Gumtree is the leading classifieds
website in the UK.
Following their aspirational, modern rebrand in 2016, they briefed Feed to adapt
this and carry it through all communication channels. Initially curating the homepage by
rolling out their “Opportunity starts on Gumtree” marketing campaign, followed by restyling their
BAU newsletter templates, which transformed into a much larger project:
Rethinking the way they communicate to their customers.
The problem
After a year of A/B testing re-skinned email templates and plenty
of subject lines, it became clear that sending generic weekly newsletters and
standard trigger emails was not engaging enough for Gumtree’s customers
of subject lines, it became clear that sending generic weekly newsletters and
standard trigger emails was not engaging enough for Gumtree’s customers
and failing to reach targets.
The process
The process
The team went back to do extensive research and analysis on Gumtree's
users, utilising available data and rethinking segmentation and targeting.
In a diverse team of two strategists, a copywriter, a creative director, accounts
& myself leading design - we prepared an solid proposition to develop a
In a diverse team of two strategists, a copywriter, a creative director, accounts
& myself leading design - we prepared an solid proposition to develop a
modern CRM program, which would support users on their journey with
the brand from start to finish.
The solution
In 2017 we designed and built Gumtree’s first CRM Welcome stream for sellers -
showing how Gumtree works and it’s benefits, as well as, entertain and deliver
relevant content to help build long term engagement and encourage action.
showing how Gumtree works and it’s benefits, as well as, entertain and deliver
relevant content to help build long term engagement and encourage action.
Whilst the new program is being implemented, we’re in the process developing new
types of weekly communications and continuously testing and learning, so we can
build out even better informed, data driven CRM streams, as well as improve
types of weekly communications and continuously testing and learning, so we can
build out even better informed, data driven CRM streams, as well as improve
targeting strategies and continue push creative that delivers results.
The results so far...
The results so far...
In the past year we’ve seen a 66% increase in site traffic
and the emails reach 6.6 million people every month.
and the emails reach 6.6 million people every month.
