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bluecycle.com Case Study 2

Intellegentia’s Client, bluecycle.com wins another two awards:

Most Effective Direct Marketing Campaign award, 2007.
Judges’ Award for Best Consumer Insight award, 2007.

bluecycle’s main challenge was to create a marketing strategy to achieve maximised auction returns. Our analysis of 350,0000 auctions helped us develop the segmentation strategy and formed the insight for an effective targeted email campaign.

Explains Vibha.

Using Intellegentia’s email marketing services and technology we were able to send unique messages to a targeted set of customers, using only one email broadcast, which in turn led to a reduction in customer acquisition costs of 80% and an increase in bidder activity by over 32%.

The results proved that our strategy, implemented with Intellegentia’s technology, solved our main challenges.

  • Direct targeted marketing email campaigns have increased click-through rates by 14 times more than previous generic ones and even reactivated 15% of our lapsed customers.
  • A 6.3% increase in unique bidders per auction.
  • The capability of Intellegentia’s email tool increased employee productivity eightfold.
  • Intellegentia’s email tool also monitored our bounce rate, which prompted a data cleansing exercise.

Awarded by the Financial Services Forum.

Vibha Sridhar, Market Making Manager