CHALLENGES ENCOUNTERED

  • Open rates and number of opens were down
  • Email marketing pressure was too high, ill-suited to contacts’ behaviour
  • Low level of customer insight made it impossible to optimise targeting efforts and personalise the content of marketing campaigns

OBJECTIVES

  • To make emails more pertinent by optimising segmentation
  • Forward planning to prevent a drop in interest or subscribers
  • To involve customers in the campaign development and targeting process, collecting feedback via multiple channels

 

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