Case Study: Retention Email Marketing

Finding new consumers costs 7x more, on average, than keeping existing ones. Therefore, while creating pharma e-commerce growth strategies for 5 European and Brazilian markets, I decided to pay special attention to retention and communication with repeat customers.

The selected channel was retention email marketing to get patients more engaged, whether they are totally inactive or just not taking full advantage of our telemedical service. The aim of the email marketing campaigns was to expand the customer reach through newsletters and SMS and drive ROI in a cost-effective manner.

Our motto for this channel has been “Our retention emails are sent only to the patients that need them, when they need them.”

THE STRATEGIES: Personalisation & Segmentation