Challenge

With an email base of 6.6 million and over 500 types of product on offer, the opportunity to tailor messaging to Gumtree’s users was as vast as the number of the brand’s CRM subscribers. Gumtree needed a sophisticated strategy beyond its ‘one size fits all’ approach.



Insight

By turning its database into meaningful segments based on user activity, the new system would both reengage and inspire action.


Solution

Our approach involved a hyper-personalised engine, powered by users’ actions and interests. Modular in make-up, the content and combination of each block are unique to each customer for effective, data-driven communication.


Employing a deep understanding of the user journey, the robust system rolls out one-to-one messaging that simultaneously changes alongside users’ behaviour throughout the lifecycle.

Our streamlined approach allowed delivery of highly relevant, user-specific content divided among 19 new segments and sent to previously disengaged audiences. Automation saved 130 hours production time per month, allowing the team to focus on driving conversion.


Personalisation increased 100%
Automation saved 130 hours production time per month

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A modern automated CRM programme

With an email base of 6.6 million and over 500 types of product on offer, the opportunity to tailor messaging to Gumtree’s users was as vast as the number of the brand’s CRM subscribers.

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