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Illustrative HexaTech email campaign builder and mobile email preview using original ForRest cabin photography.

01 / Audience & messaging

Relevant messages.
Useful replies.

A customer campaign workspace for selecting an audience, preparing messages and reviewing activity.

Project
Customer campaigns
Scope
Product design / Workflows / Software
Focus
Software product
Explore the project (opens in a new tab)The work & value

02Potential at a glance

18

Additional enquiries / month

£174

Monthly contribution

-£1,112

12-month value after costs

18.4 mo

Modelled payback

03Challenge & solution

Every detail.
One business goal.

Sending the same message to every contact misses the context of the relationship. Campaigns need a purposeful audience, clear content and attention to communication preferences.

The audience, message and customer response can be considered as one relationship journey.

  1. 01

    Start with the audience

    Customer context gives the campaign a purpose. Segments and communication preferences help the team decide who should receive a message and which groups should be excluded.

  2. 02

    Give the message a job

    The campaign experience connects the prepared content with a channel and a relevant next step. Review remains part of the workflow, so a generated message is not mistaken for an approved campaign.

  3. 03

    Continue after the response

    Replies and customer actions belong beside the CRM record. The operating question becomes what the team should do next, rather than how many messages were sent.

  4. 04

    Customer strategy

    Match communication to the relationship stage.

04Business value

Modelled impact.

Additional outcomes

18

Additional enquiries / month

Modelled additional outcomes: 18Scenario assumptions: M1: 9; M2: 10.799999999999999; M3: 12.6; M4: 14.4; M5: 16.2; M6: 18. A business-case model, not measured project performance.04.5913.518M1M2M3M4M5M6

Audience-to-enquiry rate

+1 pp

Percentage-point change

Modelled audience-to-enquiry rate: +1 ppScenario assumptions: Baseline: 2.5%; Scenario: 3.5%. A business-case model, not measured project performance.2.5%3.5%BaselineScenario

Contribution after running costs

£174

Monthly model

Modelled contribution after running costs: £174Scenario assumptions: M1: 174£; M2: 348£; M3: 522£; M4: 696£; M5: 870£; M6: 1044£. A business-case model, not measured project performance.£0£261£522£783£1kM1M2M3M4M5M6

The operating journey

54

Enquiries

Modelled the operating journey: 54Scenario assumptions: Stage 1: 1800; Stage 2: 324; Stage 3: 54. A business-case model, not measured project performance.1.8k32454Stage 1Stage 2Stage 3

Return / investment

-34.8%

12-month model

Modelled return / investment: -34.8%Scenario assumptions: Investment: 3200£; Value: 2088£. A business-case model, not measured project performance.£3.2k£2.1kInvestmentValue

Outcome mix

3.5%

Scenario conversion

Modelled outcome mix: Baseline outcomes 2.5%, Additional outcomes 1%, Other demand 96.5%3.5%Scenario
  • Baseline outcomes2.5%
  • Additional outcomes1%
  • Other demand96.5%

Value after all modelled costs

-£1,112

Initial investment included

Modelled value after all modelled costs: -£1,112Scenario assumptions: Start: -3200£; M3: -2678£; M6: -2156£; M9: -1634£; M12: -1112£. A business-case model, not measured project performance.£-3.2k£-2.4k£-1.6k£-800£0StartM3M6M9M12
Illustrative HexaTech email campaign builder and mobile email preview using original ForRest cabin photography.

05The experience

From select
to respond.

The audience, message and customer response can be considered as one relationship journey.

Customer strategy

Match communication to the relationship stage.

Campaign UX

Connect audience choice, content and human review.

Attribution thinking

Look beyond delivery counts to replies and customer action.

An illustrated team planning customer communication.
An illustrated audience, message and response journey.

06The connected journey

From first intent
to useful action.

  1. 01Select

    Choose a relevant audience.

  2. 02Prepare

    Write for the channel and next action.

  3. 03Review

    Check content and communication rules.

  4. 04Respond

    Connect the response to customer follow-up.

07Technology & expertise

Built to
keep improving.

Product UX

An experience shaped around the user.

Business context

Information the team can maintain.

Connected workflows

People, records and the next action.

Measurement

Useful signals with clear definitions.

Human oversight

Review, ownership and operational judgement.

Audience selection

Choose the relevant customer or membership segment for a campaign.

Message preparation

Prepare an offer and its copy in the same workspace as the customer relationship.

Personalisation

Use supported customer fields to make messages relevant to the recipient.

Reusable templates

Build on established message layouts for consistent communication.

Communication preferences

Consider the available channel and contact preferences before sending.

Campaign activity

Review the available delivery and response information to guide the next message.

Connected products.

What to measure next

  • Relevant, permitted audience size
  • Reply and enquiry rate
  • Customer action after the message

08Let's do this

What could we
build for you?

Bring us the business challenge. We’ll connect the strategy, experience and working product around it.