2021 Bronze Best Use of Marketing Automation

Entrant: The Royal Mint

Campaign Name: Real Time Automation and Data Driven Intelligence

Campaign Overview

The Royal Mint wanted to power a more personal and relevant customer experience - with data at the heart of it.

Strategy

Database analysis indicated a consistent trend that 95% of customers were only making a single purchase, or purchasing from one business category. The customer database was also in consistent decline over three years.

The strategy was to use key customer data and enhance insight with behavioural information to create real-time touchpoints. They would encourage relevant and positive experiences while also offering key insight back to strategic leads, ensuring generation of the right kind of content and propositions.

An initial Recency/Frequency model ensured the team could identify key customer segments and influential touchpoints. Marketing automation then enabled mass, personalised communication using dynamic content to drive relevancy.

With key journeys around engagement established, predictive modelling was harnessed to determine customer segments and their optimum real-time customer lifecycle stage.

This would help target customers with educational content to boost cross-sell over a period of time - nurturing single-category customers into multiple-category buyers with a high likelihood to retain and increase Customer Lifetime Value

Creativity

Key customer touchpoints were identified to optimise customer retention and lifetime value.

Automated programmes have been tailored to their customer journey stage and purchase history, making them more memorable and unique as they engage with the Royal Mint.

Journeys included:

• New Prospect Introduction - focusing on the most relevant messages

• Post Purchase - timing relevant content with product delivery

• Cross-Sell - testing various wait times to determine the optimal stage to send

• Lapsing Point - re-engage customers with different messaging

The performance of these campaigns also fuelled the content creation strategy, for example identifying the need for ‘behind the design’.

Results

The programme created a fundamental lever of competitive advantage for the business, allowing it to create a much more engaging and personalised customer experience.

Coupled with a new set of behavioural insights it is now able to better understand customers and tailor propositions to appeal to them more specifically.

Results highlights:

• 43% increase in customer engagement, with average open rates exceeding 59%

• 36% longer on-site times

• 24% increase in page views

• 33% more revenue per email, also reducing opt-outs and maximising the CLV

• 20% growth of customers buying in multiple categories, with increased AOV and frequency of purchase

The Team

The Royal Mint - Dan Bradford, Senior Marketing Automation Manager - Gordon Horrocks, Email Marketing Manager - James Askey, Head of Campaigns - Nia Davies, Senior Marketing Executive - Olivia Vickery, Marketing Executive - Ruthie Barsby, Campaign Executive - Jason Lai, Campaign Executive - Beth Sutherland, Marketing Manager