The international target group specialist Audience Serv successfully implemented an Email campaign for Barclay Bank in Germany. Goal of the campaign was to push a certain product of the company. After years of not using the classic email channel for marketing campaigns, Barclay relied again on a modern version of the customer communication tool: LiveSend, which works in accordance to the principle of programmatic advertising.
Reach the right recipient at the right time
Audience Serv has run a total of ten campaigns for the financial company over the past twelve months. The target group specialist used its innovative product LiveSend for specific targeting. The Audience Serv algorithm analyzes more than 100 user data points in order to determine the perfect segmentation and the ideal time for sending the email. Instead of sending out mass emails at once, every single email is only sent to the relevant recipient when they are actually online. As a result, it can take up to two or three weeks for this to happen. However, the success rate of this procedure is much higher compared to the classic approach. Personalized and especially relevant emails are sent to the right customer at the right time with LiveSend.
Barclay Bank defines the target customer group in advance in consultation with Audience Serv. As part of the service portfolio, the target group specialist also optimized the landing page and the design together with the financial company in order to ensure the greatest possible success of the campaign. In addition, Audience Serv used various email templates during the campaign. To ensure an optimal customer response, up to four versions of templates have been tested in advance within multi-level split tests.
Outstanding opening rates
The result of the Barclay email campaign was outstanding: the average opening rate came up to 50 percent, which exceeded the expected opening rate of 30 percent significantly. As part of the partnership, the expected KPIs have been specified by Barclay in advance. Opening rates of classic email campaigns, often only reach ten percent. Most of the 800,000 recipients received the individual of the seven campaigns, with between 41 and 54 percent of the emails being opened.
“Audience Serv was our first choice to revive the classic email channel after years of stagnation at Barclaycard. Barclaycard benefited from the technological innovations and the outstanding and transparent campaign management. A quick and uncomplicated coordination and approval process made optimization measures during the campaigns very easy. As an additional result data protection inquiries were able to be processed quickly and in compliance with data protection. The campaign results exceeded our expectations for all KPIs. Therefore we are looking foward to continue working with Audience Serv in the future, ” said Julia Müller, New Distribution Partner Manager Barclay.
“We are far more than satisfied with the campaign we implemented for Barclay Bank” said Oliver Schmieder, VP DACH Audience Serv. “We were able to achieve the very good results with the user thanks to an effective combination of our innovative LiveSend product can be reached by email when they are active, when they reach the definition of a relevant target group and the information tailored to them.”