Turning an Idle Database into a 45x ROAS Revenue Channel

Chase Lane Plates, an online retailer of personalised and private number plates, had built up a large customer database over time, but it wasn’t doing much work for the business. Email sends were occasional and generic. Every subscriber got the same message whether they’d bought last week or never bought at all, and there was little automation to catch customers at the moments that matter.

Email also sat apart from the rest of their marketing. Paid social and email were run separately, audiences weren’t shared, and customers could get messages from one channel that ignored what they’d just done in another.

The brief was clear: make the database pay its way, and make email a connected part of Chase Lane Plates’ wider full-funnel marketing strategy rather than a standalone channel.