For several years, we’ve partnered with a home services company to enhance their email program and drive ROI. Like so many companies, they are challenged with a legacy data environment that is less-than-perfect when it comes to supporting marketing efforts or enabling newer AI or marketing automation technologies. Despite the limitations, we used an always-on approach to analysis, testing, and learning that led to improved personalization and relevance, ultimately contributing to the bottom line.
Personalization is no longer a value-add in email marketing. It’s table stakes. With consumers receiving an average of 121 emails a day, a generic email doesn’t help with standing out in the inbox and could ultimately contribute to a decline in retention. Over 70% of consumers expect personalization and will switch brands if they are unsatisfied with targeting. Tailoring content to individual preferences not only fosters a sense of connection but also nurtures stronger customer relationships, leading to higher engagement and conversion rates, as well as a higher customer lifetime value. Identifying untapped potential within our client’s existing data became critical to enhancing the customer experience.
By analyzing the current data and messaging strategy, we identified opportunities for optimization and innovation and developed a personalization strategy focused on four key areas:
The implementation of personalized strategies led to significant improvements across our KPIs.
Overall, these personalization strategies not only boosted engagement but also enhanced the customer experience and fostered loyalty, effectively addressing gaps in the previously disconnected customer journey. By aligning marketing efforts with data-driven strategies, email – a critical touchpoint in driving loyalty – became instrumental in delivering substantial bottom-line results.
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