LoveFilm came to the agency to improve win-back rates from lapsed customers who had joined from free trial offers, but lost interest along the way.
Our approach with the LoveFilm was not just to improve win-back, but to gain an idea of why these customers lapsed in the first place (to ensure it didn’t happen again once our work was over). Therefore, we decided not to create another offer, but to give the customer a reason to rethink why they left the service. The primary reason was simple: people had gone through their ‘wish list’ within a few months and needed inspiration to keep building it. This led to a segmentation model and a designed trigger-based communication plan via Direct Mail.
Our campaign reduced overall client costs and improved response by an impressive 20% from this campaign alone. Win-back rates improved at a healthy 25%, leading us to work with the client on an email acquisition campaign.