Omnichannel Momentum: How to Win at Customer Retention

In the fast-paced world of service-based businesses, customer retention is paramount. But with so many channels available for outreach, it can be tricky to figure out which ones actually keep customers coming back.

In this case study, we explore the power of combining email and direct mail to enhance customer retention rates, using data from three Jiffy Lube franchises. 

• Franchise A: 16 Locations

• Franchise B: 60 Locations 

• Franchise C: 30 Locations 

The Challenge 

The primary challenge was to determine the most effective channels for customer retention. Specifically: 

• Which channels yield the highest return rates for customer retention? 

• How does email compare to direct mail in effectiveness? 

• What happens when you combine the success of both email and direct mail? 

By addressing these questions, we aimed to provide a clear strategy for franchises to maximize customer return rates. 

The Solution 

To tackle these questions, we implemented a comprehensive omnichannel marketing strategy using Cinch. This involved: 

• Sending oil change reminders via email and direct mail. 

• Combining email and direct mail to evaluate the synergy of both channels. 

• Measuring return rates across different contact methods to determine the most effective strategy. 

Sample and Methodology 

Our study focused on three franchises, tracking customer interactions across five weeks. A total of 132,011 customers were divided into four groups: 

• Uncontacted 

• Contacted via email 

• Contacted via direct mail 

• Contacted via multiple channels (email and direct mail) 

Here's a breakdown of our sample size: 

• Franchise A: Total 100,777 Interactions (32,692 uncontacted, 38,820 emailed, 29,265 mailed) 

• Franchise B: Total 25,783 Interactions (20,281 uncontacted, 4,157 emailed, 1,717 mailed) 

• Franchise C: Total 21,714 Interactions (11,452 uncontacted, 8,092 emailed, 4,062 mailed) 

Results 

Return Rates by Franchise 

Contacting customers significantly increased return rates across all franchises: 

• Franchise A saw a 52% increase in return rates. 

• Franchise B experienced a 48% increase. 

• Franchise C observed a 42% increase. 

Return Rates by Contact Method 

Combining email and direct mail proved to be the most effective approach, showing a 28% return rate compared to: 

• 24% for email only 

• 22% for direct mail only 

• 17% for uncontacted customers 
  
  
  

Impact of Email Opens 

Customers who were sent direct mail and opened an email returned at the highest rate of 39%. Even without direct mail, customers who opened an email had a return rate of 28%, highlighting the importance of engaging email content. 

Average Spend on Return Visits 

The average spend on return visits did not significantly differ between contacted and uncontacted customers. However, contacted customers showed a slight edge in spending. 

Expected Revenue 

By analyzing the data, we calculated the expected net revenue, and learned: 

• Combined email and direct mail outperformed both single-channel strategies. 

• Even accounting for the additional costs, the omnichannel approach generated higher net revenue. 
  

Key Takeaways 

Ready to maximize your returns? Let’s look at the most valuable customers: those that received a mailer and opened the campaign email. We know their return rate was the highest at 39% with an average expected revenue of 127%. 

Key Takeaway No. 1: If you aren’t sending mailers, you’re missing potential revenue.  

Key Takeaway No. 2: If you aren’t actively working to improve your email open rates, you’re missing out on the highest possible return rate.  

Unlock Your Full Potential 

This case study underscores the power of combining email and direct mail for customer retention and revenue. Utilizing Cinch's omnichannel marketing capabilities, Jiffy Lube franchises saw significant improvements in return rates. By harnessing the strengths of both channels, businesses can create a more engaging and effective customer retention strategy. 

Ready to unlock the full potential of omnichannel marketing? Schedule your demo with Cinch today and see how we can help you boost customer retention and grow your business.