Over 80 marketing leaders gathered on February 20th for the first edition of the “Tinyclub”, Tinyclues’ user group, perched above Parc Monceau in Paris. Tinyclub is an opportunity for marketers to meet, share best practices, and talk shop with Tinyclues specialists and industry peers.
Led by digital marketing expert, Bruno Florence, this first session featured presentations by veteran Tinyclues users, who spoke to the group about their most pressing business challenges, strategies and campaign goals, and how Tinyclues helps to achieve them by revamping their marketing campaigns at every step of the process: from sourcing campaign topics to AI-led targeting and planning.
Managing a ramped-up campaign schedule
One of the morning’s central themes was the challenge of managing ramped-up campaign schedules. Leading fashion e-tailer, Brandalley, spoke in detail about their strategic shift towards automated-but-personalized campaigns. The retailer explained how Tinyclues has enabled them to reinvent and industrialize the creation process, using weekly and monthly planning that’s guided by AI. Now running a slew of new, more targeted campaigns, BrandAlley increased the number of campaigns to more than 800 per year. But thanks to better organization and AI-driven insights and targeting, campaign performance has also improved: with relevant messages, revenue per email doubled and unsubscribe rates remained stable.
Impact of marketing fatigue on customer behavior
Of course, no campaign optimization talks would be complete without a focus on marketing fatigue, and this was a recurring theme throughout the morning. Top travel retailer TUI shared the results of an extensive study on the impact of marketing fatigue on campaign performance and customer behavior. The study revealed that TUI’s new beefed up campaign schedule has actually NOT degraded the customer experience, quite the opposite since Tinyclues’ AI-driven solution zeroes in on the most likely buyers for any given offer. While the majority of customers received few campaigns, those who received the most not only have better open and click rates, but also higher purchase rates and lower unsubscribe rates!
From one session to the next, speakers were keen to share the ways in which the Tinyclues Action solution helps them easily manage customer fatigue – with intelligent campaign planning features that let the user set daily & weekly fatigue rules, anticipate and avoid campaign overlaps to increase campaign potential, monitor fatigue by category or by channel and measure its impact.
Reactivating Inactive Customers
Another key topic focused on how to reactivate dormant customers and increase repurchase rate. European furniture giant Conforama gave the group an in-depth look at how they’ve used Tinyclues’ deep learning technology to identify the “sleeping beauties” in their base, who are ready to purchase anew. With effective reactivation campaigns and more relevant messages, Conforama reported that it’s generating significant additional business, winning back inactive buyers and improving customer lifetime value. In fact, Conforama found that the engagement rate and average basket of reactivated customers were similar to those of active customers!
Omnichannel Campaign Strategies
Omnichannel marketing was also a featured theme, with use cases presented by OUI.sncf, one of Europe’s largest travel companies. OUI.sncf presented the major benefits their marketers have seen since adopting Tinyclues for strategic channels: email first, then push notifications and Facebook Ads. France’s leader in e-commerce revealed stats showing just how far the results outperform its in-house campaigns (and Facebook Interest targeting) in terms of conversion rate and additional revenue. OUI.sncf saw a +115% increase in email campaign revenue and +49% increase in push campaign revenue versus their in-house targeting; they also saw a +53% increase in Facebook Ad revenue per euro spent.
OUI.sncf told the group that it also started testing Tinyclues to optimize targeting for onsite display campaigns, and has seen promising results: with an AI-led strategy, they’re now able to identify audiences they couldn’t find before with their DMP targeting, as a result, overall conversion rate has significantly increased.
Read the full story to learn more about how OUI.sncf reinvented their omnichannel campaigns by saying “yes” to AI.
Beyond scheduled topics, the morning’s exposés brought to light a number of other benefits perceived by Tinyclues users across the board. Client speakers unanimously noted how Tinyclues’ campaign intelligence solution has helped streamline and simplify their in-house marketing processes improving productivity and freeing up resources. Brandalley shared how they’re now spending less time targeting campaigns and more time concentrating on optimizing and tweaking their campaign strategy. OUI.sncf also reported that since adopting Tinyclues, they’ve seen a 75% decrease in the marketing team’s workload for targeting and planning.
Marketing Expertise
Last but not least, users stressed how much they value the support of Tinyclues’ marketing experts, the Customer Success Managers, and the importance of this collaboration in finding the best ways to build and optimize their campaign strategy. Tinyclues is being used to supplement CRM strategy with new types of targeted campaigns (strategic offers, niche products, trade marketing, follow-up campaigns, etc.) and marketers have measured consistently higher campaign revenue (by a global average of +79%).
The morning ended with a Q&A session led by a Tinyclues panel including founder & CEO David Bessis, who took questions from the group, hinted at upcoming new solution features, and announced a date for the next global “Tinyworld” conference: rendez-vous in Paris on July 10!
Find out more about how Tinyclues helps retail and travel leaders to optimize their campaign strategy with a great impact on revenue and customer experience.
