purestone recently launched an e-communications strategy for Lombard Group (part of RBS) to support the leading asset finance businesses seasonal sales push around the release of new vehicle registrations in the UK.
The strategy involved a series of highly targeted email campaigns directing customers to a personalised and highly engaging microsite experience. The centre piece of the customer journey was an interactive ‘Route Planner’ tool which walked participants through a series of questions. The tool calculated on the fly (based on question responses) the most suitable product to meet the needs of the customer, concluding with a product recommendation.
The results were impressive. The unique click through rate for the campaign averaged at just under 10% with the overall click rate at 57.42%. Over 10% of individuals engaging with the microsite completed a user journey and completed one of the primary calls to action. With full user journey tracking from email through to the flash based Route Planner tool the reporting proved hugely insightful and has allowed Lombard to target specific pockets of its customer base.
purestone Director James Smee commented, “It’s a campaign that needs to mould itself around customer needs, on one hand educating the customer, on the other selling products. The campaign delivers this at every level and the results speak for themselves. The additional customer insight we’ve gained through the Route Planner opens up a host of new opportunities to better engage with Lombard customers.”