Crabtree & Evelyn's Platinum Rewards program draws strong engagement from fans of the bath, beauty and home retailer. With Mother's Day—the third-largest retail event in the U.S.—on the horizon, they wanted to try some personalization strategies to drive further loyalty and increase sales. Did it work? Like flowers on the first Sunday in May.

Personalization: A Little Goes a Long Way

Our team worked with Crabtree & Evelyn to grow its Platinum Rewards program for a little over a year. After a successful campaign to convert Email Exclusive subscribers to Platinum Rewards, we decided to look at how we could boost engagement in this fast-growing program. We knew loyalty program members’ spending results in 5–10% more revenue than non-members and that 48% of consumers spend more after receiving personalized e-commerce messaging, and we wanted to test both ideas together.

In the lead up to Mother’s Day, we decided to run three email campaigns:

  • The first, a control group, centered on a Mother’s Day discount
  • The second, targeting those who had purchased gift sets in the past
  • The third, aimed at customers who bought the Hand Therapy product line

Using the same artwork, and different subject lines with personalization based on prior purchase, we found that personalized content drove significant increases in open rate, click-through rate and—most importantly—nearly 1.5 x the conversions as the control group.

The strongest results came in tying seasonality (Mother’s Day) to past customer behavior—insights made possible through data collected and tied together in the Clutch platform.

 

Results Crabtree Stats