Graphic - using predictive analysis to increase subscription renewals

FT email campaign commended for most effective use of data

9 May 2016

1 min read

Having been tasked with the redesign of the Financial Times’ renewals communications last year, we’re thrilled that the resulting campaign has received plaudits in the ‘Most Effective Use of Data’ category at the Drum’s Digital Trading Awards this month.

Beating off competition from the likes of Evian, Unilever and Boots, the brand was commended for its innovative use of predictive analytics to increase subscription renewals.

Using customer data to reduce attrition risk

By developing a data model to identify which customer behaviours were linked to increased cancellations or page views, the FT managed to outperform their own campaign objectives with some amazing results:

  • 18% reduction in cancellations
  • 10% increase in page views
  • £26K+ saving in subscription revenue over 2 months

Infographic to show Financial Times email campaign results

Engaging. Responsive. Dynamic.

999's bold headline and illustrative approach to the creative was brought to life in fully responsive emailers, giving the campaign the creative boost required to achieve such impressive results.

With 50% of the FT’s digital traffic being driven by mobile, we knew that a flexible, mobile-optimised design would be key to the campaign’s success. The positive impact of this campaign has enabled us to build on this across other subscription areas for the FT.

Infographic to show before and after designs of Financial Times campaign emails

Francesca Castagno, the FT's Global Marketing Manager, B2C said:

"Working with 999 on this campaign allowed us to demonstrate a smart use of analytics alongside an email design that cuts through the noise to engage and create value for our subscribers.

A tremendous overhaul of the creative approach led to a dynamic and illustrative design that, whilst staying true to the FT brand, ultimately allowed us to drive engagement-related behaviours among our audience.

The results exceeded our benchmarks and is an impressive example of teamwork, collaboration and innovation around managing customer attrition risk."

The Drum Digital Trading Awards logo

Want to know more?

999's extensive experience in email marketing means we can take any brief and deliver effective design solutions that convert customers. If you’re looking to redesign your email campaigns to increase your company's revenue then email or talk to us via Twitter @999Design.

#analytics #emailmarketing #responsivedesign #userjourneys

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