LifeFit Group and b.telligent
20% increase in email open rate due to improved personalisation
Client
LifeFit Group
Partner
b.telligent
Industry: Leisure
Key Marketing Objective: Personalised communications through automation of customer touch points
Sector: leisure-and-gaming
The Challenge
First customer data, second campaign, third action
It is crucial to have the right infrastructure in place when implementing a new marketing automation system and there are many questions that need answering before this can be done. Fitness First asked b.telligent for their help in implementing this new system. There were three parts to the process 1. Customer data 2. Campaign (Apteco Marketing Suite) 3. Action
Products: apteco-faststatsapteco-peoplestage
The data source was Fitness First’s CRM system which b.telligent used to consolidate the customer data into a data mart to build a 360-degree view of their customers. This became the main input for the Apteco software. The data was fed into Designer to create a FastStats system to generate insights and to gain knowledge from the customer data. These insights were then actioned in Apteco's PeopleStage campaign automation software in the form of a 9-step milestone campaign to members, which was triggered by members training activity and rewarding their behaviours, and a 3-step new member mailing. Over 500,000 emails per month were sent to members. Over these campaigns the open rate increased to 45% (20% over the benchmark) and Fitness First saw an uplift in response rates, in member loyalty and retention rates.
The impact on the business
During the Covid-19 lockdown Fitness First had to shut down all venues and was hit hard by financial consequences like cancellations or pausing of contracts. This didn't leave much room for creative Marketing campaigns! It was necessary to bring creativity & efficiency established by the marketing team into the processes of other areas of the business - the Apteco Marketing Suite made a first-class contribution to this. Due to the campaign enablement, the infrastructure, customer data, and communication interfaces already in place, these could now be used during the pandemic to optimise operational processes, reduce costs and generate revenues. After Covid-19, there will be room again for marketing campaigns using the additional possibilities in channels and intelligence newly learned within the implementation of the service processes.