Picture perfect email with Jessops
The UK’s premier photography specialist enlisted Red C to create an eCRM program aimed at achieving a substantial return on investment while showcasing their enthusiasm for image creation. As is the case with any new initiative, it began with gathering insights. We engaged with key stakeholders across various departments, including sales, product, and customer service. Additionally, several team members worked in retail locations to understand the diverse customer base at Jessops and what drives their purchases. After completing our orientation, we identified that the core issue with the email program was its failure to connect with customers' passion for photography. The existing email strategy was limited to weekly messages that solely focused on discounts. We proposed that, since their audience might not always be looking to purchase a DSLR camera or new filters, they needed more than just promotional offers. We aimed to create a "rich and varied inbox" for their database. Consequently, we developed a range of templates that encouraged customer engagement with Jessops, even when they weren't considering a purchase. In addition to providing discounts and offers, we created emails that included exciting photography competitions, useful tips, advice, and inspiration. As a result, within the first three months, the program increased gross demand fourfold, and total direct sales surged by 510%.