We’re running our first ‘exclusive invitation only' offers this
month –randomly selecting a small number of members who’ll be presented with slightly
different offers in order to test the relative success of each offer.
If you’re not included in this trial, don’t worry - once this test has completed we’ll be collecting the learnings and will use this information to create new offers which we’ll roll out to members throughout the year.
It is important to run these types of tests to help see what
offers work and analyse the success vs cost of each offer. In order to tests things
properly, you have to have a control group which
enables you to accurately measure the impact of each offer - which is why only some members are included and everyone not included becomes the 'control group'. This is common practice - loads of companies use offer test groups before rolling out offers across their customer base.
Throughout the next 4 weeks we’ll be contacting a small
number of members and giving them an exclusive invitation only offer via email to
incentivise them to connect their first friend to giffgaff.
The offers we’ll be making to the test groups will be
similar to the ‘friend connection’ offers that we ran recently which was
available to everyone in December/October. We learnt a lot about recommendation
behaviour during our October and December offers – however there are additional
learnings to be made which is only possible when not everyone is offered the
In the mean time – if you spot anyone questioning the detail
about certain offers, please direct them back to the email they were sent which
will include the membername that the offer is related to – then to ask an agent
if they have more questions.
If you're not included this time - don't feel left out, it's not you - it's me (we'll my random selection of member formula).
We’re segmenting all members based on different criteria (ie grouping people who haven’t
ordered a friend SIM, haven’t activated a friend SIM, joined x months ago, only
activated an extra SIM, never visited the community etc etc) and randomly picking out a small percentage of members who
will be offered a credit incentive to connect their first/next friend.
We’ll be contacting test groups via email, all the offer
details including credit amount, expiry date and instructions to contact an
agent if they’ve got any questions – will be included in the email.
If members pop up in the community questioning the offer/
credit etc – please refer them back to the email which will have all the necessary
information/ contact an agent - therefore reducing the chance of creating
confusion in the public forum.
Once the offers have finished, we’ll collate the results and work out
which offers worked best for the different groups. This information will be
used to create new offers which the bean counters will love and help increase our memberbase throughout 2011.