Click-through rate and engagement
Overall engagement was excellent: up to 39% click-through rate and 50% redirect rate for the captive target, the best of all actions promoting vehicle change offers. In particular, we observed a historic peak in traffic on the page dedicated to vehicle rental.
“We managed to raise awareness among members on a complex subject thanks to a personalized diagnosis which then helped to generate interest in our vehicle change offers.
We are convinced that this type of approach, which aims to place the personal situation of each member at the heart of our communication, accentuates our value proposition.
The objective is now to enter a phase of continuous taiwan contact number improvement of this system with Sinch while enriching it with an outgoing call campaign based on the vehicle data collected.
GOALS
The “100% Refunded” operation has been a recurring operation at BUT for 3 years. However, the previous year, despite the deployment of a Rich SMS campaign to promote this offer, the results did not live up to expectations.
The potential conclusion during the March 2023 review was that the offer lacked clarity for BUT customers (particularly in the 160 text SMS characters of Rich SMS), thus posing a challenge for 2024. Our priority this year was therefore to make the offer more transparent and contextualized. It was important to have a more targeted approach to generate customer interest in the “100% Refunded” offer, distributed in the form of deferred purchase vouchers, through the most suitable channel.
SOLUTION
BUT collaborated with Sinch to carry out an AB test RCS vs Rich SMS.
RCS was a logical choice for BUT given that it has been an integral part of their CRM strategy since May 2023 with already more than 26 campaigns sent.
The enriched nature of the RCS available directly in the messaging channel, the attractive GIF, the first name personalization and the incentive text have once again proven their effectiveness.
RCS Click-Through Rates, CA and ROI
The result is clear: an excellent click rate of 13.3% for the RCS (+10 pts average market and record BUT rate on a commercial operation on a volume of 300k contacts). The RCS generated €61,000 in additional turnover! (x3 vs N-1)