Uplifting results for HSS Hire

Brief

In the spring of 2015, we were contacted by HSS Hire to help make some significant improvements to their eCRM programme – both creatively and strategically.

Approach

The first stage was a thorough induction, which involved meeting a multitude of key stakeholders. With any new relationship it’s important to understand the key challenges and obstacles facing a business with regards to their objectives.

After our induction we conducted an audit of their existing email programme, which consisted of reviewing their email templates, the customer journey and their results to date – both KPIs and heat maps.

Based on our findings, and our email experience, we then went about creating a suite of hardworking email templates that could be easily and cost effectively updated to suit either of their key audiences – residential and business.

We created a healthy mix of templates including hard hitting, single-minded promotional postcards, product showcase emails and a monthly offer email.

Given a large proportion of the HSS audience were engaging with the emails via their smartphones we approached the project with a mobile first approach. This involved creating device specific content, such as a burger navigation menu for both mobile and tablet and a number of image swaps.

Conclusion

This approach led to significant improvements to the HSS email programme, including an uplift in open rate of 30% and an uplift in click through rate of 25%.