eBay was finding it increasingly hard to reactivate lapsed customers. They lacked engagement and rarely opened emails. Our answer? Direct mail. Beautiful, personalised packs to disrupt the norm and showcase a diversity of products. And they achieved fantastic results.
Ebay uses email as a core form of marketing communication for its customers. Historically, email had reactivated lapsed consumers but response rates had started to decline, something that was noted in both the UK and Germany.
Customers are considered lapsed if they haven’t made a transaction on eBay for 12 months or more. High and medium spend consumers had traditionally been the most reactive to lapsed customer campaigns.
We knew we would need a different approach to succeed in reactivating lapsed customers. First, we deployed a ‘win back’ email, followed by a direct mail piece using the same content. We looked at which medium had the best response in reactivating high to medium lapsed customers.
We ran our dual testing campaign across both regions. We then targeted the top responsive segment of all lapsed customers.
From existing modelled data, we had insights into how lapsed customers had previously behaved. Our new approach, welcoming them back to eBay involved high levels of personalisation using digital printing.
We developed personalised, insight-driven content for the inside spreads of the DM. Content was split into electronics, fashion, and various other categories that were targeted based on consumers’ previous purchases on eBay. This also helped us showcase the variety of items that eBay offers.
When researching why customers were lapsing, we discovered that a lack of confidence in eBay and a lack of understanding about how it worked were key barriers. So we made sure our content addressed these concerns, for example by highlighting the Money Back Guarantee and helpline numbers.
Our final reactivation incentive was an offer: a £20 voucher for a minimum spend of £40 for the UK, and a €30 voucher for a minimum €60 spend in Germany.
We executed our creative concept and incentive across both email and DM to give a true test to the medium.
Following on from the success of our initial win back campaign, we developed a new campaign to promote the partnership between eBay and Nectar. It was complex, and required precision targeting and a blended brand approach. That way we could ensure stakeholders from both Nectar and eBay were satisfied that their brands were accurately represented, whilst delivering clear and concise messaging to the target audience.
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