Permission was appointed to develop an automated lifecycle communications program to change perception to that of a customer-centric, services company. A cost-effective, trigger based, email relationship marketing program was chosen to help unlock the power of permission as customers move through key lifecycle stages.

Background

RentSmart provides consumers and businesses with a smarter option to rent the latest technology. Research revealed that customers regarded RentSmart as a faceless financial organisation. Permission was appointed to develop an automated lifecycle communications program to change perception to that of a customer-centric, services company. A cost-effective, trigger based, email relationship marketing program was chosen to help unlock the power of permission as customers move through key lifecycle stages.

Objective

• Improve customer satisfaction and loyalty, with the aim of increasing the number of repeat rental applications
• Increase sales by getting customers to take out multiple contracts
• Improve advocacy through a more engaged member experience

Key Insights

• Consumers are interested in better ways of accessing the latest technology
• Renting is a smarter, simpler, and more affordable way to immediately get access to technology products
• RentSmart was seen as a functional financial offering with communication only at sign-up and contract end
• Consumers are unaware of many of the key benefits at critical stages throughout a rental period

Strategy

• RentSmart increases engagement through more targeted lifecycle communications
• Create a series of over 20 communications with more relevant spend stimulation offers and content specific to each significant lifecycle stage
• Leverage technology to deliver automated messaging at appropriate points in the lifecycle

Solution

• Conduct in-depth stakeholder interviews to create a clear scope of work
• Conduct data analysis and research into customer behaviour
• Conduct strategic planning workshop to create the relationship marketing plan. BluePrint guided the initial set up of all email messaging
• Integrated Permission’s proprietary message engine platform with SilverPop’s email marketing software and the RentSmart database
• Create a series of automated email and SMS communications to stimulate repurchase, reminders for product usage, and measure post-service satisfaction

Results

• Currently the high benchmark achieved for open rates is 67% and click through rate is 50%
• Quarterly results analysis and annual benchmarking is being conducted to optimize ejthe program within the marketing framework