Enhancing CRM Campaigns with Payments Provider WorldFirst
WeDoCRM joined forces in 2020, with WorldFirst to help increase its CRM operations. As part of our scope of work and responsibility, we deliver their ongoing BAU campaign schedule and manage various projects to increase CRM effectiveness. Four years on, our partnership remains strong and continues to achieve significant milestones. Here’s a breakdown of our services and how we’re growing together.
Elevating WorldFirst’s CRM Capabilities
We brief, design, implement, deliver, and analyse WorldFirst’s BAU campaign schedule across the UK, Asia, Australia, New Zealand and European markets; manage their CRM projects to support operations; provide analysis reports for the Head of CRM and the broader business to inform marketing and business strategies; manage the email campaign calendar; and offer strategic on-going support.
Multi-Lingual Email Campaigns: US, Australia, New Zealand, Southeast Asia, and Europe
We have expanded into new territories and diverse markets, enhancing our support strategies to be customised for each of WorldFirst’s regions. This includes adapting to time differences, language variations, cultural transcreations, tailored copy, segmentation, and diverse datasets.
Our support strategies are specifically tailored to each region, ensuring that campaigns are relevant and impactful. This customisation includes adapting to local time differences, language preferences, and cultural nuances, making our communication more effective.
We have refined our audience data segmentation and targeting strategies to cater to different regional demographics and behaviours. This has led to more precise targeting, resulting in higher open and conversion rates for our campaigns.
Despite the regional adaptations, we maintain consistent brand messaging across all markets. This consistency reinforces their brand identity while allowing flexibility to address local preferences and trends.
Acquisition Journeys Launch, A/B testing, SMS and Synchronisation with SalesForce
We introduced three tailored acquisition journeys specifically designed for the Global Market, covering five regions. This strategic approach has significantly enhanced our client’s ability to attract and convert new customers across diverse markets.
Our A/B testing initiatives have focused on critical aspects such as:
- Copy Length Optimisation: By experimenting with different lengths of email copy, we have identified the most effective formats that capture and maintain audience interest.
- Cashback Incentive Variations: Testing various cashback offers has helped determine the most attractive incentives, boosting engagement and conversion rates.
- Personalised Content Block Efficacy: Personalised content blocks have been used in email templates and have been evaluated to ensure they resonate with recipients, leading to increased relevance and higher engagement.
Our BAU projects, including the Global Acquisition Journeys Launch and targeted A/B testing, have significantly strengthened our client’s CRM capabilities.
By optimising copy length, testing incentive variations, and integrating personalised content, we have enhanced engagement and conversion rates. The diversification of communication channels through SMS and the use of control groups for robust analysis has further solidified our strategy. The seamless synchronisation with Salesforce ensures precise tracking and analytics, driving informed decision-making and ongoing success.
Customer Lifecycle Journey – Account Creation to Utilisation
WorldFirst needed to increase conversion between account creation and utilisation.
Key highlights:
- Launched commercial incentives to encourage progression within the funnel.
- Enhanced knowledge base with relevant and educational content, including step-by-step articles and onsite videos, to support new account users and help them navigate the app.
- Extended journey length to provide more touch points and reminders, spanning up to 4 weeks, including SMS alerts and onsite notifications.
Once we had carried out the audit and identified areas of opportunity, we set conversion and TTV benchmarks that then informed targets for the next 12 months and then set to work implementing the changes.
Results
By conducting a thorough audit and identifying key areas of opportunity, we set clear conversion and transactional value benchmarks for the following 12 months. The successful implementation of these changes has improved customer engagement and significantly increased the transactional value, strengthening the overall customer lifecycle journey for WorldFirst.
Looking for CRM support?
As we’ve done for WorldFirst, WeDoCRM’s in-house team provides comprehensive support for brands and organisations across CRM operations, MarTech implementation and optimisation, and multi-channel customer marketing.
If you’re seeking assistance with CRM, our expertise and specialised services ensure that you maximise the potential of your CRM system. Get in touch today.
