Yorkshire based foods business Farmison & Co which markets meats derived from heritage breeds has enjoyed a significant lift in its sales following implementation of an email marketing solution from Bronto Software. By using smart segments based on RFM (recency, frequency, monetary) and purchase behaviour data like product preference, Farmison & Co was able to reactivate dormant customers and generate a year on year revenue increase of 160 per cent.
The business was also able to segment those customers of higher potential and target them as part of its VIP group resulting in a 26 per cent conversion rate from specific messaging. Lee Simmonds, co-founder of Farmison & Co commented “We only started using Bronto in October 2013 but we can already see the potential of the platform. Following their advice, after a customer placed an order we tracked when they would receive it and sent out cooking instructions with recipes. People loved it. If you’ve spent a bit more to buy a rare breed of meat, you don’t want to cook it the wrong way.”
He adds that his business now had much more data on customers and planned further segmentation to drive repeat business.
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