Silver Chef is Australia’s leading provider of equipment funding to the hospitality industry. The company is publicly listed on the ASX and services customers throughout Australia, New Zealand and Canada.
Andzen was engaged to optimise communication with Silver Chef’s existing and past customers. The aim was to offer more value to these customers, whilst also working to encourage repeat business and increase their customer lifetime value.
Working closely with the Silver Chef marketing team, we developed a system of automated email updates which notified customers of their pre-approved finance amounts on a quarterly basis. Each notification was personalised according to when the customer funded their original equipment. For example, the six month email reminded customers that it was now the opposite time of the year to when they funded their original equipment. As a result, it could be a good time to consider adding equipment and diversifying their product offering to capitalise on seasonal demand.
The key was to keep the response process as simple as possible for the customer. Rather than directing the customer to a web form or landing page (which involves time and effort from the customer), our solution asked the customer simply to click a button within the email – either ‘Yes’, ‘No’ or ‘Call me to discuss’.
All positive responses were sent immediately to the Silver Chef sales team who would then call the customer while the lead was warm to discuss their equipment needs.
Within six months of implementing the automation program, Silver Chef’s revenue from marketing leads increased 94%. The quantity of marketing leads generated jumped 42%.
Since its launch, the automation program has become Silver Chef’s second highest contributor in terms of settled contracts from marketing leads.
“The ROI we’re seeing from email marketing and specifically the automated finance updates is the highest of any of our channels. It’s become our first port of call because we know it gives us our best results and at a relatively low cost.”
– Jamie McCalman, Senior Marketing Executive