Sainsbury's Bank extends behavioural email usage

by Dan Leahul, Brand Republic 16-Oct-08, 11:25

LONDON - Sainsbury's Bank plans to extend its behavioural email strategy to its home insurance campaign in a move to re-engage shoppers who abandon their online shopping baskets.

The move comes following an increase in the open and click-through rates across Sainsbury's pet insurance campaign run by customer data company RedEye, which also used behavioural analysis.

RedEye will ensure event-triggered emails are sent automatically when users access specific areas on the Sainsbury's Bank website, whether saving insurance quotes or abandoning them.

Emails are sent which encourage re-visiting insurance quotes, or reiterating the benefits of Sainsbury's Bank insurance products.

Stephen Paton, e-commerce relationship manager at Sainsbury's Bank, said: "Industry research has revealed that up to 75% of shoppers abandon their online shopping baskets before completing the checkout process, a problem we have successfully overcome with RedEye through relevant, timely emails triggered by behavioural analysis.

"The excellent results, such as a 750% return on investment from our pet insurance campaigns have encouraged us to extend our strategy to car insurance and home insurance, with the potential to roll our further in the future."