Revenue +29%, Sales volume +50%
Using customer data insights, TSW drove smarter targeting decisions for Scottish Friendly’s affiliate marketing programme.
Having delivered annual revenue increases since our working relationship began in 2014, TSW knew that even more effective revenue streams were vital to continue Scottish Friendly’s positive growth.
The challenge was to persuade consumers of the need to invest against the background of an economic landscape nervous about Brexit and effects from the US election. We met and exceeded this challenge by pinpoint targeting within an expanded audience pool.
In 2016, Scottish Friendly updated their audience segmentation, matching products with their customers’ hobbies and lifestyles. We used this information to run a tailored and targeted strategy, knowing that incentive publishers have a wealth of information about what their audiences buy and what their interests are. We understood that if we could dovetail that information with Scottish Friendly’s products, we could overachieve on targets.
Which we did. Constantly refining the strategy put us at the forefront of customer targeting: generated significant improvements in sales, open and click-through rates via email, and new customers visiting the Scottish Friendly site. All within the cost of sale target.
By the end of the year we delivered 29% growth in YoY revenue and came in 3% below the targeted cost of sale.