Case Studies

Testimonial

We had initially planned to use a traditional DM mailhouse to take care of both the hard copy and online components of our customer communications but Ubiquity's specialist digital expertise has proved invaluable.

They really understand the drivers behind customer engagement and their strategic and best practice advice assisted our mailhouse, design agency and data clearing company to ensure that collectively we achieved a great result.

Gray Borrell

Marketing Manager, HRV

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HRV

HRV Image of HRV incentive email Image of HRV follow-up email Image of HRV thank you email

“Ubiquity really understands the drivers behind customer engagement and their strategic and best practice advice assisted our mailhouse, design agency and data clearing companies to ensure that collectively we achieved a great result.”

Gray Borrell
Marketing Manager, HRV

Snapshot

  • Market leader in home ventilation
  • Needed to re-engage with their 100,000+ customers
  • Ubiquity facilitated capture of customer details and delivery of eDM
  • First e-newsletter exceeded expectations with a read rate of 32%

Brief

Assist HRV to re-engage with their existing customer base and encourage uptake of their new quarterly online newsletter.

Solution

In 2011 HRV decided to take a single strategic approach to communicating with their customers, starting with a quarterly online newsletter.

The decision was a bold one: up until that point communication had been done independently by their 19 franchisees, and the company did not have email addresses for everyone in their database. Adding to the challenge was the fact that some customers had not engaged with HRV for some time.

Working with HRV’s partner agencies, we provided best practice advice for the design and mechanics of a campaign to motivate customers to sign up for the e-newsletter. The campaign had dual DM and eDM components to ensure it reached every customer.

To encourage opt-ins we recommended that HRV incentivise subscriptions: either "subscribe online and win" or "stay subscribed and win", depending on the channel. Each customer was allocated with a unique prize code which allowed us to automatically match their details to the database when they responded - simplifying the process of capturing their preferences and details.

In addition we provided:

  • Full-service management and delivery of emails via Engage platform
  • Data capture strategy and data management
  • Allocation of unique prize code to each customer to simplify data-matching
  • Proofing and quality control
  • Liaison with design agency to provide email best practice advice
  • Testing
  • Dynamic data change-outs to allow customisation for each franchisee region
  • New Zealand-based on-call support
  • Detailed post-campaign reporting.

Results

Uptake of the first e-newsletter was strong and demand has continued to grow with an increasing number of HRV customers choosing to subscribe online. The most recent issue achieved a read rate of 41%, and 54% of those readers chose to click through to read more, demonstrating a high level of engagement.

For the first e-newsletter, we recommended that HRV include strong “WIIFM” (what’s in it for me) content, alongside information about their range of products, and this has proved to be a popular drawcard for readers.

Each franchisee also contributes their own content which personalises each email and ensures it is relevant for individual customers. The Engage platform automatically populates this local content in each email based on the recipient's physical address.

The company now has a single consolidated view of their interactions with each customer, which they can use to better target and deliver content and offers, and ultimately create relationships of mutual value.

After such a successful start to their customer engagement programme, we are now proud to be partnering HRV on an ongoing basis.