Digital | Email Case Study - Acxiom

Digital

The Challenge

Acxiom are a world leading consumer data provider for digital and direct mail agencies. In the last 5 years the increased penetration of the web and digital media has made it far less cost efficient to gather survey data from postal surveys and Acxiom has moved to using email surveys to capture digital email addresses.

The challenge was to increase email sourced data capture from previous lifestyle data providers. This case study demonstrates how the digital part of BGD Group agency team were able to over-deliver to this digital brief.

The Solution

  • To use proven direct response techniques to increase click thru rates
  • Personalised letter format with a classic two speed read approach
  • "Official Selection Certificate" - highly successful technique used with offline media for other clients
  • Increased opportunities throughout e-mail to click thru (control version only had one click thru button)
  • Used visually impactful digital graphical promotion of the prize draw and money saving vouchers and special offers

The Results

  • Beat Control click thru rate by 0.12%
  • Beat Control survey conversion from e-mails opened by 1%
  • Beat Control survey conversion from e-mail click thru by 2%
  • Beat Control survey conversion from e-mails sent by 0.14%
  • Overall beat Control survey completion by an index of 107%

Our Work