Consumer

Improving retention through relevancy and automation

Consumer

Improving retention through relevancy and automation

Consumer is a not-for-profit organisation that offers digital and magazine subscriptions to its comprehensive library of content of product reviews and consumer rights advice. SpeakData enables the brand to have persuasive conversations with its members and prospects about how to maximise the value from their memberships and therefore continue subscription.

By tracking and analysing membership and browsing data, we have the insights to orchestrate around 20 different triggered and semi-automated campaigns all year round, all tailored and personalised to the individual member.

With only 2 marketing staff, Consumer is able to manage everything from payment reminders and welcome programs, to timely upsells and cross-sells, plus intelligent content recommendation and subject discovery campaigns. This is complemented by a huge set of business intelligence dashboards to track performance and guide testing and decision making.

In the face of huge competition from other online information sources, Consumer’s data-driven comms program is meeting higher than ever retention objectives and has successfully reversed a long-term decline in their paid member base.

Consumer Logo now you know

"We’ve been working with SpeakData since mid 2013 and our priority has been growing and retaining members. We initially tasked SpeakData with setting up a marketing data hub which would collate all data via APIs from our website, web agency, Google Analytics data, and how users engage with email marketing to enable us to send data driven communications."

"Since then we’ve had the ability to develop a fully automated marketing communications plan that follows members on the journey from joining Consumer through to becoming established and lower churn risk. Our monthly retention has increased from 78% to 88% and continues on an upward trend."

"We’d definitely recommend SpeakData especially if you require detailed analysis and content recommendations to be run through an automated programme."

Nikki Roberts
Marketing and Communications Manager
Consumer NZ