We set ambitious revenue targets, split by new & existing customers, channels and months, which would allow us to re-invest budget more efficiently towards acquiring new customers whilst also re-engaging with and re-converting existing ones efficiently and profitably. This would require an integrated approach across channels with audience linking across Search, Social & E-mail via CRM integration which would allow us to display specific messaging to users across channels, according to whether they area new or existing customer.
This strategy resulted in a +438% increase in revenue during month 1 (comparing YoY figures) and a +545% increase during month 2, with the vast majority of revenue coming from new customers. Existing customer revenue also grew significantly as a result of campaign level segmentation and re-engaging with previously dormant audience groups.
