Case Study - Engagement Metrics
One of Ten’s longstanding clients wanted to increase the number of its credit card customers using the concierge service. Their research concluded that customers who regularly used the concierge service were spending more and making more card referrals than those who weren’t using the concierge service.
Ten has worked in partnership with the bank for over a decade and following publication of the research results we quickly found a suitable solution.
Ten developed the scheme’s existing communications programme and expanded it from one weekly newsletter email to sending regular, highly targeted emails with specific themes – ranging from dining news and last minute-table availability, ticket alerts for upcoming gigs, sports events and theatre openings, exclusive cinema events and VIP red carpet experiences and travel offers and inspiration.
In less than one year, Ten had more than doubled the number of unique service users, growing penetration of cardholders who were using the service from 12 per cent to 26 per cent of the total portfolio. As a result, the total number of concierge requests per month increased by 50 per cent, therefore meeting and exceed the clients brief.
The email open rate went from the industry average of 25 per cent up to 40 per cent in 12 months, with some emails boasting open rates of more than 70 per cent.
Following the success, the bank extended their concierge contract for another three years. It now includes a premium incentive linked to Ten achieving the clients’ goals.