Evans Cycles achieved a 172% year-over-year increase in email revenue through implementing a data-driven customer relationship management strategy. They integrated online and offline customer data to segment messaging and content based on individual preferences and behavior. This resulted in open rates as high as 84.9% and click rates of 40.5%, significantly higher than industry averages. Evans Cycles developed a six-stage customer lifecycle model to maximize lifetime customer value through targeted communications at each stage.

1. Evans Cycles: Delivering a Data Driven
CRM Strategy Through Email
Integrating online and offline data to produce a highly
effective customer relationship management programme.
Ben Hart, Evans Cycles
Matthew Kelleher, RedEye

2. 172% Year on Year
Increase in Email Revenues
172% growth in email revenues compared to
the same period 2009/10.
Evans Cycles achieved these results through,
amongst others, segmentation and life cycle
marketing strategies.
The email campaign plan segmented
messaging and creative content based on
individual preferences, engagement, online
browsing and behavioural data.
Email marketing content was relevant to
each individual user. The results included
open rates as high as 84.9% (generic
‘newsletter’ emails 16% - 25%) and click rates
of 40.5% (generic emails 3.8% - 5%).

3. The Building Blocks to Email CRM
Best practise and best results demand relevance. Relevance requires both
data and the ‘plumbing’.
• Behavioural Data
• RFM and Historical Data
• Engagement Data
• Automation
• Dynamic Content
• Lifecycle Model
RedEye call this approach ‘Behavioural Email’.

4. Diverging Strategies in Email

5. OR
Web ODP
Analytics B.I.
Data D/base
eCRM
Database
ESP

6. Data Feed Status
Customer Data
Email Suppressions &
Unsubscribes
Product Cancellations
RedEye
Database
Transactional Data feed
Email Engagement &
Preferences
Post Purchase Email
Top Rated Products

7. Maximise customer lifetime
value by targeting behaviour
Increased value with behavioural
lifecycle marketing
Profile
Re-engagement
Customer driven
Nursery
offers
lifetime Win back
value Welcome X-sell
Abandoned
basket
Traditional customer
lifecycle email marketing
Newsletters
Time
Acquire Convert Develop Retain Reactivate

8. 6 Stages Of Customer Lifecycle
1. Tactical
2. Engagement
3. Purchase
4. Re-Enforcement
5. Retention
6. Reactivation

9. Evans CRM Programme
An Overview:
• Integrate Off- and On-Line Transactional & Behavioural Data to:
• Improve Customer Retention
• Increase Customer Lifetime Value
• Customer fall into the eCRM programme whether they have purchased on
line or instore.
• Daily behavioural emails driven by single data feed from Evans Cycles
merging with online data held by RedEye.
• To launch the programme, we concentrated only on implementing the plan for
bike purchases

10. 6 Stages Of Customer Lifecycle
1. Tactical
• Campaign emails segmented by
web/email engagement, online
behaviour and transactional data
2. Engagement
• Welcome
• Error Experienced
• Category Conversion - Content
Group Based e.g. Clothing,
Components, Accessories, Road
Bikes, Mountain Bikes, Hybrid, GPS

11. Engagement
Welcome Email
Clothing Conversion

12. Error Experienced Email

13. 6 Stages Of Customer Lifecycle
1. Tactical
• Campaign emails segmented by
web/email engagement, online
behaviour and transactional data
2. Engagement
• Welcome
• Error Experienced
• Category Conversion - Content
Group Based e.g. Clothing,
Components, Accessories, Road
Bikes, Mountain Bikes, Hybrid, GPS
3. Purchase
• Abandoned Basket
• Abandoned Basket Follow Up
• Thank You for Your Purchase
• Cross-sell – Accessories

14. Purchase
Abandoned Basket

15. Purchase
Thank You Post
Purchase
Clothing/
Accessory Upsell
(not live)

16. 6 Stages Of Customer Lifecycle
1. Tactical 4. Re-Enforcement
• Campaign emails segmented by • Bike Anniversary
web/email engagement, online • Post-Purchase Review
behaviour and transactional data
5. Retention
2. Engagement • Cross-Sell – Bike Insurance &
• Welcome Service Reminders
• Error Experienced
• Category Conversion - Content
Group Based e.g. Clothing,
Components, Accessories, Road
Bikes, Mountain Bikes, Hybrid, GPS
3. Purchase
• Abandoned Basket
• Abandoned Basket Follow Up
• Thank You for Your Purchase
• Cross-sell – Accessories

17. Retention
Bike Insurance Cross
Ride It! Free Event

18. 6 Stages Of Customer Lifecycle
1. Tactical 4. Re-Enforcement
• Campaign emails segmented by • Bike Anniversary
web/email engagement, online • Post-Purchase Review
behaviour and transactional data
5. Retention
2. Engagement • Cross-Sell – Bike Insurance &
• Welcome Service Reminders
• Error Experienced
• Category Conversion - Content 6. Reactivation
Group Based e.g. Clothing,
Components, Accessories, Road
Bikes, Mountain Bikes, Hybrid, GPS
3. Purchase
• Abandoned Basket
• Abandoned Basket Follow Up
• Thank You for Your Purchase
• Cross-sell – Accessories

19. 6. Reactivation
• Segment into
• Bike purchases only
• Clothing/Accessories/Bikes
• Control tests
• X% DM
• X% Email
• X% Both
• Test incentives

20. In Summary
Evans Achievements:
1. 172% increase in income from email
2. Constructed a SCV to drive email CRM
3. Combined multi channel data