optimising system configurations and refreshing content, to achieve a quick uplift in engagement and conversion metrics.
The Results
Sessions
+98%
Orders
+38%
Revenue
+56%
Reengaged records
25k
Conclusion
Our partnership with World of Books demonstrates the power of data-driven CRM optimisation in transforming customer engagement. By addressing foundational data and segmentation issues, we enabled World of Books to leverage their CRM effectively, driving a significant uplift in email performance and revenue. This project highlights how a structured approach to CRM transformation can create lasting business value through tailored customer journeys and meaningful engagement.
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Working with Level Fifty Three has been an absolute pleasure. Their team quickly understood our challenges and worked collaboratively with us every step of the way. The quality of their work was outstanding, and the results speak for themselves—our email performance has seen significant improvements, driving real impact on our business. I was particularly impressed with their ability to not only deliver on our objectives but to uncover new opportunities we hadn't considered. Level Fifty Three's expertise and partnership have been invaluable, and I look forward to working with them again in the future.