Pioneer of the beauty industry, Clarins offers effective, innovative, and natural products, but the success of the second largest beauty company in Canada is also due to the special attention that they give to the relationship with their customers. Therefore, Clarins faces a challenge that most mature CRM databases meet : it has a large percentage of inactive individuals, more precisely, people who no longer open the brand newsletters. After the implementation of the GDPR in Europe, Clarins Canada has decided to align themselves with the new European contact rules and consequently They have removed individuals who haven’t been active for more than 3 years… Numberly’s goal is to help the brand reconnect with the individuals whose contact data will be deleted.
The campaign led Clarins to achieve both reactivation and activation goals.
This mechanism allowed the reactivation of 8,803 contacts that were about to be deleted or in danger (among them, 80% email opt-ins).
Regarding the activation strategy, it was particularly efficient with 27,109 new contacts recruited (among 84% opt-ins). The learnings of the reactivation phase allowed us to perfect the algorithmic strategy of lookalikes identification. The result is a high conversion rate with a more than competitive cost.
Numberly’s goal is to prove that inactive customers should not be considered lost: far from being shortfalls, they’re an opportunity to learn how to maximize benefits!