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Fairphone’s Spare Parts Campaign Delivers More Than 33% Revenue Uplift 

Industry: Telco

Fairphone is a pioneering Dutch electronics manufacturer based in Amsterdam that’s revolutionizing the smartphone industry through sustainable and ethical practices. Founded with a mission to make electronics more durable, sustainable, and long-lasting, Fairphone has built its reputation by creating phones and other electronics while maintaining complete transparency in its supply chain and fostering new relationships between people and their technology.

1080x600pxlovall-Thumbnail-with-Logo-fairphone2

Products

Email Marketing
Bloomreach Engagement
33.5
%
more revenue
compared to the previous 19-day period
31.7
%
conversion rate
via newsletter opt-in funnel
9.72
%
opt-in rate
from dedicated landing page

Challenge

Fairphone needed to prevent customer churn after launching a new flagship model, The Fairphone (Gen. 6), while staying true to its sustainability mission: the most sustainable phone is the one you already own.

  • Post-launch anxiety = potential device abandonment. Fairphone 3, 4, and 5 users worried their devices were obsolete after the Fairphone 6 announcement, creating risk of premature upgrades or switching to competitors.
  • No dedicated retention mechanism = missed revenue. The brand needed a structured way to praise longevity to existing users for spare parts and accessory purchases.
  • Limited audience engagement = shallow relationships. Without an active newsletter funnel, Fairphone couldn’t nurture relationships with visitors who weren’t ready to purchase immediately.

Solution

Fairphone launched a 19-day retention campaign offering 20% off spare parts and accessories, using a dual-funnel approach to convert existing customers and capture new newsletter subscribers.

Three-part retention strategy:

  1. Immediate value for existing customers = direct conversion from owned audience Fairphone deployed targeted email and push notifications with personal voucher codes to Fairphone 2, Fairphone 3, Fairphone 4, and Fairphone 5 owners. The message reinforced that their current device was still the most sustainable choice and offered tangible support through discounted maintenance products.
  2. Newsletter opt-in funnel = higher-quality conversions New visitors could subscribe to receive their discount code, creating a two-step engagement: first capturing permission, then converting through automated follow-up. This built an owned audience asset while driving immediate sales.
  3. Multi-channel visibility = maximum reach across touchpoints The campaign appeared as a sticky banner on spare parts pages (driving 72% of sign-ups), Instagram Stories, Community Forum posts, and email — meeting customers where they already engaged with the brand.

Here’s how it worked:

  1. The Fairphone (Gen. 6) launches → Existing Fairphone 3, Fairphone 4, Fairphone 5 users receive reassurance campaign message: “The best phone is the one you already own”

  2. User sees campaign across channels → Sticky banner on website (72% of traffic source) or email/push notification with personal code

  3. Two conversion paths:

    • Path A (Existing customers): Receive unique voucher code via email/push → Shop immediately with 20% discount
    • Path B (New subscribers): Land on dedicated page → Opt in to newsletter → Receive automated welcome series with code
  4. Purchase behavior reveals device priorities → Fairphone 4 users buy batteries (extending device life), Fairphone 5 users buy screen protectors (protecting newer devices)
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This campaign showed us that retention isn’t about preventing upgrades, it’s about giving customers the tools to stay committed to the device they already love.

Quoute-–-Fairphone-–-1

Camille Pogorzelski

Marketing Automation Manager, Fairphone

Results

The campaign proved that retention revenue grows when longevity becomes tangible — not just a mission statement.

  • +33.5% more revenue generated across both funnels, with spare parts purchases concentrated in high-impact categories (Fairphone 4 batteries, Fairphone 5 screen protectors)

  • Newsletter opt-in funnel delivered 12x higher conversion efficiency (31.7% vs 2.6%), proving that permission-based engagement drives stronger retention than one-off promotions

  • 9.72% of landing page visitors opted into newsletter, creating a growing owned audience asset beyond immediate campaign revenue

  • Sticky banner on spare parts pages drove 72% of all newsletter sign-ups, identifying website product pages as highest-intent capture points

Fairphone 4 owners led total purchase volume with battery replacements as top category, validating that older device owners actively invest in longevity when enabled

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