A modern automated CRM
programme that reaches
6.6 million people a month

A modern automated CRM programme that reaches 6.6 million
people a month

CRM / Strategy / Content Creation

CRM / Strategy / Content Creation

With an email base of 6.6 million and over 500 types of product on offer, the opportunity to tailor messaging to Gumtree’s users was as vast as the number of the brand’s CRM subscribers. Gumtree needed a sophisticated strategy beyond its ‘one size fits all’ approach. By turning its database into meaningful segments based on user activity, the new system would both reengage and inspire action.  

With an email base of 6.6 million and over 500 types of product on offer, the opportunity to tailor messaging to Gumtree’s users was as vast as the number of the brand’s CRM subscribers. Gumtree needed a sophisticated strategy beyond its ‘one size fits all’ approach. By turning its database into meaningful segments based on user activity, the new system would both reengage and inspire action.  

With an email base of 6.6 million and over 500 types of product on offer, the opportunity to tailor messaging to Gumtree’s users was as vast as the number of the brand’s CRM subscribers. Gumtree needed a sophisticated strategy beyond its ‘one size fits all’ approach. By turning its database into meaningful segments based on user activity, the new system would both reengage and inspire action.

OUR APPROACH

A hyper-personalised engine, powered by users’ actions and interests. Modular in make-up, the content and combination of each block are unique to each customer for effective, data-driven communication. Employing a deep understanding of the user journey, the robust system rolls out one-to-one messaging that simultaneously changes alongside users’ behaviour throughout the lifecycle.

A hyper-personalised engine, powered by users’ actions and interests. Modular in make-up, the content and combination of each block are unique to each customer for effective, data-driven communication. Employing a deep understanding of the user journey, the robust system rolls out one-to-one messaging that simultaneously changes alongside users’ behaviour throughout the lifecycle.

A hyper-personalised engine, powered by users’ actions and interests. Modular in make-up, the content and combination of each block are unique to each customer for effective, data-driven communication. Employing a deep understanding of the user journey, the robust system rolls out one-to-one messaging that simultaneously changes alongside users’ behaviour throughout the lifecycle.

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WHAT WE DELIVERED

Highly relevant, user-specific content divided amongst 19 new segments and sent to previously disengaged audiences, increasing personalisation by 100%. What’s more, CRM-generated traffic to site saved 130 hours of work, solidifying the new system as an effective, streamlined approach. Email success, delivered.

Highly relevant, user-specific content divided amongst 19 new segments and sent to previously disengaged audiences, increasing personalisation by 100%.What’s more, CRM-generated traffic to site saved 130 hours of work, solidifying the new system as an effective, streamlined approach. Email success, delivered.

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© Feed Communications 2019

© Feed Communications 2019