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Imagine the following: a sunny day in London.

A cloudless sky in a country where the sun isn’t seen quite as often as we’d like.  The end of the week.

Last Friday we enjoyed this precious weather by running our Breakfast Seminar, where we discussed the latest innovation in email marketing over tea, coffee, and pastries. Perfect.

From client success stories to strategic best practice, here are our top 3 takeaways from the morning:

The Stage: From manual to marvelous

Described as the ‘industry publication for the performing arts’ The Stage moved online and has since been working towards implementing a Single Customer View strategy: “We wanted to have all our data including interactions with email (e.g. opens and clicks) all in one place to give more control, visibility and allow segmentation” explained Rachel Scott, Head of Marketing at The Stage.

By integrating their five data sources with Adestra’s platform, creating a mobile responsive template, segmenting their data and understanding and automating the customer journey, The Stage has increased subscribers engagement by 200%. Additionally, their preference center has helped them to deliver more personalized and relevant communications – and, more importantly, be GDPR compliant!

Ardington: Integrating email with a multi-channel strategy

Ardington Services operates three retail brands: Pia Jewellery, Museum Selection and Culture Vulture. Laura Grant, Head of Marketing,  explained that “for three brands with an audience of 60+ years old, building online trust and nurturing relationships is really important for improving engagement and revenue.”

After analyzing both online and offline customer journeys, Ardington optimized the segmentation they already had in place for their automated programs. They decided to segment their database based on behavior and purchase frequency and value, as well as using cross-channel data to reactivate lapsed customers. Additionally, working with different teams within the business, they made sure that both the online and offline customer journey was integrated to deliver First-Person Marketing communications to their customers. As a result, all three brands improved revenue, conversion rate and web traffic attributed to email.

Adapting advanced techniques

According to Adestra’s 2017 Email Marketing Industry Census in partnership with Econsultancy, email is the most highly rated marketing channel or discipline for return on investment – an accolade which looks set to remain in 2018. Both Henry Smith (Managing Director at Adestra) and Danielle Woolley (Head of Customer Success) gave exclusive insights from our upcoming 2018 Email Marketing Census report.

Danielle explained that this year’s report discovered that employing advanced techniques such as advanced segmentation correlates with increased ROI from email. But what are these advanced tactics? “They all come back to personalization: segmentation, re-marketing, location-based content, dynamic content, lifecycle programs, optimization…and driving a better, more relevant and engaging experience for your customer”.

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