The Hive - eCommerce for Gardners Books UK
Bookworld

Miele

How do you turn a batch of old data into a veritable goldmine?

One look at Miele’s vacuum cleaner data and we knew we could help them clean up.

Insight

Dusting down Miele’s data, we discovered 120,000 vacuum-cleaner owners who didn’t buy branded accessories online.

Innovation

We orchestrated a tactical email campaign, thinking creatively about data selection and strategy alongside the visual style and messaging. The campaign was staggered for guaranteed order fulfilment, then split-tested to ensure every batch performed better than the last.

Influence

In the words of Miele, amazement and delight! Opens, clicks and ROI had impressive averages of 18.9%, 5.1% and 6.7 respectively. Tidy indeed.

Snowball One helped us to identify a hidden treasure of customer information and then turned this into simple yet powerful communications that generated a great customer experience and fantastic ROI.

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