Which? was suffering from depleting retention rates, for some segments the existing CRM activity was in fact depressing renewal to their magazine subscription. Our challenge was to create an optimised CRM strategy to increase retention.
What We Did
Marketing Metrix used crucial insights from complex statistical modelling techniques to developed a highly targeted CRM framework. Communications and offers were only sent to those subscribers they were most relevant to. This resulted in increased engagement and customer satisfaction whilst avoiding over communication irritancy and high unsubscribe rates.
Retention rates for those receiving CRM are up by more than 5%. The models are now used to drive the CRM strategy and have been embedded into Which’s system to allow for automated targeting.