The Challenge
Part of the Acco family of brands, Kensington are worldwide leaders in providing notebook accessories, specialising in laptop security and portable power. They have a vast range of products available for direct sale and through a network of trade partners.
Whilst they are market leaders, they are very mindful of the vast competition in their marketplace and therefore realise the importance of keeping the Kensington brand and their products at the forefront of their customer's minds.
The Outcome
Branch developed and currently manage a monthly Pan European email customer retention programme targeted at 60k customers and prospects. A separate email programme for 300 Trade partners is also in place. Both programmes are delivered across seven languages.
The purpose of the customer retention programme is to keep customers and prospects up to date with new products and to advise them on office security issues. The trade programme is similar in that it promotes new products, but it also provides the partner with the tools for marketing the new products to their customers.
The Results
The performance on both programmes, the customer retention and the trade support is exceptionally high, far exceeding industry benchmarks. Branch are routinely seeing unique open rates of over 45% and unique click rates of 10%.