How do you turn a batch of old data into a veritable goldmine?


Dusting down Miele's data, we discovered 120,000 vacuum-cleaner owners who didn't buy branded accessories online. We could really help this company clean up.


We planned a tactical email campaign with as much creative thinking in the data selection and strategy as in the visual style and messaging. Staggered for guaranteed order fulfilment and split tested to ensure every batch performed better than the last.


In the words of Miele, amazement and delight! In terms of opens, clicks and ROI, much the same, with impressive averages of 18.9%, 5.1% and 6.7 respectively. Tidy indeed.