ScottishPower is a major utility company in the UK. Like most utility companies in the UK, they experience a large attrition rate (those that cancel after signing up). ScottishPower needed a campaign that would help establish rapport with their existing customers and bring down that attrition.
So ScottishPower turned to PURLs to help establish this rapport. They sent new customers a personalized email and welcome pack, both conting a Personalized URL (PURL).
The PURL Landing Page provided the visitor with relevant account information. It also had a quick two question survey with an incentive “prize” if they completed a longer survey.
The campaign shows that PURLs can do much more than provide a little lift in response rate. They can also be very powerful in establishing rapport with customers/clients.
- 40% access rates to the PURLs
- 64% e-mail click-through to PURL rates.
- 81% drop in sales cancellations within the first 14 days of service
- 39% reduction in new customer attrition
Purlem is not associated with ScottishPower in any way. Just another great PURL campaign that I thought we could all learn from.
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