/Experian
Live brief: Create and write a suite of emails to send out to existing Experian customers over the Christmas period and in the new year.
Shoot a series of new 'Data Self' images for use in these emails.
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Email 1: Merry Christmas
Email 2: Year in Review
Email 3: Set a goal for this year
Email 4: Help to achieve your goal - Variable content depending on what goal they chose
Results
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54-65% open rates (average open rates for one of Experian's marketing
emails is 21%)
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7-16% click to send rate (average on marketing
emails is 1.5%)
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1.2% lead to send rate (previous highest was an abandon credit card email
which was 0.6%, newsletters average around 0.05%)
The images we created for the email campaign also have the potential to flex across other mediums in the future such as press and OOH
Proactive thought:
Data Elf
At Christmas, Experian can help customers make their money go further by providing advice and comparisons of credit cards and loans. We harness the Christmas period within the Data Self campaign to introduce your Data 'Elf' - he's great at helping you pay for Christmas, but not so great at anything else.
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