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Brand

The Midcounties Co-operative is the largest independent consumer co-operative in the UK. A co-operative is a group of people acting together to meet the common needs and goals of its members, sharing ownership and making decisions democratically.

Objectives

  • Encourage members to get involved and influence decision-making in their local community
  • Offer tailored messaging based on member engagement throughout the campaign
  • Encourage members to keep updated via email

The Challenge

In order to get members more involved in decision-making, The Midcounties Co-operative wanted to create an automation program to encourage them to nominate and vote for a local community project that should receive a £1000 donation. The challenges with this included the fact that data was coming both from point-of-sale systems and in-store via handwritten pamphlets, and that colleagues were using a static form to add people to the program. Since email addresses were added throughout the duration of the campaign, The Midcounties Co-operative needed to find a way of adding new members to the right stage of the program depending on when they signed up to avoid sending conflicting messages, e.g. nominating a community when the nomination period had ended.

The Solution

Together with Adestra’s Professional Services team, Midcounties built a seven-stage program incorporating 10 email campaigns, which included filters based on email engagement to target messages accordingly and monitor the flow of contacts in each stage. To begin with, this program was built for two locations – Chipping Norton and Stourport – and spread over two and a half months.

The messages of the campaigns began with an email informing members in the local area what the Community Choices program entailed, before progressing to voting notifications and nomination reminders. Those who had opened the initial emails but not submitted a vote received a personalized intro, e.g. “We’ve noticed you haven’t voted for your local good cause in Chipping Norton yet. This is your chance to make a difference in Chipping Norton”. Two final notifications announced that voting had closed, and declared the winner of the Community Choices program.

This voting program highlights how automation can be used on a unique project basis to eliminate manual work for the marketing team. Without the API integration, which enables automatic data upload and filters checking for the sign-up period, the team would have had to manually slot the right data into the right program stage. Adestra’s Automation Program Builder worked fantastically in separating segments of the audience automatically based on their engagement, while still giving Midcounties a visual report of progress available at a glance through each stage based on interactions with the campaigns.

Results

The reward for showing dedication to the customer experience was great engagement results. The average open rate for the Chipping Norton campaign was 41% across ten emails with some as high as 61%, which is impressive considering the length of the program. The results for the Stourport campaign were similar, with a 32% open rate and a 2% click-through rate.

Over the course of the program, over 800 members got involved with the nominations and voting, helping Midcounties to make an impact in their local community. What’s more, the campaign helped drive member recruitment with over 280 new members joining the program.

 

41%

average open rate for the Chipping Norton campaign

280

new members

&