CASE STUDY

Location

Boston, MA, United States

RR Auction

Industry

Autographs | Memorabilia

Channel

Email Marketing

"Artbrain delivered what they promised.
We knew that it is necessary to focus on customer’s loyalty at least as much as on customers acquisition. Using artbrain, we saw many familiar customers that hadn’t been active for quite a long time, re-engaging and placing bids."

Bobby Livingston

Executive Vice President, RR Auctions

 

Results

Within three months of using Artbrain’s service

356

Reactivated customers within three months of using Artbrain’s service.

$1.6M

Bids placed by reactivated customers within the first three months.

41%

Average email open rate.

10%

Click rate by inactive customers.

Customer

With over 460,000 items sold over the past 42 years, RR Auctions has become an industry leader in Rare and Remarkable collectibles. Over that same time period, they accumulated a large customer base, Including information about their customer's bidding history.
Unfortunately, 80% of those customers became inactive and hadn’t placed a bid for years. RR knows the importance of customers loyalty and there for, understands the potential of focusing on re-engaging inactive customers.
However, re-engaging inactive customers is a difficult task to accomplish. Those inactive customers were inactive for a reason. The variety of items offered in today's collectibles market, has led to an upturn in customer's expectations, followed by an escalate in the competition on customers attention.

Challenge

With so many items up for sale, RR sought to find the most relevant items for each of their inactive customers, in order to make sure that they would click on the email and re-activate their profiles. However, fine art and antique collectors are known for their “ sophisticated and highly unique taste. it was impossible to define the
taste of each collector individually and assure they receive personal recommendations before each upcoming auction. RR understood that this process had to be automated.
They searched for a tool that could analyse all the information accumulated on their customers, and based on those analysis, define customers interests, provide those customers with
personal recommendations and get those customers to re-engage.

Solution

RR harnesses Artbrain’s technology to analyze their customers database and provides each customer with personal recommendations offering relevant items, according to each customer’s preferences.
Instead of sending the same generic email to thousands of customers, they are now sending thousands of different emails, personally tailored to each customer.